Building Trust in Turbulent Times: Break the Backlash Cycle to Ensure Long-Term Growth

As brands reassess their DEI commitments, those that stay consistent in their values—and adapt strategically when needed—will earn trust and drive long-term growth.

Consumer trust is more fragile than ever, and brands feel the pressure. As brands rethink their commitments to diversity, equity, and inclusion (DEI), they risk pushing away the very consumers who fuel their growth. With 86 million Americans ready to stop buying from companies that backtrack on their promises and social media powering collective consumer action, reactive damage control is insufficient. Building trust, a key driver of purchase decisions, takes a deliberate, forward-thinking strategy. 

So how can your brand build and maintain consumer trust? And why can two companies—Target and Walmart—take the same actions but trigger completely different outcomes? Our latest insights break it down, offering a Brand Trust Playbook to help you navigate shifting consumer expectations and corporate priorities. 

The Trust Crisis Facing Brands Today

Once trust starts slipping, it’s like quicksand. Brands get caught in the backlash cycle—where big promises turn into reversals, disappointment, and double backlash—and lose credibility fast. 

Consumers aren’t just noticing—they are taking action. What’s at stake: 

• Only 40% of Americans trust brands today.
• 86M Americans plan to stop or cut back on purchases from brands rolling back DEI commitments.
• 80% of consumers say inclusive marketing matters just as much, if not more, than in 2020.

To break this vicious cycle and rebuild trust, brands need a game plan—one that balances consistency with strategic adaptation.

Brand Trust Playbook: The Three-Stage Approach

To stay ahead, brands need a clear strategy that reinforces their core values, navigates corporate realities, and keeps them connected to the consumers who drive their future growth.

Contact us today to gain access to our full playbook and understand the insights and strategies that will help your organization stay ahead and make a meaningful impact.