The Trust Economy: Part 1

Why trust is the new currency in online and video marketing

According to YouGov’s research on UK consumer trust, many consumers permanently avoid brands once trust is lost.

In September 2025 their analysis of consumer trust in the UK stated that “nearly 3 in 10 (28%) of respondents” stated that “misleading advertising made them lose trust”, suggesting that both marketing integrity and truthful communication remain core to brand credibility.

Truthful advertising may rank fifth behind other major drivers of lost trust such as unfair treatment of customers (40%), unethical practices (35%), sudden price increases (3o%) and health and safety risks (29). However, the fact that misleading communication sits alongside issues of ethics, safety and fairness highlights that false advertising is not a minor issue, it is perceived as a fundamental breach of trust.

Shannon Williams, News Editor at eCommerce News recently highlighted Data Reportal's "Digital 2025: United Kingdom” findings (October 2025) that  “UK consumers are relying heavily on online searches and brand research before completing purchases”.

She goes onto explain that “77.6% of UK internet users seek information online and 59.4% research products and brands prior to making a buying decision.”

When these two trends are viewed together - declining tolerance for misleading marketing and the dominance of digital-first buying , it becomes clear that digital content (yes, video) is no longer just promotional, it is the primary trust-building mechanism in the sales journey.

To get tothe point, digital content has replaced human reassurance. In a world where buying decisions are made digitally and trust is increasingly fragile, your online content now does the job that sales people, retail staff, advisers, print ads or door drops used to do. And if your video content doesn’t feel credible, authentic and grounded in real experience, it simply won’t convert.

Online is now where that much sought-after trust is won or lost. From the moment someone sees your product on social media, or searches on Google, or lands onyour website, they are subconsciously already asking three questions: do you have what I’m looking for, do you have my best interest at heart, and is what you promise / sell / advise true. If any of these questions are in doubt it could fall flat just there.

The good news is that building trust is not magic. With the right messaging and proof you win people over confidently.  In Part 2 and 3 of our ‘Trust Economy’ series we’ll share practical video marketing tactics you can start using straight away to build trust into every marketing touchpoint.

Sources:

eCommerceNews (October 2025). Availableat:  https://ecommercenews.uk/story/uk-consumers-prioritise-trust-speed-in-digital-purchases (Accessed January 2026, Author: Shannon Williams)
YouGov (September 2025). Available at: https://yougov.com/en-gb/articles/53019-how-brands-can-rebuild-trust-with-uk-consumers-after-losing-it (Accessed January 2026, Author:Janice Fernandes)