By: John Kabii
Coogan Woods Founder and Chief Strategy Officer
Published: October 2025

The Evolution of Consumer Trust in a Post-Truth Era: Or, How Brands Learned to Stop Lying and Love the Truth, Sort Of

Back in 2016, the folks at Oxford Dictionaries crowned "post-truth" as the word of the year. It essentially describes a world where raw emotions and spicy "hot takes" dunk on boring old facts every single day. Imagine a digital landscape where your uncle’s frantic Facebook post about alien-made kale smoothies gets more shares than a peer-reviewed medical study. That is the circus we’re living in, and for brands, trying to be heard is like trying to whisper in the middle of a heavy metal concert.

Why Is Everything So... Messy? Several factors are fueling this global dumpster fire of misinformation:

The Misinformation Buffet: Social media is a breeding ground for hoaxes and "I read it on the internet" claims. Lies travel faster than glitter at a toddler’s birthday party.

The Rise of the Deepfake: Thanks to AI, anyone can make a video of a CEO breakdancing with a penguin. According to a 2023 Pew Research study, 65% of people are now terrified that they can’t even trust their own eyes anymore.

The Echo Chamber Effect: We’ve split into rival cliques. People hunker down in digital bubbles, side-eyeing anything that doesn’t perfectly align with their pre-existing worldview.

The Institutional "LOL": Trust in big business is hitting rock bottom. The 2024 Edelman Trust Barometer shows that only 43% of people actually trust businesses. We’ve gone from "we mostly believe you" to "show me the receipts or get out."

Meet the New Consumer: Part Detective, Part Skeptic

Today’s shoppers aren’t falling for glossy 30-second TV spots. They’re digital detectives with high-speed Wi-Fi and a healthy dose of cynicism.

Transparency is the Minimum Entry Fee: They want the "tea" on everything. Where was this shirt made? Does the factory have fair wages? If you don’t spill the beans, they’ll assume you’re hiding something.

Values Over Vibes: Consumers want brands that "walk the talk." If you claim to love the planet but your packaging is 90% non-recyclable plastic, they will roast you on TikTok faster than you can hit "delete."

Peer Reviews are King: Most people trust a random person on Yelp or a "no-filter" TikToker more than a professional ad. In fact, 79% of people trust online reviews as much as a recommendation from a best friend.

The Struggle Is Real: Challenges for Brands

Trying to build trust right now is like herding cats during a thunderstorm. One rogue tweet claiming your cereal causes people to spontaneously burst into disco dancing can tank your reputation in hours.

If you take a stand on a social issue, half the internet loves you and the other half starts a boycott hashtag. If you stay quiet? You’re labeled "spineless." It’s a high-wire act where the wire is made of dental floss.

The Survival Guide: How to Not Look Like a Liar

To survive this era, brands need to channel their inner Boy Scout—trustworthy, helpful, and maybe a little bit dorky.

1. Be Transparently Ridiculous

Show your work like it’s high school math class. Post behind-the-scenes footage that isn't over-edited. When you mess up, own it immediately. When Patagonia admitted to a supply chain issue in 2022, they didn't hide behind a lawyer’s statement; they were brutally honest, and their fans loved them even more for it.

2. Let the Fans Drive

Your customers are your best hype squad. Encourage user-generated content like the GoPro Challenge. When real people show off your product in the real world, it carries a weight that a billion-dollar ad campaign never could.

3. Slay the Misinformation Monster

Don’t let lies sit. Have a "rapid response" team ready to debunk fake news with facts and a well-timed GIF. Consider watermarking your content so people know it’s the real you and not an AI-generated clone trying to sell them crypto.

4. Pick a Purpose (And Stick to It)

Don't just jump on a "cause" because it's trending on Tuesday. Look at Ben & Jerry’s—they’ve been fighting for social justice so long it’s basically their brand's cardio. People trust them because they’ve been consistent for decades.

Trust Is the New Black

At the end of the day, the post-truth era isn't going anywhere. But humans still crave connection. The brands that win won’t be the ones with the biggest ad budgets; they’ll be the ones that act less like faceless corporations and more like a "cool aunt"—honest, a bit quirky, and always real.

In a world of deepfakes and data scandals, authenticity isn't just a buzzword—it’s the only way to survive.