One in five children are overweight or obese by the time they arrive at primary school in the UK. The plastic pollution crisis has spread from a purely environmental concern to making headlines for the untold damage it’s doing to our health. Cambridge Analytica has set a new bar for invasion and abuse of online data. Fingers point in every direction. Government. Media. Business. The individual.
It’s complex, and fault is irrelevant. We’re living in this post truth age together. An age of fake news, 24/7 content and new technologies disrupting entire markets overnight. On-demand is making us demanding. Automation is replacing human interaction. Polls can no longer predict political outcomes. For better and for worse, technology is transforming the access, credibility & speed of information. Until we’re saturated. Overwhelmed. But also free to hear individuals over institutions, share… rate... even rate our ratings. Even status is shifting: no longer about what we have, but who we are.
A new challenge arises for business: a trust gap has formed.
We believe brands that actively seek out the right trust models won’t just survive - they’ll thrive, and redefine the way we do business for the better.
Welcome to the Trust Pursuit.
In order to bridge the gaps widening between business and consumers, we’ve identified 4 areas of focus. We’re calling these the 4 Pillars of Trust. These pillars are our focus for the next 12 months as we explore what trust in business looks like today, how it’s built and sustained, and how it shifts and changes as consumer behaviour, technology and innovation continue to rapidly shape our future.
Explore each Pillar in order, or at random. Read, watch and play with each element in turn, or dip in and out as you like. The Trust Pursuit is yours to explore, critique, share, and above all else - use.
Want to be a part of the project? Contact
Is a lack of understanding killing your brand?
You have no control. But that’s ok. Because control isn’t what makes your tribe trust you. Giving it up is. And having no control is different than having no voice. But when having a say is harder than ever, how do you truly connect?
Not by talking. By listening. Because people today are not passive recipients of anything. They won’t wait while you tell them what you want them to hear. They’re turned on, connected, sharing, suggesting, evaluating, telling stories. Constantly. And they want brands that do the same.
Today’s strongest brands are joining their own tribes. Embracing technological advancement to get closer than ever before, in more ways than ever before.
Know Your Tribe explores the evolving relationship between brands and their audiences. Uncovering how to build and keep a potent, tribal trust. Through - not despite of - our accelerating world.
Is a ‘big sell’ selling you short in the long run?
Trust is much like happiness; Complex. Craved. A construct.
Based predominantly on two things; reality and expectation.
Neither can be controlled, only managed.
Both are as dependent on the individual as their experience,
and as much about perceived intention as competence.
Striking the balance between these things can be complex...
how do we ‘sell’ ourselves well, without mismanaging expectations?
For years brands overcame this with the ‘why’ – investing in purpose to sell products.
This is still as important as ever, but it’s no longer enough to just exist as an idea.
Consumers demand more.
True value exists in having values you are true to.
In the future, brands must become brutally self aware
as consumers demand more openness and authenticity,
and our world becomes increasingly in review.
Walk the walk is about building trust by living your values.
If we trust our instincts, then what makes our instinct trust?
Trust starts with an impression, but impressions are intuitive.
We think with our head, we follow our heart.
But when push comes to shove, we trust our gut.
So if we trust our gut, then how does our gut trust?
Well we are always scanning for patterns: symbols, colours and images are all powerful tools, visual cues to signal the familiar.
Cultural coding that’s ingrained to prompt; threats, opportunities, what we can and can’t trust.
So how can brands make good impressions?
Feed the gut: look the part.
As design becomes increasingly accessible, brands must ensure they have style, as well as substance.
Look the Part is about the role design plays; in signalling and garnering trust.
Is your attitude to the future leaving you stuck in the past?
In business, we talk a big talk about the future. We throw around phrases like Future-proof and Future-fit.
But what does that actually mean?
It sounds like we’re squaring up for a fight. Scrambling to get in shape. Protect ourselves...
But the future isn’t out to get you. While it may always be reframing itself, the future is still shaped and steered by you.
It’s easy to lose sight of that when change comes so fast - and our vocabulary for the future is one of failure. Obsolete. Outdated. Superseded, Upgraded.
So how can we lay strong foundations in such fast-paced times?
How can we stay relevant to a changing consumer in a changing environment?
By focussing on the journey, not the destination. Thinking trajectory, not target.
The future is more than a collection of predictions. It’s planning. Preparation. Iteration.
It’s realising there’s no place for finished in a world where consumers are shifting away from ownership and transaction towards upgrades and access.
Valuing relationships over flirtation...
Because while they may not be monogamous, they still demand long term.
Face the Future is about giving consumers the confidence that you can change with change.