Why performative warmth erodes brand trust

Words without action aren’t just meaningless — they’re harmful. We see it on International Women's Day - companies "celebrating their women" while sustaining a 20% gender pay gap. We see it during Pride Month - businesses turning their logos rainbow colours then dropping their DEI targets and LGBTQ+ partners. We see it during Black History Month - organisations spotlight black talent with zero black representation at board or c-suite level. We see it during every neurodiversity and disability awareness event - social media posts celebrating difference from companies who refuse to make adjustments for those differences. Performative marketing erodes trust. It’s not enough to change your logo or post a hashtag. We've literally had enough. We see right through it. Your values have to run deeper than your campaigns. If you can't walk the walk, don't bother talking the talk. But if you get it right - if you live your values and communicate them well, it can be a gamechanger. The brands who weave inclusion, equity, and real social value into everything they do - not because it’s trendy, but because it’s who they are - those are the brands that build true connection. Those are the businesses people support, recommend, and stay loyal to. Your values don’t have to be perfect. But they do have to be lived. And your marketing can be one of the most powerful ways to show it. If you want your values to be the golden thread that runs through everything you - your people, your operations, your messaging - let's do it properly.

In 2025, branding no longer works the way it once did. Trust is in sharp decline, with fewer than half of consumers believing brands are honest about their values, even as expectations continue to climb. A majority of Gen Z want brands to drive social change, but only a fraction believe they actually follow through. What has emerged is a culture of emotional saturation: campaigns filled with the language of care, belonging, and vulnerability that often serve more as viral theater than genuine support. This shift did not happen overnight. The roots go back to the 2008 recession, when disruption was packaged as empowerment, and to the pandemic, when empathy became the operating system of branding. Both moments left behind unintended costs: precarity, fatigue, and dissonance. The challenge now is not simply about better messaging. Historian Christopher Lasch warned of the cultural dangers of commodified identity, and his critique still resonates. Branding has absorbed the language of culture without taking on its responsibilities, turning rituals of care and connection into fragile spectacles. The next era must confront this directly. If branding is to have a future, it must shift from performance to stewardship, from chasing attention to embedding reciprocity, trust, and resilience into its systems. The open question is whether brands can shoulder that responsibility before fatigue becomes irreparable. https://lnkd.in/ewqp3QXt

For 10+ years, I’ve worked with 30+ institutions to redefine their brands, and ONE insight stands out ↓ → Authenticity is key to impactful storytelling. This is especially true in ESG (Environmental, Social, and Governance) initiatives. As I explored in my article, "Narrative Design in ESG: Moving Beyond Perception," stakeholders can easily detect hollow promises and performative ESG. And the consequences can be severe: 1. Erosion of Trust: ↳ Actions misaligned with values erode credibility. 2. Reputational Damage: ↳ Insincerity tarnishes a brand’s credibility. 3. Regulatory Risks: ↳ Scrutiny on ESG claims can lead to penalties. 4. Employee Disengagement: ↳ Gaps between rhetoric and reality harm morale. 5. Missed Opportunities: ↳ Authentic ESG drives partnerships; superficial efforts stall growth. To avoid these pitfalls, successful ESG strategies must be: Authentic, aligned with your mission, and deliver measurable outcomes. As “ESG” becomes polarizing, as highlighted in Reuters, reframing efforts around responsible, results-driven practices is essential. If your ESG feels like a checkbox exercise, it’s time to rethink. ♻️ Repost if you found this insightful

Ever felt like brands are trying too hard to connect with you, but it just doesn’t feel right? 🤔 You’re not alone. Consumers are growing frustrated with brand outreach and it’s not hard to see why. Here are the key reasons behind this disconnect: For one, inauthenticity is a major turn-off. When a brand’s message feels overly polished, generic, or forced, it erodes trust. People crave real, human connections not scripted corporate speak. Another issue is the use of manipulative tactics. When brands prioritize promotion over meaningful interaction, it feels manipulative. Consumers want value, not just another pitch. Building relationships first can lead to sales naturally. Finally, the sheer volume of ads, emails, and social posts can be overwhelming. When these communications aren’t personalized or relevant, they’re just noise—or worse, intrusive. Respecting your audience’s time by delivering what actually matters to them is crucial. What’s your take?

Trust isn’t a given anymore. It’s an ongoing test—one that brands must pass through coherence, not campaigns. I had the opportunity to join Mike Berberich, host of Association of National Advertisers' On Scope: THE Marketing Podcast, for honest conversation about purpose, trust and the evolving role of brands in society. And the release of the GlobeScan Sustainability USA 2025 report just days later made the conversation even more timely: ✅ 72% of Americans believe companies should speak out on issues like climate change, human rights and economic inequality ✅ 4/10 say they are willing to reward—or punish—brands based on their perceived commitment to social and environmental responsibility ✅ 52% believe businesses must make sustainability "much more of a priority" in how they operate—not just in how they communicate And perhaps most tellingly: trust in business and government is beginning to rise again—but it remains fragile. The message is clear: People still want brands to lead. And they're growing more discerning about how. The standard by which leadership is judged is shifting; not expectations for it. As I shared on the podcast, backlash isn’t a rejection of purpose altogether. It’s a rejection of inconsistency—of purpose as a trend, rather than a discipline. When practiced well, purpose the living heart of a brand: 🔹A filter for decision-making. 🔹A thread that weaves through culture, operations, products, partnerships. 🔹 A throughline connecting performance and impact—anchoring growth in trust alongside profit. Purpose is about coherence—aligning values, voice and actions across everything a brand does. And coherence, as GlobeScan’s findings reinforce, is what people are now attuned to: A brand living its stated beliefs consistently over time. Because while trust may be inching upward, people have conditions attached. And this is the real test we explored on On Scope: ❓ How can brands move beyond performative gestures to embody purpose as a living discipline? ❓How can brands realign sustainability, impact, and business performance—not as competing aims, but as interconnected imperatives? ❓How can brands mature from purpose as messaging to purpose as a way of being? It’s not easy. Especially when cultural waters are choppy and the temptation is to retreat. Yet, it is essential. Because the brands that will define the next era will be those who practice purpose. Who live it. And understand that coherence—not perfection—is the foundation of lasting trust. What do you think? I invite you listen to my conversation with Mike—link to the episode in comments. #Sustainability #Purpose #Trust #BrandLeadership #Coherence #BusinessStrategy #BrandCitizenship #Marketing #Leadership

I had communication with a brand who had a DEI section on their site but didn’t want to audit their site for accessibility. Advertising DEI (Diversity, Equity, and Inclusion) practices without ensuring accessibility is simply putting up a façade. If you're claiming to support diverse communities but not making your marketing materials, websites, or services accessible to people with disabilities, it undermines the authenticity of your DEI efforts. Accessibility is a core component of true inclusivity. Without it, you're essentially excluding a significant portion of your audience despite outwardly promoting diversity. If your marketing talks about diversity and inclusion but neglects accessibility, it sends the message that your commitment is superficial and is only inclusive for some, not all. Real DEI initiatives go beyond simply representing diverse groups, they actively include everyone, which means ensuring your content, platforms, and services are accessible to people with disabilities. Without accessible practices, your DEI efforts may will be seen as performative or tokenistic. Real inclusion means designing products, services, and experiences that everyone can use and benefit from. As you advertise your DEI efforts, people with disabilities may see your messaging and feel alienated if they can't engage with it fully. Accessible marketing ensures you don’t just speak to your audience, but actively involve them. Consumers are increasingly aware of brands' social responsibility. If they see a company promoting DEI without following through on accessibility, they could lose trust in the brand, feeling that the commitment to inclusion is only skin-deep. In short, accessible marketing is not just a technical requirement, it’s an essential part of being truly diverse, equitable, and inclusive. Without it, your DEI messaging rings hollow, and your brand risks alienating a crucial part of the population. If you're going to advertise your DEI practices, they must be reflected in every aspect of your marketing, including accessibility. #DigitalAccessibility #AccessibilityMatters #DEI #DiversityInclusion

We’ve seen brands lean so heavily on influencers that the message stops feeling like theirs. For younger audiences, the novelty of influencer marketing has worn off.  They know when a partnership is transactional.  They can spot a scripted post before the first sentence is finished. The problem isn’t using influencers, it’s overusing them. When every product, service, or message is filtered through someone else’s face and voice, the brand’s own identity fades. Gen Z and Gen Alpha value authenticity above almost everything else.  If they can’t hear the brand’s voice. Or worse, if the voice changes depending on who’s paid to speak, trust erodes. Our work with youth engagement shows that the most effective strategies mix influencer partnerships with direct, brand-owned storytelling.  The influencer becomes a bridge, not the foundation. If you want long-term credibility, let influencers enhance your story, not tell it for you. Because when the voice of the brand disappears, so does its authority.

🚨 The Perils of Deception: Why Authenticity and Integrity Are Non-Negotiable in Modern Business and News Trust is the new currency, and businesses can no longer afford to fake it. A recent survey found, 88% of consumers are more loyal to companies they perceive as authentic, while 86% are willing to pay more for brands that embody transparency and honesty. And it’s not just consumer goods or services at risk—news, information, and technology are now businesses too. In the nascent era of AI, the proliferation of misinformation and malinformation is a sobering reality, undermining the very foundation of trust in both business and society. 🌍 Greenwashing’s High Cost: The global market for sustainable products is booming, with sustainability-marketed products growing 7.1 times faster than those not marketed as such. Shout out to leaders out there like Thomas Udesen, Bertrand Conquéret, Prof. Christian Heinrich and Florian Vollmer‼️ Yet, more than 40% of these claims are misleading, leading to a $28 billion loss in brand value annually. Take Volkswagen’s (my ex-favorite brand of all) emissions scandal, where the company falsely marketed “clean diesel” cars—resulting in $33 billion in fines and lost consumer trust. The message is clear: short-term gains through greenwashing are far outweighed by long-term losses. 🤖 The Risks of Techwashing in the Era of AI: A 2024 Gartner report found that 53% of AI projects fail due to overhyped expectations and misalignment with actual capabilities. Ouch! Companies are rushing to slap an “AI-powered” label on products without ensuring the technology can deliver on promises. ✊ Whitewashing’s Impact: Consumers are increasingly demanding that companies take genuine stands on social issues like #modernslavery. Yet, the backlash against performative activism—where companies talk the talk but don’t walk the walk—is intense. That’s why I joined the board of Hope for Justice and Slave-Free Alliance and am forever grateful to Tim Nelson FRSA and Marc Stanton 👊 💡2023 Edelman Trust Barometer report found that 63% of consumers distrust brands that engage in such practices. 🔍 Why Supply Chain and Tech Need to Watch Out As #AI continues to dominate business strategies, these sectors must be particularly vigilant. The rapid adoption of AI - forecasted to grow by 45% annually through 2026 - poses a dual threat: 1. Not only are these technologies susceptible to techwashing, but the interconnected nature of global supply chains means that any instance of greenwashing or whitewashing can have widespread repercussions. Walk the talk! Mapping “YOUR” supply chain means “YOUR” supply chain. 2. As AI becomes increasingly used in the business of news and information, the spread of misinformation and malinformation will create irreversible distrust. AI needs responsibility. The stakes are too high, and those who miss this warning will find themselves not just out of favor, but out of business. #risk #resilience

Ever wondered what lies behind the glittering façade of 'performance-only' marketing strategies? Let me take you behind the scenes. Last month, I spoke with a CMO at a fast-growing tech company with impressive conversion metrics. From the outside, they were crushing their KPIs—fantastic CTRs, low CPAs, and record-breaking ROAS. But here's what you don't see: They were hitting a growth ceiling despite increasing ad spend. Despite their performance success, they were facing rising acquisition costs and diminishing returns. Here's what they said: "We've been so focused on bottom-funnel performance that we've completely neglected brand building. Now we're paying the price with higher CPCs and weaker conversion rates." This story isn't unique. It's the untold reality many face in digital marketing, where the pressure to deliver immediate results overshadows long-term brand building. I've seen this pattern repeat itself countless times. Sometimes, brands course-correct in time. But often, they get stuck in a cycle of diminishing returns and rising costs. Then one day, you realize that focusing solely on performance marketing is like harvesting without planting seeds. For those feeling the same tension between brand and performance, a recent report from Tracksuit and TikTok shows that high awareness advertisers drive 2.86x more conversions than low awareness advertisers. When brand builds trust and performance drives action, the results are multiplicative, not additive. ♻️ Share this to inspire someone in your network. 💚 Follow me for more insights on blending brand and performance marketing.