How Brands Can Maintain Trust When Consumer Confidence Drops

 Consumer trust is at a tipping point. Inflation, economic uncertainty and market instability have led to a sharp decline in consumer confidence. As people scrutinize their spending habits, they seek brands that provide value, stability and reassurance.

Recent data from the University of Michigan consumer sentiment index confirms this shift, reporting a sharp decline in February 2025 due to rising inflation concerns and economic instability. Consumers anticipate further inflation and, as a result, are becoming more selective about where they spend their money. Higher-income earners are even cutting discretionary spending, signaling a major shift in purchasing behaviors.

Additionally, the 2025 Edelman Trust Barometer highlights that businesses are now the most trusted institutions globally, surpassing government and media. However, it also reveals that consumers are growing skeptical of corporate promises and expect brands to demonstrate tangible action to build trust. Transparency, ethical leadership and purpose-driven initiatives are now key differentiators in consumer decision-making.

For businesses, this shift presents both a challenge and an opportunity. Companies that fail to adjust their messaging risk losing trust—and once trust is lost, it is difficult to regain. However, brands that demonstrate empathy, consistency and reliability can strengthen customer relationships for the long term.

TrizCom PR understands that trust is not just a buzzword—it is an essential component of customer retention, positive reviews and brand advocacy. This article outlines proven PR strategies that brands can use to build and maintain consumer trust even when confidence is low.

Why Trust Matters for Business Stability

Trust is the foundation of customer relationships. When consumer confidence declines, people become more selective about where they spend their money.

A high level of trust leads to:

• Customer retention as consumers remain loyal to brands they believe in

• Positive word-of-mouth that drives organic recommendations and customer advocacy

• Increased engagement and sales as customers feel comfortable investing in reliable brands

A loss of trust can result in:

• Lower customer satisfaction due to unclear messaging or perceived insensitivity

• Damaged customer relationships as consumers turn to competitors for stability

• Financial instability as declining trust negatively impacts revenue

The 2025 Edelman Trust Barometer emphasizes that trust directly correlates with business stability, with higher trust levels leading to increased consumer engagement and purchase intent. The question is not whether businesses should prioritize trust but how they can shift their messaging to sustain and strengthen it.

Empathy-Driven Messaging Builds Lasting Relationships

Consumers expect brands to acknowledge their concerns, not ignore them. Companies that communicate with genuine empathy will earn deeper trust and long-term loyalty.

How to Communicate With Empathy

• Recognize economic challenges by acknowledging inflation, job uncertainty and financial stress.

• Shift from selling to supporting by focusing on how your product or service adds real value rather than using aggressive sales tactics.

• Humanize your brand by featuring employees, leadership and customer stories to create a more personal connection.

Example: Given the current decline in consumer sentiment, brands should proactively communicate how they are addressing affordability concerns, such as discount programs, loyalty programs, flexible payment options or cost-saving benefits. Brands that act as trusted advisors rather than just sellers will stand out in the marketplace.

Storytelling That Inspires Confidence and Loyalty

When uncertainty rises, people seek stability. A brand’s ability to tell stories that reassure customers and reinforce reliability is critical.

How Storytelling Strengthens Trust

• Highlight resilience by sharing how your company has overcome challenges and continues to support customers.

• Showcase real customer testimonials to build credibility through authentic experiences.

• Demonstrate adaptability by sharing stories of how your business is evolving to meet changing customer needs.

Example: If your brand successfully navigated previous economic downturns, now is the time to tell that story. Consumers need to see that your company has a history of resilience and reliability, making them feel safer choosing your brand during uncertain times.

Social Proof Strengthens Brand Credibility

During uncertain times, consumers rely on others to validate their purchasing decisions. Social proof in the form of reviews, expert endorsements and media coverage influences buying behavior and builds brand credibility.

Ways to Use Social Proof in PR Strategy

• Encourage and amplify positive reviews on Google, Yelp and social media.

• Feature endorsements and media placements from journalists, industry experts and influencers.

• Utilize user-generated content by sharing real customer experiences on social media and website testimonials.

Example: With consumer confidence declining, highlighting testimonials from customers who value your affordability, reliability and service can reassure potential buyers who are on the fence.

Customer Experience Plays a Key Role in Trust Building

Messaging alone will not sustain trust if customer service and experience do not meet expectations. How a brand interacts with customers directly impacts its credibility and reputation.

Best Practices for Strengthening Customer Trust Through Service

• Be transparent about pricing, policies and service changes to avoid consumer frustration.

• Provide proactive support by addressing customer concerns quickly and effectively.

• Personalize interactions to make customers feel valued through targeted communication and loyalty programs.

Example: Consumers are more cautious with their spending. Companies should eliminate hidden fees, simplify return policies and be upfront about price changes to avoid eroding trust.

Building Trust Requires Consistency and Commitment

Trust is not built overnight. It requires consistent messaging, clear communication and a commitment to customer relationships.

Brands that successfully navigate economic downturns by prioritizing consumer trust will emerge stronger and more resilient. The Edelman Trust Barometer confirms that businesses that maintain transparency and engage with customers authentically will gain long-term loyalty and market strength. By applying behavioral insights, strategic storytelling and social proof, companies can retain their customers and position themselves as leaders in their industry.

TrizCom PR: Your Partner in Building Consumer Trust

At TrizCom PR, we specialize in crafting messaging that reassures, resonates and rebuilds confidence in uncertain times.

Ready to refine your PR strategy and strengthen consumer trust? Contact us today to start the conversation.

About the Author:

Jo Trizila – Founder & CEO of TrizCom PR
Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology, and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.

Consumer Trust FAQ

What is consumer trust?

Consumer trust is the confidence customers have in a brand’s ability to deliver on promises, act with integrity and prioritize their needs. It is built through transparency, reliability and consistent positive experiences. When consumers trust a brand, they are more likely to engage, purchase and advocate for it. Losing trust can lead to reduced customer loyalty and long-term reputational damage.

What is brand loyalty?

Brand loyalty is the commitment customers have to a specific brand, often choosing it over competitors due to positive past experiences, emotional connection and perceived reliability. Loyal customers continue purchasing from a brand despite price fluctuations or market competition. This loyalty results in repeat business, word-of-mouth marketing and increased customer lifetime value, making it an essential factor in long-term brand success.

Why is trust important in PR?

Trust is crucial in PR because it shapes public perception, builds brand credibility and fosters strong relationships with customers, media and stakeholders. Effective PR strategies communicate transparency, authenticity and reliability, which strengthen consumer confidence. In times of crisis or uncertainty, brands that maintain trust through clear, honest communication can mitigate damage and enhance long-term loyalty and reputation.

What are the benefits of customer trust?

Customer trust leads to higher retention, increased brand advocacy and stronger customer relationships. Trustworthy brands benefit from positive word-of-mouth, enhanced reputation and reduced marketing costs due to loyal customers driving organic referrals. Trust also increases consumer confidence in purchasing decisions, resulting in higher sales, engagement and long-term profitability.

What happens when consumer trust is lost?

Losing consumer trust can lead to declining sales, negative word-of-mouth and reputational damage. Customers may switch to competitors and it becomes challenging to rebuild loyalty. A brand facing trust issues often experiences lower engagement, reduced profitability and increased scrutiny from both consumers and the media. Rebuilding trust requires transparent communication, consistent actions and a commitment to restoring credibility.

What is the consumer trust score?

A consumer trust score measures public confidence in a brand based on factors like transparency, reliability and reputation. It is often determined through surveys, customer feedback and industry reports like the Edelman Trust Barometer. High trust scores indicate strong brand credibility, while lower scores signal potential issues that need to be addressed through improved communication and customer engagement.

How do you build consumer trust?

Building consumer trust requires transparency, authenticity and reliability. Brands can strengthen trust by consistently delivering on promises, engaging in ethical practices and communicating openly. Strategies include showcasing customer testimonials, providing proactive customer support and using social proof. Trust also grows when brands demonstrate empathy, acknowledge consumer concerns and prioritize long-term relationships over short-term gains.

How does economic uncertainty impact consumer trust?

Economic uncertainty causes consumers to scrutinize spending, leading them to seek brands that offer stability and value. According to the 2025 Edelman Trust Barometer, businesses are now the most trusted institutions, but consumers expect transparency and accountability. Brands that acknowledge financial concerns and demonstrate reliability through clear communication and ethical leadership can maintain and even strengthen consumer trust during uncertain times.

Why is storytelling important in building consumer trust?

Storytelling reassures customers by showcasing a brand’s resilience and authenticity. During economic downturns, highlighting real customer testimonials, past successes and adaptive strategies fosters trust. Consumers gravitate toward brands with a proven history of reliability. By sharing narratives that reflect stability, innovation and consumer focus, companies can reinforce their commitment to customers even in times of financial stress.

How can brands use social proof to build trust?

Social proof, such as positive reviews, media coverage and expert endorsements, helps validate consumer decisions. In uncertain times, people rely on trusted sources to reinforce brand credibility. Brands can leverage user-generated content, case studies and influencer partnerships to strengthen consumer confidence, demonstrating that others trust and value their products or services.

What role does customer experience play in maintaining trust?

Exceptional customer experience is critical to maintaining trust, especially during economic downturns. Transparency in pricing, responsive support and personalized interactions help reassure customers. Brands that provide proactive solutions, clear policies and genuine engagement reduce uncertainty, fostering long-term loyalty. Positive interactions create strong brand advocates who amplify trust through word-of-mouth and testimonials.

How can brands communicate with empathy during financial uncertainty?

Empathy-driven messaging acknowledges inflation, job uncertainty and economic stress while offering solutions. Instead of aggressive sales tactics, brands should focus on how their products add real value, ease financial burdens, or offer flexible options. By featuring employee stories and customer experiences, brands humanize their messaging and strengthen consumer relationships through understanding and support.