In 2025, trust is at an all-time low. From misinformation to AI-generated inaccuracies and politicized media landscapes, marketing is grappling with a credibility crisis that shows no signs of slowing down.

At the core of this disruption is what Edelman refers to as a “Trust Crisis,” as validated by its 2025 Trust Barometer, which hit historic lows this year. Marketing leaders, brand strategists, and decision-makers must understand what’s eroding trust and how to rebuild it from the ground up.

The Three Big Reasons Behind the Marketing Trust Crisis

1. AI Skepticism and Misinformation

While AI is revolutionizing efficiency, it’s simultaneously raising alarms around reliability. Over 60% of AI-generated responses are inaccurate, and yet, many marketers and consumers still rely on these outputs. This paradoxical behavior, where we are using tools we inherently distrust, is contributing to an undercurrent of uncertainty in decision-making.

Moreover, 4 out of 5 tech buyers report concerns around trusting AI. Even when using AI for tasks like resume optimization or vendor evaluation, the question remains: Can we trust what it produces? And if not, how can we use it responsibly?

The takeaway? AI is a tool, not a source of truth. It requires human oversight, verification, and thoughtful integration into marketing practices.

2. Information Overload and Media Polarization

We’re consuming more content than ever before: the average B2B buyer now engages with 15+ pieces of content before making a purchase, up from just 12 last year (and up from 6 pieces of content just 5 years ago!). But more content hasn’t translated to more clarity.

The proliferation of misinformation, politically charged media, and conflicting sources has left many buyers unsure of what to believe. As one speaker put it: “You can’t just Google an answer or ask ChatGPT. You need to triangulate truth from multiple sources and formats.”

This lack of a single trustworthy source has fractured the buyer journey. The consequence? Increased buyer skepticism, longer decision-making cycles, and elevated demands for proof.

3. Generational Shifts and Demand for Authenticity

Millennials and Gen Z now make up two-thirds of the B2B buying group, and they bring with them a no-nonsense approach to marketing. These buyers demand credibility, objectivity, and transparency.

Having grown up in an era of clickbait headlines, economic instability, and performative branding, this generation is more skeptical than any before. They expect brands not just to market, but to prove their worth.

This societal shift means that traditional brand goodwill is no longer enough. Instead, trust must be earned through tangible proof and genuine engagement.

The Three Pillars of Rebuilding Trust

Marketing teams can navigate the trust crisis by investing in three specific trust-building pillars:

1. Expert Perspective: Leverage real voices. Strategists, technologists, analysts, and thought leaders hold more weight than brand slogans. Outsource credibility by empowering these individuals to represent your brand with insights grounded in data and experience.
   
   
2. Credible Communities: Trust is peer-to-peer. Engage meaningfully in online and offline communities where your audience already gathers. Show up consistently and add value, don’t just broadcast.
   
   
3. Third-Party Validation: From industry analysts to niche review sites, validation from trusted third parties still carries significant weight. Go beyond traditional analyst reports by embracing the sources today’s buyers are actually using: expert YouTube reviews, community feedback loops, and interactive webinars.
   
   

Technology Evolves, But People Don’t

While tools like AI are evolving at breakneck speed, human psychology remains remarkably stable. Trust is still built through consistency, empathy, and proof.

In this climate of skepticism, our job as marketers isn’t just to reach our audience. It’s to reassure them, back up your claims, and become a credible voice in a noisy world. Own your expertise, embed yourself in trusted spaces, and let real-world validation do the talking.

Industry Thought Leader Spotlight

A large portion of the insights captured on what the trust crisis in Marketing looks like right now was provided by Lieu Thi Pham, VP of Strategy at Informa TechTarget and PhD Candidate in AI & Advertising Creativity. She’s a person worth following and listening to. Lieu recapped her speaking insights in her own post, which you can find here. Thank you for the inspiration, Lieu!

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Momentum Marketing helps B2B tech scaleups navigate this exact landscape. If you’re ready to create credibility-rich, insight-driven marketing, let’s talk. Book your free consultation call here.