As President of AMA Charlotte, I’ve sat in countless rooms this year with brilliant marketers trying to crack the same code: how do we build connection in a world overloaded with content? The answer is simpler—and more human—than most dashboards will tell you. In 2025, trust isn’t just a feel-good value; it’s the most important KPI we’ve got. Whether I’m leading a B2B comms team or swapping stories over brunch with friends, one thing holds true: people engage with what (and who) they trust. And Charlotte? We’re primed to lead the way.