If you’ve ever tried explaining what “brand trust” really means to someone outside our industry, you know the feeling—like trying to describe Love Island to someone who’s never seen a single episode. But here’s the thing: just like a reality dating show, marketing today isn’t about flashy intros or empty promises. It’s about trust, connection, and staying consistent when the spotlight fades.
As President of the Charlotte chapter of the American Marketing Association (AMA), I have the privilege of leading a community of marketers who get it. We don’t just chase trends—we shape them. And if there’s one theme emerging from the 2025 LinkedIn B2B Marketing Benchmark Report that every Queen City marketer needs to hear, it’s this: trust is not just a buzzword. It’s the standard.
Charlotte’s Role in the Trust Revolution
Charlotte is busting with talent. We’re a city of disruptors in heels and hoodies, bringing big ideas to life across banking, energy, health tech, and beyond. And what I love about our marketing community here is that we see each other. We’re collaborative. We don’t gatekeep. And that puts us ahead in this new trust-driven economy.
As we head deeper into the second half of the year, I challenge us all—not just as professionals, but as people—to put trust at the center of how we communicate, lead, and show up.
What Trust-First Marketing Looks Like in 2025
Here are a few ways I’m seeing (and living) the shift:
Lead with vulnerability, not vanity
That perfect Canva post? Cute. But the behind-the-scenes video showing the bloopers or the bloated planning process? That’s where the magic happens. People connect with people, not polish.Make employee voices louder than your ads
Let’s be real—if your team won’t post about your company unless it’s “required,” it’s time to ask why. Advocacy isn’t forced; it’s earned. Give your team something to believe in and content they’re proud to share.Know your values. Then live them.
Whether it’s DEI, accessibility, or community impact—your audience can tell if you’re just checking boxes. If you claim to care, show us.
What I Hope You Remember
This shift to trust as the true north isn’t just a marketing trend—it’s a cultural moment. People are tired of being sold to. They want to feel something. They want brands (and leaders) who show up authentically—whether that’s with a polished campaign, a scrappy email, or a thread about the Coldplay couple.
As marketers in Charlotte, we are uniquely positioned to lead this evolution. We already know that success isn’t always found in a dashboard. Sometimes it’s in a coffee chat. A DMs conversation. A quiet moment of empathy that never gets screenshot.
Let’s embrace the metrics that matter. Let’s build brands with heart. Let’s be the marketers our city—and this industry—needs right now.
