Let’s face it, for several years Truth has taken a beating in the political realm, and it’s spilled over into other aspects of our lives. Only the strongest faith in our peers could keep us from being skeptical about the words we hear from any institution … and most individuals.

OK, rant over. Now the silver lining …

We all share a basic need for truth. And now we’re not taking it for granted. We crave it. And with the government moving in a more straightforward direction (being optimistic here!), maybe we can all focus on increasing truth and trust in our interactions.

At 90, we see an opportunity for the Marketing industry to step up. How much loyalty could you see if you were the first one to disclose your brand’s – or your client’s brand’s – shortcomings? What if you led with “we’re not designed to serve everyone”, narrowing your market instead of broadening it – and in the process deepening it?

If you’re marketing for an organization that’s willing to put itself out there in an authentic, transparent way, this is your moment. With truth at a premium, you can start down the path toward trust simply by showing integrity.

Of course, that’s just one element. Establishing trust also requires competence, reliability and empathy. If it sounds like a Formula, it is. (Yes, authenticity can come to life in a methodical way.) Trust is tangible, earnable and manageable. And we’re excited to partner with clients in bringing that formula to life.

We’ll be sharing details of our Trust Methodology in blogposts and 90news of the future. But feel free to reach out today and we’ll give you the sneak peek.