Welcome to the fourth instalment of our five-part blog series exploring The Experience Index, a new piece of research developed in collaboration with behavioural scientist Patrick Fagan. Based on our proprietary MARVELS™ framework and a national survey of UK adults who attended brand experiences in the past two years, this revealing study outlines five forces or trends we believe will reshape our industry in 2025 and beyond. They are:
- Duality
- Culture Over Campaigns
- Blended Realities
- Earn Trust, Not Attention
- Turning Moments into Momentum
Today’s instalment of the blog series focuses on one of the five we believe to be most important: Earn Trust, Not Attention.
What is the trend ‘Earn Trust, Not Attention?’
Trust has always been important in marketing, but in 2025, it has become the most important metric of all. We’re living through a golden age of misinformation, polarisation and economic anxiety, which means people have learned the hard way to be cautious. They question what they hear, interrogate what they see, and know instantly when they’re being sold to.
The old rulebook for winning audiences through shock tactics, stunts, or clever slogans simply doesn’t apply any more. Brands are having to rip up those rules and start again from an entirely new foundation, a more modern and pragmatic approach that prioritises depth, honesty and trustworthiness. People want to feel that a brand has earned their belief, not just engineered their attention. The research makes this fact crystal clear:
● 72% of people say brand experiences increase their trust in a brand.
● 73% say experiences improve their perception of a brand.
● 66% are more likely to stay loyal to brands that deliver consistent, personalised experiences.
These aren’t trivial numbers. They’re a massive signal that brand experiences have shifted from a nice little add-on to an essential, trust-building machine. And here’s the exciting part: emotional value is holding firm even as financial value comes under pressure. People may be spending less freely, but they’re spending with intent, cutting back on the forgettable but not on the meaningful. That flips the script for brands: the kind of brand experiences that work now aren’t ones that add to the noise, but those that proceed with integrity.
The shift from performance to proof
One of the most interesting findings in the research is just how sceptical audiences have become of performative marketing. The kind of slick, glossy messaging that might have impressed a decade ago now barely makes an impression, and people are increasingly sick of brands declaring their values. Instead, they want brands to demonstrate them.
That’s where the brand experience comes into its own. Experiences are an environment where proof outruns promise, and where transparency is something people can see, hear and touch. Experiences are the crucible where credibility is forged, as the data from our research explains:
● 41% said they’re more likely to recommend a brand after a good experience.
● Transparency is now expected, not applauded. Audiences want to know where things come from, how things are made and what a brand stands for behind the scenes.
● Trust thrives on dialogue, not monologue. People want to interact, ask questions, co-create, and understand.
When brands use experiences to offer that dialogue, whether through Q&As, maker sessions, backstage access, live demonstrations or personalised guidance, trust deepens. Not because the brand says they’re credible, but because the audience feels it.
Takeaways for brands
So, what should brands actually do with this?
- Show, don’t tell: Anyone can claim ethics, purpose or sustainability, but far fewer can prove that in a way that people genuinely feel. That’s why experiences need to act as windows into a brand’s world. If you demonstrate responsible sourcing through tactile, behind-the-scenes storytelling, you give people something tangible to hold onto. When you let them meet the makers, designers or technologists, you show the human hands and minds behind the brand. And when you reveal the “why” behind decisions, you turn abstract values into something lived.
- Make transparency tangible: transparency isn’t a bullet point on a slide deck; it has to be a visible practice, one that is credible and felt. In situ, this might mean showing honest material choices, opening up discussions about sustainability, or giving clear, jargon-free explanations of how a product or service delivers value.
- Create dialogue, not monologue: Audiences want to be involved. That’s why formats like workshops, interactive storytelling, live demonstrations and open Q&As are so powerful as they turn spectators into collaborators. These moments make the experience two-way, giving people space to question, shape and contribute. And once someone feels part of the conversation, trust isn’t far behind.
In conclusion: trust as the new experiential ROI
In tough times, trust is a precious commodity. With misinformation on the rise and economic uncertainty growing, you would be forgiven for expecting consumers to prioritise price over experience. But our research reveals exactly the opposite. People still want connection, they still crave meaning, and they still want experiences that help them understand who a brand is, why it matters and whether they can be trusted. In short, the brands that invest in trust now will be the ones that earn loyalty later.
Want to build trust through immersive, meaningful brand experiences? Speak to Anton Jerges to explore how The Experience Index and MARVELS™ can sharpen your next activation. 📩 anton.jerges@wearecollider.com
