Trust – it’s a topic that’s discussed more and more these days – and for good reason.

Whilst we have more technology at our fingertips than at any other point in human history, some people believe that it’s, you know, taking some of the ‘human’ away from us. AI reigns supreme, concerns about privacy and data are only getting more complex, and there are some consultancies out there that are struggling to build trust and authenticity as they once did.

But it’s not all doom and gloom. By shifting your approach to ensure trust is at the forefront of your marketing plans, your consultancy will be in a much stronger position to weather the current and future changes in tech.

So with this in mind, we’ve got the perfect reads and listens to help you on your way.

1. Listen: Brand and Deliver: Trust, Quality and Integrity in Your Marketing – with Simon Rusling LISTEN NOW

If you’re looking to build your consultancy’s credibility in 2024, this is the listen for you.

In this recent episode of Brand and Deliver, Dan Gibson and Alex Lewis sit down with Simon Rusling, Partner and Head of Marketing at Barnett Waddingham, to learn more about how he has continually evolved and scaled his marketing function to adapt to new challenges and emerging technologies.

Offering expert advice on building trust and credibility, as well as an assessment of AI’s future impact on marketing, you’ll find a treasure chest of wisdom here.

2. Read: How To Build Brand Trust In The Era Of GenAI READ NOW

Speaking of which; in the age of generative AI, the ability to build trust increasingly relies on how brands use their customer data. This might seem a little challenging, but our abundance of digital platforms means we can utilise new methods of leveraging and protecting client data like never before.

But it’s not just about how you use your clients’ data; it’s about how you communicate your intentions. Being transparent with your clients about their data will set you apart from your competitors, helping you build trust in an authentic way.

With this in mind, we’d like to point you in the direction of this Forbes article, which comprehensively covers the most effective ways you can build trust in the GenAI era.

3. Read: B2B’s Brand-Building ‘Renaissance’: Are We Seeing a Shift to Emotion and Long-Termism? READ NOW

Last one before we go.

There’s a lot of hype around the ‘rebirth’ of B2B, but it’s still a long way from hitting the dizzying heights of B2C.

In an effort to close the gap, B2B leaders are looking to place more emphasis on brand-building, emotion and long-termism – and trust can play a vital role in this. However, there are concerns that some brands are looking to build trust without any real authenticity, which can lead to ‘purpose washing’ under pressure.

Speaking with cutting-edge B2B brand-builders, The Drum takes a fascinating look at the shift towards humanisation, and what this means for the future of marketing.

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