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I'm curious if we'll start to see a backlash against brands that DON'T take visible stances on ethical/social issues. Purpose-washing is bad, but conscious consumers will start demanding purpose-driven behavior too. It's a tightrope many legacy brands aren't prepared for. Because end mei brands that find authentic ways to cultivate it will earn fierce customer loyalty that pays endless dividends. Those that cheap out or try to fake it will just accelerate the decline. There's no in-between.

The rise of "de-influencing" and calling out brands for overconsumption or worker exploitation just shows that Gen Z demands more from companies they support. Brands need to get ahead of criticism and criticism by living their stated values. It's not enough to just react defensively.

The smart brands are already ahead of this fight for consumer trust. By putting ethical supply chains, diverse workforces, sustainability, and social impact at the core of their operations (not just marketing), they're building reputations that can handle this misinformation ka pahad.

For me, the transparency piece is crucial. I don't expect every brand to be perfect, but I do expect honesty about shortcomings and a willingness to improve continually. Brands that try to sweep issues under the rug just erode trust further when those things inevitably get exposed

It makes total sense that Gen Z, who grew up with the internet and social media, place such a high premium on brand trust and authenticity. They can sniff out bs from a mile away. Brands either need to have their values fully baked in or forget about capturing this crucial market.

The decline in brand trust is really alarming but not surprising given how much misinformation and greenwashing is out there. Brands have to go beyond just talking a good game - real transparency into their supply chains, carbon footprints, worker treatment, etc. is needed to win back credibility.