This post was created in partnership with Chase Media Solutions
Key takeaways
- Building trust among an audience can take years of commitment and effort, and needs to be done with honesty and vulnerability.
- In today’s digital world, being transparent about what will happen with consumer data will help solidify that trust.
- On top of establishing trust, marketers need to recognize what cultural moments it does and doesn’t make sense to get involved in.
What does it mean to build consumer trust in an era of data overload and cultural fragmentation? Today’s brands recognize that resonating across different generations, cultures, and lived experiences can be challenging. Still, earning enduring brand trust is necessary for growth and long-term success.
During an ADWEEK House CES 2026 Group Chat co-hosted with Chase Media Solutions, industry leaders made the case for playing the consumer loyalty long game, along with providing tips on how to avoid burning bridges with brands.
Consumers drive the trust relationship
Lauren Griewski, head of Chase Media Solutions, JPMorganChase, kicked off the conversation with a Warren Buffett-ism: “It takes 20 years to build a trusted relationship and 10 seconds to break it.”
Griewski shared that her team thinks about that notion a lot while paying close attention to customer feedback. “We take those signals as guardrails about how different generations, different audience segments are engaging—not just as performance benchmarks—and that informs everything we do.”
Adapting to customer needs and preferences is vital for building trust, especially among younger generations, agreed Todd Lichten, head of entertainment partnerships at Roblox. He explained that when brands show up on an immersive gaming platform like Roblox, they often make the mistake of relying on existing creative instead of working to be an additive to the community.
“I think this audience expects to participate in their marketing,” Lichten said.
