In a world of rising skepticism and AI overload, how can brands stay trusted, chosen, and relevant?
The Trust Deficit Is Real—and It’s Costing Brands Money
Consumers aren’t over brands—they’re over bad experiences. The Q2 2025 edition of Tandem Pulse from Tandem Theory dives deep into the trust crisis facing modern marketers, revealing that:
- 88% of consumers say trust is critical when choosing a brand.
- 72% say they trust companies less than they did a year ago.
- 45% abandon purchases because of a lack of trust.
Layer in economic strain, algorithm fatigue, and AI anxiety, and the bar for earning (and keeping) loyalty is higher than ever.
Why This Report Matters Right Now
AI adoption is surging—92% of business leaders expect to increase AI spending over the next three years—but only 25% have a roadmap for doing it right. And while consumers are curious about AI, they’re wary of how it’s used:
- 71% worry about trusting what they see or hear due to AI.
- 73% think AI will benefit brands—just not them personally.
This report unpacks what’s at stake and where the biggest brand opportunities lie in this new consumer reality.
Key Trends in the Q2 2025 Report: AI That Makes Us More Human—Not Less
1. PRICING
Brands that win will deliver value, not just discounts.
2. CUSTOMER EXPERIENCE
Anticipating needs before they arise is the new loyalty driver.
3. CUSTOMER SERVICE
Automation should enhance support, not replace real connection.
4. CONVENIENCE
Seamless is good…being seen is better.
5. RELEVANCE
Personalization only works when it feels intentional, not automated.
What Sets Tandem Theory Apart
At Tandem Theory, we believe the future of marketing is Humans + Technology. We help leading food service and retail brands blend emotional intelligence with artificial intelligence to:
- Convert new customers through scalable, data-driven creative and media
- Retain them through smarter journeys and personalized experiences
- Grow results with actionable insights and optimization
Get the Full Report Now
Ready to see what these trends mean for your brand? Contact us at hello@tandemtheory.com.