The world has seen its fair share of trust-shaking moments, but the last couple of years have really put consumers through the wringer — from the rapid rise of AI to shifting economic policies and new tariffs rattling markets.
According to the 2025 Edelman Trust Barometer, global dissatisfaction is growing. An eye-opening 61% of people now believe that governments and businesses often work against them, favouring the wealthy and powerful instead.
With public confidence this low, it’s never been more important for brands to show they’re worth trusting. And yet, when financial pressures rise, businesses too often make the mistake of trimming back the very things that build credibility — including the platforms that give their customers a voice.
Let’s talk about why holding onto those trust-building tools isn’t a luxury — it’s a necessity.
The Modern Customer Mindset
Today’s buyers are navigating a complex landscape. They’re leaning into AI tools for product suggestions — a Capgemini study found 68% of consumers act on AI-generated recommendations, and 58% even prefer them over search engines.
At the same time, economic uncertainty means wallets are staying shut longer. Consumers are cautious, strategic, and far more selective with where their money goes. They want to know they’re making the right choice — and for that, they need social proof.
Don’t Cut the Tools That Build Trust
When budgets shrink, many companies cut tools seen as “nice-to-haves.” Unfortunately, platforms that help build transparency and trust — like review systems — are often first to go. But in reality, they’re doing some of the heaviest lifting when it comes to customer acquisition and retention.
Customer review platforms (like EndorseHQ) exist not just to show stars and scores — but to amplify the voices of happy clients, solve problems in the open, and stand out in crowded markets. These platforms help build an honest, visible track record — something that matters more than ever when trust is low.
And trust, by the way, sells.
Trust = Tangible Results
Trust isn’t abstract. It drives behaviour. Edelman’s research shows that people are 67% more likely to stay loyal to brands they trust. Add to that the power of social proof — when others speak positively about a business, it reinforces buying confidence.
In fact, Nielsen reported that 77% of consumers are more likely to buy something when it’s recommended by a friend. Every great review contributes to a cycle: trust leads to advocacy, which leads to new customers — which leads to more trust.
That’s ROI you can measure.
AI Can Help — But Only If Used Right
Yes, AI is everywhere. And while it raises questions about authenticity, the right application can actually help safeguard trust.
At EndorseHQ, we’re working to build intelligent tools that help you manage and surface reviews in meaningful ways — spotting patterns, surfacing key themes, and helping you learn from real feedback without losing the human element. AI shouldn’t replace the voice of the customer — it should amplify it.
Trust in Action: The Proof is in the Results
Let’s not just talk theory. When brands actually lean into public feedback, the results are undeniable.
Take Simba Sleep as an example. They tested the impact of showcasing customer reviews on their website — and the outcome was a 20% boost in revenue per site session when reviews were visible. That’s a real, measurable lift just by spotlighting social proof.
Final Thoughts
Economic uncertainty isn’t going away any time soon. But one thing remains constant: people still spend with companies they believe in. In tough times, trust becomes a competitive advantage.
So while it’s tempting to cut back on “extras,” customer feedback platforms aren’t just another line item — they’re a foundation for long-term growth. Keep trust front and centre, and your customers will thank you with their loyalty.
