Rebalancing consumer relationships with trust and technology

As we move deeper into 2025, one thing is clear: people are rebalancing their relationship with technology—from how they work to how they socialize, from what they see and believe to who they engage and interact with. New technologies have challenged the innate trustworthiness of digital space as the source for information, communication and even relationships.

Machine-learning algorithms, AI-generated content and the rise of deepfakes have blurred the lines between truth and fiction, making it harder to discern what is real. In the past year, 52% of people have seen fake news or articles and 39% have seen fraudulent product reviews online.

As people come to terms with the less favorable ways that digital technologies have affected their lives, they are seeking remedies and safeguards for themselves and their children. This presents an opportunity for CPGs to reinvent their offerings and processes, creating an evergreen balance of relevance and growth.

Building trusted relationships with consumers

The challenge for CPGs is that channels are becoming contaminated by the exponential influx of harmful and deceitful content. Communicating authenticity will mean rethinking or even redesigning channel strategies from scratch. But first, CPGs will need to know whether certain channels have become less reliable in the eyes of consumers—have they fallen out of love with them or are they avoiding them altogether? Once they have this understanding, they can activate relevant strategies to drive their relationship with consumers, fostering trust and transparency.

Enhance trust

Trust is not given; it is earned. And CPGs can earn it by establishing and communicating clear methods for consumers to verify the content on channels, including third party platforms. They need to assess key moments in consumer journey across the channels and develop strategies to help people distinguish between accurate and false, restore dignity and repair any damage caused. One approach to enhancing trust on channels is by incorporating digital signifiers into content, signaling authenticity and reassuring consumers that the content hasn’t been manipulated by AI.

Additionally, leveraging AI to assess content reliability can further strengthen trust. AI can evaluate the credibility of content and even allow consumers to challenge ratings if they believe something is inaccurate.

One of the critical aspects of gaining trust is prioritizing consent. As AI models are trained using consumer data, consumer goods brands can be more transparent about their intentions. By taking a thoughtful, consumer-first approach to data usage, CPGs can foster a more direct, trust-based relationship with their audience.

Adopt a considered approach to using AI-generated content

When it comes to AI-generated content, CPGs need to focus on how consumers will respond to AI-generated content—particularly in emotionally charged contexts. For example, imagery tied to branding carries significant emotional weight, shaping how people feel about themselves and the world around them. This places responsibility on CPGs to ensure their images do not reinforce unrealistic standards or harmful ideals.

Here a CPGs' vision and values should act as a compass, guiding decisions about how and when AI is used. By staying true to their values and being mindful of the impact their content creates, CPGs can build trust and foster meaningful connections in a tech-driven world.

Driving relevance with empathy and awareness

The connection between technology and mental health has long been debated, but recent data solidifies these links, presenting them in ways that are both relatable and grounded in science.

For example, social media platforms perpetuate unrealistic beauty standards through filters, cosmetic enhancements and deepfakes, fueling anxiety and depression, particularly among young women. Fifty six percent of those aged 18-24 agree that social media significantly impacts how they think about their identity, according to our report.

Redefine brand value for the next generation

Consumer companies need to rethink their role in the evolving digital ecosystem, embracing the responsibility they have to protect and empower young audiences. This includes offering experiences that foster creativity, human connection and real-world interaction. CPGs need to think critically about their approach—do they truly need to engage with young people, or could this expose them to criticism from concerned parties? Are they unintentionally providing a gateway to harmful content?

Cultivate the power of crowd

The power of the crowd functions like a riptide—an unstoppable force of collective influence. When someone discovers a new solution to a problem, tests it and achieves success, they share it with others, creating a ripple effect. However, CPGs need to think before they ride the tide, understanding the motivation behind the wave and ensuring that it aligns with their value proposition. They can explore partnerships to position their products and services in new contexts, expanding their role in consumers' lives.

Champion humanized leadership

Humanized leadership centers on the belief that when employees feel valued and appreciated, they perform at their best, delivering exceptional consumer experiences that fuel business growth. Leaders must acknowledge that the nature of working is evolving. Generative AI, for instance, is the top force driving the change in the industry. The work we do, the skills needed to do it and the way we interact and collaborate in the workplace—every aspect is going to be reshaped. For example, a striking 44% of our working hours will be impacted as gen AI reshape our fundamental assumptions around work, workers and workforce. As technology pervades the workplace, leaders must adopt a human-centric leadership style—treating people as individuals, and machines as a powerful enabler of human potential.

The path forward

As the experiences are becoming less trustworthy, keeping consumers at the heart is essential. This involves identifying channels and trusted voices that allow the brand to support people in achieving their goals. Besides, companies should seek opportunities to learn from consumers and apply the findings in new products, services and solutions.

Reach out to Nevine El-Warraky for detailed information on how to meet the evolving needs of today’s consumers.