Trust isn’t just a brand asset; it’s a brand advantage. But the way it’s earned, maintained, and measured is changing. In times of economic uncertainty and cultural shift, consumers are paying closer attention to how brands show up,  and they’re rewarding the ones that get it right.

Join CMB and Greenbook for a first look at the latest findings from CMB’s Brand Trust Study.  We’ll explore how trust is shifting across industries like insurance, retail, healthcare, travel, and hospitality, and uncover the factors that matter most to consumers right now. From dependability to integrity, you’ll gain a clear view of what drives or damages trust and how expectations are shifting. You’ll also see how leading brands are adapting their strategies to actively strengthen consumer confidence.

Whether you’re leading brand tracking, loyalty initiatives, or strategic planning, this session will help you translate insight into action and build brand resilience for the long haul.

You’ll Learn How to:

Strengthen brand equity and loyalty studies by incorporating trust-focused measures and frameworks.

Align stakeholders around the latest data to guide strategic decisions grounded in consumer expectations.

Proactively champion new methods that prioritize transparency, consistency, and long-term brand connection.