And that’s an encouraging signal for the entire marketing ecosystem.
A recent article from Marketing Week highlights a shift many brands have been working towards: consumers are becoming more confident in advertising again, after years of scepticism.
From an ELMA perspective, this reinforces an important truth:
Trust grows when advertising is transparent, relevant, and rooted in real value.
What’s notable in the findings is that trust isn’t being rebuilt through louder or more aggressive advertising, but through:
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Clear, honest messaging
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Consistent brand presence
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Channels that consumers understand and choose to engage with
These principles closely align with addressable, tangible media that audiences can engage with on their own terms.
As brands plan for 2026 and beyond, rebuilding and sustaining trust will be critical, not just for brand equity, but for long-term effectiveness and return on investment.
Trust isn’t a creative add-on. It’s a strategic asset.