In today’s whirlwind of information overload, consumers struggle to navigate a labyrinth of vague corporate promises and ethical claims.

The latest Edelman Trust Barometer reveals that 59% of Australians believe business leaders are purposely trying to mislead them. At the same time, a YouGov report found that 52% of consumers think that fashion brands lack transparency tabout how sustainable/ethical their products and operations are.

And it’s not just brands. Disillusionment with politicians, media, and institutions has fueled widespread skepticism, spilling into how people perceive companies.

But, Gen Z and Millennials, who define themselves as values-driven and vocal, are demanding more. This research, suggests that over 60% of Millennials will pay extra for sustainable products, and 58% of Gen Z prioritise ethical brands.

Brands that fail to prove their authenticity face swift backlash, as social media and investigative journalism expose ‘purpose-washing’ in real time.

To rebuild trust, businesses need a new approach rooted in clear, honest communication that strengthens credibility, shapes public perception, and ensures real impact doesn’t get lost in the noise.

Nina Drakalovic

If you say you’re sustainable, prove it. If you claim ethical sourcing, show the receipts. Consumers are no longer taking brands at their word and with good reason.

Take the fast fashion industry as a cautionary tale. Brands like H&M have been called out for marketing “conscious collections” while still engaging in exploitative labour practices. This inconsistency........

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