Why we trust brands more than governments

Why talk about brands? A brand is much more than a name or a logo: it guides choices, inspires trust, and builds belonging. But can we still say that brands are the compass of consumers today?

In recent years, inflation, geopolitical tensions, new social and environmental anxieties, and the advent of new technologies, with Generative AI at the forefront, have reshaped the competitive landscape. Consumers, too, are no longer the same: more demanding, more informed, less forgiving. Faced with this complexity, maintaining trust and building meaningful connections with their customer base has become more difficult for companies. Understanding how strong bonds between brands and consumers are formed today is essential to ensuring long-term relevance and success. The data from the "Brand Connection" research we developed and presented in recent weeks in Milan, however, offers some confirmation. Even in times of uncertainty, brands continue to be a point of reference for consumers, more so than governments and large corporations. Over the past five years, trust in brands has not only not eroded, but has actually strengthened. It is growing even more towards local and niche brands, perceived as authentic and local, capable of speaking the same language as the people who choose them. And, at the same time, especially in markets like the United States, China, and the United Arab Emirates, it is also growing towards large global brands, which can represent status, collective identity, and modernity. For the majority of consumers, the brand continues to be a guarantee of quality and a compass in future purchasing decisions : despite the uncertain economic context, the brand is still a choice criterion capable of guiding purchases. But its value goes beyond its practical function: the brand sparks dreams and plays a cultural role, helping to define shared imagery, identities, and languages . It is a form of emotional and cultural connection between people, values, and aspirations. Relevance, therefore, is not in question; loyalty is. Brand love, the love for the brand, does not disappear, but is changing form. Nearly half of consumers do not feel attached to any brand; one in three says they follow many brands without truly loving one; the propensity for brand switching is high. These are signs that indicate how much the relationship needs to be earned and then constantly renewed over time.

Today, connections arise from a blend of everyday utility and emotion. Brands are expected to simplify life, ensure quality, and ensure consistency between stated values ​​and behaviors; but they are also expected to entertain, evoke memories, and build a sense of belonging. The priorities vary from country to country: in Europe, functional and pragmatic connections prevail; in the United Arab Emirates, China, and the United States, emotional, cultural, and identity-related dimensions emerge more strongly.

How, then, are these connections built?

Sustainability is now an essential requirement. Environmental considerations are expected, especially in Europe, while social considerations are growing as a factor of trust and connection, particularly in Asia, the United States, and the Emirates. Customer experience is the true test. In mature markets, staff preparation, expertise, and empathy matter; in emerging markets, speed and accessibility of service make the difference. Omnichannel is as important as the adoption of new technologies, especially in Asian markets. But personalization is the key to consumers' hearts: people want to be recognized as individuals, and they seek brands that capture their uniqueness and serve them accordingly.

At the core, reliability remains. It is the cornerstone and most fragile value; the one that, when lacking, most disappoints expectations. It is built slowly and can be lost in an instant. A simple mistake, a broken promise, a reputational crisis, or a simple inconsistency between words and actions can undermine the pact of trust.

The relationship between consumers and brands is alive and well, but it's being reshaped by new expectations. Trust, reliability, and authenticity alone are no longer enough. What's needed are continuity of the relationship, concrete sustainability commitments, empathetic and personalized service, and seamless and truly omnichannel digital experiences. Only in this way can "brand love" translate into lasting loyalty and competitive relevance in an increasingly fragmented and selective market.

Andrea Laurenza is Consumer Industry Leader of Deloitte Central Mediterranean

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