From the Attention Economy to the Trust Economy

What Comes After Attention? Trust as the Most Important KPI

For years, marketing revolved around one question: How do we maximize attention? Today, another question is even more compelling: What happens next?

A viral post, a powerful campaign, or a creator can generate reach at the click of a button. But they still don’t answer the consumer’s crucial question: Can I trust this brand?

Our DMEXCO brand study shows that, at the same price, 61 percent would rather choose a well-known brand than a trendy product. At the same time, 65 percent trust brick-and-mortar retailers more than online platforms. Attention is therefore no longer the bottleneck. Trust is becoming the most important KPI.

We’re moving from the Attention Economy to the Trust Economy:

• Trust is the second most important brand metric for profitable growth. (The most important: perceived quality) (Peter Field, IPO)
• When consumers themselves are asked, the three most important reasons for making a purchase are: trust, quality, and value for money (88% each) (Edelman)
• 80 percent of people worldwide trust the brands they use more than traditional institutions such as NGOs or their employers (Edelman).
• 93 percent of consumers aren’t afraid of missing out on trends (DMEXCO)
• When it comes to product recommendations, consumers trust influencers and the brand’s CEO the least. Other customers, friends, and family enjoy the highest level of trust (Edelman).

Together with Anna Caroline Keller, Marketing Director for Consumer Health at Bayer, I spoke with W&V about exactly this topic: How is trust built today – and how can it be specifically fostered in campaigns, retail, and healthcare? You can find the article here.

But how do we build trust through advertising?

Contrary to what we often believe – especially here in Germany – trust isn’t built on facts alone. It arises primarily from the feeling that advertising leaves behind. The key factor here is entertainment value.

Good stories, music, or humor create an emotional connection to the brand. People not only remember this kind of ads better, they also often place more trust in them. Consistency, brand values, and experiences that reinforce the brand promise also strengthen that emotional bond.

The context is just as important: Advertising in credible media – such as alongside established news brands – benefits from the trust these media outlets already enjoy.

Of course, FOMO remains an effective driver of attention. But when it comes to sustainable growth and customer loyalty, trust wins out. The most successful brands achieve both: FOMO, attention, and reach generate interest; trust is what makes customers stay.