Closing the credibility gap
For years, marketers have chased attention and awareness, often at the expense of credibility. But new research shows that consumers now treat credibility as a non-negotiable – and they’re quick to walk when brands fall short. In this keynote, Nonsense's Strategy Director, Tom Primrose, shares findings from the 2025 Brand Credibility Index and shows how credibility drives not just consideration but conversion, loyalty and advocacy. He’ll reveal what today’s audiences see as credible, how customer experience can become a brand-building tool, and what CMOs can do to “beast the basics” in low-trust sectors.
