Why Trust Is Now the Foundation of Influence

Across every channel, marketers are facing the same challenge: attention is everywhere, but belief is harder than ever to earn. Audiences are more aware of how content is delivered, more skeptical of what they see, and more selective about who they trust.

During panels at the iHeartCafé in Cannes, industry leaders in partnership with Diplo, Malcolm Gladwell, and Hoda Kotb, broke down why trust is increasingly harder to earn and how brands can create belief at scale for impactful business outcomes.

Consumers are navigating a media environment shaped by algorithms, automation, and constant messaging. Research shows they are increasingly aware of how platforms curate what they see, and many feel overwhelmed and even distrustful of those environments. 70% of consumers are using AI, yet 90% say it’s also important to know media was created by a real person.

That shift has real implications for brands. If people question the environment, they question the message. If they question the message, influence breaks down.

The opportunity is clear: brands need to show up in places and through voices people already believe.

What Actually Builds Belief at Scale?

Trust builds over time, through consistency, familiarity, and human connection.

That is where real voices and relationship-driven media change the equation.

Audio, particularly live radio and podcasts, creates a different kind of relationship. It is personal. It is habitual. It is often part of someone’s daily routine and has nothing to do with rank or popularity. Over time, that connection builds credibility that extends beyond content into influence.

While unpacking trust in Cannes, iHeart talent Malcom Gladwell shared recent thoughts about the correlation between trust and performance.  

“I mean, I've just been struck, as I've thought about trust recently by our assumption is that you build trust by performing well, by exceeding expectations by showing excellence,” said bestselling author and iHeartPodcast host Malcolm Gladwell. “But time and time again, if you look at real world examples, you see the opposite, or at least you don't see a clear correlation between how well you perform and the level of trust you inspire.”

Regardless of specific performance, audio hosts are perceived as authentic and trustworthy, with audiences forming meaningful relationships with the voices they hear regularly. Broadcast radio is nearly 3X more trusted than social media, and 78% of listeners trust their favorite radio host’s product recommendations.  

What does this mean for brands? This can of media consumption is an active form of listening where the listener is choosing to stay, to engage, and to return.

That consistency is what transforms reach into belief, and belief into action.

How Relationship-Driven Media Changes the Influence Equation

When marketers think about influence, the question is often “How many people did we reach?” Increasingly, the more important question is “How much did they believe it?”

Relationship-driven media shifts the focus from scale alone to scale with trust.

iHeartMedia reaches 9 in 10 Americans each month, delivering unmatched scale. 
But scale is only part of the story. Audio also drives deeper engagement and more time spent compared to many digital platforms.

• +83% lift in social performance
• +109% lift in digital and social engagement
• +47% lift in branded search activity

That combination matters, because it means are showing up in moments where audiences are listening more closely and where the voice delivering the message already carries credibility.

This is where influence becomes measurable in a different way. It moves beyond impressions into outcomes like brand trust, consideration, and ultimately, action.

From Visibility to Genuine Connection

One of the strongest themes from conversations in Cannes was the idea that visibility alone doesn’t create connection.

Consumers are exposed to thousands of messages every day. What cuts through is meaningful content delivered in environments they trust.

Human voice plays a central role here.

There is an intimacy to audio that creates a sense of presence. A trusted host speaking directly to their audience carries a level of authenticity that is difficult to replicate in other formats. That authenticity allows brands to move from being seen to being felt.

It is also why talent partnerships and creator-led storytelling continue to grow in importance. When audiences trust the voice, they are more open to the message. And when that message is delivered naturally within the content experience, it feels less like advertising and more like recommendation.

Why Trust Drives Real Business Outcomes

For marketers under pressure to deliver measurable results, trust is not a soft metric. It is a performance driver.

Research consistently shows that trusted environments lead to stronger recall, higher engagement, and greater responsiveness to advertising.  During conversations in Cannes, trust was front and center as a key way for brands to reach consumers authentically.  

“Trust for us is more than a marketing message,” said Shannon Womack, Head of Brand and Creative for Delta Air Lines. “It's more than a metric. It really is what we have to deliver because of the stakes of what we know we're taking people to.”

When consumers trust the medium and the messenger, they are more likely to:

• Pay attention to the message
• Remember the brand
• Act on what they hear

Audio combines scale, attention, and trust in a way that drives both upper- and lower-funnel outcomes. It influences perception while also driving immediate action.

In other words, trust shapes both influence AND results.

How Should Brands Show Up in a Trust-Driven Market?

The shift toward trust as a prerequisite for influence requires a different approach from marketers.

A few principles are emerging:

Prioritize environments people choose 
Show up where audiences are actively engaged.

Invest in real voices 
Leverage talent and creators who have built authentic relationships over time.

Focus on consistency over frequency 
Trust comes from repeated, credible interactions versus one-off campaigns.

Integrate into the experience 
Messages that feel native to the content environment are more likely to resonate.

Think long-term 
Trust compounds. The longer you invest, the stronger the return.

These ideas may not be new, but they are becoming more critical as skepticism rises and attention fragments.

FAQs

Why is trust becoming harder to earn?
Consumers are more aware of how media and messaging are created and delivered, particularly in algorithm-driven environments. This awareness has led to increased skepticism and a higher bar for credibility.  

What makes audio a trusted channel?
Audio builds strong, consistent relationships between hosts and listeners. The personal nature of voice and the habitual way people engage with audio create a sense of familiarity and authenticity that drives trust.  

How does trust impact campaign performance?
Trusted environments lead to higher engagement, better recall, and stronger action. When audiences believe the message, they are more likely to respond to it.  

What role do creators and talent play in influence?
Creators and hosts act as trusted intermediaries between brands and audiences. Their established relationships allow brands to connect in a more credible and meaningful way.

The Takeaway for Modern Marketers

Trust has always mattered. What has changed is how central it has become to every stage of the influence journey.

Today, the brands that win are the ones that show up with credibility, consistency, and real human connection.

Ready to activate audio that drives trust and tangible, measurable outcomes? Let’s talk.