Trust has become a scarce resource. Many institutions are losing credibility, and people are finding it harder to find their bearings. The study “Trust in Brands”, conducted by the Society for Brand Research (G·E·M) under the direction of Jens Lönneker on behalf of the German Brand Association, found that there is one area where trust remains surprisingly stable: brands.

In the podcast, depth psychologist and market researcher Jens Lönneker provides a compelling explanation of why this is the case. Brands must constantly prove themselves in everyday life: in their use, in their service, and in how they handle mistakes. Trust here is not created by messages, but by experience. It forms where expectations are reliably met; what matters is not perfection, but attitude.

In a complex world, brands thus take on a relieving role. They reduce uncertainty, create familiarity and enable decisions to be made without everything having to be constantly re-examined. Trust thus becomes a practical tool.

At the same time, it becomes clear from the discussion that functionality alone is not enough. Brands become significant when they bring to life an underlying concept that goes beyond the product itself. Only then does a genuine connection form.

You can find the ‘Brand Management Trust Checklist’ developed from the study and hear further fascinating insights here in the full podcast episode “The Secret Behind Brand Trust – A Depth Psychologist Has Investigated”.