When trust falters: why evidence becomes the strategic focus

As media investment climbs, public confidence plummets. The latest Kantar Media Reactions 2025 report (21,000 consumers, 1,000 marketers, 30 countries) reveals a growing disconnect: brands are relying on platforms that audiences do not consider trustworthy. In this context, proof becomes a strategic weapon for brands: the more insufficient the reach, the more important it is for the customer's voice to be heard.

Stéphane LE BRETON

11/7/20255 min read

The media trust gap: a measurable divide

A global study by Kantar entitled Media Reactions 2025 — based on more than 21,000 consumers in 30 countries and around 1,000 marketers — highlights a glaring disconnect between the platforms valued by advertisers and those that audiences actually find relevant

Here are some key signs:

57% of consumers say they have a positive view of advertising in general, a significant increase since 2020.
Conversely, only 64% of marketers believe they are effectively integrating platforms into their campaigns — a significant decline over the past several years.
Three of the five platforms most appreciated by consumers are Amazon Group brands: Amazon itself (No. 1), Twitch (No. 4) and Prime Video (No. 5).
In contrast, marketers still favour YouTube, Instagram, Google and Netflix — platforms that rank lower in terms of ‘consumer preference’.

➡️ The major implication: when media investment is directed towards ‘marketer-favourite’ channels but not towards those that audiences consider most trustworthy — or most suitable for advertising — then a credibility deficit is created. And without credibility, exposure alone is no longer enough to generate impact.

Trust, data and advertising: key figures

According to Avaans Media, 81% of consumers say they need to trust a brand before making a purchase.
According to the Usercentrics GmbH report The State of Digital Trust in 2025, 44% of consumers say that transparency about how their data is used is the number one factor in trusting a brand.-
Also in this report, 43% demand strong security guarantees, and 41% want real control over the sharing of their data.
A study by the Advertising Association (UK), cited by marketing statistics sources, indicates that trust in advertising has risen from 36% to 39% in one year.

➡️ Interpretation: Even though media investments are climbing (digitalisation, programmatic advertising, hybrid formats, etc.), trust remains the critical factor for advertising to have an impact. In other words, it is not just a question of ‘where I am seen’ or ‘who I am targeting’, but ‘in what context I am perceived as trustworthy’.

Why scores (such as NPS) are no longer sufficient on their own

An indicator such as the Net Promoter Score (NPS) provides a quick overview of a recommendation level — but it remains limited in several respects, as we discussed here a few weeks ago.

a) It measures intention, not experience.

The NPS asks a simple question: ‘Would you recommend this brand to a friend?’ But this measure does not clarify what the customer experienced, how they experienced it, or what they will do next.

Studies highlight that NPS ‘may not be sufficient as a single indicator’: while some customers report high scores, no strong correlation has been consistently demonstrated with revenue or sustainable growth.

b) It does not make visible what can be activated in advertising.

A good NPS can be included in internal reporting — but it does not in itself become evidence for media coverage.

In a context where audiences are increasingly distrustful, what is public and visible matters greatly.

The NPS does not indicate whether a customer has taken a photograph, posted a review, or spoken about the brand publicly — all of which contribute to the credibility of an advertising message.

c) It may omit important nuances.

– NPS standardises responses; for example, it ignores what “7 or 8” really means to a customer.

– It does not always capture liabilities or the motivations behind a score.

– It does not take sufficient account of the competitive environment or cultural variations.

d) It encourages “score chasing”.

When an organisation focuses on increasing NPS rather than improving the actual experience, there is a risk that this indicator will become an end in itself rather than a warning sign.

Academic critics point out that the NPS is largely simple but imperfect.

This can lead to manipulating survey timing, filtering respondents, or avoiding critical interactions — without necessarily generating increased public trust..

➡️ In conclusion: Even an excellent NPS score does not automatically translate into public proof of performance. And without visible proof, consumer confidence remains fragile — whereas in the media, it is confidence that converts, more than just the score itself.

The solution: visible and integrated proof of use

In a context where consumer confidence is declining and advertising is struggling to stand out from the crowd, mere media presence is no longer enough. This is where BuyTryShare offers a paradigm shift: moving from promise to proof, from internal to external, from score to experience.

a) Collect genuine, verified customer reviews

The cornerstone of this strategy is ensuring that customer testimonials are authentic, verified and published in accordance with strict standards. Example: ISO 20488 (France: NF ISO 20488) defines the principles governing the collection, moderation and publication of online reviews.

Furthermore, certain systems such as Avis Vérifiés are NF522/V2 certified, providing additional assurance of reliability.

BuyTryShare relies on this rigorous framework: proof of purchase, independent moderation, transparency of processes.

➡️ This level of certification transforms a simple review into a credible advertising asset.

b) Integrate these opinions as visible elements in the media

Key insight: a validated customer experience gains value when it is seen.

BuyTryShare allows you to insert these certified testimonials directly into premium formats: TV commercials, cinema, press, digital.

The logic is clear:

Premium media captures attention;
Certified reviews boost credibility;
The audience receives a signal of trust rather than a generic marketing message.

Expected outcome: increased buy-in, reduced scepticism, improved conversion.

c) Make evidence accessible to the public, not just dashboards

An internal indicator (score, KPI) remains hidden. Visible proof is displayed.

When the public observes an authentic, verified review in the context of consumption or purchasing — this:

reduces doubts;
reassures the intention;
accelerates the ‘I'm taking action’ stage.

The research paper Consumer-generated reviews: time for closer scrutiny? highlights that customer reviews are becoming a major factor in purchasing confidence — but that they must be reliable in order to be effective. Therefore, value no longer lies solely in ‘I have a good score,’ but in ‘my visible customer says it works.’

d) The strategic differentiator in a world of mistrust

The proliferation of formats, channels and messages is overwhelming consumers. In this context, visible proof becomes a rare competitive advantage.

BuyTryShare positions itself as a strategic lever:

For brands that want to restore confidence in their media campaigns,
for media outlets seeking to restore value to their inventories through credible messaging,
for consumers who now demand proof before committing.

➡️ In conclusion: advertising can no longer be structured solely around exposure and targeting. It must incorporate visible and certified proof of use.

BuyTryShare makes this approach operational: collection of certified reviews, integration into the media, public visibility.

The brand no longer just says it is recommended: it shows that it is. In a fragile advertising landscape, it is this proof that makes the difference.

In summary: from reach to credibility

The major trends are clear:

Mistrust of advertising continues to grow. For example, only 39% of consumers say they trust advertising in 2025, despite a slight improvement.
The platforms and channels chosen by advertisers do not always reflect consumer preferences. The Kantar Media Reactions 2025 report highlights a discrepancy: the platforms invested in by marketers do not feature among consumers' most trusted.
Traditional indicators — whether exposure volume, targeting or recommendation scores (such as Net Promoter Score) — no longer guarantee impact on their own. Research shows that credibility, transparency and authenticity are now key variables in advertising effectiveness. For example, a study on social media advertising shows that credibility and authenticity are strong predictors of purchase intent.

🔑 The conclusion is clear: the future of advertising will not simply be about being bigger – more audience, more impressions – nor even just more precise – better targeting, better frequency. It will have to be more credible. And that credibility is earned through visible proof, not promises.

When brands understand that showing that you are recommended is much better than saying that you are recommended, they gain a competitive edge. With BuyTryShare, this approach becomes a reality: certified customer recommendations become a visible and actionable media element.

👉 And in a landscape where attention is currency but trust is scarce, it is precisely this visible proof that makes the difference.

📌 To learn more: