How Business Owners Earn New Customers in a ‘Trust Economy’

And Why 2025 Marketing Strategies Must Adapt to Create Trust-Building Opportunities

The Role of Trust in Customer Acquisition

JAN. 2025 STUDY – CUSTOMER GROWTH PLAYBOOK FOR BUSINESS OWNERS

Attention Economy vs. Trust Economy

First, let’s understand the difference.

In an Attention Economy, businesses focus on capturing consumers’ short-lived attention with flashy messages and bold claims, competing for a quick glance in a crowded marketplace.

A Trust Economy centers on building long-term relationships by earning and keeping consumer trust through authenticity, transparency, and consistent value.

The Attention Economy is about visibility.
The Trust Economy is about credibility.

What Business Owners Need

Business owners need a consistent source of new customers, repeat business, and referrals. But they’re held back by a marketplace that offers:

• An overwhelming choice of tactics

• Pay-and-pray ad campaigns

• Ambiguity about what really works

• Quick fixes vs. evolving your approach

• Capturing attention vs. building trust

This confusion leads business owners down one of two paths:
1️⃣ Chase the next new tactic
2️⃣ Sit on the sideline and wait for clarity

The Chase for New Customers is More Frustrating Than Ever

Word-of-Mouth Recommendation Wins

📊 82% of consumers are likely or very likely to recommend a business they trust to family and friends.*

The most reliable method to acquire new customers is clear:

• More than 30% of new customers are acquired through recommendations.**

• People are 2x more likely to take action on recommendations from people they know.**

• 89% of people listed recommendations as their most trusted channel.***

Attention is fleeting and skepticism is high, but the doubt of trying a new product or service is reduced dramatically when consumers receive a trusted recommendation.

Source: Bright Trail / Pollfish 2025 study.
*Source: Nielsen Commspoint Journey.
***Source: Nielsen Trust in Advertising Study.

Trust is Required for Recommendations

A Bright Trail / Pollfish 2025 Study asked 200 consumers to choose one of 12 characteristics most likely to cause them to support a business owner.

🏆 The landslide winner? "Trustworthiness" (32%)
🏆 Followed by "Strong Ethics" (14%) and "Consistency" (11%)

Consumers prioritize low-risk transactions, ranking trust-related characteristics over performance characteristics like:

• Expertise (6%)

• Creativity (4%)

• Responsiveness (2%)

How Do You Become More Trusted?

1. Share Valuable Information

🔹 78% of consumers said if a business owner shared valuable information, it was likely or very likely to impact their support of the business.

Consumers engage with businesses that make their life better. Sharing information that provides the same function establishes you as a trusted resource—and a low-risk choice when they need your product or service.

Examples:

✔ A bakery offers a vegan-modified recipe for their famous chocolate chip cookies.
✔ A financial advisor shares a 12-month emergency fund template.
✔ A realtor offers a video tour of the best local towns for first-time home buyers.

2. One-to-One Engagements

🔹 88% of consumers said they are likely or very likely to support a business after they had a positive engagement with the owner.

Consumers are more likely to engage with businesses when they have a personal connection. Increasing opportunities for 1-to-1 engagement builds trust and expands your pool of potential customers.

Examples:

✔ A social marketing expert offers a mini-audit of your social profiles with 1-3 actionable insights.
✔ A tech founder presents at a conference and responds personally to every question and online comment.
✔ A chef provides samples of a new dish at a local festival and asks for opinions on the recipe.

3. Share Your Values

🔹 72% of consumers said they are likely or very likely to trust a business more if the owner shares the inspiration behind their business.

When consumers understand the story behind your business, it signals that your motivation goes beyond profits. This makes you a more trustworthy option and more likely to act in customers’ best interests.

Examples:

✔ An Italian market owner shares that all recipes are based on his grandmother’s original store in Brooklyn.
✔ A skincare brand founder shares her struggles with severe eczema.
✔ An adventure travel guide tells stories about growing up in the Serengeti.

4. "Know My Name"

🔹 What could a business owner do to improve their personal connection with you?

A common theme in consumer responses was personal recognition.
Comments like:
💬 "Remember my name."
💬 "Know what I purchase."
💬 "Acknowledge me."

These simple, actionable tactics build rapport and trust.

Examples:

✔ Supercuts records your name and previous haircut for a consistent and personal experience.
✔ Brands personalize social media comments using customers' first names.
✔ Businesses use first names in email and text communication.
✔ Acknowledge repeat visitors and commenters to build stronger relationships.

Building Trust Means Building Your Personal Media Brand

These four trust-building strategies are just the beginning. Building a personal media brand is the safest investment in a Trust Economy, creating a consistent stream of new customers, repeat business, and referrals.

🔹 Valuable Information
🔹 1-to-1 Engagement
🔹 Your Values
🔹 Personal Recognition

What’s Next?

Want help customizing this strategy for your business?

📅 Schedule a free discovery session with Bright Trail’s founder, Jim Thompson, and learn how to make trust your biggest marketing asset.

👉 Schedule Your Free Session Now