The trust crisis won’t be solved by facts alone. It takes story.
Lately, so many conversations I’ve had seem to revolve around the same issue: trust is eroding.
We see it everywhere, in government, media, and even our relationships. Social cohesion is fraying, and facts alone aren’t fixing it. The sense that we’re all in this together feels harder to believe.
But even when people lose trust in institutions, they still trust people. And people connect through story.
For thousands of years, people have gathered around campfires to share stories, pass down values, build relationships, and make sense of the world. This is not just a romantic idea; it’s a deeply human pattern.
Story is what converts “the head to the heart.” It turns abstract principles into something personal. And relationships are built on that kind of emotional connection.
In moments of skepticism, what we need most is not more data — it’s more humanity.
Make deposits before making withdrawals
One of the biggest mistakes organizations make is asking for attention, trust, or action before they’ve earned it. That’s especially true in today’s landscape, where the public’s BS radar is on high alert.
According to Edelman’s latest surveys, 81% of consumers say they need to trust a brand before they’ll even consider buying from it. That tells us two things: first, trust is more essential than ever. And second, we’re living in a paradox. People are more skeptical, but also more expectant. They want connection, but they can tell when it’s forced.
To build lasting relationships — whether you're a nonprofit, a foundation, or a brand, you have to make relational deposits before asking for anything in return. That’s where story comes in.
What actually resonates now?
What builds trust in today’s landscape is a consistent, clear-throughline story grounded in authenticity and action.
So what makes a purpose-driven story connect?
Authenticity & Consistency: Do your words and actions line up? Are you showing up the same way across places and times?
Meaningful Action: Are you doing more than messaging? Is there follow-through and impact behind the narrative?
Relatable Human Stories: Are you centering real people and lived experience, not just your org’s talking points?
Boldness & Relevance: Are you saying something that matters, not just something that’s safe?
None of this requires being flashy. It just requires being human.
The most powerful trust-building tool is often the simplest
Storytelling isn’t about spin. It’s about clarity. Vulnerability. Presence.
Whether you’re a nonprofit team, a values-driven brand, or a community leader trying to bring people together, real stories can cut through the noise and create the kind of connection people crave.
When we know each other better, we fear each other less.
And when we fear each other less, we build more together.
We help purpose-driven brands and mission-focused organizations tell stories that build trust.
In a skeptical world, people don’t just want to know what you do; they want to believe in why you do it. That belief starts with story.
We’ve spent years helping nonprofits and advocacy groups move hearts and minds. Now, we bring that same empathy-driven approach to brands working toward a better world. Whether it’s a clean energy initiative, a social justice campaign, or a human-centered product launch, we create honest, resonant stories that show your values in action.
