Why People Don’t Trust Ads Anymore (And What Brands Can Do About It)

Ads used to be magic. The right jingle, a clever tagline, a well-placed billboard: boom, brand loyalty for life. But today? People skip, block, and scroll past ads without a second thought.

In today's digital landscape, consumers are increasingly skeptical of traditional advertising. Studies reveal that a significant portion of the population harbours distrust towards ads, with only 8% of respondents automatically assuming the information in advertising is true. marketingcharts.com

So, what happened? And more importantly, how can brands break through?

The Death of Trust

Too Many Lies, Too Little Accountability

Remember when detox teas promised flat stomachs? Or when ‘all-natural’ actually meant ‘99% chemicals’? Decades of exaggeration, misleading claims, and fine-print disclaimers have caught up with the industry. Consumers are smarter, and they fact-check. The result? A collective skepticism that makes even honest brands struggle.

Ad Fatigue is Real

An average American sees between 4,000 to 10,000 ads per day.forbes.com That’s not marketing; that’s noise. When everything is an ad, nothing feels authentic. People have developed an instinctive filter; if it looks like an ad, it gets ignored.

The Algorithm Knows Too Much

Ever talked about a product and then saw an ad for it minutes later? Creepy. The line between personalisation and surveillance is razor-thin, and brands that overstep leave people feeling manipulated, not engaged.

Trust is Built on Action, Not Words

Saying “we care about the planet” while mass-producing plastic isn’t fooling anyone. Consumers want brands to prove their values, not just market them. GenZ, especially, will drop a brand if its actions don’t align with its messaging.

What Actually Works?

Show, Don’t Tell – UGC is King

Stop saying you’re sustainable, ethical, or community-driven. Start showing it. Patagonia doesn’t just talk about sustainability; they invest millions into environmental action. Brands today need proof, not promises. That’s where User-Generated Content (UGC) shines.

Glossier: Built an empire by turning everyday customers into brand ambassadors. Their community-led approach made UGC the backbone of their marketing—real people sharing real skincare wins.

Apple’s Shot on iPhone Campaign: Instead of bragging about camera specs, Apple let users do the talking. The campaign featured stunning real-world photos taken by customers, proving the product’s quality through action. People believe people, not PR teams.

People Trust People, Not Brands – Founder-Led Storytelling

Influencer marketing works when it feels real, not scripted. The best ‘ads’ today don’t look like ads at all. They’re testimonials, behind-the-scenes stories, and unscripted content that feels human. Founders stepping into the spotlight and telling their story: why they built their brand, what they stand for, the struggles they faced: this creates an emotional connection.

Emily Weiss (Glossier): Built a billion-dollar beauty brand by being the face of it. Her blog-turned-business felt personal, making consumers feel like they were part of the journey.

Ben Francis (Gymshark): Used social media to share his brand’s growth story, making Gymshark feel relatable and aspirational at the same time.

Brands with a face feel more authentic. Think Steve Jobs, Elon Musk, or Emily Weiss—people don’t just buy their products, they buy into their vision.

Entertainment > Interruption – The Creativity Factor

Brands like Liquid Death don’t sell; they entertain. They make ads people actually want to watch: because they’re funny, weird, or downright absurd. The best marketing today doesn’t feel like marketing. It feels like entertainment, culture, and storytelling rolled into one.

Jacquemus: Their entire Instagram feels like an art exhibition. Founder Simon Porte Jacquemus handles the account himself, turning high fashion into playful, viral storytelling.

Duolingo on TikTok: Instead of traditional marketing, Duolingo’s mascot went rogue, dancing, roasting brands, and making chaotic, meme-worthy content. The result? Millions of organic views.

If your brand can create content that people seek out instead of skip, you’ve already won.

Community Over Campaigns – Build Something Bigger Than a Product

The most trusted brands don’t rely on ads to sell; they build communities that sell for them. Look at Nike, which has turned its customers into lifelong evangelists. They create movements, not just marketing.

Nike’s Running Clubs & Apps: Instead of just selling shoes, Nike built a global community around fitness. Their running apps, events, and marathons make people feel like they’re part of something bigger.

Gatorade’s Marathon & Training App: They didn’t just sell sports drinks; they built tools to help athletes train smarter, connecting with their audience beyond the product.

Brands that thrive in the post-advertising era invest in their audience, engage in meaningful conversations, and create spaces where customers feel seen, heard, and valued. Selling becomes a byproduct of connection.

So, What’s Next?

Ads aren’t dead. But traditional advertising? That’s on life support. Brands that thrive will be the ones that trade gimmicks for authenticity, noise for value, and transactions for real connections.

Your audience isn’t looking for another ad. They’re looking for a reason to care. Give them one.

Ready to build a brand people actually care about?

At StudioSlash, we craft content that entertains, engages, and converts- because storytelling beats selling every time.

Let’s turn your brand into a movement. Get in touch