Building brand trust in uncertain times: Lessons from Target, Tesla, and the power of staying true to your values

Chaos and uncertainty aren’t just buzzwords—they’re the daily reality for businesses navigating an increasingly volatile landscape. From political upheaval to economic whiplash, consumers are watching closely to see which brands stay true to their values and which ones buckle under pressure.

Here’s the deal: brand trust isn’t just a feel-good metric. It’s the difference between long-term loyalty and customers jumping ship. When businesses make public commitments—to DEI initiatives, sustainability, ethics, or social responsibility—consumers take them seriously. Breaking that trust doesn’t just lead to a few angry tweets; it can trigger financial losses, legal scrutiny, and long-term brand damage. Just ask Target and Tesla.

Target: The cost of abandoning commitments
Target, once celebrated for its diversity and inclusion efforts, recently walked back its REACH initiative and restructured its Supplier Diversity program in response to shifting government policies. Whether this was a strategic retreat or a knee-jerk reaction, the fallout was swift. Consumers who supported Target’s DEI initiatives feel betrayed, and legal challenges have only fueled the fire. In today’s landscape, saying one thing and doing another isn’t just bad PR—it’s bad business.

Tesla: When leadership eclipses the brand
Tesla has long been synonymous with innovation, sustainability, and disruption. But as Elon Musk expands his influence beyond the company—taking on a governmental role and making headlines for all the wrong reasons—Tesla’s brand identity has become tangled up in his personal decisions. The result? A stock price nosedive and a growing sense of unease among customers and investors. The takeaway? When a CEO’s behavior starts to overshadow the brand, trust takes a hit.

Brand trust isn’t just a nice-to-have—it’s the glue that holds customer loyalty together. Studies show that consumers will choose a trusted brand over a cheaper alternative almost every time. And let’s be real: no one wants to pour money into a brand that might flip-flop on its values the second things get tough.

On the flip side, when trust erodes, it’s a slow-motion train wreck. Stock drops, consumer backlash, and a whole lot of crisis PR that could have been avoided. The companies that survive (and even thrive) during turbulent times are the ones that treat trust like a long game, not a quick campaign.

While some companies are backpedaling, others are proving that holding the line on values isn’t just possible—it’s profitable. Two standouts? Costco and Patagonia.

Costco: Prioritizing employee and customer trust
Costco has built a fortress of trust with its employees and customers by refusing to compromise on fair wages, strong benefits, and transparent pricing. While other retailers scramble to manage backlash, Costco keeps doing what it’s always done: treating its people well and standing by its commitments. That’s how you build a brand people believe in.

Patagonia: A brand that puts actions before words
Patagonia has never been one for half-measures. While other companies are busy softening their stances or scrubbing certain words from their messaging, Patagonia is doubling down. From donating profits to climate initiatives to calling out bad actors in the sustainability space, they continue to prove that brand trust isn’t built on slogans—it’s built on action.

For companies that rely on federal funding or work in highly regulated industries, holding the line on values can be trickier. Some have been forced to tweak their language, eliminate DEI-related positions, or scale back social responsibility initiatives to stay in compliance.

But here’s the question: How far can an organization be pushed before it loses the trust of its employees and customers?

Some are playing the long game, adjusting messaging while keeping their core commitments intact. For example:

• Universities and research institutions have rebranded DEI efforts under terms like “inclusive excellence” to maintain initiatives without triggering backlash.
• Healthcare organizations are shifting language to “health equity” while still doing the work of addressing disparities in care.
• Publicly traded corporations with government contracts are keeping a low profile but maintaining internal commitments, betting that this political storm will pass.

The real test will be whether consumers and employees view these adaptations as strategic survival or as a quiet abandonment of values.

Trust isn’t something you slap on a campaign—it’s something you earn every single day. Here’s how brands can maintain and strengthen trust, even in turbulent times:

Transparency: Be honest, even when it’s uncomfortable

• Consumers don’t expect perfection, but they do expect honesty. If changes need to be made, own them and communicate clearly.
• Show your work. If you claim to be sustainable, ethical, or committed to DEI, back it up with data, not just press releases.
• Cut the corporate jargon. In an era where everyone can spot spin from a mile away, authenticity is everything.

Consistency: Align actions with stated values

• Don’t cave when the pressure mounts. If your brand stands for something, stand by it.
• Skip the performative gestures. Customers can see right through one-off campaigns that don’t match a brand’s long-term behavior.
• Keep promises to employees as well as customers—because internal culture leaks into external perception.

Authenticity: Engage with issues thoughtfully

• No brand needs to take a stand on everything, but when you do, make sure it’s aligned with your mission.
• Listen more than you speak. Trust is built through meaningful engagement, not just big statements.
• Be proactive, not reactive. Leading with values means acting before the public demands it.

At the end of the day, trust starts at the top. Leaders who align their actions with their brand’s mission build trust. Leaders who contradict their values, make erratic decisions, or chase short-term gains at the expense of integrity? They leave a mess for their brands to clean up.

And let’s not forget the internal side of trust. If employees don’t believe in the brand, neither will customers. A disengaged workforce leads to mediocre products, halfhearted customer service, and a brand that feels as uninspired as it looks.

Brand trust isn’t just a marketing strategy—it’s the foundation of long-term success. The brands that will come out of this era stronger are the ones that hold their ground, communicate transparently, and prove their values through action.

Consumers are watching, employees are watching, and the companies that prioritize integrity today will be the ones that people trust tomorrow. The question isn’t whether brand trust matters—it’s whether brands are ready to do the work to keep it.

So, what’s it going to be: go silent, or get real?