It’s no secret: people don’t trust advertising the way they used to. Scroll through your feed, and what happens? You swipe past the banner, skip the pre-roll, or click “skip ad” the moment it flashes on your screen. In fact, surveys show that younger generations, especially Gen Z, are more skeptical of advertising than any group before them. They can spot inauthenticity in seconds.
That raises a blunt question: do people even trust ads anymore? And if not, what does that mean for advertising agencies?
For decades, advertising worked on authority. If a brand said it, people believed it. But in a world of constant noise, clickbait headlines, and influencers caught faking it, consumers are harder to impress. Studies consistently show that personal recommendations and peer reviews rank higher than ads when it comes to trust.
That doesn’t mean advertising is dead. It means advertising has to change.
Consumers today don’t just want to be “sold.” They want to feel like a brand gets them. Agencies that keep pumping out clever taglines without substance risk irrelevance. Storytelling, purpose-driven campaigns, and authenticity are the currencies of trust. When ads are less about shouting louder and more about connecting deeper, audiences pay attention.
Think about why influencer marketing took off. It wasn’t just the reach; it was the perceived authenticity. Of course, that too is under fire because once an audience suspects a message is bought, trust crumbles.
For advertising agencies, this means rethinking what “creative” really means. A flashy campaign won’t fix distrust. Transparency, honesty, and relatability will. Ads that acknowledge consumer skepticism often land better than those that pretend it doesn’t exist.
Agencies must ask: how do we help brands stop talking at consumers and start talking with them? That could mean user-generated content, community-led campaigns, or simply admitting when a brand doesn’t have all the answers.
Here’s the silver lining: in a low-trust world, trust itself becomes the differentiator. Agencies that can help brands earn trust, through consistency, humility, and human-centered messaging, will stand out. Consumers may not “trust ads” in general, but they will trust brands that consistently show up with honesty. That’s a powerful opening for agencies willing to evolve.
So, what are advertising agencies being called to do as we draw nearer to 2026?
Champion authenticity…
Push clients to tell real stories, not polished fantasies.
Measure beyond clicks…
ROI is important, but long-term trust and loyalty are better indicators of success.
Adapt quickly…
As platforms shift and attention spans shrink, agencies need to innovate without abandoning credibility.
Be the conscience…
Agencies can hold brands accountable to truth-telling in ways that build lasting equity.
A final thought…
Do people trust ads anymore? Not really. But that doesn’t mean advertising is irrelevant. It means the game has changed. Agencies that cling to old methods will lose ground. Agencies that embrace trust as the core of creativity will not only survive, they’ll lead.
Joe Bouch
CEO, 78Madison
78Madison is a full-service marketing communications firm – advertising agency – located in Orlando, Florida (Winter Springs). Have some questions? Let’s connect. Email me at jbouch@78madison.com