Trust continues to play a key role in consumer decisions, but the mechanisms through which it is built are transforming. This is one of the main conclusions of the 10th edition of the “Ipsos Global Trends” report, which identifies a growing appreciation for proximity, familiarity, and personal relationships in a society marked by uncertainty and the proliferation of digital content.

According to the study, 77% of participants say they trust a new product more when it is marketed by a brand they already know. This indicator demonstrates the importance of brand recognition in a context where consumers face an increasing supply of products, services, and information.

Trust in institutions remains fragile.

But the appreciation for well-known brands contrasts with the distrust shown towards institutions. According to Ipsos, 69% of participants believe that their respective governments do not prioritize their concerns, while 73% believe that the economic system favors the richest and most powerful.

This perception contributes to a context in which trust becomes more difficult to gain and maintain. In response, consumers seek references that are considered close and recognizable, including familiar brands, people with whom they identify, and communities with similar interests.

However, this evolution does not mean that brands automatically benefit from institutional distrust. On the contrary, they face more demanding expectations regarding the transparency and consistency of their actions.

Familiarity becomes a competitive advantage.

For over a decade, Ipsos has been tracking the importance of well-known brands in purchasing decisions. Across seven markets with comparable data since 2013, the proportion of participants who say they trust a new product more when it belongs to a familiar brand has increased from 69% to 79%. This indicator highlights the enduring role of familiarity as a factor in trust, even in a context of technological and social transformation.

For manufacturers of mass-market products, this trend reinforces the importance of brand assets in launching new products. A well-known brand can reduce the uncertainty associated with trying something new, although brand recognition does not eliminate the need to offer quality and value to the consumer.

National brands and personal values are also gaining importance.

The origin of products is another factor identified by Ipsos. Across all markets analyzed, 70% of participants say they prefer to buy products from their own country rather than imported products.

Meanwhile, 66% say they tend to choose brands that reflect their personal values.

The combination of these indicators points to a growing trust associated with familiarity, identity, and cultural proximity. For international brands, the challenge lies in combining global recognition with local relevance.

Artificial intelligence transforms the decision-making process.

The study also identifies a shift in how consumers find information about products and services. Recommendations are increasingly being mediated by algorithms and artificial intelligence tools that synthesize reviews, opinions, and experiences from other users.

In this environment, brands must build trust not only with consumers, but also within the various digital ecosystems that influence purchasing decisions.

Ipsos believes that companies need to better understand how consumers discover products through recommendation systems, communities, and digital platforms.

Trust, therefore, no longer depends exclusively on advertising or reputation. In a market where consumers seek familiar and credible references, the ability to demonstrate value, preserve familiarity, and build consistent relationships may become an increasingly important competitive advantage.