Over time, you learn that trust is not built in the moment of a sale, but in the quiet consistency that comes before and after it. It's about listening more than you speak, remembering the small things that matter to people, and showing up when it counts. Homes are where people live their stories, and when you help them find one, you become part of that story too.
As today's technology and political divisions continue to evolve, "fake news" and AI-generated deepfakes continue to blur the lines between fact and fiction. Companies face growing pressure to take a stand on truth and transparency, especially when their own brand is being misrepresented. However, determining how proactive to be-and when to step back-can be a delicate balancing act. To help, Forbes Communications Council members explain how companies can responsibly engage in the fight against misinformation while protecting credibility, trust and brand integrity.
For years, brands tried to split the difference by hiring a PR agency for visibility, an affiliate manager for commerce coverage and affiliate partnerships, and a media buyer for paid social scale. Seven years ago, I, in fact, was one of them as the former VP of Marketing and Founding Team at Ritual. On paper, it made sense. In practice, I found it created silos, competing agendas, and a lack of shared accountability and synergy across agencies and partners.
Trust isn't just a nice-to-have in 2025. It's the foundation for every meaningful customer relationship. In an era of widespread misinformation, rapidly shifting social expectations, and tightening consumer wallets, brand trust is now one of your most valuable currencies. According to recent eMarketer data, 62.7% of B2B marketers agree that branding is critical to long-term success. But here's the challenge: proving ROI on trust-building efforts is notoriously difficult.
The images in question, which include a woman, a car headlight, a spiral staircase, a glass, and a window, were licensed stock photos and not, as the company stated, "what our community has captured with the Phone (3)." Roman Fox, a photographer who captured the car headlight image, confirmed that Nothing had paid for his image through Stills, which was taken two years ago in Paris with a Fujifilm XH2s camera, and not with a phone, let alone a Nothing Phone 3.
