Trust has always been the foundation of every brand-consumer relationship. Without it, marketing is just noise. Branding requires trust so that consumers can employ a process of elimination such as deciding which product, service, or business best suits their needs. But what happens when an unbridled online world of disinformation competes with reality?

We’re living in a time when consumer attention is fragmented, overloaded, and under assault. Newsfeeds are crowded with half-truths, influencers push dubious claims, and entire industries have been reshaped by viral falsehoods. For brands, this landscape presents both a challenge and a choice: either get swept into the chaos or stand taller as a beacon of honesty and meaning.

The Erosion of Trust

The digital ecosystem was supposed to democratize information. In many ways, it has. Consumers can research products, compare reviews, and engage directly with brands. But the same tools that make information accessible also make it easy to manipulate. False claims spread faster than corrections, algorithms reward outrage, and misinformation often outperforms fact on reach and engagement.

This erosion of trust affects every brand, no matter the industry. A skincare company may find itself competing with pseudoscientific claims from influencers. A financial institution might be battling conspiracy-driven distrust of “the system.” A food brand could suddenly become the subject of a viral myth that has nothing to do with reality.

When the cultural waters are this polluted, consumers begin to question everything—including brands that have done nothing wrong.

The Brand Storytelling Dilemma

For marketers, the challenge isn’t simply about getting attention anymore. It’s about earning belief. Storytelling has always been the heart of branding, but stories only resonate when people trust the source.

Brands now operate in an environment where disinformation is normalized. That makes every word, every message, every creative execution carry more weight. If storytelling is the connective tissue between brands and audiences, disinformation is the virus threatening to weaken it.

So how should brands combat this evolving culture of distrust?

Lesson One: Be True to Who You Are

In times of uncertainty, the temptation to chase trends is powerful. If consumers are panicking about a recession, some brands shift tone to fear-based marketing. If the cultural conversation is dominated by conspiracies, others lean into sensationalism for clicks.

But straying from your brand’s core values is the quickest way to destroy trust. Audiences can sense when a brand is faking it, and they rarely forgive it.

When the marketplace shifts, remember that your purpose is your anchor. Consumers don’t want a brand that is endlessly reactive—they want one that stands for something consistent.

During the 2008 financial crisis, for example, some brands doubled down on their long-term vision rather than chasing short-term panic buys. Those that stayed true to their mission emerged with stronger loyalty and equity. The lesson is clear: don’t sacrifice the long-term value of your brand for short-term gains.

Lesson Two: Use Disinformation as Contrast

It may sound counterintuitive, but disinformation offers brands a chance to clarify what makes them different. If falsehoods dominate the conversation, the antidote is truth—consistently, repeatedly, and authentically delivered.

When consumers scroll past manipulative headlines or deceptive claims, your brand can stand out by being transparent, factual, and real. Truth becomes a competitive advantage.

For instance, Patagonia’s marketing isn’t just about selling outdoor gear; it’s about reaffirming its environmental mission, even when skeptics or bad actors push contrary narratives. By grounding storytelling in documented facts and mission-driven authenticity, Patagonia doesn’t just sell products—it reinforces why the brand exists.

Lesson Three: Choose Your Audience Wisely

Not every audience is worth chasing. If segments of the population are deeply entrenched in disinformation ecosystems, trying to win them over may not only be futile but harmful.

Instead, brands can eliminate audiences who embrace disinformation from their marketing campaigns and strategies. This isn’t about exclusion—it’s about focus. By knowing who you want to sell to, you sharpen your storytelling, refine your campaigns, and build stronger connections with those who align with your values.

This approach also protects brand integrity. Why risk alienating your core audience by pandering to people who reject truth altogether? In an era where resources and attention are scarce, brands are better served by focusing on audiences who share their commitment to honesty and authenticity.

Lesson Four: Lead With Transparency

Transparency has become the currency of trust. Consumers want to know where products come from, how services are delivered, and what companies stand for. Brands that hide behind jargon or spin only add to the cloud of suspicion that disinformation thrives in.

Transparency doesn’t mean oversharing every internal detail, but it does mean proactively communicating in ways that reduce doubt. That could mean:

• Publishing clear sourcing and sustainability reports.
• Being upfront about mistakes and how they’re being corrected.
• Showcasing behind-the-scenes processes that prove credibility.

When truth is under attack, openness is the strongest defense.

Lesson Five: Equip Consumers With Clarity

Part of brand storytelling in a disinformation culture is not just saying what’s true, but making it easy for consumers to understand and verify.

Complexity creates confusion, and confusion is fertile ground for falsehoods. By distilling stories into clear, human, and relatable narratives, brands give consumers something to hold onto amid the noise.

Think of it as building a lighthouse in a storm: the clearer and more consistent the light, the more people will look to it for guidance.

The Opportunity in Chaos

Disinformation may feel like an overwhelming challenge, but it also creates an opportunity for brands to reaffirm their role in consumers’ lives. When the public sphere is dominated by manipulation, the brands that commit to truth, meaning, and purpose rise above.

In this way, disinformation becomes a backdrop that makes authenticity shine brighter. Just as a counterfeit highlights the value of the original, falsehoods remind audiences why genuine brands matter.

Final Thoughts: Stories That Endure

At its best, branding is about creating stories people want to remember and retell. Those stories don’t just sell products; they build communities, identities, and cultural touchstones.

In a culture of disinformation, the responsibility of storytelling is greater than ever. Brands can no longer be neutral. They must decide whether to join the noise or stand apart with clarity.

The answer, for those who want to endure, is obvious: be true, be transparent, and be unwavering in your purpose.

Because in the end, while falsehoods may go viral, only truth builds trust—and only trust builds brands that last.