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IPA x FT | Bridging the Trust Gap

How trust shapes decision-making, drives brand loyalty and influences the bottom line

Trust is fast becoming a critical driver of commercial success, and understanding how to build and sustain it is essential for today’s B2B brands. That’s why the IPA has partnered with the Financial Times on a major new report examining the role of trust in business decision-making, brand loyalty, and long-term performance.

Join us at Bracken House as the IPA and FT unveil findings and share actionable insights to help marketers and agencies harness trust as a competitive edge.

The new report explores:

  • The State of Trust – Where trust is thriving, and where it's under pressure in key B2B sectors.
  • Pillars of Trust – What really matters to decision-makers, from reliability to ethics.
  • Trust’s Impact on Growth – The links between trust, advertising effectiveness, and brand performance.
  • The Tech Factor – How AI and technology are reshaping perceptions of trust.
  • Trusted Channels – Which media environments and news platforms are seen as credible and safe.

This networking breakfast is your opportunity to get ahead of the curve and explore what trust means for your business in 2025 and beyond.

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Last updated 22 May 2025