2026 is going to be an extraordinary year for the world. AI has matured and is now universally accessible, and AGI (artificial general intelligence) appears to be on the horizon. In such a dynamically changing environment, trust has moved from being a brand virtue to becoming a strategic imperative. In India’s growing marketplace, trust is one of the most powerful forces influencing brand preference, deepening loyalty, and shaping long-term growth. Consumers today are not only evaluating what a brand sells but are buying based on what the brand stands for, how it behaves, and whether it deserves a place in their lives.

Trust is evolving in visible and measurable ways. For decades, many Indian categories were dominated by legacy players whose scale, distribution strength, and advertising budgets created formidable barriers to entry. Yet in recent years, direct-to-consumer brands have disrupted markets that once seemed unshakeable. These emerging brands have broken into decade-old strongholds not because they outspent incumbents, but because they built trust differently.

D2C brands communicated directly with consumers, simplified complex propositions, and often showed the faces behind the brand. They made sourcing transparent, pricing logic clearer, and customer service more responsive. In doing so, they replaced institutional authority with relational credibility. Consumers responded. The shift signals something important about 2026. Trust is no longer inherited; it is earned through connection, clarity, and consistency.

At the same time, authenticity has become a defining attribute of trust. Consumers are increasingly comfortable with technology, including AI-powered services, but they expect honesty around its use. When brands openly state that AI is being used to enhance service or personalise experiences, consumers often appreciate the transparency. When AI-generated content or automated processes are presented as purely human, and this later becomes evident, trust can erode quickly. The issue is not the technology itself; it is whether the brand was upfront about it.

This shift reflects a broader maturation in consumer expectations. As digital adoption deepens and media exposure widens, audiences are more informed and more discerning. They are comfortable questioning claims, comparing alternatives, and publicly sharing feedback. In such an environment, signals matter. Brands must pay attention to how conversations are evolving across platforms, how cultural narratives are shifting, and how quickly sentiment can turn.

One key signal is the rising demand for transparency across the value chain. Consumers want clarity around sourcing, sustainability commitments, pricing decisions, and data usage. Vague assurances no longer suffice. Brands that communicate specifics in a calm and confident manner tend to build credibility over time.

Another signal is the importance of consistency. A brand’s advertising voice, social media presence, customer support responses, and leadership communication must align. Inconsistencies are quickly amplified in today’s connected ecosystem. Trust builds when experience matches expectation, repeatedly.

Third-party brand claims continue to matter, but with an important caveat. The credibility of the source determines the impact. Endorsements from respected, time-tested organisations or recognised domain experts can reinforce brand authority. However, questionable awards, inflated statistics, or endorsements from sources with unclear credibility can do more harm than good. In many cases, doubtful claims are more likely to erode trust than enhance it. Consumers are increasingly adept at verifying information. If they sense exaggeration or manipulation, scepticism follows.

Long-term data trends consistently highlight a few enduring drivers of trust. Reliability remains foundational. Brands that deliver consistently, meet timelines, acknowledge failures and attempt to correct them, and honour commitments earn repeat consideration. Competence also reassures. Demonstrated expertise, product efficacy, and knowledgeable leadership voices strengthen confidence.

Empathy has grown in importance, especially in a diverse and rapidly evolving society like India. Brands that acknowledge economic realities, regional nuances, and social sensitivities tend to build emotional resonance. Yet empathy must be authentic. Performative messaging without corresponding action is quickly exposed.

Ultimately, trust in 2026 will be accretive to long-term brand value. It is shaped by every interaction, every claim made, and every promise kept or broken. It is built through disciplined consistency rather than grand declarations. For Indian brands navigating a crowded and competitive environment, trust is not merely a communication strategy; it is an operating principle.

As consumers face abundant choice and constant information, trust becomes the filter that simplifies decisions. It reduces risk perception, strengthens loyalty, and supports sustainable growth. In the years ahead, the brands that will lead are not simply the most visible or the most innovative. They will be the most credible, the most transparent, and the most authentic.

(The author is CEO, TRA Research,)