In today’s economy, businesses need a new strategy to earn trust and help consumers and citizens make confident decisions. But undermining confidence is cynicism: it erodes trust in the media, government, public institutions, and consumer brands.

To regain trust, we talk about empathy, transparency, and authenticity. But how do we get beyond those buzzwords—and what role can content strategists and designers play to move things forward? The secret is in how we use content to empower our audiences: when we give more control to users, they put more trust in us.

Examining what works among teams of all stripes and sizes, Margot will share examples from retail, publishing, government, and other industries to detail what you can do to meet unprecedented problems in information consumption. Learn how voice, volume, and vulnerability can inform your work to regain trust and lead your audience and organization from cynicism toward something far more productive: hope.

You’ll dig into several key points:

• How should brands balance consistency and novelty—especially amid the pandemic?
• How do you determine the right amount of content to build trust and help users?
• Is there a place for vulnerability in corporate strategy?

NOTE: We will be giving away a copy of Margot's hot-off-the-presses book Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap during the meetup. Must be present to win.

You can also pre-order your copy of Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap.

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