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In this episode of Marketing Espresso, I’m joined by Amy Winner from Wheels Up Collective, and together we dive deep into one of the biggest challenges brands face right now - trust.

We all know that trust in media and marketing has taken a hit. Between AI-generated content, polarised messaging, fake authenticity, and endless spin, audiences are increasingly sceptical about what they see online. At the same time, people are craving genuine human connection more than ever. So what does that mean for us as business owners and marketers?

Amy and I talk about how distrust shows up in media, the impact of AI on content saturation, and why brands need to come back to something simple but powerful - empathy. We cover why people don’t necessarily want more information, they want honesty and clarity. We also share practical ways you can create authentic brand experiences without falling into the trap of “performative vulnerability” or over-automation.

Some of the key takeaways from our chat:

• People buy from people they like - human-to-human connection still matters most.
• Brand empathy isn’t about telling the world your hardships on social media; it’s about showing care, listening, and creating meaningful interactions.
• Picking up the phone or making time for a genuine conversation puts you in the top tier of businesses today.
• Technology like AI can absolutely help with efficiency, but if it strips out humanity, your brand becomes forgettable.
• Trust is rebuilt when brands slow down, show care, and remember that values and relationships are what people actually connect with.

If you’ve been feeling overwhelmed by the volume of content, or worried about how to stand out authentically in a noisy digital world, this episode is for you.

Connect with Amy Winner

Wheels Up Collective

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This podcast has been produced and edited by Snappystreet Creative