Brand strategist and creator Eugene Healy joins Jo Burford, Head of Creators for EMEA at Edelman, to explore how brands can build trust in an era of fragmented attention. Recorded at Cannes Lions Festival of Creativity, they discuss insights from the 2026 Edelman Trust Barometer Special Report: Brand Growth in an Insular World, and look at why relevance now matters more than reach. Eugene also shares his thoughts on how creators have become trusted cultural intermediaries, and why brands must shift from controlling campaigns to orchestrating communities.