For decades, marketing was responsible for driving visibility, generating leads and delivering ROI. Campaign performance and revenue growth were the core objectives. But today, that role has expanded. We live in what is now being described as the BANI world – a brittle, anxious, nonlinear, and incomprehensible world order. Geopolitical instability, tariff wars, civil unrest, regime change and climate crisis are all driving global uncertainties and fragile business ecosystems. At the same time, widespread use of social media is leading to more confusion as unchecked facts and AI generated content are passing off as valid information, causing mass anxiety.Misinformation and economic uncertainties now hold the power to polarize narratives and influence consumer sentiments and buying patterns, reshaping brand loyalties overnight!
As per the 2025 Edelman Trust Barometer, globally, 62% trust businesses to do what is right while media, government, and NGOs lag behind at 52%, 52% and 58% respectively. This means trust (and therefore, the expectations) from Brands has outpaced the trust on institutions, where 80% respondents claimed that they trust the brands they use over the businesses, NGO’s, media, and institutions. This says something about the modern consumer, who is today more conscious than ever!
Marketing as a counter measure to misinformation:
Nowadays consumers seek alignment with their ideals and views of the Brands that they consume, and hold them accountable for authenticity, personalisation, and purpose. And this means that Marketing, beyond ROI’s and bottom-line revenues, needs to evolve to shoulder the role of nurturing a brand conscience – a steady moral compass that steadies the brand amidst volatile markets and rampant misinformation. It is no longer just about clicks or conversions. Marketing needs to step up to reassure consumers, counter false narratives, build trust, and sustain businesses when everything else feels unpredictable. In today’s market, trust is not just a simple sentiment. It is hard currency that can keep companies afloat in the toughest conditions, and retain a loyal consumer base.
Here are some countermeasure campaigns that can help combat misinformation and build a legacy of trust amidst volatile world order:
1. Myth Bursting and educational campaigns: When there is confusion or certain events cause multiple people to assume or build inaccurate narratives, clarity in the form of educational, myth bursting campaigns, is required. These can help to dismantle misinformation systematically, address doubts and educate customers and stakeholders, in simple fact based language.
An apt example of this is India’s recent communication about the GST reform. In response to the tariff related anxiety, the Indian government leveraged the GST reforms not just as a policy change but as a tool for reassurance. It invested in clear, consistent communication about the government’s strong commitment towards the nation’s GDP growth, and long-term economic stability, helping restore confidence among consumers and stakeholders.
Brands can adopt a similar approach by directly clarifying false claims, demystifying product features and proactively educating customers to avoid spread of misinformation.
2. Proof Of Impact Campaigns: In the world marred with fake AI generated images and information, empty promises hold little values. Proof, on the other hand, is a precious commodity as it is non-debatable. Proof-of-impact campaigns are built on verifiable results, measurable outcomes, and guarantees that demonstrate reliability.
Asian Paints and Birla Opus, two of India’s leading paint brands, found themselves locking horns with each other, recently. Birla Opus claimed to introduce a bold, first of its kind campaign around ‘One Year Repaint Warranty’. Asian Paints answered with a ‘decades of paint warranty’ positioning, offering not only assurance but also proof-of-impact, backed by legacy and not just a short-term claim.
Such campaigns show that trust is not declared. It is demonstrated, consistently, over a period of time! From warranties and sustainability metrics or inclusivity benchmarks, proof-of-impact strategies give consumers the evidence that they can rely on, making trust the ultimate differentiator.
3. Accountability Campaigns: In a world where fake news and AI generated content distort and blur the lines between facts and fiction, accountability campaigns stand out as powerful countermeasures.
An excellent example is the New Media. The Media industry is going through an epidemic of AI generated content and fake news, with a high rate of AI hallucination, hampering decade old trust. They are now working on regaining this trust through accountability marketing campaigns, centred around fact-checking, open audience engagement, and transparency, all aimed at re-affirming the credibility of their platforms and positioning themselves as trusted news sources.
Brands can rely on accountability campaigns to showcase their responsibility towards consumers and stakeholders. Whether it is acknowledging supply chain issues, recalling faulty products, or service disruptions, accountability campaigns can strengthen consumer relationships for generations.
Marketing as a new engine of credibility:
The evolutions of Marketing in this new BANI world order, is driven by the interplay of consumer fragility, industry credibility crisis, and heightened expectations of purpose driven action by brands. Metrics such as trusted site signals, domain authority, Brand recall, and trust relationships now play a defining role in shaping how brands are perceived. And that is where the role of modern marketing is changing.
By running myth-bursting campaigns that clarify confusion, proof-of-impact campaigns that deliver evidence, and accountability campaigns that showcase a brand’s honesty and proactiveness, marketing can help businesses to not just survive, but thrive.
When done right, marketing becomes more than messaging. It becomes an engine of reassurance, driving not only growth but also trust. This means that every Ad Campaign and Social media post can no longer be just a sales message. It needs to be a statement of values. A brand that communicates responsibly, listens openly, and shows empathy, earns more than just sales – it earns long term trust!
In uncertain times, trust is the only true stabiliser. Marketing communication is clear, value driven and consistent, doesn’t just sell, it sustains! By becoming the conscience of a brand, marketing can turn fragility into resilience and uncertainty into long term loyalty!
(Views are personal)
