Trust is a contact sport

Consistency, responsiveness and transparency are often cited as the key ingredients to building trust, as these are able to anticipate specific feeling towards specific experiences. By standardising their practises, brands are able to ensure expectations are met, removing the discomfort of having to deal with hits and misses.

Yet, according to global trust authority Rachel Botsman, “trust is the degree of comfort one feels when dealing with the unknown”. And, once established, trust replaces the need for consistency, responsiveness and transparency. As paradoxical as it may