In today's world, marked by economic, social, and political turbulence, trust in institutions is eroding, and customers increasingly rely on peer opinions over experts. However, marketing's core principle remains unchanged: creating value for customers, where a mental value equation evaluates an offering's worth relative to its costs. This equation has evolved from assessing features and functions to considering emotional rewards, time, and effort in addition to money. Enter the Trustworthy Brand Value equation, where trust acts as a multiplier, determining a brand's worth. Brands like Beyond Meat illustrate the importance of Trustworthy Brand Value, and we'll share guiding principles to navigate this new landscape. Trust is the cornerstone of enduring customer relationships, and building Trustworthy Brand Value is an imperative for success. For more insights, visit arcature.com and get in touch with us via the Futureproof Brands tab. Remember, trust is the key to stakeholder value and enduring profitable growth in today's world.