Vol. 01  ·  14 June 2026

Why Consumers Trust Strangers More Than Brands

Before you run another ad campaign, consider this: 92% of consumers trust a recommendation from a stranger over a message from a brand. Social proof isn't just a marketing trick, it's hardwired into how humans make decisions. This week's KaMIST breaks down why we're wired this way, and how marketers can build genuine trust in a skeptical world.