We talk endlessly about ROI. But this week, the industry conversation has shifted toward a more fundamental metric that dictates whether that ROI even happens: Return on Trust.

Over the last week, we have seen the launch of a landmark study from the IPA Effectiveness Databank and the launch of a new book, ‘Trusted Advertising – How to harness the value of trust in your brand’ by Matt Bourn and James Best.

Both signal a trust revolution, demonstrating that trust is no longer a ‘soft’ brand metric, but an essential and ‘hard’ commercial asset.

Return on Trust in numbers

New IPA data has effectively put a price tag on trust. The research reveals that campaigns which successfully build brand trust are 41% more effective at driving business growth. 

In fact, 93% of trust-building campaigns measured delivered at least one ‘very large’ business effect – be it sales, market share, or profit growth. In short, if you build trust, the results almost always follow.

The power of context

Coinciding with this research, is the previously mentioned book by Matt Bourn (Advertising Association) and James Best (CAP/Credos).

Their timing couldn’t be better. As we navigate a landscape of misinformation, declining quality, and fragmenting attention, Bourn and Best highlight that trust is the filter through which consumers now make every purchase decision. They argue that where an ad appears is just as important as what it says. 

Why are we excited?

Because the industry is finally quantifying a foundational truth that we at PPA Magnetic have championed for years: trust is not just a nice-to-have, and brands that prioritise trusted environments aren’t just being responsible – they are more profitable.

Here is why trusted editorial brands are the natural home for this trust revolution:

  • A powerful ‘halo effect’
    When an ad appears within a trusted magazine media brand – whether in print or via a premium digital marketplace like Atria – the editorial authority and quality ‘rubs off’, amplifying the brand’s impact.

  • Guaranteed brand safety
    The human-led, fact-checked nature of magazine editorial provides a genuine safe harbour for brands.

  • Action-oriented audiences
    The specialist, passion-based nature of audiences means readers are in the mood to engage. This leads to consistently higher consideration and purchase intent for advertisers.

If you want to be part of the trust revolution, get in touch with us and let us share how the power of trusted editorial can work for your brand.