The Trust Deficit: Brand Transparency and the New Rules of Retail

In today’s market, trust isn’t just a differentiator — it’s a requirement. But proving your brand lives up to its claims? That’s where things get complicated.In this episode of Retail Remix, host Nicole Silberstein sits down with Kimberly Shenk, Co-founder and CEO of Novi Connect, to explore how consumer trust is evolving. Drawing from her unique background as a U.S. Air Force data scientist, Kimberly shares how Novi is helping brands and retailers like Amazon, Target, Sephora and Ulta back up products’ health, safety and sustainability claims with real data — and why it matters more now than ever. Together, they discuss:Why traditional brand trust is no longer enough — and what’s replacing it;What consumers today actually care about when it comes to ESG — and how to communicate it;The measurable impact of verified product claims on discovery, conversion and loyalty; andHow AI and large-language models are reshaping online merchandising in the digital age.RELATED LINKSLearn more about Novi Connect’s work with retailersCheck out the NYU Stern Sustainable Market Share IndexRead more about shifting trust dynamics in the article from McKinsey: Consumers care about sustainability—and back it up with their walletsExplore trends in values-based commerce from Retail TouchPointsCheck out past episodes of Retail Remix