Is social rewilding an antidote for the decline of trust?

With the rise of AI, deep fake scams and fake content turning the online world into a digital wild west, can brands convince consumers they are trustworthy?

Bronwyn van der Merwe is the managing director, ANZ Lead, for Accenture Song.

Brands beware, the online trust crisis is here, and it’s a problem. We’ve spent the past 30 years investing in digital, but as consumers turn to social rewilding, craving the real and authentic, how can businesses respond, rebuild trust, and meet consumers IRL?

Social rewilding is prompted by the fatigue of a digital-first lifestyle and characterised as an intentional shift towards a more balanced and simplified existence. We’re living in a digital world, where the ping of notifications, instant shopping and endless scrolls never stop. It’s magic on one hand — knowing global events in seconds or having groceries delivered. Yet as we swipe, scroll and consume, we’re trapped in an endless loop of curated content and algorithm-driven experiences.

The problem isn’t doom scrolling or hyper-personalised feeds, it’s the creeping sense that what we see, buy, and engage with isn’t real. Inauthenticity is the real issue, and people are starting to tune out. With AI-generated slop, fake reviews, deep fake scams and content being pushed on us, the online world is becoming a digital wild west. In 2022, TripAdvisor identified 1.3 million fake reviews, and in 2021, TrustPilot removed 2.7 million. Consumers are now second-guessing, fact-checking, and flat-out avoiding.

This isn’t just digital fatigue. It’s a crisis of trust. The flood of inauthentic content and malvertising has turned once-beloved platforms into chaos zones. Accenture’s research shows that 42 per cent of Australians have seen fake news, 47 per cent of Australians question the authenticity of product reviews, and over a quarter have been targeted by deep fake attacks and scams. It’s no wonder hesitation is the new default. Every click comes with a question: Is this real?

I should know — I got phished even though I live and breathe digital. Aesthetic designs of a renowned brand led to one rushed click and boom, my payment details were stolen. I missed the dodgy URL and became a part of the statistics.

At the centre of this trend is people’s new hesitation reflex when doing anything online, and the resulting cost for anyone doing business there. Consumers are becoming more vigilant, looking for third-party validation, and skipping the Buy Now button unless they really trust what they see. They’re ghosting influencer recommendations in favour of Reddit threads, choosing brands that are community-driven, transparent and sustainable.

Trust in the online world is no longer table stakes — it’s the differentiator, so people are venturing outside and reclaiming something deeper: authentic, real-world connection that they can trust. Community activities like running clubs and farmers markets are thriving, bookstores are making a comeback, and live concerts are seeing record attendances. People are prioritising experiences that feel real — ones they can see, touch, and be part of. They’re trading passive consumption for active participation.

Social rewilding isn’t another fad — it’s a movement. A book club instead of comment sections, single mixers over dating apps, and road trips over algorithm-driven recommendations. The numbers back it up: nearly 59 per cent of Australians say their most enjoyable experience in the past week was a physical one, while just 8 per cent said it was digital. A study by Axios and Generation Lab found that 79 per cent of Gen Z are choosing in-person interactions over dating apps.

The idea of disconnecting to reconnect sounds lovely, but it’s a wake-up call for brands. Invest in real, long-term experiences and rebuilding online — think face-to-face connections that feel authentic. It may mean bringing additional joy to moments of fun, or being there, in-person, when customers need a helping hand. It may mean investing in physical stores and experiences — our survey revealed that almost half (42.4 per cent) are shopping in physical retail more than they did a year before. And it may mean diverting more marketing budget to long-term brand building and creating tactile, emotional interactions that go beyond just selling a product.

Fostering trust requires authenticity — whether it’s in how you handle AI-generated content, or moderate harmful content, or how transparent and verifiable your communications are. To become the default choice, brands must evolve and invest to modernise their content moderation value chains. They must address harmful and deceitful content with urgency, and brands need to communicate clearly about how customers can trust them. Historically, brands have been focused on authenticating their customers.

The tables have turned. Customers no longer trust text messages, links and even websites. Brands now need to prove to their customers they are genuine and trustworthy, creating digital signifiers of authenticity. As an example, one global food producer uses QR codes to communicate the product’s farm-to-fork journey. It’s about putting people’s needs first: offering honest solutions, helping them spot scams, and being the rock they can rely on. And if scams keep escalating, industries like insurance might need to step up with products that cover deepfake-related losses, legal fees, and emotional damage.

Consumers are evolving and their needs are changing. The brands that get this will build loyalty, and long-term advocacy. The ones that don’t will lose their consumers. Step up, reassess your digital strategies, invest in real-world connections and build trust at every touchpoint. Follow the three T’s: tangible, transparent and trustworthy. In a world where scepticism is the default, the brands that stand for something real will stand out.

Bronwyn van der Merwe is the managing director, ANZ Lead, Accenture Song