We are in the middle of what I call a trust recession. Customer trust is down, skepticism is up, and tiny businesses like ours are feeling it the most.
The good news? Small businesses are more nimble and adaptable than big corporations, which means we can respond faster, rebuild trust, and even come out ahead while larger competitors struggle.
In this post, I’ll share 9 practical trust recession upgrades you can make in your business right now. These are the exact strategies I’ve used as a solopreneur for 25 years and as an Accredited Small Business Consultant® coaching others to multi-six-figure success.
👉 Prefer to watch instead? Click the video below or keep reading for the breakdown.
What Is a Trust Recession?
A trust recession is a decline in customer trust and purchases toward brands, fueled by skepticism, conflicting information, and overwhelm. In plain terms: people don’t know who to believe anymore, so they stop buying.
Some signs your business might be suffering:
Funnels that once worked no longer convert.
More skeptical, frustrated clients.
Rising complaints or refund requests.
Fewer referrals.
Rising ad costs with lower sales.
If this sounds familiar, it’s time for a reset.
9 Upgrades to Beat the Trust Recession
1. Redo your market research.
Don’t guess what your audience wants. Talk to them directly through calls or conversations. Surveys aren’t enough.
2. Collect more reviews and testimonials.
Video reviews, Trustpilot, screenshots, before-and-afters. The more authentic and recent, the better.
Want help collecting better testimonials? Grab my free guide, Social Proof That Sells, and learn how to get your next 20 reviews in as little as one week.
3. Update your messaging.
Adjust your copy to match your audience’s current concerns and mindset. Meet them where they are.
4. Stop sounding like AI.
Audiences can tell when something is written by a bot. Use AI for brainstorming if you want, but keep your voice human.
5. Humanize your brand.
Share mistakes, behind-the-scenes stories, and write the way you talk. Connection builds trust.
6. Share real-life content.
Respect privacy, but find ways to show real experiences. Even micro-stories help audiences relate to you.
7. Increase the human touch in your offers.
Add more support, more interaction, and surprise bonuses to overdeliver.
Inside my signature program, Breakthrough Boss®, I teach how to run clarity calls, improve your messaging, and build systems that create more profits than problems.
8. Handle complaints quickly and with humility.
Fast, caring responses can actually build more trust than never making a mistake.
9. Take a stand for something.
Bring your values front and center. People buy not only what you do, but why you do it.
Final Thoughts
Trust takes time to build and only seconds to destroy. You don’t have to be perfect, but you do need to care. Make these upgrades, and your business can thrive even in the middle of a trust recession.
