Fundamental to being human, trust is the glue that holds society together and helps people make sense of the world. Yet technology has made it easier to blur the line between what is real and what is not. Images can be fabricated, voices cloned, and AI can confidently present incorrect information as fact, says Corontation.

All of this gives people good reason to be more careful about what they believe. Misinformation has become a significant global concern, ranked by the World Economic Forum among the world's top risks. In South Africa, that shift is visible in how people feel about the news. Only 50% say they trust the news they see online today, compared with 61% four years ago, according to Reuters Institute.

"Almost 20 years ago, we decided that 'trust is earned' was the right brand message for Coronation. What's interesting is how relevant it feels today. People are questioning more of what they see and hear, so there's real value in finding a new way to express that message for this moment," says  Pieter Koekemoer, Coronation's Head of Personal Investments.

Trust is Never Static

Rather than pushing against people's instinct to question, the campaign makes room for it, recognising that trust is something that evolves and needs to be continually nurtured.

"I hope our audiences walk away understanding what trust means to us as a business," says Wisahl Ganief, Group Head of Marketing at Coronation. "It's not something you earn once and own, nor does more than three decades in business entitle us to it. We must keep earning trust through the way we act and manage our clients' money through every market cycle."

There is also a natural parallel, Ganief says, between the way Coronation invests and the way it thinks about building trust. "Both take time. And both require discipline, consistency and persistence."

In investment management, the relationship with a client can span decades and will inevitably encompass periods when markets and investment decisions are tested. Staying present and communicating openly through those periods helps build the kind of relationship that can endure over time, adds Coronation.

"In the financial services industry, we operate on a principle of getting somebody to believe in a long-term outcome that is only going to be knowable decades into the future. It is in general a little bit easier if you're dealing with an organisation that feels familiar, feels known, and is always there for you. And as a result, it is hugely important to nurture and maintain the brand," says Koekemoer.

Trust Through a Human Lens

Working in partnership with Ogilvy South Africa, Coronation stepped away from the language of finance and into the language of everyday life when creating this campaign.

"We wanted to find situations people immediately recognise," adds Creative Advisor Ahmed Tilly. "The burger in the ad isn't the one that arrives in the box. Your GPS can lead you into the middle of nowhere. And your blind date may not look quite like their profile photo."

"The scenarios are very human and relatable," says Sibs Zihle, Creative Director at Ogilvy South Africa. "We explored trust from many different angles, looking for moments that would resonate with different people and show that we understand where they're coming from."

Speaking to More Investors

More South Africans are building wealth and investing for the first time, and the campaign is designed to meet them where they are.

"We're setting out to communicate something deeply rooted in Coronation's DNA in a way that means something to both existing and new investors," adds Chelsea Johnson, Coronation's Manager of Brand and Advertising.

For a brand that has been around for 33 years, staying relevant means evolving how you communicate without changing the principles at the heart of the organisation.

"Trust is the premise on which we've built our business over the past three decades," concludes Coronation's CEO, Anton Pillay. "It is fundamental to the relationships we have with our clients and other stakeholders, including our employees and the broader society in which we operate."

For more information, visit www.coronation.com. You can also follow Coronation Fund Managers on Facebook.

*Image courtesy of contributor