By Ayaan Mohamud

What happens when customers don’t know who to trust, but still want everything instantly?

That’s the paradox facing marketers in 2025. On one side, there’s a growing crisis of trust: deepfakes, fake reviews, and AI-generated content have left consumers more cautious and sceptical. Accenture calls this “the cost of hesitation” in its Life Trends 2025 research report. 

On the other side, impatience is rising, attention spans are shrinking and expectations for instant gratification have never been higher. Today’s consumers demand seamless, frictionless experiences the moment intent sparks. Social commerce, “shop the look” functionality and influencer-fuelled micro-moments have collapsed the journey from discovery to purchase into a single interaction.

Consequently, brands are being squeezed by two opposing forces: doubt and urgency. Traditional marketing strategies – rooted in the linear funnel of awareness, interest, desire and action – simply can’t keep up. That model is too slow, too siloed and no longer reflects how people discover, evaluate and buy. The customer journey is now a series of rapid, emotional, trust-dependent moments.

That’s why we’re seeing a growing shift toward partnership marketing. By collaborating with trusted third parties – creators, publishers, loyalty platforms, complementary brands, and even customers – brands can build credibility precisely where hesitation arises. These partnerships deliver the social proof and relevance needed to move consumers from consideration to conversion.

Trust is fractured and brands are paying the price

According to Accenture, 52 percent of people have experienced scams involving deepfakes or phishing, while 40 percent have encountered fake product reviews. With AI lowering the cost of deception, consumers are increasingly sceptical of what they see and who they hear it from.

As trust in traditional brand messaging erodes, consumers are placing greater reliance on familiar voices – those they follow, admire, or share values with. This shift is especially visible in broader cultural and political movements. 

Australia’s 2025 federal election was widely regarded as the most social-media-driven in history, with platforms like TikTok, Instagram and YouTube playing outsized roles in shaping voter perceptions and disseminating campaign messages. According to The Australia Institute, this reflects a major decline in the influence of legacy media and a growing public appetite for peer-driven, digital-first content. Authenticity, relatability and rapid response now matter more than legacy authority.

Meanwhile, speed is everything

For Gen Z and younger millennials, friction is a deal-breaker. Discovery and conversion are increasingly compressed into a single, fluid interaction, often within the same swipe.

This behavioural shift has given rise to what impact.com calls the “marketing hyperloop” – a dynamic, always-on cycle where awareness, engagement, trust and purchase occur concurrently. Linear marketing is out; circular, social-first experiences are in.

Forrester predicts that 10 percent of performance media spend will shift to social commerce this year, a clear signal of changing priorities.

AI will only intensify this shift. As generative tools like ChatGPT Shopping gain traction, being discoverable in creator content, trusted reviews and social feeds becomes vital. Traditional paid media is largely invisible to AI-driven journeys, further increasing the need for strategic, embedded partnerships.

Partnerships deliver on both fronts

Partnerships are proving effective at solving for both trust and speed.

On the trust side, aligned creators, affiliates and brands offer authentic endorsements that resonate more deeply than corporate messaging ever could. On the speed side, modern partnership platforms enable marketers to scale, automate and measure campaigns across the entire customer journey – efficiently and in real-time.

Take LVLY, for instance. As a flower delivery brand often called upon during life’s most meaningful moments – birthdays, new babies, breakups, or just because – LVLY leans on partnerships and social proof to turn emotion into action. Collaborations with aligned brands like Kip & Co and creators generate authentic, relatable content, while customer reviews and unboxing moments shared across social media help build instant trust. 

The takeaway for marketers

Partnership marketing is no longer a ‘nice to have’ or an afterthought, it’s a strategic imperative. In a landscape defined by scepticism and speed, partnerships bridge the credibility gap and accelerate outcomes.

By meeting audiences where they already place their trust – and doing so with immediacy – brands can operate at the pace of culture. Those that embrace this shift won’t just stay relevant, they’ll lead.

Ayaan Mohamud is the regional vice president for marketing APJ at impact.com