From Attention to Trust: Building Brands in a Sceptical World.

In today's digital world, attention is easy to capture but trust is harder than ever to earn. As consumers become increasingly sceptical and digital experiences continue to shape brand perception, trust has become one of the most valuable assets an organisation can build.

Join our panel of industry experts as we explore how businesses can move beyond chasing clicks to creating meaningful customer relationships that drive long-term growth.

This will be an insightful series of talks, real-life experiences, and an interactive Q&A session.

You’ll leave with insights on:

• Building brand trust as a business strategy and not just a marketing objective.
• Understanding how every digital interaction shapes your brand and how to tackle misinformation.
• How building trust can drive business growth and how to measure impact.
• Framework to help with decision making on using agentic tools v human touch.

MET Mentoring, powered by MET Marketing, is a not-for-profit venture that was established in 2020 to help support the growth and development of the marketing and digital community in Yorkshire.

Speaker Panel

Tate Gibson – VP Marketing at Genio

Tate leads marketing at Genio, a Software company in Leeds that creates beautifully simple learning tools that boost knowledge, skills and confidence. Tate has focused on building trust through evidence rather than assertion by backing claims with demonstrable outcomes and prioritising relationship-building over transactional marketing. She’s currently exploring where to draw the line between leveraging AI tools and human engagement and judgement in the decisions that matter most.

Scott Ward - Head of Marketing - Magnet Kitchens

Scott has spent his career working across brand, performance and experience, with previous senior roles at Center Parcs and Best Western. His focus is on making marketing work harder for the business without losing sight of the customer — balancing the need to drive results today with the job of building a brand people trust. At Magnet, he is helping shift the business from a heavy promotion-led approach towards a more consistent, brand-led experience approach. He is particularly interested in the relationship between marketing, technology and customer experience, and in where AI can genuinely improve the customer journey rather than simply replace human interaction.

Amanda Parkinson – ex Marketing Director – Gleeson Homes

Amanda has worked across various industries including privately owned and plc’s. More recent roles span 15 years working in the built environment sector. She is currently working with a partner to set up a PR agency to target SMEs to deliver PR, comms and public policy advice and is a big advocate of the importance of building a brand but also substantiating that brand promise and the challenge on marketers that are over egging their story.