Wednesday, March 10, 2021

March 10, 2021

Designing for Trust: Our Responsibility, Our Opportunity


Margot Bloomstein

6:00 pm

Pacific Time



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Video coming soon

In today’s economy, businesses need a new strategy to earn trust and help consumers and citizens make confident decisions. But undermining confidence is cynicism: it erodes trust in the media, government, public institutions, and consumer brands.

To regain trust, we talk about empathy, transparency, and authenticity. But how do we get beyond those buzzwords—and what role can content strategists and designers play to move things forward? The secret is in how we use content to empower our audiences: when we give more control to users, they put more trust in us.

Examining what works among teams of all stripes and sizes, Margot will share examples from retail, publishing, government, and other industries to detail what you can do to meet unprecedented problems in information consumption. Learn how voice, volume, and vulnerability can inform your work to regain trust and lead your audience and organization from cynicism toward something far more productive: hope.

You’ll dig into several key points:

  • How should brands balance consistency and novelty—especially amid the pandemic?
  • How do you determine the right amount of content to build trust and help users?
  • Is there a place for vulnerability in corporate strategy?

NOTE: We will be giving away a copy of Margot's hot-off-the-presses book Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap during the meetup. Must be present to win.

You can also pre-order your copy of Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap.

About the speaker(s)

Margot Bloomstein

Margot Bloomstein is the principal of Appropriate, Inc., a brand and content strategy consultancy, and a partner in Loupe Collective. She is the author of Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap and the industry mainstay Content Strategy at Work. Over the past 20 years, she has led content strategy efforts for the American Montessori Society, American Veterinary Medical Association, Harvard University, Lindt and Sprüngli, Lovehoney, Mailchimp, Peterson’s, Sallie Mae, and Timberland. She developed the popular message architecture-driven approach to content strategy and created BrandSort, a tool embraced by brands to clarify their communication goals. Margot teaches in the content strategy graduate program at FH Joanneum University in Austria and speaks around the world about brand-driven content strategy and designing for trust.

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