As AI redefines truth and global challenges demand better collaboration, trust is the critical currency we need more of by 2030. Growing trust between individuals, organisations, and even nations, is crucial to almost any outcome we want to achieve.
Kate Taylor Tett moved from private-sector marketing into the GREAT Britain and Northern Ireland Campaign – where brand, national reputation and trust operate on an entirely different scale.
Kate Taylor Tett spent years learning how brands earn attention, relevance and belief, working agency and client-side across organisations including PepsiCo, Sainsbury’s, Currys and Heinz.
Then the brand became Britain.
She joined the GREAT Britain and Northern Ireland Campaign in 2020, when the UK was navigating a pandemic at home and a changing international identity abroad. The brief was no longer about differentiating a product. It was about communicating a country across markets, cultures and competing perceptions.
That challenge is becoming harder again.
AI-generated content is changing the conditions in which people decide what – and whom – to believe. For Taylor Tett, that moves trust beyond the communications department. It becomes infrastructure: something that determines whether individuals, organisations and nations can collaborate at all.
After a career spent making brands mean something, she is now working on the much harder question of what makes something credible.
Join the conversation with <Kate Taylor Tett>
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