How does a fundamental concept of Survivor relate to your marketing strategy? Learn how establishing trust can build customer trust and loyalty to your brand.
The importance of being a trustworthy brand
A masterclass in trust-building from a beloved Survivor player
Becoming your industry’s Cirie Fields: building trust that lasts
If you’ve seen an episode of CBS’ long running reality show, Survivor, you know that in addition to winning challenges and living outdoors, it’s largely about building strong, trustworthy relationships. There’s even a phrase that was established early on in the show’s over 20-year-run that remains a constant: “Trust is your currency.” Essentially, the sentiment is that if you’re able to make other players trust you, and vice versa, you’ll build loyalty and gain confidence that you won’t get voted off the island. Alternatively, if you can’t get other players to trust you, you might just be the first to boot.
We’re taking a page from the Survivor playbook to analyze the importance of being a trustworthy brand—because unlike in the show, you can’t find an immunity idol in the real world.
Trust can make the difference between a consumer choosing your brand over your competitors’. But that doesn’t mean it’s easy to gain consumers’ trust. In fact, trust is lowest among Generation Z, with only 28% trusting the brands they work with. In today’s marketplace, businesses have an added responsibility to share and uphold certain values, and many consumers refuse to work with brands that don’t. The beginning of this required responsibility is unknown, although many attribute it to the rise of social media; these platforms allow people to share their experiences and opinions online without control from a brand. This, plus the rise of influencers and paid advertising on social media, significantly impacts purchasing decisions.
Losing customer trust comes with an extreme cost: if you’re not building trust with your audience, they’ll go to a business that does. Just take a look at Tesla; since Elon Musk has been in the limelight because of his political involvement, even the most diehard Tesla consumers are selling their cars. Consumers’ trust in Tesla is rapidly declining, especially due to the recent explosion of Musk’s SpaceX “Starship”—after all, if this vehicle is malfunctioning, how can consumers believe in the safety of their cars? Several consumers are taking this loss of trust harder than others, with multiple cases of vandalism at Tesla dealerships across the world.
To establish the power of trust, we’re going to look at one of the most beloved Survivor players: Cirie Fields.
Cirie has played Survivor four different times, Traitors once, Big Brother once, and is about to head back out on the island for the upcoming season of Survivor: Australia. She’s defined by her strong social relationships in the game, and she’s known by many fans as one of the best players to never win. Fans’ favoritism toward her and her strategic mindset explains why she’s been on the show so many times.
Despite knowing Cirie’s history on Survivor and her “hero” status with fans and players alike, she has made it to at least the final six players in three out of four of her Survivor games. This is no easy feat; a simple mistake in who you trust can mean the end of your game. So, why did players continue to trust her, even after they knew her trustworthiness and loyalty was a threat?
During Cirie’s first season, she shared that Survivor was her catalyst to “get off the couch” and try something new, actively facing her fears. This authentic origin story created an immediate emotional connection with viewers and fellow contestants alike. For brands, sharing your foundational story creates similar connections with your audience. People don't just buy what you sell—they buy why you sell it. Communicate the purpose behind your brand's creation, the problems you're solving, and what makes your approach distinctive.
A brand with personality inspires meaningful conversations among consumers. In Cirie’s case, she strategically built relationships with the older women on her tribe, understanding her target audience and knowing what they needed in order to become not only an ally, but an advocate on her behalf. Embracing your brand’s personality and living your brand values consistently allows you to build a community around shared principles. If it fits within your brand values, you might even consider taking public stands on social, environmental, or political issues to gain further support and loyalty from your audience.
Cirie builds her relationships in a friendly and unassuming manner, inviting others to provide their input and in turn being flexible strategically. In Survivor and other competition reality shows, this is known as having a powerful “social game”—describing the dynamics of building alliances and managing relationships. As a brand, how do you have a great “social game?” You build a reputation for reliability in both products and customer service. Respond to feedback and criticism constructively and make an effort to implement it into business operations or product development.
As businesses grow, they sometimes change in a negative way that separates them from the consumer, and they lose their sense of relatability. Cirie has been invited to do so many shows, yet she doesn’t allow this to change who she is; she deliberately doesn’t put herself on a pedestal. To do the same with your consumers, create an online presence that’s relevant to your audience. Develop a brand voice that is authentic and speaks to your audience. Share behind-the-scenes content, challenges the brand has tackled, and lessons learned to humanize your brand.
The parallels between successful Survivor gameplay and brand trust-building are undeniable. Both require consistent authenticity, genuine connection, active listening, and maintaining your core identity even as your influence grows.
In today's digital landscape, where consumers have unprecedented access to information and alternatives, establishing trust isn’t just about growing your business—it’s about creating a community. Like the strongest Survivor players, brands that prioritize authentic relationships over short-term gains position themselves for long-term success. In return, your customers will become loyal advocates who will champion your brand for years to come, even when the market presents actors that challenge your brand’s authority and reliability.