Brand promises are everywhere, and customers have grown quick to question them. In this keynote fireside chat, Sandro Corsaro, Global Head of Creative at Wayfair, explores what customers actually trust now and how the bar for brand credibility has shifted from claiming to proving. Attendees will leave with a clearer view of where evidence is expected, and how transparency, proof, and a thoughtful response to missteps can turn trust into a lasting competitive edge 

• Identifying which claims customers now demand evidence for by default 
• Turning transparency on price, sustainability, and performance into an advantage 
• Using reviews, UGC, and thirdparty validation as proof, not just promotion 
• Responding to missteps in ways that rebuild trust instead of eroding it further