Trust is fragile. It takes years to build, seconds to lose, and today it’s attacked on all sides by scams, misinformation, and AI fakes. Tracy Hall knows this firsthand after she lost her life savings to a conman. She’ll explain how scams work, why people fall for them, and what brands can learn. Her point is simple: trust is your brand’s most valuable asset, and it only survives if you act with honesty, transparency, and consistency. You’ll walk away clear that protecting trust is not optional. Without it, nothing else matters.

Our Global Conversation series invites you to explore and debate the current opportunities and challenges facing our industry on a global level - whether that's the economy, brand growth, sustainability, D&I, AI, futureproofing or any other of the many pressing issues affecting our community.

If you're not a member but interested in attending, please email [email protected]