Problem:
In this moment of unprecedented change, people in the UK have never felt so uncertain about their future. 45% feel too much change is happening at once, this issue is being amplified by so many sources, such as sensationalised news outlets and social media, it’s hard to know who to trust.

Insight:
People trust those that repeatedly perform as promised, reducing uncertainty about the future. Organisations are trusted when they demonstrate a stable track record over time, consistently meeting expectations.

Solution:
Draw on the legacy of one of the oldest news brands in the world to build the trust of readers. Times change, but The Times and Sunday Times continue to deliver trusted journalism. Trust that wasn’t given, but gained by doing things properly for over 240 years.