NGEN Building Trust, Sydney

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Building Trust: Why Trusted Media Matters More Than Ever

On Wednesday 17 June, emerging media and marketing professionals gathered at Havas Media Sydney for Building Trust, an interactive NGEN workshop hosted by ThinkNewsBrands.

Facilitated by Crowd DNA and featuring ThinkNewsBrands CEO Vanessa Lyons and news.com.au Entertainment Writer Andrew Bucklow, the session explored the role trust, attention and context play in today’s media landscape.

A key theme throughout the morning was the gap between how news is perceived and how it performs.

While trust in news remains strong, many emerging marketers continue to question its role in media plans, often driven by long-held assumptions around brand safety and effectiveness. Through research, discussion and practical exercises, attendees were challenged to reconsider those perceptions and examine the evidence behind news as a trusted, high-performing media environment.

The session also explored how audiences navigate misinformation, why trusted environments drive stronger attention and engagement, and the role journalism plays in helping Australians verify information and make sense of an increasingly complex world.

As media consumption continues to evolve, one message was clear: trust remains one of the most valuable assets a brand can access, and trusted news environments continue to play an important role in building it.

Thank you to Crowd DNA, Havas Media and NGEN for supporting the event.