Josh Seaward, Senior Marketing Manager at The MTM Agency, explores why trust and transparency in 2026 isn’t just about messaging; it starts at the very first moment of customer acquisition.
In marketing and communications, we talk endlessly about trust, openness and transparency in campaigns and comms. But what about at the very start of the customer journey, when no representative is present, yet perception is already taking shape?
A few months ago, I used a new travel provider. The process felt straightforward enough: select the flights, add the details, check in and then pay £1 to verify my details.
I didn’t think much of it at the time. It felt like one of those routine admin steps we’ve all become familiar with when organising travel. But fast forward to today, and I noticed a £70 charge from them coming out.
It turned out to be a quarterly subscription for services I had no idea I’d enrolled in. I hadn’t intentionally subscribed to anything, yet I was being billed for fast track access, speedy check-in, lounges and even an e-book service.
Ironically, having boarded the plane in Group 7 on that trip, I would actually have appreciated knowing about the fast-track benefit at the time.
I later discovered a small piece of fine print I had overlooked, and the generous three-day trial period was already over. As you’d expect, I contacted this new provider for clarification, and after some back and forth, the best outcome offered was a 20% refund as a gesture of goodwill.
This experience made me pause briefly, not because of the charge itself but because of how early in the journey trust had shifted. Nothing was overtly wrong, nothing technically illegal, yet the experience left me feeling negatively towards the brand.
And that’s where a real issue lies. Acquisition is not just a commercial moment, it’s also a trust moment. A brand’s customer acquisition tactics often say more about a brand than the messaging that follows.
From there, a few principles became clear.
1. Trust-based marketing starts with acquisition
The earliest interactions, such as sign-up flows, payment steps and trial mechanics, are not just conversion tools. They are the first trust-building moments that shape expectations for the entire relationship to follow.
2. Legal compliance does not guarantee clarity.
Sometimes customer acquisition tactics can be technically correct and legally sound, while still feeling misleading or unfair.
Legal sign-off protects the organisation, but it does not always protect the brand. When key terms live in the small print, brands risk short-term gains at the expense of long-term value.
Yes, they got £56 from me, but I won’t be using the service again.
3. Brand trust is experienced, not declared.
Much of the conversation around this subject still focuses on messaging and comms. But brand values mean very little if the lived experience feels misaligned.
Brand authenticity and trust is proven through transparency and respect for a user’s attention and intent.
4. Customer journey optimisation matters: friction drives churn, not loyalty.
Even subtle friction or unexpected charges can trigger emotional responses that outweigh rational explanations.
In subscription and membership models, this often shows up as disengagement, cancellation or brand distrust. Take a look at our insights on membership marketing strategy for more information.
5. Transparent acquisition design is a growth opportunity.
Clear framing, visible value exchange and genuine consent don’t just build trust; they drive retention and advocacy. In crowded acquisition markets, clarity is not a constraint but could be a differentiator.
Ethics matter
Ultimately, this is about a missed line of small print or an unexpected charge. It’s about how quickly trust can be influenced by the finer details of an experience, especially at the very start of a relationship.
Your acquisition models don’t just drive conversion, they help set the tone. They communicate intent, values and respect sometimes long before a customer ever speaks to a person. When those early moments feel unclear or misaligned, the impact lasts far beyond the first transaction.
If openness and transparency is something genuinely cared about, not just in membership and subscriptions but across the board, it has to show up where decisions are made - and not just where stories are told.
That means in the digital experience design, user journey optimisation of sign-up flows, how we frame value, and, in my case, how clearly we ask for consumer consent,are more critical than ever.
Because this type of trust isn’t earned or built after the sale, it’s built in the very moment someone decides to say yes.
Need some help?
The MTM Agency helps organisations turn insight into acquisition strategies that are both commercially effective and aligned with customer expectations, helping to build strong, salient brands. By combining data-led strategy, experience design and integrated communications, we can review your current journeys, identify friction or “grey areas” in your sign-up flows, and design clearer, more transparent acquisition models for 2026 and beyond.
Ready to stress-test how ethical your 2026 acquisition design really is?
Speak to The MTM Agency’s strategy team for a complimentary consultation and uncover practical ways to redesign your sign-up flows, sharpen your value proposition and build trust into every stage of the journey. Get in contact with us today.
FAQs
What is a customer acquisition model?
A customer acquisition model is a structured framework that outlines how a business attracts, engages and converts potential customers into paying clients. It maps out the channels, tactics and stages in the journey, so acquisition becomes systematic, scalable and measurable rather than ad hoc.
What are the four stages of customer acquisition?
The four core stages are awareness, consideration, conversion and retention. Awareness covers first contact with the brand, consideration is where prospects actively evaluate options, conversion is the moment they decide and take action, and retention focuses on keeping and growing that relationship over time.
What are the best customer acquisition tactics?
The best tactics combine reach, relevance and trust, such as content marketing, SEO, targeted paid media, referrals, and well-designed onboarding or sign-up journeys. High-performing brands focus on the tactics that match their audience and then optimise each stage of the funnel for clarity, value and long-term retention, not just first-click conversion.
What are unethical marketing practices?
Unethical marketing practices include tactics that mislead, manipulate or exploit customers, such as false or exaggerated claims, hidden fees, disguised subscriptions or deceptive interface “dark patterns”. Other examples include fake reviews, hyper-targeting vulnerable groups and using shock, fear or objectification in ways that cause harm or undermine informed consent.