In light of The Globe and Mail’s recent “Future of News” study challenging long-held assumptions about brand safety and the value of trusted journalism, Veritas Communications CEO Krista Webster argues that truth itself remains the most powerful story a brand can tell. In a world of skepticism and misinformation, she writes, credibility isn’t a liability; it’s the ultimate competitive advantage.

By Krista Webster

In the modern world, truth is under siege. Between the noise of social media, the speed of online news and the viral spread of falsehoods, audiences are more discerning than ever. Contrary to the idea that people have grown numb to misinformation, Canadians are highly skeptical of what they see online. According to research conducted by Veritas, 95% of Canadians polled question the truthfulness of online content at least sometimes, and one in four say they always do so. Far from being passive, Canadians are actively interrogating the credibility of digital information – proof that trust, not truth, is now a moving target.

This pervasive skepticism reshapes how brands, influencers and media engage audiences. While industry wisdom suggests “influencer endorsements feel more honest than brand ads,” the reality is more complex. More than one third of Canadians (37%) believe brands are more truthful than influencers, though nearly one in five (19%) believe influencers more. This split reveals that authenticity is subjective – some audiences see peer-like influencers as relatable truth-tellers, while others still look to organizations with reputations to uphold.

When it comes to perceived truthfulness, journalists remain the most credible voices online. Six in 10 Canadians believe an unpaid journalist is more truthful than a paid influencer, while just 13% feel the opposite. Yet 20% see no difference, underscoring that credibility is no longer binary. Today, truth requires both earned media and influencer advocacy – different perspectives reinforcing one another to create a fuller picture.

The data also challenges assumptions about influence, suggesting that “smaller influencers are more authentic” – and Canadians generally agree: 24% trust micro-influencers more, compared with 17% for those with large audiences. Nearly half say audience size doesn’t matter at all. The lesson? Authenticity can be found in both niche and mainstream spaces; what matters most is reputation (25%) and a history of trustworthy content (18%). Only 4% say follower count drives credibility.

While brands and influencers compete for attention, friends and family remain the gold standard of believability: 48% rely on them for product recommendations, compared to 21% relying on journalists and only 12% relying on influencers. Trust, it seems, still begins close to home.

In this landscape, the PR industry faces both challenge and opportunity. Often accused of “spin doctoring,” PR is in fact predicated on truth. The discipline’s strength lies in credibility, not manipulation. Ethical communicators know that misleading the public erodes the very trust they seek to build. In an environment where falsehoods are instantly exposed, truth isn’t just a moral obligation – it’s a strategic imperative.

To navigate a skeptical public, communicators must embrace transparency, evidence and empathy. Truth today is not declared; it’s earned, through consistent, credible engagement. Canadians’ active skepticism is not a threat to communication – it’s an invitation to do better. In a world awash with misinformation, truth remains the most powerful story to tell. Truth be told, PR practitioners need to view themselves as truth-tellers, not story tellers.

Krista Webster is the CEO of Veritas Communications in Toronto.