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jdo launches the age of american uncertainty provocations for designing belief worthy brands top of page home brandersfest shop podcast subscribe issues blog about contributors contact more use tab to navigate through the menu items all posts branding ecommerce sales digital ai technology innovation renewable brands packaging design sports experience marketing partnership brands with a conscience personal brand communications storytelling engagement disruption women in branding business interview entrepreneurship brands matter spanish crosscultural branding multicultural lgbtq issue 22 search jdo launches the age of american uncertainty provocations for designing belief worthy brands branders magazine jun 12 2 min read in 2026 people assume that brands aren t telling them the full story by yuliana safari strategy director jdo new york editor and ben sillence head of strategy jdo new york editor economic instability global conflict political division and ai ascendancy have rewired how people evaluate brands consumers aren t disengaged so much as they ve become highly discerning with sharper filters and far less patience in response jdo has released the age of american uncertainty an examination of how brands can create belief at a time when trust is conditional scrutiny is constant and credibility is the defining measure of value grounded in insights and interpreted through jdo s strategic design practice the age of american uncertainty explores how people now decide what feels trustworthy valuable and worth choosing with only 30 of americans reporting high trust in brands the thought piece argues that belief has become the most precious form of brand equity and design the most powerful instrument leaders have to deliver on the brand s promises people don t begin from a place of goodwill anymore they begin from doubt says yuliana safari strategy director at jdo new york and author of the age of american uncertainty this isn t another trend report gathering dust on the shelf it s a decision maker s tool for leaders who understand that belief isn t a given it s something you have to actively create through proof consistency and follow through the report explores the cultural economic and tech paradigms shaping belief how to regain and maintain consumer belief by leaning into national identity setting pragmatic goals and practicing radical clarity provocations on how to build belief through design rather than prescribing marketing tactics the age of american uncertainty shows how brands can create belief across design packaging tone of voice and operations drawn from jdo s 20 years of brand design and stewardship the full age of uncertainty report is available to download here and will also live on a dedicated microsite www ageofuncertainty jdoglobal com the site will act as an evolving hub for the report with new insights perspectives and content added over time issue 43 recent posts see all when a brand feels off why brands that do not understand people end up talking to themselves wired to connect the untapped power of brand psychology comments write a comment write a comment sign up and stay updated 2019 by branders magazine privacy policy bottom of page