Image showing the Five CARES dimensions of consumer social well-being that drive brand trust. Gillian Oakenfull Navigating the complex landscape of today’s market, many CMOs are grappling with "DEI fatigue" and a growing skepticism around corporate social initiatives. Yet, in this environment, building authentic brand trust has never been more critical. This article introduces a powerful new CMO strategy for achieving true consumer trust and lasting loyalty: The CARES Framework. We'll demonstrate how brands can move beyond performative gestures to genuinely resonate with their audience, as exemplified by the surprising, yet brilliant, move from menstrual care startup, Sequel. When Sequel recently signed a stadium sponsorship deal with Audi Field - home of D.C. United men’s soccer - it wasn’t merely a PR stunt. It was a strategic masterclass in embedding utility and visibility to earn deep brand trust where it’s long been overlooked. This initiative builds on the core insights from our series, which first explored how corporate DEI efforts faltered under the weight of overpromising and underdelivering, implicating marketing strategy in exposing that gap. ForbesMeta, Amazon, McDonald’s: Marketing’s Role In The DEI CollapseBy Gillian Oakenfull Subsequent articles examined consumer backlash, revealing how a lack of alignment can erode trust, and introduced the psychology of social threat and reward as a key lens for understanding consumer reactions. This brings us to the CARES Framework, the core of modern brand trust. It proposes that the next era of brand trust will be shaped not by ideology, but by how five core dimensions of consumer well-being are proactively addressed by brands: Connection, Agency, Recognition, Equity, and Security. ForbesBuild Brand Trust And Prevent Backlash With Five CARES EmotionsBy Gillian Oakenfull The CARES Framework captures how consumers assess brand experiences not only for functional value, but for how they impact emotional and relational well-being. It’s not just about what brands do - it’s about how brands engage with the social threat already present in consumers’ lives and actively deliver consumer reward. Marketers leveraging CARES are urged to: Recognize the social threat consumers feel at the macro (societal), meso (community), and micro (individual) levels; Avoid contributing to that threat through brand actions, messages, and omissions; Create experiences that actively deliver consumer reward across these five core domains. MORE FOR YOU If You Get This Message On Your Phone It’s An Attack Musk ‘Disappointed’ With Trump’s Spending Bill—Says It Undermines DOGE’s Work Today’s NYT Mini Crossword Clues And Answers For Wednesday, May 28 How Brands Build Authentic Trust: Lessons from Sequel's Bold Move In today's landscape of hyper-visibility and heightened sensitivity, many brands hesitate to take bold action, fearing the kind of backlash that has sunk campaigns, derailed careers, and diluted missions. Yet, it's precisely these moments that call for a new CMO strategy and market-driven innovation. Sequel isn't just avoiding triggering social threat - it's meeting the moment with clarity, confidence, and cultural intelligence. By addressing an often-ignored population in a high-profile men’s sports venue, the brand signals a new standard for strategic resonance and market relevance. This pivotal moment is also made possible by D.C. United and, more broadly, Major League Soccer (MLS) - a league that increasingly understands that expanding the fan experience means recognizing, not marginalizing, its full audience. In supporting Sequel’s presence, MLS shares the spotlight and helps create a platform for consumer reward. This isn't just a one-off headline; it's a powerful blueprint for emotionally intelligent branding and a direct activation of consumer reward across all five CARES Framework domains. Here's how Sequel exemplifies each: Connection: Driving Brand Trust Through Expansive Reach “We Actually Recognize That Men’s Sports Have Female Fans” This quote from Sequel cofounder and CMO Amanda Calabrese captures a long-overdue shift in brand thinking. Female fans have always been in the stands, but rarely acknowledged as core customers. Sequel’s presence in Audi Field doesn’t just say you belong here; it says you always did, fostering immediate consumer connection and building brand trust. Unlike brands that isolate female fans through pinkwashed marketing or "separate but unequal" experiences, Sequel builds genuine connection through integration - making menstrual care a seamless part of the shared sports experience. This is a crucial lesson for market-responsive marketing. D.C. United’s openness to the partnership reflects a broader shift within Major League Soccer (MLS) toward recognizing all fans, not as niche markets, but as core participants in the culture of the game. Agency: Empowering Consumers for Greater Brand Value Sequel’s innovation isn’t superficial; it's about genuine product empowerment. Their spiral tampon was designed based on the needs of elite women athletes – optimized for comfort, performance, and movement. This isn’t cause marketing; it’s a commitment to user control and experience. Rather than rebranding existing products in pastel colors, Sequel focuses on giving users more control over their physical comfort and experience. This isn’t just marketing to women - it’s designing with them in mind, a crucial lesson for any CMO seeking to build consumer trust through tangible value. D.C. United’s decision to give Sequel a platform within MLS reflects an organizational commitment to giving fans – and the brands that serve them – room to operate with dignity and relevance. When leagues remove outdated gatekeeping, they unlock agency for both athletes and audiences, deepening brand loyalty. Recognition: Validating Audiences to Cultivate Lasting Brand Trust Sequel’s move isn’t about claiming elite sponsorship real estate. It is about recognition – elevating an essential need that had long been overlooked. By embedding menstrual care visibly into the stadium experience, Sequel validated the presence and importance of female fans. This strategic visibility is a powerful way to cultivate brand trust. This contrasts sharply with traditional sponsorships that prioritize visibility for luxury goods or entertainment tie-ins. Sequel recognizes that providing for basic needs can be a powerful form of respect – one that turns silent necessities into visible norms. This approach provides a clear example for CMOs seeking to enhance brand recognition through genuine utility. D.C. United amplifies that recognition by treating Sequel’s partnership as a mainstream, not marginal, part of the stadium experience, further cementing consumer trust. Equity: Designing Fair Experiences to Build Foundational Brand Trust In Sequel’s deal with Audi Field, menstrual products won’t be offered only during women’s games or in separate zones. They’ll be available at every event, for every attendee who needs them. That signals equity - not accommodation. When brands and organizations assume the presence and needs of all consumers from the outset, they level the playing field. Fairness isn’t positioned as an extra favor; it becomes basic design logic. This proactive approach to broad market appeal is essential for building foundational brand trust. MLS’s role isn’t passive. By enabling equal access across all games - not just women’s matches - D.C. United and the league will institutionalize fairness as a feature of the venue, not an exception for special circumstances. This commitment to strategic relevance strengthens consumer loyalty. Security: Fostering Emotional Safety to Deepen Brand Trust Events are high-stakes experiences. Whether you’re at a game, concert, or public rally, no one wants to worry about whether basic needs will be met. By offering free, high-quality menstrual products in public restrooms, Sequel removes uncertainty and potential embarrassment. That’s how brands create emotional safety: not through slogans, but through preparedness - a core element of authentic brand trust. The fact that a major men’s sports venue, under MLS leadership, embraces Sequel’s integration sends an even bigger signal: you are not an afterthought. Embedding care into infrastructure - not just messaging - helps reduce stigma and build real consumer trust. For CMOs, understanding this aspect of consumer reward means recognizing that when people don’t have to think about whether their fundamental needs will be met, they can fully engage in the experience – and deepen their connection to the brand and environment, providing that essential security. The CARES Framework in Action: Sequel’s Blueprint for Authentic Brand Trust The most effective brand strategies aren’t built on risk aversion; they’re built on insight, courage, and a profound commitment to delivering what consumers actually need to feel seen, secure, and respected. As demonstrated by Sequel’s innovative marketing strategy, Connection, Agency, Recognition, Equity, and Security aren’t just soft goals. They are hard drivers of consumer trust, loyalty, and sustainable growth. If your brand hasn’t yet mapped how its actions affect each of these critical dimensions, now is the time for a crucial CMO strategy session. Ask yourself: Where might we be complicit in social threat? Where are we silent when we could be supportive? And where can we go beyond risk mitigation to deliver real, resonant consumer reward? The CARES Framework offers a practical tool for navigating these complex questions - not as a rigid checklist, but as an essential compass for modern marketing innovation. Let it guide your next product decision, your next campaign brief, and your next boardroom conversation. Because the future of brand relevance isn't neutral. It's built on authentic brand trust, emotional safety, human connection - and bold, insightful moves like Sequel’s that show consumers they truly belong. To explore how the CARES Framework builds on foundational neuroscience while moving beyond outdated identity-based segmentation, read the full Forbes CMO series on consumer social well-being - and how social threat and reward now drive brand trust. Editorial StandardsReprints & Permissions