Business 2026: It’s No Longer About Who’s Cheapest, But Who’s Most Trusted

As we enter 2026, Indonesia’s business landscape has shifted dramatically.
Competition is no longer a race to the bottom. Consumers have become smarter, more selective, and more sensitive to the values behind the products they buy.
They don’t just purchase goods or services anymore — they buy trust behind a name.
For GP Herry Saputro, founder of GP TALK and Award Magazine, this marks a defining moment for every entrepreneur.
“Cheap used to sell. Now, trust wins,” he says. “Modern business isn’t about who sells the most — it’s about who’s most trusted and most remembered.”
A Trust Crisis in the Age of Endless Promotion
The year 2026 brings an interesting paradox: promotional noise is louder than ever, yet public trust is thinner than ever.
“People are bombarded with ads every day — from phones, social media, and marketplaces,” Herry explains. “The problem is, too many promises are made, but too few are kept.”
This has created what he calls a trust crisis in the modern economy.
“People no longer believe in words alone. They look for social proof — validation that others already trust you. And that proof comes from recognition, consistent exposure, and credibility.”
From Promotion to Reputation: A Paradigm Shift
In the past, promotion was the main driver of sales. Today, promotion without reputation breeds skepticism.
“In this era of over-information, people aren’t short of data,” Herry says. “They’re short of figures they can believe in.”
He believes 2026 is the year when reputation becomes the new foundation of business.
According to him, three core elements define public trust: integrity, exposure, and recognition.
Integrity: what you say must align with what you do.
Exposure: appear in credible media to strengthen public perception.
Recognition: earn professional awards as validation of quality.
“These three form the architecture of trust — the structural foundation of long-term business relationships.”
Awards and Media: The Bridges of Trust
For Herry, awards and media coverage aren’t about prestige — they’re mechanisms to strengthen verifiable credibility.
“When you receive a credible award, it’s never random,” he says. “It’s the result of evaluation, research, and the trust of independent institutions.”
Awards and positive media features create social proof — visible evidence that reinforces a brand’s professionalism and reliability.
“Public trust isn’t built through claims,” Herry notes. “It’s built through proof that others already trust you.”
He compares awards to a “certificate of reputation.”
“Once you have reputation,” he continues, “price stops being the issue. People are willing to pay more for peace of mind.”
Consumers Buy Security, Not Just Products
Today’s consumers are no longer price-driven — they are risk-conscious.
“People will pay more if they believe they won’t be disappointed,” Herry says.
This is why premium brands can continue to thrive even in economic downturns.
“Trust is like mental insurance for consumers,” he explains. “They buy a sense of security. And that security comes from a name they can rely on.”
Personal Branding: The Human Face of Trust
Beyond corporate reputation, Herry emphasizes the power of personal branding for business leaders.
“The public wants to know the person behind the brand — the human being they can trust,” he says.
When a founder, CEO, or entrepreneur appears in credible media, wins awards, or publishes a book, the brand’s credibility rises with them.
“People don’t trust logos,” Herry states. “They trust people.”
Building trust in 2026, therefore, means showcasing the human side of leadership — values, stories, and integrity.
Business Is No Longer Transactional — It’s Relational
For GP Herry Saputro, the future of business depends on one thing: emotional connection.
“Long-term relationships are not built on low prices,” he says. “They’re built on trusted experiences.”
He believes awards, media exposure, and written works are not luxuries — they are tools of trust.
“They help businesses sustain relationships with audiences, partners, and clients.”
“Trust is the invisible capital that keeps a business alive, even when the numbers go down.”
— GP Herry Saputro
Reflection 2026: The Time to Become a Trusted Figure
Herry ends with a sharp and timeless message:
“If you don’t build trust today, you’ll run out of opportunities tomorrow. The world doesn’t lack products — it lacks trustworthy figures.”
To him, 2026 is a year of reflection — a moment to ask whether our business merely sells, or truly builds belief.
“Because in the end,” he says quietly,
“Price can be defeated — but trust never can.”