Direct marketers are now focusing on building trust with consumers, who are increasingly skeptical of marketing campaigns. This trust is important because people often see direct marketing as selling unnecessary things. Marketers need to be more authentic in their claims to improve perceptions. While consumers have negative views, some experts see marketing as a noble profession that can help address social and environmental issues alongside commercial goals. The challenge for marketers is to reinvent their image and become trusted sources of truth so that consumers will have faith in brands.