The era of the ‘trust economy’: Why truth will prevail in 2026 (and greenwashing will lose)

Market observers and trend researchers agree: consumption is shifting.

A recent forecast by W&V sums it up: we are moving from the attention economy (who shouts the loudest?) to the trust economy (who can I trust?).

For 2026, it is predicted that ‘substance will count more than spectacle’. Customers have had enough of deceptive packaging, shrinkflation and glossy marketing campaigns that hide cheap mass-produced goods. Social media and a new, critical ‘teardown culture’ will mercilessly expose who delivers and who just dazzles.

Why this forecast doesn't make us nervous – but rather confirms our beliefs.

At Funk-Schuster in Kinsau, we have never produced for the sake of ‘spectacle’. We have never tried to shout the loudest. We have focused on making the most honest product. If the new currency is ‘trust’, then we are millionaires. Because our ‘currency’ is backed by:

1. Radical transparency:
   we do not hide our production. We invite you to visit us in Kinsau. See our machines, smell the acetate, talk to the people. We have no secrets, only craftsmanship.

2. Real substance instead of marketing buzz:
   While others talk about sustainability, we manufacture our own acetate plates from production waste. While others champion ‘green’ causes, we collect cigarette butts from the environment with IMEKO / Celion and turn them into glasses.

3. Don't be afraid of ‘teardowns’:
   we are not afraid of the new culture of ‘taking things apart’ and examining them. On the contrary: please take a close look at our glasses! You won't find any predetermined breaking points, but rather repairable hinges and materials that are made to last.

The future belongs to authenticity.

The time of pretenders is coming to an end.
Those who fail to deliver quality, transparency and honest performance will be punished by the market.

We welcome this change. Because it means that craftsmanship, repairability and honesty are finally getting the recognition they deserve.

Welcome to the trust economy.
Welcome to Funk-Schuster.