Christina Garnett

Appearing at 11.20–12.00PM

Keynote

SESSION DETAILS

You Can’t Optimise Your Way to Human: Why Efficiency Is Destroying What Social Was Built For
As people become increasingly, disturbingly good at detecting marketing that’s optimised to the nth degree for performance, the brands people love are the ones that show up when it would be easier not to. Christina is going to explain how to be one of those brands. How to be human again.

Christina Garnett builds the infrastructure organizations need to earn and keep customer trust. She is the author of Transforming Customer-Brand Relationships (Kogan Page, 2025), winner of the Independent Press Award and the International Impact Book Award, and creator of the Customer Trust Equation, a framework for diagnosing why trust breaks and how to fix it.

She started as a teacher, and that instinct has carried her through building customer advocacy infrastructure at HubSpot, leading social strategy for Fortune 500 brands through ICUC, and now serving as Fractional CCO at Neuemotion and HeyOrca.

Her framework, Customer Trust Infrastructure, is rooted in sociology and surfaces what standard CX metrics were never designed to catch. Working papers are live on SSRN, several are in peer review, and her second book is currently in progress.

She has spoken at Gainsight Pulse, INBOUND, and CUPRAP, and has been published in Adweek, Campaign US, and PR Week.