Empathy & Equity is a team sport, tag us in.

"We can judge our progress by the courage of our questions and the depth of our answers, our willingness to embrace what is true rather than what feels good."
-Carl Sagan


We keep moving forward—opening up new doors and doing new things .

Idea Trust is here to build empathy, surfaces questions and nurture great ideas that grow businesses, help brands redefine their social contract with consumers of color. We are here to help you purposefully build a better, more honest and more equitable business through consumer research.

The core of our process

Our Process

Step 1


Scrutinize harmful narratives or behaviors  between the marketplace(better word might be topic or industry) and consumers of color.

Step 2

Rebuild - ReAffirm

Rebuild a more nuanced , positive, and BIPOC centric narrative that empowers consumers

Step 3

Collaboration + Accountability

Provide accountability and benchmarks for you to continue the dialogue.


We are building a global crew .

Our collective consists of smart, insightful, connected individuals who help us get close to the people and texture of each market. We work with a variety host of specialists but none more important than you.

Process Bias in OurWork

Everyone thinks, feels, and experiences things differently. Differences are what we need. Knowing that certain activities are not natural for everyone means that some preparation, explanation, and trust-building create collaborative and insightful research