The current state:
American trust in institutions, companies, and media is undergoing significant changes. Our latest Consumer Pulse report reveals that respondents are less trusting of the Senate and House of Representatives compared to last year. State governments and big companies also face declining trust, especially among older generations. Americans’ biggest concerns are financial, and only 1 in 10 believe the country’s problems can be fixed in the short term.
How we’re feeling right now:
This week’s Consumer Pulse highlights the shifting landscape of trust and media usage:- 91% of respondents feel that the nation is "broken" at least some of the time, and only 64% believe the nation can be repaired.
- Trust in government institutions and big companies continues to decline, but interestingly consumers are becoming more trusting in retailers.
- TV (66%) and social media (49%) were cited as the most typical sources of news.
Why it matters:
The diminishing trust in institutions and changing media preferences have important implications for consumer preferences and behaviors. Building trust requires transparency, accountability, and effective communication—all things the American consumer craves. As trust in traditional institutions wanes, brands can fill the gap by fostering genuine connections with their audiences. Additionally, the prevalent sentiment of a "broken" nation and concerns about economic issues such as the high cost of living and inflation indicate that consumers are not only looking for stability but exceptional value.
Do you want to take the Pulse of your customers? Our Insights team will partner with you to design a study to help you better understand your customers and their problems, and how your brand can win at retail.
To get additional insight into what this means for brands and retailers, read the entire study.
