Consumer Pulse - The Trust Issue Who and What We Do (and Don’t) Trust - March, 27 2023
At-A-Glance:
The current situation:
93% of Americans feel the country is kind of broken – a figure that has not changed since we first asked this question more than four months ago. Women are more likely than men to think the country is kind of broken (97% vs. 89%, respectively), and they are less likely to think it is possible to fix the county.?In general, women are less trusting of our government entities and big business in general, and this lower level of trust may be driving these feelings. ?
What they’re saying:
Our 100th Consumer Pulse report found that we are less trusting of our government entities now than we were two years ago – from the office of the President all the way to our local governments. Our report focuses on the trust we have in government, big companies, retailers, and the news media.
Here is a sample of what’s included in the report:
·?????56% are less trusting of Congress.
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·?????49% are less trusting of big companies in general.
·?????27% net trust (most-least trustworthy ratings) in ABC News – the highest of 10 news outlets measured.
The Outlook:
Retailers were the bright spot in the report, with consumers saying they are more trusting of online-only retailers, mass merchandisers, and home improvement retailers now compared to two years ago. Brands that lean into and nurture this level of trust could have the opportunity to gain market share.
Download the full report here.
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