current
Declining Trust in News
Public trust in news sources is declining due to bias, sensationalism, and disinformation, impacting both news organizations and brands.
Themes
Timeframe
near-term
Categories
Impact areas
Detailed Analysis
The proliferation of biased, sensationalized, and even false information has eroded public trust in traditional news sources. This distrust creates a challenging environment for both news organizations and brands seeking to communicate effectively. As stated in the introduction, 'Saying, “It depends on whom you ask,” says a lot about the problem. For some, “the media” has become this aggregated piñata filled with grievances.' This sentiment highlights the deep divisions in how news is perceived and consumed, further complicating the issue of trust. The rise of disinformation, exemplified by the incident involving Ipsos and the Venezuelan election results, adds another layer of complexity. The question becomes, 'How do you get a real brand story out if trust in information declines? How do customers and citizens alike know what to trust?'
Context Signals
45% of Americans find having trustworthy news sources their top concern.
Increased polarization and political division contribute to declining trust.
The spread of disinformation online exacerbates the problem.
Edge
Brands will need to invest heavily in building trust and transparency to combat declining faith in information.
New verification technologies and platforms may emerge to help consumers identify credible sources.
Hyperlocal news sources and community-based journalism may gain traction as alternatives to mainstream media.
