98%
of consumers trust businesses LESS than they did 10 years ago.
— Shawna Suckow Consumer Poll
31%
drop in consumer trust in major brands since 2020.
— Edelman Trust Barometer
84% vs. 30%
84% of executives think their company is highly trusted. Only 30% of consumers agree.
That's a 54-point blind spot.
— PwC Consumer Intelligence Series
THE TRUST CRISIS IS REAL
WE'RE IN A TRUST CRISIS.
AND MOST BUSINESSES
DON'T EVEN KNOW IT.
Most businesses are completely unaware their marketing is making it worse. I've been tracking consumer trust for over a decade, and the numbers don't lie.
The good news? Small businesses are perfectly positioned to win — if they know what they're doing.