1、Kearney Consumer InstituteQ1 2025Dont go breaking my heartBuilding trust in an age of skepticism 2 2We previously argued that brands could fill the(institutional)trust vacuum.Were we wrong?By asking brands to fill this void,did we doom them to repeat the sins of the others?Trust is low and skepticis

2、m is high,but there is still a need for trustit just looks different.3The decline in trust in core institutions is well-documented(from sources such as Pew Research and the Edelman Trust barometer).Longitudinal Kearney data confirms the erosion of trust.Consumers who report“complete confidence”in th

3、e institution Source:Kearney Consumer Institute Trust Studies,Q2 2021 vs.Q1 2025,US dataScienceSmall businessesEducationReligion/churchLarge businessesMediaGovernment46%32%39%24%32%22%31%22%21%8%16%8%19%6%202120254Word of mouth from a consumers community remains a productive recommendation engine.Wh

4、ile useful for entertainment or product discovery,consumers are torn on strangers on the Internet.Trust is shifting from external to internal,specifically“I do my own research.”As content creators and incentivized reviews expanded,consumer trust has also declined in“real people”12%7%7%5%45%30%57%66%

5、42%37%29%46%60%36%18%36%34%39%7%7%5%4%16%23%27%2%Customer reviewsReal people on social mediaReddit communitiesInfluencers/content creators2%Family3%FriendsMyselfNo confidenceVery little confidenceSome confidenceComplete confidenceSource:Kearney Consumer Institute Trust Study,Q1 2025,US DataConsumers

6、 who report“complete confidence”in the person/people5Consumers are confused and uncertain.87%70%Source:Kearney Consumer Institute Trust Study,Q1 2025,US dataof consumers agree“Information shared is often manipulated.”of consumers agree“I dont know what information to believe lately.”6This crisis of