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The media's got
a trust problem

How to rewrite consumers’ relationship with the news

The media's got
a trust problem

How to rewrite consumers’ relationship with the news

What’s the story?

THE TREND

Americans from all walks of life are losing trust in the news they read.

THE DATA

The number of Americans who don’t trust the media has climbed 24% since Q2 2020.

THE TAKEAWAY

Media organizations should prioritize rebuilding public trust, highlighting the transparency, accuracy, and authenticity of their work.

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Tom Morris
Trends manager

“Trust, but verify”. That’s an old proverb frequently used by former US President Ronald Reagan. It essentially means check the facts, even if you trust where they come from.

But what if you don’t trust the source? That’s the case for a lot of Americans today, who are finding it harder and harder to count on the media. This has far-reaching implications, not just for brands and news organizations, but society at large.

Trust in news is tailing off

Trust is especially relevant to US publishers right now, as claims of deliberate misinformation tend to become more common in the lead up to an election.

The number of Americans who don’t trust the media has grown 24% since Q2 2020

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And those on the lookout might not be who you’d expect. Often associated with calling out “fake news”, conservatives are more skeptical of the media overall. But distrust has grown quicker among Democrats (+28% since Q2 2020) and independent voters (+29%) than Republicans (+18%), which shows how widespread the issue is.

America's media trust gap is growing

% of Americans who say they don't trust media organizations at all

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What’s happening and why?

Of 20+ news services we tracked between 2017-2020, the number of global consumers saying they were trustworthy or accurate was generally in decline – so this pattern isn’t distinct to the US.

Several trends feed into this. First, there’s social media. The share of Americans who say they watch or read news on social platforms weekly is growing (+13% since 2021). There’s a general lack of editorial oversight in this space; rumors, sensationalism, and unverified information can spread, which means consumers often have to actively fact-check what they see.

Then came AI; the number in the US who are concerned about it has doubled in the past year. Plus, 7 in 10 internet users are worried that AI tools can easily be used for unethical purposes like spreading misinformation.

If there was a time for publishers to act, it’s now.

Improving people’s relationship with the press

It's not just that consumers trust the news less; they're switching off. Interest in it is falling over time, and fewer Americans are using traditional news sites to find it.

Trust and engagement are ultimately linked. Those who don’t trust the media are far less likely to use news websites and think good quality journalism is worth paying for, which is even more of an incentive for publishers to prioritize building confidence. 

The commercial impact is worth keeping in mind too – the less time people spend on news sites, the less businesses spend on ads.

Scroll all about it

% of Americans who say they do the following at least monthly

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What’s happening and why?

Americans are increasingly reading news on social platforms, and with many feeling overwhelmed by negative stories, this is having an impact on people’s outlook. In fact, among those who believe social media damages their wellbeing, 48% say they often feel hopeless about the state of the world while using it.

Publishers will benefit from catering to readers’ preferences. Many are starting to offer information in new formats like short-form video or suggest solutions to the problems they're posting about.

The number of US TikTokers who report using the app to keep up-to-date with news has risen by 35% in the last two years, and 39% globally

Where appropriate, brands could inject some light-heartedness into their material. Especially when sharing articles, they should remind readers about the quality and fairness of their press, given that more Americans wish coverage was less biased (+8% since Q2 2020).

Why should brands care?

Both brands and publishers can do a lot to reverse this trend. Whether it’s by working in carefully-selected partnerships with influencers, sharing media literacy tools, shouting about the quality of their sources, or spotlighting where AI’s been used in content, any contributions collectively make a big difference.

They’ll not only make consumers’ relationship with the news sector more positive and societies more democratic, but also help strengthen B2C bonds.

As John Kerry, former US Secretary of State, put it, “President Reagan's old adage […] is in need of an update. And we have committed here to a standard that says 'verify and verify’”.

Americans will make their own decisions around what they can trust in upcoming months, but by being transparent and offering guidance, companies can win back credibility.

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