In 2023, clients came to us for insight on how to regain Americans’ trust and stem the tide of misinformation. From medical professionals to educators to pro-democracy advocates, all feel their effectiveness is hampered by the low esteem in which Americans hold institutions and government. Both Gallup and Pew Research have documented the decline in trust which is especially noticeable in the aftermath of the COVID pandemic.

In an increasingly online environment where everyone can curate their own information stream without guardrails, it becomes more difficult to establish a baseline for what is fact-based and objectively true. Local tv news remains a trusted source for many people, but increasingly Americans trust only their circle of friends and family for information. We’d like to share a few insights about how to operate within this challenging environment, which we will continue to explore in our 2024 research:

1. Building trust is the first step to confronting misinformation. What builds trust? Inclusion, transparency, honesty and humility.

2. The extent to which the American public thinks organizations and experts are compromised by their financial or political interests cannot be underestimated. We heard from the public that doctors prescribe unnecessary prescriptions because they are compensated by Big Pharma, that politicians are corrupted by lobbyists and big money, and that companies inflate the number of positions that actually require a college degree because they are in cahoots with the college-industrial complex. We could go on. But the key point is that these assumptions cause people to go on a search for “the truth” from sources they think aren’t being influenced by special interests. This is one way that misinformation gains a foothold as individuals promoting their ideas or alternative facts may present to voters as being more authentic or believable because they are seen as being free from special interests and just “telling it like it is.”

3. An instinctive playbook is to deploy experts on TV or in op-eds to counter misinformation, but our research with reachable – yet skeptical – audiences reveals this may not be the most effective tactic; it certainly should not be the only one. Skeptical individuals value self-reliance and personal empowerment. They don’t want to be told what to think, they want to be equipped to discern fact from fiction when doing their own research.         

4. Some things that we found can help:

• Help people be critical consumers. Give them key questions they should ask when consuming information from a source.

• Demonstrate that people like them are either involved or listened to when it comes to decision-making.

• Acknowledge uncertainty when it exists. Be forthcoming about what you know and don’t know.

• Show them the process.

5. Conduct research with your target audiences to better understand what will move them along the trust continuum. So questions to consider are:

• What (accurate and inaccurate) beliefs do they hold and what are their trusted sources of information?

• Which segments of your audience are entrenched in their beliefs, and which are moveable?

• What messages will persuade?

• Who are the best messengers for each audience and how can they best be deployed?

• What metrics will you use to measure progress?

2024 will undoubtedly bring many challenges including a contentious presidential election, fights over personal rights and global responsibilities, the increased use of artificial intelligence (AI) in society and, most likely, a continued decline in trust in institutions. Understanding how to confront these challenges through strategic and insightful research is crucial so reach out and let’s begin the conversation.