Havas Report Reveals a Global Trust Crisis - and How to Fix It

In a world increasingly fraught with misinformation and societal divides, trust has become one of the most fragile and sought-after resources. The recently released Havas BETC Trust Prosumer Report 2024 offers ground breaking insights into the state of trust across 32 global markets, surveying over 14,000 people.

Key findings include:

• A Global Trust Deficit: 68% of Prosumers believe people today are less trustworthy than a century ago.
• People Want to Trust Again: 86% of Prosumers see trust among citizens as a vital indicator of a nation’s success.
• Rebuilding Trust: Prosumers demand science-backed claims and emotional authenticity from brands, with 82% saying they trust brands that demonstrate effectiveness scientifically.
• Generational Shifts: Gen z is emerging as a unique trust demographic, leaning into spirituality, communal values, and belief in alternative wisdom.

This report highlights actionable pathways for businesses, leaders, and individuals to restore trust - focusing on transparency, shared beliefs, and authenticity.

See here for the final report