Trust In Crisis Says Report: 7 Insights for Brands From 14,000 People Surveyed

Trust seems harder to come by these days. With so much conflicting information, it’s no wonder people are struggling to know who – or what – to believe. The recently released Havas BETC Trust Prosumer Report 2024, which gathered data from over 14,000 individuals across 32 countries, puts the current state of trust under a microscope. LBB spoke to BETC’s chief strategy officers, Clément Boisseau and Sebastien Houdusse to find out more about the tactical insights for brands, institutions, and governments. You can read the full report here.

Below are seven key findings to help decode the trust crisis:

1. Proximity Makes a Difference, But We’re Losing It

68% of Prosumers say that people don’t trust one another as much as they did a century ago. Clément Boisseau recalls a time when, “the vast majority of people were born and died in the same place, and the boundaries of their world were limited. The sources of information were fewer, and the so-called ‘authority figures’ were known and respected.” Think about it: back then, everyday life was deeply rooted in small communities, where you’d frequently bump into neighbours or know your local leaders personally.

Nowadays, the world feels much bigger, and evermore disconnected. With social media and online news bombarding our lives, we’re constantly exposed to voices we’ve never met. This constant barrage of opinions can leave us feeling both isolated and sceptical. Without the warmth of face-to-face interactions and the familiarity of local communities, it’s easier to doubt the intentions of others – even those who might have once been trusted.

The report forces us to confront how modern communication has reshaped our understanding of trust, reminding us that sometimes, closeness matters more than the convenience of being ‘connected’ to everyone all of the time.

2. When Citizens Lead, Trust Follows

A significant majority of 86% of Prosumers believe that trust among citizens is key to a nation’s success. Clément points to an example that hit home: “I noted an interesting initiative from the New York Times in a recent Metropolitan edition where they asked regular citizens to share their ideas to solve the dramatic housing problem in New York, as they no longer trust experts to fix the issue. It is worth noting that some of these ideas have already been exposed by experts and politicians in the past, but the fact they came from citizens gave them more weight and credibility.”

More than just letting people have their say, it’s about building a system where every voice bears weight.

When ordinary people feel they can have real influence, it makes a huge difference. Instead of waiting for decisions from distant officials, citizens can see themselves as active participants shaping the future. It creates a sense of ownership and involvement that top-down approaches rarely achieve.

This kind of grassroots participation breathes life into communities, transforming how we view problems and solutions alike. The idea is quite simple: when people contribute directly, it feels more authentic, and the solutions are more likely to resonate with those who live with them. Ultimately, this shift can restore faith in institutions by reminding us that change often starts from the ground up.

3. The Numbers Matter, But So Does the Human Side

The report tells us that 82% of Prosumers trust brands that back up their claims with scientific proof. But Clément Boisseau adds a plot twist: “Facts and figures can be warm and human too!”

Consider the example of La Roche-Posay, a dermatological brand that leans on trusted experts for its messaging. They don’t just hit us with stats; they share real stories of how their products help people feel better about their skin. It’s this swirl of science and personal touch that makes their message resonate. Customers want to see evidence of a brand’s effectiveness, but they also need to feel understood.

When facts come wrapped in genuine care and empathy, they speak louder than numbers alone. This approach invites us to consider that behind every statistic, is a human story waiting to be told – a story that can bridge the gap between cold data, and warm, relatable experience.

4. Gen Z Wants More Than Just Data

It turns out that younger generations, particularly gen z, are looking for meaning and connection, not just a list of features or benefits. Clément Boisseau explains, “The deep connection between gen Z, religion, and spirituality at large has been one of the most surprising findings of the study.” He continues, “one assumption is that this quest for spirituality is linked to the increasing digitalisation and "technologisation" of our societies. Where we can sometimes feel that our humanity is left behind. Thus, brands and institutions should probably adapt their tonality to strengthen their sense of closeness and emotional connection. Less top-down, less cold and aloof.”

For many young people today, constant screen time can feel empty. They’re searching for something deeper. They want to know that the brands they support share their values and understand their hopes and fears. It isn’t about rejecting technology; it’s about finding balance.

5. Shedding Light on AI’s Black Box

AI remains a hot topic, but often comes with a fair share of concerns. Sebastien Houdusse puts it plainly: “People need to understand how the AI tools and systems come to their results. We must avoid the ‘black box’ syndrome, where they don’t understand how the machine produced an outcome.”

When technology feels mysterious or out of reach, it can breed mistrust. Many are excited about the possibilities of AI, but there is worry about its impacts – especially on jobs and daily life. What’s needed is a shift toward transparency. Instead of leaving people guessing, companies should explain AI in everyday language. They need to show not only what AI can do, but how it does it and why it matters. The goal is to open up the conversation so that everyone feels like they’re in on it, rather than being left out in the dark.

6. Respecting Local Flavours of Trust

The Trust Prosumer Report covers 32 different markets, and one thing is clear: trust is not a one-size-fits-all concept. Sebastien explains that in countries like China and other parts of Asia, faith in technological progress plays a big role, while in the Middle East or among some American communities, trust often stems from deep-rooted cultural and religious ties.

For global brands, this means recognising that there is no universal blueprint for trust. What works in one country might not work in another. It calls for specific tailoring, one that respects local customs, traditions, and values. Companies need to invest time in understanding the unique nuances of each market. By doing so, they can craft messaging that resonates on a local level while still upholding universal standards of transparency and accountability. A one-dimensional strategy won’t cut it. Instead, success lies in embracing diversity and showing genuine respect for each community’s way of seeing the world.

7. Walking the Talk In Purpose-Driven Branding

Today, Prosumers are buying into values as well as products. Sebastien tells us: “Actions speak louder than words. Knowing that consumers will be able to check everything you claim online, you have to be totally transparent on where you stand when it comes to your social and environmental commitments.”

Prosumers expect companies to back up their claims about social and environmental responsibility. If a brand’s efforts seem superficial or a mere marketing ploy, people notice – and they care. Brands that truly live their values can create a bond with consumers that goes beyond the transactional, earning loyalty in a world where trust is hard to come by.