“Americans have lost faith in institutions.”
This Washington Post headline is one of roughly 449 million results that a reader can find when searching for the phrase “trust in institutions” using Google.
In recent years, think tanks, journalists, policymakers, marketers and pollsters have documented a decline in the trust that ordinary citizens place in their governments, businesses and other institutions. Gallup, a pollster, created an online repository for year-over-year data on the receding levels of trust ordinary citizens place in groups such as banks and the military.
Faced with such a sustained decline, organizations as wide-ranging as retailers and advocacy groups must navigate the trust chasm armed with data and dexterity. We hope this research report will assist you in such efforts.