Americans Trust Their Friends, Not Media or Government

The volatile relationship between the administration and the news media, combined with the prevalence of fake news and misleading content online, is causing Americans to feel more confused about who and what to believe than ever before.

Trust in institutions, particularly media institutions, is at a historic low – especially among Republicans – causing Americans to seek information from unconventional sources while brand identity and association are evolving.

Studies on ad trust and brand awareness show Americans trust in brands for information is increasing as news trust falters. And, as another recent study importantly points out: above all, Americans trust each other.

– Sara Fischer, Media Reporter, Axios