Trust, and the fight to rebuild a shared reality
In a world flooded with information, crises and contradictions, trust is becoming scarce. As part of the Havas network, BETC brings context to the 2024 Prosumer Report on trust, a topic that now shapes social cohesion as much as brand credibility.
Trust is shrinking, and everyone feels it
The report starts with a blunt premise: trust is essential for a healthy society, and its growing absence is triggering alarm. Behind the noise, people still want anchors: reliable sources, credible institutions, and relationships that feel solid again.
What the study reveals
Respondents are trying to sort signal from chaos. They continue to rely on figures seen as educated, intelligent, and expert, while also placing greater trust in “people like me” and in the communities they value most. Trust becomes more local, more relational, sometimes more emotional.
The report also highlights three emerging citizen mindsets: Progress Architects, Earth’s Guardians, Spiritual Navigators. Three different ways to seek meaning, regain control, and imagine the future.
What it means for brands
When trust frays, polished promises are easy to spot. The report encourages businesses to ground claims in scientific data and real-world evidence, not just intent. It also notes that CEOs can regain ground when they articulate a clear vision and a believable path to get there.
About the study
In 2024, Havas surveyed 14,355 adults across 32 markets. The sample included 19% Prosumers, leading-edge profiles whose behaviors often predict mainstream adoption 6 to 18 months later. To learn more or speak with the team behind the study: Sébastien Houdusse (Global Strategy Director) - contact details are provided in the report.
