Gartner Research

The Dramatic Collapse of Consumer Trust Is Bad for Brands and Challenging for Marketing Leaders

Published: 11 July 2019

ID: G00388795

Analyst(s): Kate Muhl


U.S. consumer trust across a range of aspects of American life plunged between 2016 and 2018. Trust fell even further for Millennials and multicultural consumers in the U.S. Marketing leaders must take action to protect their brands in the long term.

Table Of Contents


  • Key Findings
  • Recommendations


  • Why Trust Matters
  • Trust in Big Institutions and Large Entities, Already Low, Collapsed Between 2016 and 2018
  • Trust Has Not Just Collapsed, but Crashed for Millennials and Multicultural Consumers
  • Trust Correlations Mean Big Challenges for Big Brands
  • Companies Must Work to Build Brand and Societal Trust
  • Conclusion

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