As Bad As You Think: Research on Confidence
Gallup has some new research out about the confidence that people have in various institutions. This is not for the faint of heart. Having said that, we need to (as the saying goes) face the brutal facts.
I offer four key takeaways and four steps for communicators.
U.S. Confidence in Institutions: Historically Low
In Gallup’s latest survey, they found that Americans' confidence in major U.S. institutions remains historically low, with an average confidence level of just 28%. This marks the third consecutive year that average confidence has stayed below 30%, reflecting a broad and persistent trend of skepticism and distrust.
2. Good News: You Can Regain Trust
However, there is a notable exception: confidence in the police has risen significantly, jumping eight percentage points to 51%. Even viewed in context—it is 13% below where it was in 2004 and sunk to a 30-year low last year—, this is a meaningful data point to those of us in the reputation business. That’s because this increase represents the most significant change among the 17 major institutions Gallup measured. This uptick is particularly significant among younger adults, people of color, and political independents—groups that had previously shown lower levels of trust in law enforcement.
3. Still, A Widespread Lack of Confidence
While small businesses (68%) and the military (61%) continue to enjoy majority-level confidence from Americans, other institutions, such as the medical system, higher education, and the U.S. Supreme Court, received moderate confidence levels, with between 26% and 36% of Americans expressing trust in them. In contrast, the criminal justice system, newspapers, big business, television news, and Congress remain at the bottom, with less than a quarter of U.S. adults expressing confidence in these institutions.
4. Polarized Confidence
Gallup’s research also highlights significant partisan divides in confidence levels across various institutions. Democrats show higher confidence in institutions like the presidency, higher education, and the criminal justice system, while Republicans express more confidence in the police, organized religion, and the Supreme Court. These differences underscore the deep political polarization that underscores public perception of institutional trust.
Four Steps Communicators Can Take
Rebuilding lost confidence in institutions is a critical task for communicators in today’s environment. Effective communication strategies can play a pivotal role in restoring public confidence. Here are several key approaches communicators can use to rebuild trust, but be warned. Getting this done will be a full-time job, not a quick fix.
1. Telling Uncomfortable Truths
Transparency is foundational to trust. Institutions must prioritize clear, open communication about their actions, decisions, and processes. This means not only sharing positive news but also being upfront about challenges, mistakes, and steps taken to address them. When people are being told the whole truth, they are more likely to trust the institution. To do this, we need a thicker skin.
Spin, half-truths, pledges, commitments, and statements of values are a sugar-high—-short-term feel-goods but ultimately unnourishing and malignant—even when the truth is uncomfortable.
2. Emphasize Actions Over Words
It has long been known (as in, back to Aristotle) that trust is built more effectively through consistent actions rather than rhetoric. When people observe consistent behavior that aligns with stated values or promises, they are more inclined to develop trust.
Key internal stakeholders and external stakeholders are more likely to develop trust in a company that follows through on its commitments. For example, research shows that companies that actively engage in corporate social responsibility (CSR) initiatives and demonstrate positive impact are viewed more favorably than those that merely advertise their intentions without tangible results. We’re talking longitudinal trackers, dashboards, etc.
3. Related: Actions to Demonstrate Competence
Edelman’s Trust Barometer is built on the idea that there are two components of trust: ethics and competence. In other words, people need to believe you share their values and that you are capable of translating those values into action. It makes sense. You don’t trust people who lack values and you don’t trust people who screw everything up.
Sharing stories of positive outcomes, testimonials, and data-driven results can help to rebuild confidence by proving that the institution is ethical and capable. Also, while we are willing to fess up when we screw up…an organization that earns and keeps the public’s confidence invests in not screwing up in the first place.
4. Staying Ahead of the Storm
Rather than waiting for crises to emerge, institutions should take a proactive approach to building relationships with key stakeholders. This is the essence of my Resilient5 program. This approach emphasizes building relationships rather than anticipating a crisis. Proactive communication and strong relationships absorb the energy of a crisis.