Are Your Customers in a Trust Recession? Devora Rogers Writes for Research World
“Sitting there overthinking a $30 shoe rack, I realized I was treating a minor household purchase like a high-stakes forensic investigation. And across the country, millions of shoppers are doing the same. We’ve entered a “trust recession” where decisions that were once easy are now bogged down by the need for verification.” Our Chief Strategy Officer Devora Rogers covers what we’re calling the “Trust Recession” in her latest article for Esomar’s Research World. She reveals some of our newest data and what it means for brands trying to win over today’s cautious consumers.
Consumers no longer trust what they see
Today’s consumers are operating under pressure from all sides. Economic strain, rapid technological disruption, and deep political polarization have collided to create a moment where even routine purchases feel high-stakes. And this is nothing new. Devora covers some historical moments like the Great Recession and World War II that had people behaving cautiously, giving brands a lesson in how to regain trust and build loyalty.
Today, our new research shows that 79% of Americans are actively changing how they spend money, and only 28% believe companies are being transparent with them. Shoppers are responding rationally to a genuinely unstable environment.
Who is the trust recession consumer?
Devora identifies three defining characteristics of today’s shopper in her article:
- Hyper-intentional: Every purchase feels consequential. Durability, warranties, and ROI matter more than features or flash.
- Human-obsessed: Consumers pay a premium for authenticity. They want to see the real people and real processes behind a brand, not polished corporate messaging.
- Network-reliant: Before visiting your website, they’ve already consulted peer reviews, niche communities, and independent creators they trust far more than your brand.
How brands can respond
Devora argues that rebuilding consumer trust starts with consistency and honesty at every touchpoint, such as being upfront about what a product offers, realistic about its limitations, and genuinely focused on lowering the risk consumers feel when they spend their money. Brands that treat each customer interaction as an opportunity to earn trust, rather than simply close a sale, are the ones positioned to win long-term. As Devora puts it, “Reliable, transparent and human brands will find success where shiny distractions fail.”
Ready to go deeper? Read Devora’s full article on Research World for the historical context, the data, and the strategy brands need.
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