McCann released the "Truth About Global Brands" study on a Wednesday. The study surveyed more than 20,000 people across 20 global markets.
72 percent of survey respondents indicated that prioritizing truth is highly important. 55 percent of respondents stated that brands were more truthful 20 years ago compared to today. Tyler Turnbull, global chief executive officer of McCann, said: "There's this yearning amongst consumers worldwide to find the truth."
Turnbull said: "But it's harder than ever to do so in terms of the content that we're consuming, the AI generation that's happening, and frankly, the decline that we're seeing in trust amongst large institutions, governments, and brands." 76 percent of survey respondents expressed concern about differentiating between human and computer-generated content in the near future. Turnbull stated that communication is essential for brands to rebuild trust with consumers. Turnbull said every brand and consumer is craving the same thing: authenticity.
69 percent of consumers reported abandoning brands they no longer trust, while 80 percent stated they would actively choose brands they do trust. 53 percent of respondents identified transparency regarding artificial intelligence usage in advertising as the most effective method for brands to secure consumer trust. The Federal Trade Commission mandates that all endorsers, including artificial ones, disclose any material connection to the brands they represent.
No independent assessment was available for this report.