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More than two-thirds of consumers will abandon untrusted brands—McCann Global Research reveals trust crisis
McKinsey global research shows that 69% of consumers have abandoned brands they don't trust, and 80% actively choose brands they trust. The study emphasizes that AI transparency and global cultural identity are key to rebuilding trust.
New York, April 17, 2025 — McCann today released "The Truth About Global Brands" report, revealing the severity of the consumer trust crisis. The study shows that over two-thirds (69%) of consumers have abandoned brands they no longer trust, while 80% say they actively choose brands they trust.
The research surveyed over 20,000 respondents across 20 global markets. The results indicate that 72% of respondents believe "pursuing the truth is more important than ever," but 55% say brands were more authentic 20 years ago than they are today. The proliferation of artificial intelligence has exacerbated this dilemma: 76% of respondents worry they will soon be unable to distinguish between real humans and computer-generated content.
Commenting on the findings, McCann Global CEO Tyler Turnbull said, "Consumers around the world are universally yearning for the truth, but this goal is harder than ever to achieve—whether it's the content we consume, the flood of AI-generated content, or the decline in trust in large institutions, governments, and brands."
The study points out that brands need to focus on two areas to rebuild trust: AI transparency and global cultural understanding. More than half (53%) of respondents believe the most effective way for brands to gain trust is to clearly disclose whether they have used AI in advertising. Additionally, consumers are more inclined to trust brands that embrace multicultural influences and draw inspiration from around the world.
Turnbull further emphasized, "Successful global brands are identifying where culture is born and spreads globally, and exporting it to other markets. Every brand and consumer is craving the same thing: authenticity."
This research provides key insights into how brands can rebuild consumer trust in the context of digital transformation and globalization.
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