Truth
There’s a prevalent narrative that trust and truth are dead. In this issue of What the Future, Ipsos research finds truth and trust to be alive, important, and more valued than ever. Using exclusive new Ipsos data and research, coupled with expert interviews, we set the scene with the state of truth and how that plays out in the news media and for brands.
Washington, DC, October 14, 2020 – These are the findings of an Ipsos poll conducted between August 25-26, 2020. For this survey, a sample of 1,003 adults age 18+ from the continental U.S., Alaska, and Hawaii was interviewed online in English. The poll has a credibility interval of plus or minus 3.5 percentage points for all respondents.
For full results, please refer to the following annotated questionnaire.
Full Annotated Questionnaire
How confident are you that the content or information you receive from each of the following sources is true?
Total Confident Summary
|
Total (N=1,003) |
|
|
Something I saw with my own eyes |
92% |
|
Government records (birth/death/marriage; property, licenses, etc.) |
84% |
|
My memory |
80% |
|
Live audio/video as it happens |
76% |
|
Statements from researchers/academics |
76% |
|
My K-12 education |
67% |
|
Eyewitness statements |
57% |
|
My religious leaders |
56% |
|
Communications or advertising from major companies |
40% |
|
Statements from government officials |
36% |
Live audio/video as it happens
|
Total |
|
|
Very confident |
28% |
|
Somewhat confident |
48% |
|
Not very confident |
17% |
|
Not at all confident |
3% |
|
Don’t know/Does not apply to me |
4% |
|
Confident (net) |
76% |
|
Not confident (net) |
20% |
Eyewitness statements
|
Total |
|
|
Very confident |
11% |
|
Somewhat confident |
46% |
|
Not very confident |
32% |
|
Not at all confident |
5% |
|
Don’t know/Does not apply to me |
5% |
|
Confident (net) |
57% |
|
Not confident (net) |
37% |
Statements from government officials
|
Total |
|
|
Very confident |
7% |
|
Somewhat confident |
29% |
|
Not very confident |
41% |
|
Not at all confident |
20% |
|
Don’t know/Does not apply to me |
3% |
|
Confident (net) |
36% |
|
Not confident (net) |
61% |
My religious leaders
|
Total |
|
|
Very confident |
19% |
|
Somewhat confident |
36% |
|
Not very confident |
15% |
|
Not at all confident |
11% |
|
Don’t know/Does not apply to me |
17% |
|
Confident (net) |
56% |
|
Not confident (net) |
27% |
Statements from researchers/academics
|
Total |
|
|
Very confident |
25% |
|
Somewhat confident |
51% |
|
Not very confident |
16% |
|
Not at all confident |
5% |
|
Don’t know/Does not apply to me |
3% |
|
Confident (net) |
76% |
|
Not confident (net) |
21% |
Something I saw with my own eyes
|
Total |
|
|
Very confident |
57% |
|
Somewhat confident |
35% |
|
Not very confident |
5% |
|
Not at all confident |
1% |
|
Don’t know/Does not apply to me |
2% |
|
Confident (net) |
92% |
|
Not confident (net) |
6% |
Government records (birth/death/marriage; property, licenses, etc.)
|
Total |
|
|
Very confident |
41% |
|
Somewhat confident |
43% |
|
Not very confident |
9% |
|
Not at all confident |
4% |
|
Don’t know/Does not apply to me |
3% |
|
Confident (net) |
84% |
|
Not confident (net) |
13% |
My memory
|
Total |
|
|
Very confident |
31% |
|
Somewhat confident |
50% |
|
Not very confident |
13% |
|
Not at all confident |
3% |
|
Don’t know/Does not apply to me |
3% |
|
Confident (net) |
80% |
|
Not confident (net) |
16% |
My K-12 education
|
Total |
|
|
Very confident |
23% |
|
Somewhat confident |
44% |
|
Not very confident |
14% |
|
Not at all confident |
5% |
|
Don’t know/Does not apply to me |
14% |
|
Confident (net) |
67% |
|
Not confident (net) |
19% |
Communications or advertising from major companies
|
Total |
|
|
Very confident |
6% |
|
Somewhat confident |
34% |
|
Not very confident |
39% |
|
Not at all confident |
16% |
|
Don’t know/Does not apply to me |
5% |
|
Confident (net) |
40% |
|
Not confident (net) |
55% |
In what places are you willing to call out misinformation to others, generally? Select all that apply.
|
Total |
|
|
In a personal, private conversation |
63% |
|
At a gathering of friends and family |
51% |
|
In a group conversation |
45% |
|
On my own social media feeds |
32% |
|
On my friends’ or family members’ social media feeds |
28% |
|
In my own name on public comments |
27% |
|
Anonymously on public comments |
25% |
|
On a digital discussion or group like Reddit |
16% |
|
I am not willing to do this |
18% |
[Asked if Q2 ≠ I am not willing to do this] How, specifically, are you willing to call out misinformation to others? Select all that apply.
|
Total (N=821) |
|
|
Ask the person for the source of their information |
59% |
|
Question the validity or credibility of the source |
54% |
|
Share information from a fact-checking website or other source of authority |
46% |
|
Show them how the information/image was altered |
46% |
|
Debate them/Offer another point of view |
42% |
|
Share links to alternative information or news |
37% |
|
“Pre-bunk” them by sharing factual information, unprompted, and asking for their thoughts |
23% |
|
Scold/shame them for sharing misinformation |
9% |
|
Other |
1% |
To what extent do you agree or disagree with the following statements?
Total Agree Summary
|
Total |
|
|
I am confident that I can tell new news content from opinion content. |
65% |
|
All media is biased |
56% |
|
Journalists can advocate for a cause and still write stories that are truthful |
54% |
|
News organizations can take a side on an issue and still be truthful |
45% |
|
I am confident that the average person in the U.S. can tell news content from opinion content. |
24% |
I am confident that the average person in the U.S. can tell news content from opinion content.
|
Total |
|
|
Strongly agree |
7% |
|
Somewhat agree |
17% |
|
Neither agree nor disagree |
22% |
|
Somewhat disagree |
30% |
|
Strongly disagree |
21% |
|
Don’t know |
3% |
|
Agree (net) |
24% |
|
Disagree (net) |
51% |
I am confident that I can tell new news content from opinion content.
|
Total |
|
|
Strongly agree |
25% |
|
Somewhat agree |
40% |
|
Neither agree nor disagree |
23% |
|
Somewhat disagree |
8% |
|
Strongly disagree |
2% |
|
Don’t know |
2% |
|
Agree (net) |
65% |
|
Disagree (net) |
10% |
News organizations can take a side on an issue and still be truthful
|
Total |
|
|
Strongly agree |
12% |
|
Somewhat agree |
33% |
|
Neither agree nor disagree |
24% |
|
Somewhat disagree |
18% |
|
Strongly disagree |
11% |
|
Don’t know |
3% |
|
Agree (net) |
45% |
|
Disagree (net) |
28% |
Journalists can advocate for a cause and still write stories that are truthful
|
Total |
|
|
Strongly agree |
17% |
|
Somewhat agree |
37% |
|
Neither agree nor disagree |
21% |
|
Somewhat disagree |
14% |
|
Strongly disagree |
9% |
|
Don’t know |
3% |
|
Agree (net) |
54% |
|
Disagree (net) |
23% |
All media is biased
|
Total |
|
|
Strongly agree |
23% |
|
Somewhat agree |
33% |
|
Neither agree nor disagree |
24% |
|
Somewhat disagree |
12% |
|
Strongly disagree |
5% |
|
Don’t know |
3% |
|
Agree (net) |
56% |
|
Disagree (net) |
17% |
How confident are you that the following types of information you receive or see from companies are truthful?
Total Confident Summary
|
Total |
|
|
Product packaging or labels |
73% |
|
Shareholder information (like annual reports) |
68% |
|
Company website |
60% |
|
Employee reviews on external sites (e.g. Glassdoor, Indeed) |
51% |
|
Press releases |
45% |
|
Company blog |
39% |
|
Advertising |
38% |
Product packaging or labels
|
Total |
|
|
Very confident |
14% |
|
Somewhat confident |
59% |
|
Not very confident |
18% |
|
Not at all confident |
4% |
|
Don’t know/Does not apply to me |
5% |
|
Confident (net) |
73% |
|
Not confident (net) |
23% |
Advertising
|
Total |
|
|
Very confident |
7% |
|
Somewhat confident |
31% |
|
Not very confident |
42% |
|
Not at all confident |
14% |
|
Don’t know/Does not apply to me |
6% |
|
Confident (net) |
38% |
|
Not confident (net) |
56% |
Company website
|
Total |
|
|
Very confident |
9% |
|
Somewhat confident |
51% |
|
Not very confident |
26% |
|
Not at all confident |
7% |
|
Don’t know/Does not apply to me |
7% |
|
Confident (net) |
60% |
|
Not confident (net) |
33% |
Shareholder information (like annual reports)
|
Total |
|
|
Very confident |
15% |
|
Somewhat confident |
53% |
|
Not very confident |
17% |
|
Not at all confident |
5% |
|
Don’t know/Does not apply to me |
10% |
|
Confident (net) |
68% |
|
Not confident (net) |
22% |
Press releases
|
Total |
|
|
Very confident |
8% |
|
Somewhat confident |
38% |
|
Not very confident |
37% |
|
Not at all confident |
11% |
|
Don’t know/Does not apply to me |
7% |
|
Confident (net) |
45% |
|
Not confident (net) |
48% |
Company blog
|
Total |
|
|
Very confident |
8% |
|
Somewhat confident |
31% |
|
Not very confident |
35% |
|
Not at all confident |
11% |
|
Don’t know/Does not apply to me |
15% |
|
Confident (net) |
39% |
|
Not confident (net) |
46% |
Employee reviews on external sites (e.g. Glassdoor, Indeed)
|
Total |
|
|
Very confident |
12% |
|
Somewhat confident |
39% |
|
Not very confident |
27% |
|
Not at all confident |
7% |
|
Don’t know/Does not apply to me |
15% |
|
Confident (net) |
51% |
|
Not confident (net) |
33% |
For each type of information you might see, read, or hear about a company, please indicate if that information makes you more or less likely to trust that company.
More Likely to Trust Summary
|
Total |
|
|
Your own product/service experiences |
81% |
|
Consumer reviews |
67% |
|
Ingredient/process transparency |
60% |
|
Financial disclosures |
50% |
|
Legal cases/judgements |
49% |
|
Sustainability/social responsibility programs |
48% |
|
Comments from others on social media |
28% |
|
Statements from the CEO |
25% |
|
The company’s statements/presence on social media |
25% |
|
Celebrity endorsements |
13% |
Celebrity endorsements
|
Total |
|
|
Much more likely to trust |
5% |
|
Somewhat more likely to trust |
9% |
|
Makes no difference |
43% |
|
Somewhat less likely to trust |
18% |
|
Much less likely to trust |
21% |
|
Don’t know/Does not apply to me |
5% |
|
More likely to trust (net) |
13% |
|
Less likely to trust (net) |
39% |
Statements from the CEO
|
Total |
|
|
Much more likely to trust |
8% |
|
Somewhat more likely to trust |
18% |
|
Makes no difference |
51% |
|
Somewhat less likely to trust |
13% |
|
Much less likely to trust |
6% |
|
Don’t know/Does not apply to me |
6% |
|
More likely to trust (net) |
25% |
|
Less likely to trust (net) |
18% |
Sustainability/social responsibility programs
|
Total |
|
|
Much more likely to trust |
10% |
|
Somewhat more likely to trust |
37% |
|
Makes no difference |
34% |
|
Somewhat less likely to trust |
8% |
|
Much less likely to trust |
4% |
|
Don’t know/Does not apply to me |
6% |
|
More likely to trust (net) |
48% |
|
Less likely to trust (net) |
12% |
Ingredient/process transparency
|
Total |
|
|
Much more likely to trust |
15% |
|
Somewhat more likely to trust |
45% |
|
Makes no difference |
25% |
|
Somewhat less likely to trust |
5% |
|
Much less likely to trust |
2% |
|
Don’t know/Does not apply to me |
8% |
|
More likely to trust (net) |
60% |
|
Less likely to trust (net) |
7% |
Legal cases/judgements
|
Total |
|
|
Much more likely to trust |
12% |
|
Somewhat more likely to trust |
37% |
|
Makes no difference |
29% |
|
Somewhat less likely to trust |
11% |
|
Much less likely to trust |
4% |
|
Don’t know/Does not apply to me |
8% |
|
More likely to trust (net) |
49% |
|
Less likely to trust (net) |
15% |
Financial disclosures
|
Total |
|
|
Much more likely to trust |
11% |
|
Somewhat more likely to trust |
39% |
|
Makes no difference |
34% |
|
Somewhat less likely to trust |
8% |
|
Much less likely to trust |
2% |
|
Don’t know/Does not apply to me |
6% |
|
More likely to trust (net) |
50% |
|
Less likely to trust (net) |
10% |
Your own product/service experiences
|
Total |
|
|
Much more likely to trust |
46% |
|
Somewhat more likely to trust |
35% |
|
Makes no difference |
10% |
|
Somewhat less likely to trust |
3% |
|
Much less likely to trust |
2% |
|
Don’t know/Does not apply to me |
5% |
|
More likely to trust (net) |
81% |
|
Less likely to trust (net) |
5% |
Comments from others on social media
|
Total |
|
|
Much more likely to trust |
6% |
|
Somewhat more likely to trust |
22% |
|
Makes no difference |
39% |
|
Somewhat less likely to trust |
16% |
|
Much less likely to trust |
10% |
|
Don’t know/Does not apply to me |
7% |
|
More likely to trust (net) |
28% |
|
Less likely to trust (net) |
26% |
The company’s statements/presence on social media
|
Total |
|
|
Much more likely to trust |
6% |
|
Somewhat more likely to trust |
19% |
|
Makes no difference |
49% |
|
Somewhat less likely to trust |
13% |
|
Much less likely to trust |
6% |
|
Don’t know/Does not apply to me |
7% |
|
More likely to trust (net) |
25% |
|
Less likely to trust (net) |
19% |
Consumer reviews
|
Total |
|
|
Much more likely to trust |
18% |
|
Somewhat more likely to trust |
50% |
|
Makes no difference |
20% |
|
Somewhat less likely to trust |
6% |
|
Much less likely to trust |
3% |
|
Don’t know/Does not apply to me |
4% |
|
More likely to trust (net) |
67% |
|
Less likely to trust (net) |
9% |
[Randomized order of Q7-Q9]
To what extent do you think technology companies (e.g. Facebook, Google, Apple, or Microsoft) are responsible for…
Total Responsible Summary
|
Total |
|
|
Educating people on how to use their platforms and services |
71% |
|
Actively enforcing that standards of behavior are followed on their platforms |
71% |
|
Censoring or removing content proven to be misleading or untrue |
68% |
|
Educating people on how to act and behave on their platforms |
65% |
|
Financially supporting small businesses that make up their customer base |
54% |
Educating people on how to use their platforms and services
|
Total |
|
|
Very responsible |
32% |
|
Somewhat responsible |
40% |
|
Not very responsible |
16% |
|
Not at all responsible |
6% |
|
Don’t know |
7% |
|
Responsible (net) |
71% |
|
Not responsible (net) |
22% |
Financially supporting small businesses that make up their customer base
|
Total |
|
|
Very responsible |
18% |
|
Somewhat responsible |
36% |
|
Not very responsible |
24% |
|
Not at all responsible |
10% |
|
Don’t know |
12% |
|
Responsible (net) |
54% |
|
Not responsible (net) |
34% |
Educating people on how to act and behave on their platforms
|
Total |
|
|
Very responsible |
28% |
|
Somewhat responsible |
36% |
|
Not very responsible |
19% |
|
Not at all responsible |
9% |
|
Don’t know |
6% |
|
Responsible (net) |
65% |
|
Not responsible (net) |
29% |
|
Total |
|
|
Very responsible |
41% |
|
Somewhat responsible |
30% |
|
Not very responsible |
14% |
|
Not at all responsible |
8% |
|
Don’t know |
7% |
|
Responsible (net) |
71% |
|
Not responsible (net) |
22% |
|
Total |
|
|
Very responsible |
38% |
|
Somewhat responsible |
30% |
|
Not very responsible |
15% |
|
Not at all responsible |
10% |
|
Don’t know |
7% |
|
Responsible (net) |
68% |
|
Not responsible (net) |
25% |
To what extent do you think healthcare companies (e.g. insurers, pharmaceutical companies, hospitals) are responsible for…
Total Responsible Summary
|
Total |
|
|
Educating people about diseases, symptoms, and possible treatments |
84% |
|
Educating people on how to lead a healthy lifestyle |
82% |
|
Educating people on how to stay active and physically fit |
80% |
|
Rewarding customers who lead a healthy lifestyle |
64% |
Educating people on how to lead a healthy lifestyle
|
Total |
|
|
Very responsible |
34% |
|
Somewhat responsible |
48% |
|
Not very responsible |
9% |
|
Not at all responsible |
4% |
|
Don’t know |
5% |
|
Responsible (net) |
82% |
|
Not responsible (net) |
13% |
Educating people on how to stay active and physically fit
|
Total |
|
|
Very responsible |
32% |
|
Somewhat responsible |
48% |
|
Not very responsible |
12% |
|
Not at all responsible |
3% |
|
Don’t know |
5% |
|
Responsible (net) |
80% |
|
Not responsible (net) |
15% |
Educating people about diseases, symptoms, and possible treatments
|
Total |
|
|
Very responsible |
44% |
|
Somewhat responsible |
40% |
|
Not very responsible |
9% |
|
Not at all responsible |
3% |
|
Don’t know |
5% |
|
Responsible (net) |
84% |
|
Not responsible (net) |
11% |
Rewarding customers who lead a healthy lifestyle
|
Total |
|
|
Very responsible |
25% |
|
Somewhat responsible |
39% |
|
Not very responsible |
20% |
|
Not at all responsible |
8% |
|
Don’t know |
8% |
|
Responsible (net) |
64% |
|
Not responsible (net) |
28% |
To what extent do you think financial services companies (e.g. banks, credit card companies, lenders) are responsible for…
Total Responsible Summary
|
Total |
|
|
Educating people on how to invest and grow their money |
74% |
|
Educating people on how to manage their money |
73% |
|
Educating people on how to save and build wealth |
72% |
|
Financially supporting small businesses that make up their customer base |
69% |
|
Providing assistance to customers who are struggling to make ends meet |
63% |
Educating people on how to manage their money
|
Total |
|
|
Very responsible |
26% |
|
Somewhat responsible |
47% |
|
Not very responsible |
18% |
|
Not at all responsible |
5% |
|
Don’t know |
5% |
|
Responsible (net) |
73% |
|
Not responsible (net) |
22% |
Educating people on how to invest and grow their money
|
Total |
|
|
Very responsible |
29% |
|
Somewhat responsible |
45% |
|
Not very responsible |
16% |
|
Not at all responsible |
4% |
|
Don’t know |
6% |
|
Responsible (net) |
74% |
|
Not responsible (net) |
20% |
Educating people on how to save and build wealth
|
Total |
|
|
Very responsible |
25% |
|
Somewhat responsible |
48% |
|
Not very responsible |
17% |
|
Not at all responsible |
5% |
|
Don’t know |
6% |
|
Responsible (net) |
72% |
|
Not responsible (net) |
22% |
Financially supporting small businesses that make up their customer base
|
Total |
|
|
Very responsible |
24% |
|
Somewhat responsible |
44% |
|
Not very responsible |
18% |
|
Not at all responsible |
5% |
|
Don’t know |
9% |
|
Responsible (net) |
69% |
|
Not responsible (net) |
23% |
Providing assistance to customers who are struggling to make ends meet
|
Total |
|
|
Very responsible |
24% |
|
Somewhat responsible |
39% |
|
Not very responsible |
23% |
|
Not at all responsible |
6% |
|
Don’t know |
8% |
|
Responsible (net) |
63% |
|
Not responsible (net) |
29% |
About the Study
These are some of the findings of an Ipsos poll conducted between August 25-26, 2020. For this survey, a sample of 1,003 adults age 18+ from the continental U.S., Alaska, and Hawaii was interviewed online in English.
The sample for this study was randomly drawn from Ipsos’ online panel (see link below for more info on “Access Panels and Recruitment”), partner online panel sources, and “river” sampling (see link below for more info on the Ipsos “Ampario Overview” sample method) and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing a sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2016 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Posthoc weights were made to the population characteristics on gender, age, race/ethnicity, region, and education.
Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 3.5 percentage points for all respondents. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=1,003, DEFF=1.5, adjusted Confidence Interval=+/-5.0 percentage points).
For more information on this news release, please contact:
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Chris Jackson Senior Vice President, US Public Affairs +1 202 420-2025 |
Kate Silverstein Media Relations Specialist, US Public Affairs +1 718 755-8829 |
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Mallory Newall Director, US Public Affairs +1 202 420-2014 |
About Ipsos
Ipsos is the world’s third largest market research company, present in 90 markets and employing more than 18,000 people.
Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. We serve more than 5000 clients across the world with 75 business solutions.
Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).
ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com