Communicating in chaos 2025: where do Americans go for trusted information?

A new flagship report from our US colleagues at Global Strategy Group, ‘Communicating in Chaos’ examines where Americans go for trusted information, who they rely on to deliver it and how trust in major institutions - from government to large corporations and CEOs - continues to erode.  In an environment where no single media source is trusted by more than 22% of Americans and only 3% completely trust large corporations, the report demonstrates the need for business communicators to reset, recalibrate risk and ground their messaging in business priorities.

The second Trump administration has introduced a series of challenges, including tariffs, investigations and industry-changing executive orders, all within a fractured media environment. This has made it increasingly difficult to communicate efficiently and effectively. The risks associated with both external and internal communications have amplified and the consequences of errors are more severe than ever before.

The trust deficit

One of the most significant challenges highlighted in the report is the loss of trust in institutions, including corporations and traditional media sources. Only 3% of Americans completely trust large corporations, while 23% somewhat trust them, comparable to trust levels in the federal government.

This low level of trust requires communicators to develop strategies for building and protecting their organization’s reputation. Small businesses, however, maintain high trust numbers and are seen as more credible by the public.

Trends shaping the communications landscape

The report identifies several key trends shaping the communications landscape. Firstly, there is a delicate balance between reacting to external events to reassure audiences and proactively driving key narratives. Consumers are increasingly sceptical, even of sources they seek out, due to extremely low trust in large companies, government and the media.

However, not all change is viewed negatively. In industries such as energy, manufacturing and transportation, consumers believe disruption will bring positive change. 

The role of CEOs and media consumption

CEOs are no longer viewed as the credible messengers they once were. The overexposure of CEOs during the first Trump administration and the COVID-19 era has led to a decline in trust. This highlights the need for communicators to be mindful of where and how executives are deployed to communicate. 

Additionally, the political news landscape has shifted massively, with more reliance on non-traditional channels like podcasts and YouTube. However, corporate news consumption is evolving more slowly, with traditional media channels like national and local TV still carrying weight for consumers seeking information about companies. 

Given the chaotic environment, there are number of steps that those responsible for corporate affairs should be considering, particularly those operating in the US:

1. Hit reset: The strategic communications plan for the year likely needs a refresh. Challenge all aspects of communications to fine-tune messaging, messengers, and the channels that will be invested in to reach audiences;
2. Attune your “riskometer”: CEO-level communications are riskier in this environment. The consequences are greater for the organisation and executives personally. The old standard for evaluating the risk of a message, interview, or social post needs to evolve;
3. Run your own race: Prioritise communications that are directly related to business goals. Tether communications to clear business narratives and the company’s mission;
4. Invest in owned media: People are still turning to traditional media and owned channels – including websites, press releases, and YouTube – for reliable information. Update and expand earned media plans and find creative ways to engage with audiences on new platforms.

In today’s low-trust environment, it’s more important than ever for corporate communicators to deliver compelling messaging. Authenticity, clear business goals and alignment with the company’s vision and values are crucial. Beyond messaging, companies need to match talk with action to show stakeholders what they have done, not just what they are planning to do. This requires integration with all parts of the company (i.e. HR, sales, marketing) to support their communications activities as well.

Taking these steps will help businesses to navigate the chaotic landscape of 2025 and build trust among consumers, shareholders, employees and other stakeholders.

For the full report and further insights on the US corporate communications and public affairs landscape please contact astrausgarcia@globalstrategygroup.com and for wider support in navigating the increasingly complex and uncertain global landscape please contact SEC Newgate’s Global Corporate and Geopolitical Advisory Council.