Trust is both specific and measurable, but the evolving nature of consumer behavior makes earning trust a moving target. In 2024, Forrester finds that consumer trust remains steady but varies across different types of institutions. Additionally, consumers have differing opinions about the role that a brand should play in promoting its environmental, social, and political values. This report provides insights from Forrester’s Global Government, Society, And Trust Survey, 2024, to help you understand the state of consumer trust around the world.