Data Overview Report

Consumer Insights: Global Trust, 2024

Consumer Optimism And Trust Are Polarized Across The Globe

October 11th, 2024
With contributors:
Mike Proulx , Enza Iannopollo , Sam Higgins , Benjamin Nagle , Peter Harrison

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.

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