The trust recession describes a change in how people decide who to buy from. Fewer buyers believe advertising at face value. Instead, they search your name, read what others say about you and increasingly ask AI assistants who the best option is before they ever reply.
The data supports the shift. The Edelman Trust Barometer 2026, with about 34,000 respondents in 28 countries, found about 70% of people now hold an insular mindset and hesitate to trust anyone outside their circle. Meanwhile, Muck Rack's May 2026 research found earned media made up 84% of the sources AI assistants cite.
For founders and experts, the response is third-party proof. Guaranteed placements give you proof fast, and earned media is what AI cites most, which is why the strongest plans use both. Read our full essay, The Trust Recession, and take the authority self-check to see where you stand.
Want help putting this to work? Book a strategy call with Zach and leave with your best angles, the outlets and shows that fit you, and a clear plan.