Forbes December 12, 2025
In 2026, the world’s trust landscape will be more fragmented than ever. Consumers and businesses alike are learning to operate in a permanent state of skepticism, where trust is earned through action, not assumption. In 2026, organizations must adapt to survive — and thrive — in this environment. Here’s a look at three pivotal trends that will shape the year ahead.
Consumers Will Embrace GenAI In High-Risk Scenarios — Despite Low Trust
Trust in institutions and brands has eroded globally, with consumers turning to personal networks and curated sources for guidance. Trust is also low in artificial intelligence — especially in high-stakes contexts. For example, Forrester data finds that only 14% of online adults in Australia, the UK, and the...
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