Only 5% of Americans say corporate statements are fully credible

A new national survey from Resonant Advisory Group finds corporate credibility is slipping, with just 5% of U.S. adults calling company statements completely credible and 63% saying crisis communications have grown less credible in the past year. The findings suggest companies face rising skepticism around AI, layoffs and leadership messaging at a time when public trust is already fragile.

Why it matters: - Corporate credibility is a day-to-day business risk, not just a branding problem. - The survey suggests companies can lose audience confidence quickly when layoffs, AI, crisis response or leadership messaging feel inconsistent or hard to believe. - The report argues that credibility affects how customers, employees and the public react in critical moments.

What happened: - Resonant Advisory Group released a report called “The Credibility Deficit: Why Business Starts Behind, and How It Earns Its Way Back One Interaction at a Time.” - DHM Research, in partnership with Verasight, surveyed 1,000 U.S. adults nationwide. - Only 5% of Americans said corporate statements are “completely credible.” - 63% said crisis communications have become less credible over the past year. - Across nine industries tested, none had even 10% of respondents call their statements completely credible. - Artificial intelligence emerged as the least credible topic in corporate communication.

The details: - Nearly half of respondents, 48%, said AI in business operations is not credible. - AI adoption tied with “responsibility to shareholders to be profitable” as the least credible explanation for a hard business decision, at 27% each. - Inflation and rising costs were the most accepted explanation for layoffs, with 45% calling that credible. - In seven leadership trait matchups, respondents chose the steadier option in six cases. - Practical leadership beat visionary leadership 74% to 26%. - An employee- and stability-focused approach beat a tech-forward one 85% to 15%, the largest margin in the survey. - A visible, socially present CEO beat a low-visibility CEO 57% to 43%, the lone exception. - The report groups credibility into four channels: company conduct, industry standing, societal engagement and community investment. - 79% of respondents said a company earns more credibility by disclosing bad news before others expose it. - 57% said one company’s poorly explained crisis damages how they view the entire industry. - The share saying crisis statements have gotten less credible rises from 54% among people earning under $50,000 to 70% among those earning $150,000 or more. - The share also rises from 46% among infrequent news consumers to 65% among people who follow business news daily or most days. - Resonant Advisory Group president Erik Moser said companies have stretched credibility “to its potential limits.” - Moser said record profits paired with mass layoffs create an obvious credibility gap for the public and employees.

Between the lines: - The findings point to a broader skepticism that goes beyond one company or one crisis. - The report separates trust from credibility, arguing that trust builds over time while credibility can be lost in specific interactions. - The data suggest higher-income and more news-engaged audiences are not more forgiving; they are more skeptical. - The report also challenges the idea that boycotts are the main consumer response, arguing that many people keep buying from companies they do not fully trust. - The message for executives is blunt: polished messaging may matter less than clear explanations and consistent behavior.

What's next: - The report says companies that focus on transparency, simpler language and stronger everyday interactions can rebuild credibility over time. - The research suggests future corporate communications on AI, layoffs and crisis response will face extra scrutiny. - Resonant Advisory Group says credibility gains will come one interaction at a time, rather than through broad claims or campaigns.

The bottom line: - Corporate statements start from a weak position, and the survey says honesty may now be a better strategy than polish.