The Vantage Point: 7 FAQs

Frequently Asked Questions

What reputation risks should my company prioritize in 2026?

We asked a thousand Americans, “In 2026, what reputation risks do you think US businesses should prioritize and plan for?” Their answers reflected a changing world defined by unfolding technological and geopolitical challenges.

The most selected priority was misinformation, disinformation, and deep fakes (45%). A 2024 BBC study found that the majority of Americans are concerned about misinformation in the news. The issue was not only bipartisan, but eight out of ten Americans expressed concern. Our research highlights that Americans consider this vulnerability not just a priority for news and social media platforms, but also for brands.

The threat of an economic recession (41%) and retraining and upskilling employees for future jobs (38%) were also top concerns. Job security angst driven by economic uncertainty and rapid AI-driven transformation have reemphasized investing in employees as a core pillar of trust building.

Consistency in uncertain times is the key to building credibility.

How can our brand rebuild trust after a controversy?

Our data shows that the most effective way to rebuild trust is through authentic listening, accountability, and a sincere apology. Brands that default to a defensive stance or legalistic statements risk further alienating their audience.

Crucially, a long-term solution was not the first priority for Americans but the fifth.

Many comms teams have talking points and allocated spokespeople in their crisis plan. Adept crisis teams, however, not only have a talking plan, but also have a listening plan. Brands that can articulate the problem and the perspectives of those impacted by a crisis will be better situated to rebuild trust.

What voices should our brand amplify to build trust in the future?

We asked Americans, “In the future, for brands to build more trust with you, who would you like to hear more from?” The most credible audience wasn’t experts nor influencers. Instead, customers were the most important voice to build trust, followed closely by the CEO, and employees.

In the age of reviews and frank social media discussion, consumers are interested in the voices closest to the company.

Instead of trying to build trust through third parties like experts or influencers, focus on cultivating trust with these upstream credibility audiences: customers and employees.

Lastly, the CEO remains pivotal to trust. As Reputation Leaders CEO Laurence Evans commented at the recent Corporate Comms Conference, “Everyone in an organization contributes to the overall reputation but there is one person that must own it: the CEO. The CEO is the only person in the organization who manages all the stakeholders. If your CEO doesn’t own the reputation and it just becomes something they delegate to comms you’ve got a problem.”

How should companies talk about innovation and AI to build trust?

When discussing innovation, companies should adopt a simple and clear tone. Jargon, “cutting-edge” claims, or overly visionary language are less credible. For AI specifically, the public’s primary concern is not the technology itself, but its impact on livelihoods and job security. To build trust, companies must be transparent about AI’s potential effects on their workforce and prioritize long-term reskilling and upskilling programs for employees.

Why is platform choice a reputational risk for brands?

A brand’s choice of social media platform is no longer a neutral decision; it’s a reputational signal. Large segments of the American public view platforms like TikTok, X, Facebook, and Truth Social with skepticism. Perceptions are divided along political and generational lines.

A brand’s presence on a controversial platform can inadvertently alienate parts of its audience. Brands don’t need to be everywhere. Choose platforms that are values-aligned and host your key audiences. Cut the rest.

Who should be reading the Vantage Point?

Comms pros who want to understand the emergent reputation priorities and risks and to ground their comms strategy in evidence-based research.

Who should I talk to if I have more questions?

If you have questions about the research or suggestions for future research, you can reach us at hello@reputationleaders.com. We would love to chat.

Need help tracking your reputation or testing your message? If the answer is yes, book a short consultation with us via the “book an appointment” feature at the top of the page.

To examine the data and dive deeper into this story download the latest Vantage Point report.