54.1% of 1,045 U.S. adults surveyed believe people are somewhat or noticeably less credible compared to the previous year.
That's just one of the many trends revealed by SalesFuel's latest State of Credibility in America study commissioned by SalesCred and TeamTrait. In the March 2026 wave, the study was expanded to explore the credibility of marketing and advertising by several industry verticals. For adults engaged at a paying job, our study also explored perceived credibility in the workplace.
Credibility, determined by factors like being known, likable, helpful, and trustworthy, heavily influences who we trust for advice and information for daily decision-making. It's shaped by one's words, actions, and others' testimonials about them.
These insights highlight which professions, companies, and roles should bolster their credibility, offering a roadmap for leaders, coaches, consultants, and branding experts in realms where credibility is crucial.
Credibility
Perceptions
INCLUDING
- Credibility Trends
- By Demographic
- By Employment Status
- Sales and Marketing Tactics
- and Its Impact
Leadership Credibility
INCLUDING
- Employee's CEO
- HR Department
- Small Business Owners
- Impact on Motivation and Stress
- and What to Do About It
Most Trusted
Brand Types
INCLUDING
- Health Care and Medical
- Home Services
- Financial Services
- Automotive and more
- and How to Improve It
Credibility
of AI
INCLUDING
- AI Adoption
- Accuracy of AI Output
- Responsible and Ethical Use
- Trust in Technology
- and What to Do About It
Sample Top-Line Findings
EXCLUSIVE RESEARCH FOR INFLUENCE AND IMPACT
Methodology
SalesFuel conducted its third State of Credibility study in February 2026. The sample consisted of self-reported U.S. adults who were screened to mirror the U.S. adult population in terms of age group, gender, race, and ethnicity. 1,079 U.S. adults completed our 10-minute online survey. In this survey, U.S. adults told us which professionals and types of businesses they believe are most credible. They also responded to questions about workplace credibility and told us their impressions of and experience with AI.
SalesFuel will use this data to analyze credibility trends, compared to the findings from our 2023 survey on the same topic. The insights we develop will be used to develop our training materials and services on the topic of sales credibility. Contact us if you have additional questions about the study's methodology.
