45.4% 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 September 2023 wave, the study was expanded to explore the credibility of AI and tech companies. For those employed by companies with 20+ employees, 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
- By Demographic
- By Political Leanings
- By Work Status
- Personal Stories
Most Trusted
Professions
INCLUDING
- Medical
- Education
- Public Service
- Sales and Marketing
Leadership Credibility
INCLUDING
- Employee's CEO
- HR Department
- Small Business Owners
- Impact on Motivation and Stress
Credibility in
Media and AI
INCLUDING
- Generative AI
- Big Tech
- Social Media
- News Media
Sample Top-Line Findings
45.4*of U.S. adults view people as somewhat or noticeably less credible than one year ago.
The State of Credibility in America, 2023, SalesCred.comSalesCred, State of Credibility, United States, trend, 2023, credible, market research, SalesFuel
Only 1/3 of 18–24-year-olds in the U.S. view social media "influencers" as credible.
The State of Credibility in America, 2023, SalesCred.comSalesCred, AdMall, State of Credibility, social media, influencers, credible, market research, SalesFuel
Nearly 3 out of 4 employees who are motivated at their jobs have a boss that usually trusts them to do the right thing on their own.
The State of Credibility in America, 2023, SalesCred.comTeamTrait, State of Credibility, employee retention, executive presence, team motivation, workforce, management, leadership, employee engagement, trust, SalesFuel
The number of Black adults in the U.S. who say police are credible jumped from 32% in 2020 to 45% in 2023.
The State of Credibility in America, 2023, SalesCred.comState of Credibility, Black Americans, police, street cred, credible, community outreach, TeamTrait, SalesFuel
59% of U.S. adults who have used Al say it is sometimes or rarely never credible.
AI, The State of Credibility in America, 2023, SalesCred.comState of Crediblity, generative AI, AI, ChatGPT, credibility, credible resource, AdMall, SalesFuel, SalesCred
70%of U.S. adults say nurses are credible in what they say and do.
The State of Credibility in America, 2023, SalesCred.comState of Credibility, nurses, health care, healthcare, credible, hospital, medical, SalesFuel, SalesCred
Only 24°of U.S. adults think salespeople are credible in what they say and do.
The State of Credibility in America, 2023, SalesCred.comSalesCred, State of Credibility, sales credibility, salesperson, seller. credible, trusted. SalesFuel
Only 54% of employees feel their CEO is credible in what they say and do.
The State of Credibility in America, 2023, SalesCred.comCEO, State of Credibility, Executive Leadership, Executive Presence, C‑Suite, credible, trustworthy, SalesFuel, SalesCred
Only 7.5% view small business owners as lacking in credibility.
The State of Credibility in America, 2023, SalesCred.comSmall Business, State of Credibility, SMB, SME, business owner, credible, sales credibility, SalesFuel, SalesCred
EXCLUSIVE RESEARCH FOR INFLUENCE AND IMPACT
Methodology
SalesFuel conducted its second State of Credibility study in September 2023. 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. 1,405 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 2020 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.
