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New Insights into People's Expectations on Disinformation

A recent report conducted by the Institute for Public Relations (IPR) in collaboration with Leger has unveiled significant public sentiment regarding disinformation in the United States. As the issue grows more concerning, citizens are increasingly holding corporations and their leaders accountable for taking decisive action against misleading information spreading through various channels.

Strong Consensus on Corporate Responsibility

In the 6th Annual Disinformation in Society Report, over 2,000 Americans were surveyed, revealing that a remarkable 76% believe that businesses and brands should adopt a more proactive role in combating disinformation. However, the study exposes a troublesome gap between public expectations and actual performance: only 25% of respondents felt corporations and CEOs were adequately addressing the problem. This disparity indicates a significant disconnect and raises urgent questions about corporate accountability in the digital age.

IPR President and CEO Tina McCorkindale elaborated on the implications of the report, underscoring the need for organizations to bolster trust within society and improve the overall media landscape. The challenge lies in convincing the public that brands can be trusted to manage and rectify the misrepresentation of information.

Disinformation as a Societal Concern

The report highlights that the majority of Americans, approximately 71%, regard disinformation as a severe societal challenge alongside fundamental issues like economic instability and homelessness. This statistic marks the highest level of concern recorded in the findings to date. It reflects a shifting perspective where people are increasingly aware that inaccuracies in information sources can lead to greater societal division and hinder democratic processes.

Additionally, the research points out that social media platforms remain significant contributors to the spreading of disinformation. With 75% of respondents identifying Facebook, 68% TikTok, and 65% X as detrimental to the information ecosystem, the findings reveal the mounting vulnerabilities corporations face in today's digital environment.

The Trust Gap

A pressing issue discussed in the survey is the persistent trust gap. While there is widespread recognition that institutions such as the government and corporate entities should tackle disinformation, their performance ratings hover at unflattering levels. Consumers express a growing inclination to rely on personal networks, including family and friends, rather than traditional media, highlighting a disconnection between established institutions and public trust.

Furthermore, although local news is often seen as a reliable source by both political parties, it faces decline across the country. This squeeze on local journalism risks creating 'news deserts'—regions where access to objective, trustworthy information is limited.

Impact of AI on Disinformation

Interestingly, public concerns about artificial intelligence exacerbating disinformation have lessened. Trust in generative AI rose from 33% to 40% within a year, revealing a potential shift in public mindset towards emerging technologies in information dissemination.

Yet the emotional toll that disinformation inflicts on individuals cannot be underestimated. Half of the respondents reported that encountering false information causes anxiety and stress, compelling over 40% to avoid news altogether—a trend consistent with last year's findings.

Implications for Leadership

This report serves as a wake-up call not solely for public relations but for corporate leaders attempting to navigate modern communication challenges. The gap between public expectations and actual responses from leaders signals an urgent need for innovation in transparency and accountability. As political polarization grows and institutions lose public confidence, organizations prioritizing an authentic response to disinformation are likely to earn greater loyalty and build trust among their audiences.

As Dave Scholz, Chief Strategy Officer at Leger, pointed out, this unprecedented environment offers communicators and business leaders a unique opportunity to bridge the divide between what the public expects and what they deliver. The road ahead may be fraught with challenges, but it can also lead to a more credible and trusted corporate landscape.

About the Research

This study was conducted online from February 25 to March 13, 2026, using a representative sample of 2,007 Americans aged 18 and older. As the sixth installment in a longitudinal series of studies examining disinformation, this report not only highlights trends pertaining to public perception but underscores the critical need for action across various sectors in addressing misinformation head-on. The findings serve as crucial insights for brands and individuals looking to foster a culture of trust and accuracy in the information they consume and share.