One-third of consumers trust content published by brands more than traditional media organizations

This is the first installment in a series exploring attitudes to brand-produced content, brand journalism and brand publishing, based on a survey of 1,007 digital content consumers conducted by Toolkits and National Research Group. 36% of consumers say they trust content published by brands more than content from traditional media organizations. 43% say they find brand content more interesting and engaging, and 36% said they find brand content more useful. Men (37%), African Americans (42%), conservatives (41%), and Gen Z (39%) are most likely to trust content from brands more than content from traditional media outlets. Declining trust in media may have opened up opportunities for brands’ content offerings, according to n