Who do consumers trust with information about health and human services? They trust their friends and family—and local news—according to a recent survey, The Great Trust Reset: A New Map Of Media Trust. They don’t trust social media platforms and AI-generated news summaries.

How consumers consume information—and what sources are viewed as credible—is increasingly important to executive teams as they plan marketing efforts, referral generation campaigns, and lobbying initiatives.

When asked about the most biased sources of information, social media platforms, direct statements from organizations, and cable television news are considered the most biased. Information from independent journalists and local news were viewed as least biased. In many ways, this is in conflict with how consumers’ preferred channels of communication. Social media posts, short videos,…