Everybody’s Lying (and We’re All Tired of It)

Everybody’s lying — or at least, that’s how it feels.

From politicians to “six-figure coaches,” trust has become the most overused word in the game.

Welcome to the Trust Recession, where believing anyone now comes with a disclaimer.

What is the Trust Recession? 

The term “trust recession” echoes what many social analysts are pointing to: a broad, sustained decline in consumer trust toward businesses, institutions, platforms and online actors.

The term which first appeared in 2008, came to prominence when writer Jerry Useem used it in a November 2021 article in The Atlantic titled The End of Trust. The article discussed the impact of skepticism on the American economy and the decline in public trust in government and media.

Fast-forward to 2025, and there’s no doubt we’re in a trust recession. In fact, we’ve seen celebrity entrepreneurs talking about it in their marketing, which tells you everything you need to know.

But what really *is* the trust recession, and how did we even get here? More importantly, what do you need to know as a consumer so as not to fall for people who are talking to you about trust when you should be running the other way? 

Why is it Happening Now?

The term trust recession is actually the perfect term for what’s happening right now, as the baseline trust that businesses have come to rely on has eroded. As we talked about in the Doubt Economy episode, that makes it harder for all of us to earn and keep trust.

So, how did we get to the point where we trust less, question more, and hesitate before clicking “buy now”?

Edelman’s Trust Barometer has been tracking this stuff for 25 years, and findings from their 2025 report aren’t pretty. Sixty-one percent of people say business and government make their lives harder or serve only their own interests. Nearly 70% believe leaders are misleading them with exaggerated or false claims. 

That’s not just about politics or media, that same energy shows up every time you land on a sales page or scroll past another “six-figure coach.” The unspoken question is always: Can I actually believe you?

A few big things got us here:

• Economic anxiety: When everything costs more, we’re slower to part with our money, especially online.
• Digital saturation: We’ve been sold to nonstop for a decade, and the hype fatigue is real.
• Broken promises: From global institutions to influencers, we’ve seen too many people overpromise and under-deliver.

After years of that, trust has become more like a scarce currency. Businesses now have to work twice as hard and be twice as transparent to earn what used to be nearly automatic.

How It’s Impacting Online Business 

Let’s talk about what this trust recession is actually doing to the online business market. It’s completely changing how people buy, how businesses sell, and what both sides expect from each other.

When trust goes down, everything slows down. Businesses can’t rely on the automatic baseline of trust they used to have, so they’re having to prove themselves at every turn with more reviews, case studies, guarantees, and so-called transparency.

That’s why we’re likely going to see more:

• Free trial offers 
• No questions asked refunds
• Money-back guarantees

As a reminder, these offers aren’t about generosity; they’re about overcoming your hesitation. And as we talked about in our 2024 Payment Pitfalls episode, many times, this is smoke and mirrors to distract from crappy offers.

Another significant shift is around the need for transparency.  The Edelman Trust Barometer has been saying for years that trust isn’t just about competence, it’s about ethics. That means businesses that focus on creating trust through their business practices are more likely to succeed: 

• Show their pricing and policies clearly.
• Deliver what they promise and own it when they screw up.
• Make customer experience part of their reputation, not an afterthought.

While a higher bar for businesses is always good news, there’s a potential downside. As we’ve discussed in depth on this show, celebrity entrepreneurs will weaponize trust against us by turning “transparency” into another marketing tactic.

We fully expect to see them ramp up the oversharing, overexplaining and performing of “authenticity” to make us feel safe… while still doing the same shady stuff behind the scenes.

What You Should Do as a Consumer

Alright, what do you do with all this? If trust is harder to come by, how do you protect yourself without turning into a full-time skeptic?

Let’s keep it simple.

Step 1: Verify, Don’t Just Vibe

Before you hit “buy” or “book,” do a quick credibility check.

• Proof over promise: Look for real reviews, client stories, screenshots, or results that sound specific — not vague hype.
• Check beyond their website: Google their name with “reviews” or “complaints.” See what pops up.
• Transparency test: Is pricing clear? Do they explain what you get and what happens if you’re not happy? If not, that’s a problem.
• Security basics: Only pay on secure sites (look for HTTPS) and make sure you can find real contact info.

Step 2: Trust Your Gut — But Back It Up

If something feels off, it probably is. Here are the biggest red flags:

• Constant countdowns or “only three spots left!” every time you visit.
• Promises that sound magical — “six figures in six weeks,” “no experience needed,” “guaranteed results.”
• Reviews that are suspiciously perfect or copy-paste generic.
• Vague refund policies or radio silence when you ask questions.

When in doubt, pause. Legit businesses can handle a little scrutiny — the shady ones get defensive fast.

Step 3: Do the “Trust Audit”

This is your five-minute gut check before buying:

1. Who’s behind this? Is it a real person or a faceless brand?
2. How long have they been around? Fly-by-night offers rarely have staying power.
3. What’s their reputation outside their own ecosystem?
4. Are they more focused on the sale or the relationship?
5. If it’s a subscription or service, how do you cancel or leave if it’s not working?

Step 4: Use Your Power Wisely

Here’s the upside of all this: you have more leverage than ever.

• When you ask questions, demand clarity, and refuse to fall for fake urgency — you raise the bar for everyone.
• The businesses that deserve your trust will meet you there with transparency and respect.
• The rest will quietly disappear — and honestly, good riddance.

Building trust may take more work these days, but when you find companies that are genuinely trustworthy, it’s worth it. You get better service, fairer policies, and fewer regrets and that’s a win in any economy.

Links for this episode: 

• The End of Trust 
• The Doubt Economy 
• Edelman’s Trust Barometer