News Fatigue and the Fight for Trust

A new YouGov poll found a growing number of people in the UK are tuning out the news due to negativity and distrust. But when people disconnect, disinformation flourishes.

Why it matters: Media literacy is a foundation of democracy. When audiences stop engaging with quality journalism, bad actors step in. The Reuters Institute found in 2023 that 36% of global audiences often or sometimes actively avoid the news—citing anxiety, mistrust, or a sense of helplessness. That creates fertile ground for misinformation to take root.

For brands, this is more than a content strategy issue—it’s a civic responsibility. Aligning with newsrooms that center truth and transparency can help rebuild trust. But more than that, businesses have a role to play in curating tone, offering context, and investing in media that lifts people up rather than overwhelms them.

Emerging solutions like “ethics boxes” in newsrooms and curated transparency tools are beginning to show promise. These approaches help audiences better understand sourcing, editorial standards, and what makes a story trustworthy. When brands align with these models, they reinforce the value of truth in public discourse.

What you can do:

• Spend with outlets that show editorial integrity.

• Share stories from independent, trustworthy newsrooms.

• Educate your audience about how to spot disinformation.