Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Radical Transparency 

North America

Health providers

Americans' trust in scientists is rising for the first time since the start of the COVID-19 pandemic, but people remain divided over how involved scientists should be in governmental policy, highlighting lingering concerns about their involvement in politically charged issues.