We all feel it: the anger, the frustration, the sense that something fundamental is broken. People aren’t just upset; they believe the system is rigged against them. They don’t just doubt companies, they expect to be taken advantage of. That’s the reality we face today.
The anger we see is rooted in a deep sense of unfairness. It’s not just skepticism—it’s hostility. Today, every company starts from a place of distrust. Every interaction is a test.
Why “good” isn’t good enough anymore
For years, companies were told that building trust was about purpose; about doing good and showing impact. The data seemed to support it. But what if we were measuring the wrong thing? What if, as companies focused on purpose, trust actually declined? As businesses tried to do good, many people felt left out, ignored, or even betrayed. As CEOs took on big issues and big paychecks, customers felt more alienated—and more angry.
Doing “good” was supposed to be the answer. But when times got tough—when inflation soared and polarization deepened—the cracks showed. The promise of “goodness” wasn’t enough. Today, people want goodness, but what they need—what they demand—is fairness. And on fairness, most companies are falling short.
To survive, let alone thrive, companies must see everything they do through the lens of fairness. It’s not just about changing what you do; it’s about changing how you speak, how you act, and how you prove your value. In a world that’s always watching, always judging, and quick to cancel, fairness isn’t just a strategy. It’s the only way forward.
Are you prepared to communicate effectively in this new environment?
The rules have changed. What worked yesterday won’t cut it today. In this new era, every business must view its actions—and its words—through the lens of fairness. To rebuild trust and thrive, you need more than good intentions. You need a new playbook.
This is our blueprint to winning over audiences in the Age of Rage. It’s your guide to navigating this volatile landscape.
Download now to:
If you’re responsible for shaping messages, building trust,
or protecting your brand, this is essential reading. Our study delivers the insights you need to act more responsibly—and more effectively—starting today.
There is a path forward. Let us help you understand where
your customers are, meet them there, and engage in ways
that truly matter.
KEY FINDINGS
Explore more findings
71%
of Americans say “in my country, the rich keep getting richer, while average people get screwed.”
78%
think CEOs and other executives get to play by a different set of rules than the rest of us
53%
think companies never, rarely, or only sometimes keep their promises
