Rachel O'Connor
9 Feb 2026
If you’re creating content in 2026, you’re not just competing for attention — you’re speaking to an audience that’s more cautious, more selective, and more rooted in its own worldview. The latest Trust Barometer shows a clear shift: people are consuming less cross political content and leaning harder into familiar, local voices.
It’s worth saying out loud: the Trust Barometer is a clever piece of thought leadership from Edelman — a way of reinforcing their own authority in a moment when trust is fragile. But that doesn’t make the underlying signals any less real. If anything, it highlights the point: authority, expertise, and trust are now the currency.
People are tired of leaders who say one thing and do another. They’re fed up with being spun to. They want honesty, clarity, and people who actually know what they’re talking about.
For creators, that means one thing: relevance beats reach, and transparency beats polish. Content that feels grounded, human, and honest will travel further than anything designed for “everyone”.
This is the year to build for micro communities, not the masses.
The year to choose clarity over cleverness.
And the year to create work that helps people understand each other — not just agree with you.
What this means for Creators
Audiences are more insular, more anxious, and more sceptical of unfamiliar voices. Your content needs to meet people where they are — and earn the right to be heard.
1. Build for specificity, not scale
Generic content gets ignored. Focus on real situations, real communities, and real concerns. The more grounded it feels, the more it resonates.
2. Use human, local voices
People trust those closest to them. Bring forward employees, customers, partners, and community advocates. Lived experience carries more weight than any corporate script.
3. Be open about your process and perspective
Authority today comes from honesty, not perfection. Show how you got there, what you’re still working out, and the assumptions you’re making. It builds credibility and connection.
4. Prioritise practical value
With economic and job worries rising, people want content that helps them navigate uncertainty. Offer clarity, tools, and reassurance — not gloss or distraction.
5. Avoid polarising frames
People are seeing fewer opposing viewpoints. Focus on shared interests and problem solving rather than ideological lines. It’s how you keep people with you.
6. Think long term
Trust is cumulative. Create recurring content pillars that show ongoing commitment, not one off bursts. Consistency is how you build authority that lasts.
Where This Leaves You
Creators who adapt to this landscape will produce work that feels grounded, human, and genuinely useful — the kind of content people return to because it respects their reality and treats their trust as something worth earning.
If you’d like support shaping your content strategy for this new environment — or want help strengthening the authority and trust behind your messaging — I’d love to work with you. Reach out any time and we can explore what this means for your brand or your next project.