Public Expectations Shift: Corporations Urged to Combat Disinformation Crisis
NEW YORK — The 2026 Disinformation in Society Report, released by the Institute for Public Relations (IPR) and Leger, reveals a striking shift in public sentiment regarding the responsibility of the private sector in maintaining the integrity of the information ecosystem. According to the study, which surveyed 2,000 U.S. adults, a resounding 76% of Americans now believe that companies and brands have a moral and functional obligation to take a more active role in curbing the spread of false or misleading information. This consensus highlights that disinformation is no longer viewed merely as a political or social nuisance, but as a critical business issue that directly impacts the reputation and credibility of modern organizations.
The data exposes a volatile “trust gap” that poses a significant strategic challenge for the corporate world. While expectations for business involvement are at an all-time high, the public’s perception of current performance remains abysmal. For instance, while 77% of respondents hold corporations and CEOs responsible for managing disinformation, only 25% believe these entities are actually making an effective impact. Similar discrepancies exist regarding tech and business leaders, where high stakes are met with low confidence. Dr. Tina McCorkindale, President and CEO of the IPR, notes that this represents a clear failure in institutional reputation management, urging communicators and leaders to prioritize transparency and accountability to begin bridging this divide.
The urgency of these findings is bolstered by the fact that 71% of Americans now classify disinformation as a major national problem, placing it on par with the economy and the housing crisis. This pessimism is fueled by the digital landscape; major social media platforms—specifically Facebook, TikTok, and X—are now viewed by a strong majority as primary contributors to the spread of falsehoods. This environment has significantly altered how citizens consume information, with a notable migration of trust away from traditional institutions and toward personal networks, such as family and friends. While local news remains the only legacy media source maintaining bipartisan trust, its ongoing decline into “news deserts” further complicates the public’s ability to access reliable, verified facts.
Interestingly, the report suggests a complex evolution in how Americans perceive emerging technology. Despite the initial hysteria surrounding the rise of generative AI in previous years, public concern regarding its role in fueling future disinformation has actually dropped by 11 percentage points, falling to 45% in 2026. Moreover, public trust in generative AI tools has climbed to 40%, signaling a maturation in how society views these technologies. This shift suggests that the public is becoming more comfortable with AI, perhaps as they recognize that the human-driven elements of social media polarization pose a more immediate and systemic threat to societal cohesion and the democratic process than the technology itself.
The human cost of this information decline is significant, with the report documenting a clear emotional toll on the citizenry. Half of all surveyed Americans report that their exposure to disinformation induces genuine anxiety and stress, a factor that has led over 40% of the population to avoid news media entirely. This retreat from news consumption creates a dangerous cyclic effect: as informed citizens disconnect to protect their mental health, the vacuum is increasingly filled by fringe narratives and divisive content. With 76% of Americans believing that disinformation is driving severe political polarization and 65% fearing it continues to undermine the integrity of the election process, the stakes for organizational intervention have never been higher.
Moving forward, the IPR and Leger report serves as a wakeup call for CEOs and communication professionals who are currently navigating a fragmented and cynical audience. Dave Scholz, Chief Strategy Officer at Leger, emphasizes that there is a tangible leadership imperative for businesses to step into this void. By adopting more rigorous standards for their own digital presence and advocating for healthier information ecosystems, companies have the opportunity to transform a liability into a platform for growth. In an era where institutional trust is at an all-time low, the brands that can effectively demonstrate a commitment to factual accuracy and transparency will be the ones best positioned to lead and maintain the loyalty of a weary public.
