- Traditional media is considered the most reliable and effective source to combat misinformation in the digital landscape.
- Despite massive digital consumption, social media is not perceived as the most trustworthy platform.
- 45% of respondents admit to having purchased something based on an influencer’s recommendation.
According to the third edition of the MARCO Global Report on The New Consumer 2024, 84% of respondents believe that journalism is essential in the fight against fake news. This study, conducted by MARCO in collaboration with Cint, a pioneer in research technology, examines the complex perceptions and emotions surrounding workplace culture across 11 key global markets.The results indicate that respondents consider traditional media—television (11.05%), radio and print newspapers (10.83% each), and online news portals (9.97%)—to be the most trustworthy sources of information. On average, television is perceived as the most reliable format. In contrast, social media platforms (Threads, TikTok, Twitch, Snapchat, and others) are regarded as the least trustworthy by 7.76% of respondents, followed closely by X (formerly Twitter) at 7.92%.
«Despite the explosive growth of social media, objective and ‘traditional’ journalism remains a pillar of credible information. For brands and organizations, building a strategic market presence through public relations is essential to thriving in such a dynamic environment,» states Juan Manuel Dortez, Multimarket Director at MARCO. «With the rise of digital misinformation, traditional journalism stands as a key defense against fake news. Investing in public relations is not just about gaining brand visibility but also about aligning communication channels to reinforce credibility and trust.»
Information is Power
When asked about the reliability of information sources—journalists vs. influencers—nearly 70% of respondents say they trust journalists more. However, around 19% state they trust both sources equally. This pattern remains consistent across countries, with Portugal (83%), Spain (73%), and Brazil (72%) showing the highest preference for journalists over other sources.
In line with this global trend, 84% of respondents believe journalism is crucial in combating fake news, with stronger sentiment in the Americas (87%), compared to Europe (82%) and Africa (79%).
The Persuasive Power of Influencers
45% of respondents say they have purchased a product based on an influencer’s recommendation. However, this effect varies across continents: Africa (56%) and the Americas (53%) show a higher tendency to buy under influencer influence compared to Europe (37%).
Countries such as Morocco and Brazil (58%), South Africa (53%), Mexico and the United States (51%), and Spain (45%) stand out as the most likely to make influencer-driven purchases, with Spain leading among European nations. Conversely, France (67%), Germany (66%), and the United Kingdom (64%) are the least influenced by influencers.
Methodology
The report aims to explore and analyze consumer attitudes and awareness regarding workplace culture across 11 key markets. The research period spanned from December 2023 to January 2024, offering a comprehensive perspective on contemporary global opinions.
The study included a diverse sample of over 7,300 participants, representing countries with distinct cultural, economic, and technological backgrounds. The analyzed markets were Brazil, France, Germany, Italy, Mexico, Morocco, Portugal, South Africa, Spain, the United Kingdom, and the United States. This broad selection was designed to capture a holistic understanding of global consumer behavior.
This edition of the MARCO Global Report on The New Consumer delves into attitudes toward workplace flexibility, work-life balance, and preferences for different work models, positioning this year’s findings as a pioneering exploration of evolving sentiments around workplace culture.
A structured questionnaire was designed to cover various aspects, including media consumption, brand engagement, AI applications, sustainability, and workplace culture. Participants answered both closed and open-ended questions, allowing for a comprehensive quantitative and qualitative analysis.
The full report, prepared by the MARCO research department in collaboration with CINT, is available at http://themarcosurvey.com.