The Wisconsin Better Business Bureau recently released the 2026 State of Trust Wisconsin — a report based on a survey of 1,240 Wisconsinites — examining what drives consumer trust and how AI is affecting the marketplace and value of the BBB.
It found that trust is the leading factor in consumer decision-making. It is far greater than results, quality, price and service. Of those surveyed, 92% of Wisconsinites rate trust as an important or a very important factor when deciding where to do business.
“In an AI-driven economy, trust is not optional — it is a business necessity,” Jim Temmer, BBB Wisconsin CEO and president, said in a statement. “Consumers are telling us they want businesses to be honest, transparent and accountable, especially when technology is involved. The businesses that lead with trust will be best positioned to compete, recover from mistakes and build lasting relationships.”
Respondents ranked “being honest in all interactions with customers” as the most important business behavior for earning trust.
