Better Business Bureau 2026 Trust Poll finds decline in employer trust

The Better Business Bureau (BBB) on Tuesday released findings from its 2026 Trust Poll, revealing that while trust in the workplace remains a challenge for many consumers across Chicago and Northern Illinois, more people are willing to return to a business after a bad experience than they were a year ago.

The BBB Trust Poll is an ongoing survey of consumers across Chicago and Northern Illinois that measures attitudes toward trust in businesses, buying decisions and the marketplace. The findings provide a snapshot of consumer sentiment and help identify emerging trends over time.

This year’s consumer newsletter poll drew hundreds of responses and found that 49.1% of respondents believe they work for a trustworthy business, down from 50.3% in 2025. The results underscore the ongoing challenge organizations face in building employee trust.

“Trust remains the foundation of every successful business relationship,” said Steve Bernas, president and CEO of BBB. “For the second consecutive year, roughly half of respondents reported that they do not work for a trustworthy business. That finding highlights the ongoing need for organizations to foster ethical cultures, communicate transparently and consistently demonstrate integrity.”

The poll also revealed a notable shift in attitudes toward businesses following negative customer experiences. In 2026, the percentage of respondents who said they had not returned to a business after a bad experience declined from 70.1% to 61.9%.

While most consumers still report walking away after a poor experience, the increase in those willing to give businesses another chance suggests that trust can be rebuilt when companies take meaningful steps to address concerns and improve customer relationships.

“Some consumers understand that mistakes happen,” Bernas said. “What matters is how a business responds when something goes wrong. Companies that listen to customers, take responsibility and make a genuine effort to resolve problems have an opportunity to rebuild trust and strengthen long-term relationships.”

BBB encourages businesses to prioritize ethical practices, responsiveness and accountability as essential components of building consumer confidence. In an era when customer service is often in the artificial intelligence, human connection and compassion can be a great asset. Organizations that consistently demonstrate trustworthiness are better positioned to retain customers and earn positive word-of-mouth referrals in an increasingly competitive marketplace.

For more information about BBB and its mission to advance marketplace trust, visit BBB.org.

<strong id="strong-29c6ca73851919e12e18a3500437867c">Key findings</strong>

Do you work for a trustworthy business?

• 2025: Yes 50.3% | No 49.7%

• 2026: Yes 49.1% | No 50.9%

Have you ever gone back to a business after having a bad experience with them?

• 2025: Yes 29.9% | No 70.1%

• 2026: Yes 38.1% | No 61.9%