Business in Society Report 2026
Where trust meets expectation.
Artificial intelligence is driving markets and dominating headlines. But Americans are cooling on AI. And in a time of rising prices, eight in 10 think businesses have raised prices more than necessary to increase their profits. How can executives regain consumers' trust? The first step is understanding what Americans expect from companies today.
Six findings that matter
Highlights from this year’s nationally representative survey of U.S. adults.
of young Americans (18–29) don’t trust businesses to use AI, the highest of any age group
Survey question
How much do you trust businesses to use artificial intelligence responsibly?
Age 18–29
Age 30–44
Age 45–59
Age 60+
Overall
- A lot / Some
- Not much / Not at all
of Americans have a negative view of companies using AI to create ads, and only 19% have a positive view.
Survey question
How do you feel about businesses using artificial intelligence to create ads?
- Very positive
- Somewhat positive
- Neither
- Somewhat negative
- Very negative
“People often complain about ads and treat them like an annoyance, but they're actually an important communication between company and customer. People want that communication to be authentic and human-to-human, not computer-generated.”
Associate Professor of Mathematics and Data Science
Americans Aren’t Sold on Businesses Using AI in Advertising
They are more open to AI when it supports creativity rather than replaces people.
Read the Paperof Americans believe businesses have raised prices more than necessary to increase their profits
Survey question
To what extent do you believe businesses have raised prices more than they needed to because they wanted to increase their profit?
price increase
“Consumers experience and interpret price changes differently. Greater cost transparency and clearer communication about the logic behind pricing decisions can help businesses build trust and strengthen consumers' perceptions of fairness.”
Associate Professor, Management
Americans' Goodwill Toward Business Stalls
Support fades as prices rise and doubts about AI increase
Read the Newsof Americans say businesses with diverse workforces are more innovative
Survey question
Please indicate the extent to which you feel the following statements are true:
workforce make more
innovative products
workforce are more profitable
- 2024
- 2025
- 2026
“In any workforce, different life experiences, backgrounds, expertise and ways of thinking lead to greater creativity, better decision-making and more flexibility. All of these contribute to innovation. There is growing recognition that when it comes to innovation, diversity is a strategic advantage for any company.”
Assistant Professor of Management
More Americans See Business Benefits From Diverse Workforces
Perception grows across all three groups: Republicans, Democrats and independents.
Read the Paperof Americans want business to speak out on current events, down from 51% last year
Survey question
Do you think business, in general, should take a stance on current events?
“Should businesses speak out? remains a dilemma for executives. The 5 years of data we’ve collected show the continuing mixed feelings -- businesses recognize there are pros and cons to weighing in on current events.”
John W. Poduska Professor of Governance
Support for Businesses Taking a Public Stance Cools
Most people say their own employer should stay silent on current events
Read the Paperof Americans don’t trust the federal government to act in society’s interest, up from 69% last year
Survey question
How much do you trust the following groups to act in the best interest of society?
Charitable and
advocacy
State and
local govt
Businesses and
companies
Federal
government
“This points to a growing disconnect between citizens and national governing institutions. This erosion of trust is concerning because when citizens don’t believe the government is acting in their interest, it becomes more difficult to build support for public programs, implement them effectively, and sustain public cooperation.”
Professor, Global Studies
Professor of Computer Information Systems
Bentley University
Americans Cool Toward AI
After two years of improving attitudes toward AI, Americans turn skeptical.
Read the Paper