National Small Business Week was May 4–10, 2025—and while we might not get parades or ticker tape, we do have something more valuable: the trust of the American consumer.

At a time when uncertainty is everywhere—especially with rising tariffs making headlines again—small businesses are still standing tall in the eyes of the public. According to the latest data, nearly 7 in 10 Americans have confidence in small businesses, which puts us far ahead of big tech, big business, and—let’s be honest—most institutions out there.

That trust is your edge. While consumers may question what they see online or who’s funding the ad, they still believe in you. But here’s the catch: the way you deliver your message matters more than ever. The platforms are under scrutiny, attention spans are short, and trust has to be earned again and again.

The charts and analysis below unpack what’s really going on with business and advertising trust in 2025—and how small businesses can use this moment to cut through the noise and strengthen the customer connection.

Views of Honesty and Ethics in Professions

This one hits like a cold splash of reality—advertising ranks just above lobbyists and politicians in perceived honesty. Not exactly elite company. But if you’re a small business owner, don’t panic.

This isn’t about you, it’s about the broader perception of the ad industry.

Use this as your call to rise above. Lead with authenticity, consistency, and maybe skip the over-polished ad speak. The smartest thing you can do is not sound like an ad.

This chart below is a cheat sheet for targeting. Younger audiences (18–34) are way more trusting of media across the board—especially podcasts, online video, and out-of-home ads. But once you cross the 55+ threshold? That trust drops fast.

This chart is a cheat sheet for targeting. Younger audiences (18–34) are way more trusting of media across the board—especially podcasts, online video, and out-of-home ads. But once you cross the 55+ threshold? That trust drops fast.

Trust in Influencers by Generation

Gen Z and Millennials still believe in influencers—if only “a little.” But here’s the key: very few say they don’t trust them at all. That means you’ve got a window—just don’t blow it by picking the wrong partner.

Boomers, however? Trust is thin. Almost half don’t buy what influencers are selling. So if your target is 50+, skip the social collabs and go for credibility through reputation, customer reviews, and direct engagement.

Use influencers strategically, not universally.

Confidence in Small Business, Tech, and More (2020–2024)

Let’s call this what it is: a silver lining. Trust in small business is still high—68%! In a time when faith in nearly everything else is slipping, that’s a competitive advantage you don’t want to overlook.

Yes, it’s dipped from its 2020 peak, but that dip is more about declining trust in the big tech platforms we use to advertise than in the businesses themselves. Consumers still believe in small business—

they just don’t always believe the ad they’re seeing on their feed.

So what’s the move? Build on that goodwill. Be real, be personal, and take the time to earn trust—not just attention.

Trust in Ad Platforms (Google, Meta, LinkedIn, etc.)

Here’s your platform pulse check—and spoiler: LinkedIn and TikTok are outperforming expectations. X (formerly Twitter) is drowning in distrust, and Meta and Google aren’t far behind.

If you’re in B2B, LinkedIn gives you a higher trust starting point—just don’t waste it with generic messaging. TikTok, surprisingly, is climbing fast in trust perception. If your product fits the platform, it’s worth a look.

The lesson here? Don’t just look at where your audience is—ask whether they trust that space. Because trust trumps traffic every time.

Trust Is the New Click-Through Rate—and You’ve Already Got a Head Start

If there’s one thread that runs through every chart in this blog, it’s this: ads aren’t dead—but blind trust in them is. Consumers are still engaging, still scrolling, still buying—but they’re doing it with one eye open and their guard up.

That’s why small businesses—and the companies that serve them—have a real opportunity right now. You’re not just selling a product. You’re building relationships in a time when people crave connection, not just conversion.

At Melrose, we know that. We’ve never just been a wholesaler. We’ve always aimed to be a trusted partner to independent retailers—helping you not just stock your store, but grow your business, season after season. And that same philosophy applies to your marketing: don’t chase quick wins. Play the long game. Show up consistently. Deliver value before you ask for a sale.

Trust takes time, and the ones who earn it—especially in times like these—are the ones who win.

-Brad