The Ipsos Malaysia Trust Track 2024 Survey Reveals Media Trust is Up by Four Points
In an era of scepticism, where trust is as elusive as the politicians during times of natural disaster, a curious trend has emerged—Malaysians are placing more faith in the media while simultaneously losing confidence in corporations, particularly airlines and fast food chains.
The Ipsos Malaysia Trust Track 2024 survey presents a paradox that challenges conventional wisdom.
For years, media trust has been on a downward spiral, mirroring global trends.
But in a surprising turn, Malaysians have bucked this pattern, pushing media trust up by four points.
At the same time, corporations, long the custodians of consumer confidence, have taken a seven-point nosedive.
The biggest casualties?
Airlines and quick service restaurants (QSRs), both of which saw a staggering 17-point drop.
So, what’s going on?
The Boycott Effect: A Crisis of Conscience
Evelyn Tan, interim country director of Ipsos Malaysia, attributes the trust deficit to the wave of consumer boycotts that have swept through the nation.
While she stops short of naming names, the influence of the pro-Palestinian movement has been palpable.
Global brands perceived to have ties to Israel have borne the brunt of consumer activism, a phenomenon that has played out across the food and beverage industry.
Boycotts, historically an instrument of political and economic resistance, have evolved into a form of everyday consumer expression.
Malaysians are voting with their wallets, and the verdict is clear: corporations are no longer seen as neutral entities but as players in a moral landscape where allegiances matter.
Why Media Trust is Rising While Corporate Trust is Falling
The decline in corporate trust is easy to explain—boycotts, corporate scandals, and the global cost-of-living crisis have all contributed.
But why is trust in the media on the rise?
The answer lies in media’s ability to function as both an observer and interpreter of these societal shifts.
As traditional corporate advertising loses credibility, Malaysians are turning to independent news sources and investigative journalism.
The rise of digital-first media, alternative news platforms, and fact-checking initiatives has likely played a role in restoring some measure of confidence.
When every brand is suspect, people turn to those who report on them.
The Winners: Apple, Proton, and the Malaysian Mindset Shift
Despite the overall decline in corporate trust, some brands have thrived.
Apple topped the trust index, followed closely by local automotive giants Perodua and Proton.
The symbolism is hard to ignore: Malaysians are embracing brands that either embody local identity or deliver an unshakeable reputation for quality.
In an era of fragmentation, trust is no longer about brand legacy—it’s about values, consistency, and perception.
Meanwhile, TNB, last year’s most trusted brand, now shares its ranking with Shopee and Honda at a trust index of 70.
The presence of an e-commerce giant in the upper echelons of trust suggests a significant shift in how Malaysians perceive reliability—convenience and accessibility now play as big a role as traditional brand reputation.
For marketers, the lesson is clear: trust is volatile, and it is increasingly tied to social and political consciousness.
The age of passive consumerism is over.
Malaysians are scrutinising where their money goes, demanding ethical clarity, and rewarding those who align with their values.
The days of blind brand loyalty are behind us.
Consumers now expect more than just a product—they expect a stand.
And as this latest Ipsos survey shows, they are more than willing to withhold their trust from those who fail to deliver.
The question for brands isn’t whether they can survive this shift.
