LSN : Daily Signals : Stat: Americans’ trust in media declines to record low

Netflix’s Famous Last Words signals a new era of digital legacy

Famous Last Words: Dr Jane Goodall, Global

Global – Dr Jane Goodall, the renowned ethologist, conservationist and founder of the Jane Goodall Institute, passed away this week, leaving behind a legacy of environmental stewardship and radical empathy.

Earlier this year, Dr Goodall recorded an interview for Famous Last Words, a new documentary series on Netflix. Filmed on an empty stage, captured by remotely operated cameras and released unedited after her death, the conversation offers a rare glimpse into her private reflections.

‘I want to make sure that you all understand that each and every one of you has a role to play,’ she said as her closing message. ‘If you lose hope, you become apathetic and do nothing. And if you want to save what is still beautiful in this world – if you want to save the planet for the future generations, your grandchildren, their grandchildren – then think about the actions you take each day.’

We examine the rise of the digital afterlife in our The Synthocene Era and Longevity Lifestyles reports. As longevity technologies become more advanced and voluntary death becomes normalised, death will be celebrated in a different light through physical commemorations and the digital afterlife. Cultural touchpoints such as Famous Last Words and ABBA Voyage signal the mainstreaming of this new legacy culture.

Strategic opportunity

How can you use digital afterlife storytelling to immortalise your brand heritage, creating experiences and content that extend your narrative beyond the present and engage future audiences in meaningful ways?

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Seyi Oduwole discusses the future of content creation and rising media empires.

: Podcaster Alex Cooper just launched The Unwell Creative Agency, signalling the next phase of the influencer economy. Known for her Call Her Daddy podcast and Unwell media empire, the new agency will connect brands with Gen Z women through live events, original content and campaigns, powered by the Unwell network. This move reflects a bigger trend we began tracking in The New Creatorverse, where creators are evolving into multimedia ecosystems, not just content producers.

: Elsewhere, the creator economy is moving in-house. Starbucks is hiring full-time content creators to travel the world and showcase 15 locations used by the company, from its Costa Rica coffee farm to Tokyo’s Reserve Roastery. Virgin is also recruiting a ‘head of yes’ to experience and document Virgin adventures such as cruises, hotels and flights. These two case studies demonstrate how brands are professionalising influencer culture by turning employees into storytellers and brand ambassadors.

: I’ve always been obsessed with A24 films, but they’re now a full cultural brand. Having launched a music label, a restaurant and off-Broadway theatre, it's no exaggeration to say that A24 is redefining modern media. Mentions of A24 in dating profiles are up 65%, showing its rise as a marker of taste and identity (source: The Guardian). They’ve even launched a Movie Log notebook, a 176-page journal for tracking and reviewing over 300 films, bridging digital fandom with analogue, tactile nostalgia.

Amelia Dimoldenberg and Alex Cooper celebrate YouTube’s 20th anniversary at Cannes Lions 2025, courtesy of Getty, France

Quote of the week

‘I am a CEO and I’m a podcaster... but all of that wouldn’t be successful if I wasn’t a marketer. Every single day I’m thinking, ‘How can I push my product?’, ‘How can I push my podcast?’, ‘How can I push my movies, television shows, consumer products?’

Alex Cooper, podcaster, speaking at the SiriusXM audio advertising howcase

Stat: Americans’ trust in media declines to record low

CodeGirl directed by Lesley Chilcott, Global

US – Americans’ confidence in traditional media has reached a record low, with only 28% expressing a ‘great deal’ or ‘fair amount’ of trust in newspapers, television and radio to report the news fully, accurately and fairly. This marks a decline from 31% in 2024 and 40% five years ago, according to Gallup’s latest survey.

The findings reveal a deepening partisan divide. Only 8% of Republicans report trust in the media, a new low for the group, while 27% of independents express confidence. Among Democrats, 51% trust the media, which is a repeat of the low previously seen in 2016.

Generational differences are also pronounced. In the 2023–2025 period, 43% of adults aged 65 or older expressed trust in the media, compared to no more than 28% in younger age groups.

The decline in trust highlights the hurdles traditional media face amid growing polarisation and fragmented information landscapes. To connect with audiences, many are embracing direct, community-driven channels and immersive experiences such as broadcast channels or Substacks. For more, read about The New Age of Discovery in our latest Innovation Debrief report.

Strategic opportunity

Brands and organisations can build trust by revealing the people behind the content, creating direct, personalised channels and engaging audiences in dialogue through tools such as Substack Notes – turning transparency and connection into a key differentiator