The Ad Council has released a benchmark new study unveiling America's most trusted messengers, where they have the most impact in driving change for social and societal issues and how they fit into the larger trusted messenger ecosystem. Most notably, the study found that doctors, close friends and scientists carry the most trust after family -- with honesty, consistency and a lack of bias as key contributing traits. The report, "Who Do We Trust With Our Lives?: The Trusted Messenger Study," is the first from the nonprofit's Ad Council Research Institute (ACRI), a newly formed business arm that leverages the organization's insight-driven approach, examining how to inspire action on the most pressing social issues of our time.
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