Navigating the Trust Recession as Therapists in Private Practice
What is it and What Can We Do About It?
In 1972, the Nobel Prize–winning economist Kenneth Arrow wrote that ‘virtually every commercial transaction has within itself an element of trust.’
In therapy, especially, trust isn’t optional; it’s the foundation of everything.
Clients will only book once you’ve built the Know/Like/Trust (KLT) factor. In other words, they need to get to know you, decide whether they like you, and then trust what you do.
📌How to Build the Know/Like/Trust Factor
Unfortunately, experts believe we’re currently experiencing a trust recession. In this article, I’m going to explain what this means, explore its potential impact on private practice, and share my tips for navigating the current online landscape.
What is the Trust Recession?
In short, the term ‘trust recession’ is used to describe a broad, sustained decline in consumer trust in businesses, institutions, and online sources. The term was originally coined around 2008 and gained wider attention after a 2021 article in The Atlantic called ‘The End of Trust’.
‘People who don’t trust other people think twice before investing in, collaborating with, or hiring someone who isn’t a family member […] The concept may sound squishy, but the effect isn’t. The economists Paul Zak and Stephen Knack found, in a study published in 1998, that a 15 percent bump in a nation’s belief that “most people can be trusted” adds a full percentage point to economic growth each year […] “If trust is sufficiently low,” they wrote, “economic growth is unachievable.”’
Recent global events and the rise of AI have accelerated this trend. In 2025, the Edelman Trust Barometer found that nearly 70% of people believe that leaders regularly mislead them. Deepfakes, AI-generated reviews, and fake profiles are making it harder to know what’s real.
Is it any wonder a large proportion of consumers now doubt online authenticity?
There is more information available, but people are less sure about what they can trust.
Are We Seeing a Trust Recession in Private Practice?
We can definitely connect this broader trend to patterns we’re seeing in the world of private practice.
There are more therapists visible online than ever before. More directories, more social media, more choice. Prospective clients also have more ways to research therapy than ever before — Google, Instagram, Substack, directories, reviews… the list goes on.
People can now ask AI tools about therapy, approaches, and what to look for. They may be better informed, but they’re also more overwhelmed. In my opinion, information overload makes the decision harder, not easier, and choosing a therapist is already one of the most personal decisions someone can make.
We need prospective clients to trust us, but gaining their trust has become a lot more difficult.
How it’s Impacting Private Practice
With trust at an all-time low, especially online, people are taking much longer to go from discovering a therapist to actually booking.
As prices increase, prospective clients often want to speak with you before they book. A quick call or consultation is becoming an expected part of the process.
On top of this, people are contacting multiple therapists at once. The one who responds quickly and warmly has a real advantage.
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