Its not only instances of deception that have caused this
decline. The places from which we gain our information have
multiplied. With these competing sources, the public are
unsure who to believe, making their trust harder to obtain.
The 2017 Edelman Barometer reveals that trust is in
crisis around the world, pertaining to all four key
institutions: business, government, NGO’s and Media.
There isn’t one
(at least not a quick one)
The short Answer...
Trust is hard to gain
and easy to lose
your partner and then a SALESMAN...
which one do you think you would trust?
Psychology Books Suggest:
“In order to gain trust, be vulnerable
and reveal personal information...”
Based on this, we can assume
people are more likely to trust
someone they have a
personal connection with.
This idea has led to a new type of business model.
Companies like and are
dependent on trust:
Individual contracts operate on the back of responses
from verified users of their services...
(...and they’re doing pretty damn well because of it)
This represents the rise of what we call the
With this, the idea of the
being the expert is becoming dated.
The ability to play an informing role in consumer choice
is being redistributed amoungst consumers themselves.
(...which is rather nice for the little people)
92% of people trust the opinions of other people
over brands, even if they don’t know them!*
(...I mean they could be any old sod.)
*NIELSEN: GLOBAL CONSUMERS’ TRUST IN ‘EARNED’ ADVERTISING
GROWS IN IMPORTANCE
Advocacy has been around since the dawn
of the market place,
it just hasnt been comm ditised till now.
...and this commodity is thriving because
it is based on something humans
It also returns power to the
(Which in this day and age is a pretty rare act.)
But don’t be discouraged,
this isn’t a changing hands of
...rather a redistribution of wealth. The advocacy economy, if used
well, can be beneficial to brands, as they can literally build products
around peoples opinions, so embrace it!