This is the age of distrust. Fake news infiltrates the media daily. It inundates social media feeds and tempts with the most appealing of clickbait headlines. For marketing’s underbelly, it has been a gold mine, but it has come at the cost of trust and consumer confidence.
Never before has the general public been so skeptical of absolutely everything, let alone marketing and advertising. Edelman’s 2017 Trust Barometer reported the largest-ever drop in trust across the institutions of government, business, media and NGOs. Trust in media took a nosedive and fell to all-time lows in 17 countries. Businesses, from faith in the brand to trust in executive leadership, didn’t fare much better.