In this "fake news" era, entrepreneurs are facing a growing problem among consumers: credibility. Edelman's 2017 Trust Barometer reported a global drop in trust across businesses and media. And millennials surveyed are especially skeptical. The McCarthy Group's Engaging Millennials: Trust and Attention survey found that only around 10 percent of those surveyed said they would consider traditional marketing trustworthy.
With consumer confidence and trust at an all-time low, then, how can entrepreneurs find marketing success? As it turns out, they can turn to their pre-existing customers. Consumers are leaning on one other to figure out where to buy and whom to trust: As consumer trust decreases reliance on peer-to-peer recommendations increases.
Here are a few ways entrepreneurs can leverage their own customer base to hack their way into some serious growth.