The Oxford Dictionary declared Post-Truth to be the word of the year for 2016. They defined “post-truth” as “relating to or denoting circumstances in which objective facts are less influential in shaping public opinion than appeals to emotion and personal belief” as in ‘in this era of post-truth politics, it’s easy to cherry-pick data and come to whatever conclusion you desire’.
It would be easy to dismiss this as an interesting academic point if it did not have real world effects. When truth is in question, people trust less. When trust is lower, bonds between people and the big brands they buy and the stores they shop at are eroded.
Noticing this, we did some research on our nationally representative market community and found that trust in big brands is indeed eroding, while trust in smaller brands is increasing.
To find out more about what we discovered, download our short paper “Truth, Trust and the Power of Transparency: how mass CPG brands can survive and thrive in a post-truth world.”
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