Overcoming the trust deficit: Communicating authentically in a world of mistrust
Disillusionment with politicians, media, and institutions has fueled widespread skepticism, spilling into how people perceive companies. Nina Drakalovic, head of brand and impact at Compass Studio, explains how brands can hurdle the high levels of mistrust.
In today’s whirlwind of information overload, consumers struggle to navigate a labyrinth of vague corporate promises and ethical claims.
The latest Edelman Trust Barometer reveals that 59% of Australians believe business leaders are purposely trying to mislead them. At the same time, a YouGov report found that 52% of consumers think that fashion brands lack transparency tabout how sustainable/ethical their products and operations are.
And it’s not just brands. Disillusionment with politicians, media, and institutions has fueled widespread skepticism, spilling into how people perceive companies.
Ahh yes, the trust deficit..
Look at recent media brand trust surveys, in Australia and Internationally and you’ll see that the public had their eyes opened to the mistruths and political/corporate capture that is rife in all types of legacy and new media. It’s generally acknowledged that the vast majority of legacy broadcast media is captured by the Left side of politics in Australia, and narratives are massaged to suit. Even NewsCorp, once a stalwart of the centre-Right, manipulates it’s political stance, depending on the platform & perceived audience. Murdock Newspapers still tend to support the Right, while its flagship online ‘news’ platform contains Republican bashing ‘Journos’ that pen multiple daily rantings and cherry picked grabs dumping on Musk, Trump & Vance.
Maybe, if journalism wasn’t so captured and critical thinking were allowed, some trust may be regained. Otherwise, platforms like X and Podcasts like the JRE, will just continue to gain eyeballs and ears.
Trust lost, is not easily regained!