Fake news is everywhere, clogging social media feeds with clickbait headlines. So it should come as no surprise that in 2017, trust took a huge hit all around the world. According to the 2017 Edelman Trust Barometer, the general population’s trust in business, government, NGOs, and media all experienced the largest-ever drop in trust, falling to an all-time low in 17 countries.
With trust at an all-time low, brands need to value consumer trust more than ever, putting a focus on appearing credible to consumers by providing evidence to support claims. Fortunately, the Internet provides you with the data to back up any claims that you make, if you do your research.
