Where is the trust?

They say we live in the age of communication. I do not agree. When we pay attention, we see that our age is actually one of the communication channels.. They’re everywhere, from the moment we wake up and pick up our cell phones to check social media, to the time we hit the digital panels displaying news or advertisements as we walk down the street.

However, information transmitted on all these channels is seriously compromised. And the reason is insecurity.

we are living A crisis of trust on multiple levels: in public institutions, in brands, in science, and even in people themselves. And, of course, in the press, which should be the bastion of the accuracy and security of facts for the public. Less and less people believe in him, although that remains his role.

In part, for this to happen, we have to see technology as the beginning. Theoretically, digital communication tools should make it more democratic, qualified and didactic. However, what we’re seeing is niche after niche, not just delighting and informing an audience. Sometimes the opposite happens: The information is deliberately taken out of context so as not to affect the relationship between a particular channel and its viewers..

And people consume more content from such publishers than others. A solid study by the Reuters Institute showed that by 2022 83% of the Brazilian population will have online media as their main source of information; especially social networks, was the response of 64%. Television made up 55% versus only 12% for print media. In any case, it is clear that many people seek information through cell phones and computer screens.

Does this mean they trust this media more? Not really. The same Reuters poll showed that the overall average of confidence in news in Brazil was 48%. This marks a steady decline, as the rate was 62% in 2015.

Trust in other institutions is also shaken. Analyzing trust levels in different populations around the world, this year’s Edelman Confidence Barometer report shows that globally 50% of respondents neither trust nor distrust government and the media, and 59% do not trust NGOs. As for personalities, this is already changing: 41% actively distrust political leaders, 47% journalists, and 48% CEOs.

There are many reasons for this scenario. Politics, naturally, is the greatest point of polarization, and therefore the greatest distrust, since every channel of communication can lean to one side or the other. Radical wings are not adept at dialogue, which disqualifies the information being conveyed.

But we don’t see this happening only in politics. Every subject is subject to this process. It’s not hard to find some segmented vehicles that bend themselves to avoid saying certain words or naming an “ancestor” when they need to report something negative about a company.

As long as we continue to provide feedback with our own beliefs, there is no education or information. As a result, there is no improvement.

You see, this is not a win-win scenario. The Edelman report made it clear that one institution that still inspires confidence in most people is business. Yes, 62% of survey respondents trust companies, especially the companies they work for, indicating a stronger-than-expected relationship between employees and companies.

Therefore, brands can and should use this opportunity to work on trust and improve the way we communicate. To do this, it is necessary to focus on the ability of the argument, its plausibility and a sharp analysis of the facts.

It does not mean that other institutions should not commit. We definitely need a general change before we can trust again.. But there is no point in waiting for a section of society to take the reins: We can work on accurate and reliable communication in our environment ourselves. If it’s in business, so be it. In journalism, in government, in the third sector, everyone has to do their part.

Otherwise, we are trapped in a cycle of misunderstanding that has no room for discussion. And this is the greatest loss that communication can suffer.