TRUST IN THE UK ADVERTISING INDUSTRY
Evan Davis, Economist, Journalist and Presenter
Evan Davis new book, Post Truth, has been described as the general theory of bullshit. Whereas a liar purposefully misleads the truth, someone who bullshits has a general disregard for the facts. For example ‘my inauguration ceremony was attended my more people than Obama’s’ said the current US President.
On the topic of politics Davis spoke of the political class’ professionalisation and their communication. So much so, in an effort to speak so correctly they've lost all connection with the general public, and as a consequence, Brexit.
The problem is, if you carefully craft everything you say then it lacks authenticity, and people will just discount it. The same goes, if you assume people are stupid, and speak to them as such, they will not trust you.
The same applies to brands as it does to politicians. And if you’ve lost trust, you can’t advertise yourself out of it. Davis also made the point that "the truth is, if you have a bad image, and you’re bad, you don’t have an image problem, you have a badness problem."
The moral of the story: there is only one way to be trusted and that is to be trustworthy.