There really isn’t much to rely on any more. For thousands of years people have had faith in kings, gods, priests or shamans.
In the last decade we’ve heard time and again that people have lost faith in religious institutions, government, authority, and the monarchy.
We understand instead that consumers would rather trust the opinion of “someone like me” than any kind of spokesperson, senior management or professional expert. Of course, often, that “someone like me” is found online, and can be a stranger, not just a friend, acquaintance or family.
But headlines now abound that are revealing the huge volume of dissimulation online which can only increase public cynicism even further.