Consumers are creating their own ‘circle of trusted influencers’
People believe it is the business of businesses to sell. And, traditional selling often employs assertions, claims and self-declarations of quality, superior taste or experience. This sets in place a bit of friction: is the claim truthful?
So trust looms even larger these days as the pivot point in purchase decisions. And today’s digital, mobile, “access to anything that can be known will be known” world has arisen as an enabler of how consumers get to trust: through validation.