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How will effective marketers engage audiences to grow revenues this year? The global trust crisis does not bode well for traditional advertising, but does give influencer marketing an advantage. Trust will be a big deal for brands in 2018. In its first editorial of this year the Financial Times said the relationship between business and society needed to be repaired. This statement is supported by the Edelman Trust Barometer, a respected global benchmark, which last year reported “the largest-ever drop of trust in business, government, the media, and NGOs.” Mind the gap The trust gap will affect brands in 2018. What’s the root cause of this trust crisis? Edelman’s research shows people don’t believe society’s systems work for them anymore. Populations worldwide are rejecting authority more and more. Instead, they’re turning to their peers. The global trust gap is bad news for marketers, because consumers are increasingly turning their backs on advertising. Of those polled by Ipsos M...

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