Sure, the Oxford English Dictionary declared post-truth the word of 2016. Our take? There’s no doubt that the post-truth analysis is serving a useful purpose right now. But post-truth doesn’t change the global, rapid and epicly powerful onward march towards a future of ever more reliable, useful, instantly accessible information. The future is still truth. Or, more specifically, transparency!
You already know that in 2017, the default setting is: ‘why can’t I know everything about this government body/institution/brand?’ Billions, yes billions, of people worldwide expect to find out pretty much anything they want to know, often instantly. And that includes anything about you.
In a recent survey of over 10,000 consumers from around the world, 78% of consumers said it is ‘somewhat or very important for a company to be transparent.’ And 70% said that ‘these days I make it a point to know more about the companies I buy from’ (Havas, February 2016).