Navigating Trust in a Distrustful Era

This chapter examines the multifaceted nature of trust, likening it to a 'contact sport' that requires engagement to truly assess qualities such as competence, integrity, and benevolence. It highlights the emerging group of 'super distrusters' who challenge traditional notions of trust, influencing both brand communication and political behavior. Through various examples and survey insights, the chapter reveals the complex dynamics of trust in contemporary society and its implications for institutions and brands.