Gartner Research

Consumer Insight: Untruth and Consequences — Earning and Keeping Consumer Trust in the Post-Truth Era

Published: 16 May 2017

ID: G00364507

Analyst(s): Iconoculture Research Team


Marketers and consumers face a new cultural reality where fibbing, half-truths, cherry-picking and alternative facts are the new norm. Consumers rely largely on their own perceptions, priorities and experiences to determine trustworthiness. Brands must be prepared to deal with shifting tenets.

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