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In the absence of hard differences and distinctions (the "objective" type) many will find consolation in the softer ("subjective") kind. Today through a broad swathe of business -- at least that part I have an eye on -- there is focus and hand-wringing about "trust." As in: "consumers trust us;" "they don't trust Microsoft [for example];" or "a position of trust is a core competitive advantage."
I've done a little reading about the subject and formed an opinion that would suggest trust is neither as broad nor as solid, and thus not as important in commerce as one might like to think. I've written about it and won't belabour the issue here.
For what it's worth, here's another little bit of data to consider on the subject of "who do they trust?" from the Globe and Mail (On-line era leaves media out of loop: PR expert). The important snip:
The 2005 Edelman [a PR firm] Trust Barometer found that Canadians are more likely to trust average people like themselves, rather than a CEO or spokesperson, when making up their minds about a company.Casts an interesting view on the how and why of promotion and marketing. . . . Posted by Grayson at March 21, 2005 07:21 AMThe Trust Barometer surveyed 1,500 'opinion leaders,' including 150 Canadians. The survey found Canadian respondents are most likely to trust academics (61 per cent) followed by doctors or health-care specialists (56 per cent) and a "person like yourself" (55 per cent).
By comparison, entertainers and athletes are trusted by just 7 per cent of respondents, company PR reps by 10 per cent and CEOs by 22 per cent.