WHY ADVERTISING IS A QUESTION OF TRUST

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<p>WHY ADVERTISING IS A QUESTION OF TRUST  <br/>Section: opinion <br/>"One thing which both the political world and the world of business have in common today is the challenge of persuading people to do things --whether it's to vote for you or to buy your products. </p><p>The fact is that we live in an increasingly skeptical world. Over recent years, there has been a steady yet continuous decline in respect for various forms of authority. People no longer accept things simply because they come from 'on-high' -- whether it's a government minister, religious leader, respected scientist, or even company chairman! </p><p>I certainly don't mourn the passing of unthinking deference. Human progress has always been rooted in the questioning of assumptions -- and imagination, enterprise and endeavor are always blunted when authority is tacitly accepted on the basis of hierarchy and status. </p><p>But I don't under-estimate, either, the challenges that this presents --whether you're responsible for selling a vision of the country's future, or for selling deodorants. </p><p>In part, it is because we are increasingly communicating with a younger generation which understands the game; which is more media-savvy, which sees through 'spin'; which understands what advertising is all about. It is a generation that is both more sophisticated and more skeptical --both of advertising and of news management. </p><p>At the same time, people's attitudes to truth have been shaken. Just look at public views about food safety in the wake of BSE, foot and mouth and other scares. Faith in science, in particular, has been eroded. Whereas in the past, people used to feel that science provided the right answer, now they don't really know who to believe. </p><p>What does all this mean for those in communication -- whether commercial or political? </p><p>What we are talking about here is the steady erosion of the one thing that really matters -- trust. You can have all the facts and figures, all the supporting evidence, all the endorsement that you want, but if -- at the end of the day -- you don't command trust, you won't get anywhere. </p><p>And trust, of course, is the one thing that can't be built in a one-off spate of advertising. Trust is built over the long-term, on the basis, not just of communication, but of action. And then again trust, once established over the long term, can be lost in an instance -- one illjudged remark and gone forever. </p><p>And if the consequences of losing trust are bad enough in the commercial world, they are even more serious in the democratic arena -- where people aren't just losing trust in one party or another, but in the whole process. History provides plenty of lessons of what happens when people no longer feel they have a stake in the system itself. </p><p>Whether we're talking about selling a political message or selling a packet of cereals, everyone in the communications business is now faced with a fundamental decline in trust. </p><p>The consequences of lost trust, in either the commercial or political arena, are both clear and serious. Building and retaining trust among citizens and consumers requires some serious thinking about the way we communicate and the way in which we operate. And as an industry, the advertising community needs to be in the vanguard of that thinking." </p><p>This is an edited speech by Niall FitzGerald, Unilever's chairman, delivered to the Advertising Association in London on May 21, during the U.K.'s general election campaign. </p><p>~~~~~~~~</p><p>By Niall Fitzgerald </p><p><br/>--------------------------------------------------------------------------------<br/>Copyright of Ad Age Global is the property of Crain Communications Inc. (MI) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. <br/> <br/> <br/></p>

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