Placing trust in one’s extended personal network or a “crowd sourced” community of interest over traditional institutional authority
“Trust the Network” is the third of three emerging need states at the core of fifth meta need “Community First” in ConsumerShift.
These consumers have a strong distrust of institutional authority. They tend to reject any information from an institution, however well-intentioned and forthright the institution may be. Institutions may be puzzled over why consumers don’t trust them when they have done nothing to suggest that trust is misplaced.
These consumers have core needs for understanding and participation; they feel that large institutions provide neither. They prefer to develop relationships with organizations they do business with. They seek and enjoy contact with people. While they may do some research online, they place their ultimate trust in people. Their skepticism runs deep, and they are inherently suspicious of a marketing angle or spin. Thus, they put their trust in people they know, and people to whom they are referred by others they know. Andy Hines