Truth decay has set in and we are now in a battle over the facts. When sharing stories in business there is a difference between authenticity and believability.

The 2018 Edelman Trust Barometer Global Report revealed some concerning results when it comes to trust. This online survey was conducted between 28 October and 20 November 2017 and there were over 33,000 respondents from 28 different markets.

It showed that there has been a general decline in trust, with the biggest ever fall in America. For the first time in this survey, the media industry was voted as the most distrusted trade, which many have attributed to the rise of fake news. I believe the growing circulation of fake news stories on both social and mainstream media has led to a battle between authenticity and believability.

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