None of them ever wrote anything. The world has nearly 2.5 billion practicing Christians and half a billion Buddhists. Socrates and Confucius developed the pillars of Western and Eastern philosophy respectively.
Edelman has found that 70% of Gen Zers will fact-check claims made by businesses and that, unlike previous generations, they place more trust in “user generated information” than information provided by brands.
How could we practice the teachings of these men—the most recent of whom lived over 2 millenia ago—if they never wrote a word?
Fortunately for us, their pupils were inspired enough to write down what they heard. And for centuries, we’ve built churches, laws, and governments on the belief systems anchored by these narratives. At the heart of any community of believers, you will find the stories that bind them.
This all leads to an important question: how do we build trust with a generation that is inherently distrustful?
The key to building trust is to understand that Gen Z places more faith in people than it does in institutions. This, of course, has always been true to an extent, but both the data and sociological models suggest that this preference is far stronger in Gen Z than previous generations.
When countries transition from high- to low-trust societies, there are characteristic changes in worldview. People tend to lose faith in impersonal institutions, which they fear are pursuing their own self-interests with little regard to their personal needs, and rely instead on community networks built around interpersonal relationships, perceived authenticity, and transparent and corresponding interests.
Fortunately, when it comes to higher education, Gen Z has a ready, trustworthy source to validate their beliefs—current students. According to
85% of students felt that other students who attended a university were trustworthy sources of information while only 15% of students trusted college advertisements.
Colleges and universities have traditionally done a great job of putting students front and center in their admission process. Campus tours, overnight visits, and sitting in on classes are great ways for students to gain information from people they trust. In a world that increasingly relies on online marketing and virtual interaction, it is important to translate proven methods of creating interpersonal connections when reaching out to prospective students online.
Social media held great promise to build community networks and foster connections over great distances by facilitating interpersonal communication. This promise was squandered, however, by an algorithm that has put engagement before more important values like credibility, authenticity, and transparency. This has not only been disastrous for society, it is also a terrible approach to outreach.
Market research has found that traditional social media marketing commands the least trust of any form of advertising. A decade of deceptive and gimmicky tactics has made consumers far more skeptical of what anyonehas to say, thereby undermining everyone’s ability to effectively communicate their value.
“Gen Z is more likely to respond favorably to advertising and marketing that shows real customers representing diverse audiences—and to identify with content that’s realistic and doesn’t appear overly polished.”
When countries transition from high- to low-trust societies, there are characteristic changes in worldview. People tend to lose faith in impersonal institutions, which they fear are pursuing their own self-interests with little regard to their personal needs, and rely instead on community networks built around interpersonal relationships, perceived authenticity, and transparent and corresponding interests.
About the Author
Jon Budington is the CEO of Mythos as well as our Chief Storyteller. He’s a voracious reader, fascinated by words and the power they wield in creating belief, empathy, and connection.
