This article originally appeared on Column Five.
There has never been a more confusing, more incendiary time in the media than this moment. Fake news, pundits, think pieces, op eds, blogs, Twitter feeds, and a trillion other platforms are disseminating information, yet opinion is reigning supreme over facts. Many of us have become disillusioned, retreating to our corners and shaking our heads. We are in the middle of a credibility crisis, and that’s why data-based stories are needed more than ever—especially for marketers.
Many groups, particularly millennials, are suspicious of brands’ intentions. The 2014 Edelman Brandshare survey found that 70% of consumers think brands only share information with them to increase profits.