Designing trust in an era of self-validating facts at Fluxible 2018
Mass media and our most cynical memes say we live in a post-fact era. If that’s the case, who can we trust — and how do we invest our trust? We used to seek experts as arbiters of reality, but then looked to “people like us” whether we were picking a restaurant, planning a vacation, or clicking on a trending news item. But as our filter bubbles burst, consumers and citizens alike began to turn inward for the truth — and by designing for empowerment, the smartest organizations meet them there. In this exploration of some of today’s most engaging brands, content strategist Margot Bloomstein draws on two decades of personal experience building trust into companies, their websites, and their broader messaging. Author of Content Strategy at Work and the forthcoming Trustworthy, she explores why trust in the old guard has fallen apart — and then presents how today’s smartest companies and institutions rebuild trust by building and bolstering the knowledge of their customers. We’ll dig into examples from America’s Test Kitchen, Volkswagen, Crutchfield, GOV.UK, and other organizations of the public and private sector to ask: How do brands develop rapport when audiences let emotion cloud logic? What happens when cultural predisposition affects public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy? You’ll see how design and content come together to empower users — and how the same tactics can work across industries, scale, and audience. You’ll uncover a play-by-play approach to educating and empowering consumers and citizens alike — and learn how thoughtful design and content can rebuild our sense of trust itself. Presented by Margot Bloomstein at Fluxible 2018, #fluxible2018, on September 23, 2018, in Kitchener-Waterloo, Ontario Canada.
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Designing trust in an era of self-validating facts at Fluxible 2018
- 1. DESIGNING TRUST IN AN ERA OF SELF-VALIDATING FACTS Margot Bloomstein @mbloomstein | #fluxible2018 Fluxible, September 23, 2018
- 2. What do we look for in magic mirrors? ©Cayuga Productions and CBS
- 3. 3 | #fluxible2018 | @mbloomstein Who do we look for in magic mirrors? ©Cayuga Productions and CBS
- 4. 4 | #fluxible2018 | @mbloomstein Our internal truths trump external facts. ©Cayuga Productions and CBS 4 | #fluxible2018 | @mbloomstein
- 5. 5 | #fluxible2018 | @mbloomstein This is our problem now.
- 6. Rudy Giuliani, August 15, 2016, Youngstown Ohio Trump Foreign Policy Speech
- 7. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
- 8. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
- 9. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
- 10. ©Scott Olson Getty Images; excerpt from August 15, 2016 foreign policy speech
- 11. 11 | #fluxible2018 | @mbloomstein Inconsistency may not affect our loyalty, but it undermines our ability to evaluate and trust. It didn’t matter to supporters.
- 12. 12 | #fluxible2018 | @mbloomstein Do we live in a post-fact era?
- 13. 13 | #fluxible2018 | @mbloomstein Do we live in a post-fact era? When was the fact era?
- 14. ©CBS
- 15. 15 | #fluxible2018 | @mbloomstein Design won’t save the world— but it may make it more worth saving.
- 16. Insert gut check cycle imageCoached skepticism, false equivalency, rampant air quotes ©Fox News
- 17. 17 | #fluxible2018 | @mbloomstein Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overload. Bloomsbury, New York, 2010, p. 45
- 18. 18 | #fluxible2018 | @mbloomstein Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overload. Bloomsbury, New York, 2010, p. 47
- 19. 19 | #fluxible2018 | @mbloomstein expertise
- 20. 20 | #fluxible2018 | @mbloomstein expertise → homophily
- 21. 21 | #fluxible2018 | @mbloomstein expertise → homophily → self interest
- 22. 22 | #fluxible2018 | @mbloomstein 63% of the general population finds it difficult to differentiate between real and fake news. Source: 2018 Edelman Trust Barometer
- 23. 23 | #fluxible2018 | @mbloomstein Only 48% of Americans say they believe climate change is mostly due to human activity. Source: Pew Research Center “The Politics of Climate”
- 24. 24 | #fluxible2018 | @mbloomstein Only 40% of Americans say they have a “great deal of confidence” in science. Source: AP-NORC Center study Confidence in Institutions: Trends in Americans’Attitudes toward Government, Media, and Business
- 25. 25 | #fluxible2018 | @mbloomstein Inconsistency undermines trust— externally and internally.
- 26. 26 | #fluxible2018 | @mbloomstein Does this information align with my viewpoint?
- 27. 27 | #fluxible2018 | @mbloomstein Do I feel good about this brand?
- 28. 28 | #fluxible2018 | @mbloomstein Does this brand make me feel good about myself?
- 29. We see what we what we already believe (and test accuracy against how we think) ©Cayuga Productions and CBS
- 30. 30 | #fluxible2018 | @mbloomstein ValidationDeliberation
- 31. 31 | #fluxible2018 | @mbloomstein Courage in our convictionsBelief
- 32. 32 | #fluxible2018 | @mbloomstein Courage in our convictions Belief
- 33. 33 | #fluxible2018 | @mbloomstein “Feels right” empirical fact >
- 34. 34 | #fluxible2018 | @mbloomstein ©Jana Birchum for The Austin Chronicle; from March 12, 2017 panel Good Night and Good Luck: Media in Election Years at SXSW
- 35. 35 | #fluxible2018 | @mbloomstein How we form our beliefs affects our reality more than what we believe 35 | #fluxible2018 | @mbloomstein
- 36. 36 | #fluxible2018 | @mbloomstein Cultural predisposition > confirmation bias Vaccine hesitancy study source: Smith, David, Katie Attwell, and Paul Ward. “The Unhealthy Other”: How Vaccine Rejecting Parents Construct the Vaccinating Mainstream, Vaccine Volume 36, Issue 12, March 14, 2018, p. 1621 – 1626. 36 | #fluxible2018 | @mbloomstein
- 37. 37 | #fluxible2018 | @mbloomstein Empowerment reflects and rebuilds trust
- 38. 38 | #fluxible2018 | @mbloomstein Empowerment reflects and rebuilds trust because design is a force multiplier
- 39. 39 | #fluxible2018 | @mbloomstein Volume Validation Vulnerability
- 40. 40 | #fluxible2018 | @mbloomstein Volume
- 41. 41 | #fluxible2018 | @mbloomstein
- 42. 42 | #fluxible2018 | @mbloomstein
- 43. 43 | #fluxible2018 | @mbloomstein
- 44. 44 | #fluxible2018 | @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
- 45. 45 | #fluxible2018 | @mbloomstein
- 46. 46 | #fluxible2018 | @mbloomstein
- 47. 47 | #fluxible2018 | @mbloomstein Courage in our convictions Empirical proof
- 48. 48 | #fluxible2018 | @mbloomstein
- 49. 49 | #fluxible2018 | @mbloomstein © Yunghi Kim, Contact Press
- 50. 50 | #fluxible2018 | @mbloomstein Volume Validation
- 51. 51 | #fluxible2018 | @mbloomstein Validation is representation.
- 52. 52 | #fluxible2018 | @mbloomstein
- 53. 53 | #fluxible2018 | @mbloomstein
- 54. 54 | #fluxible2018 | @mbloomstein Volume Validation Vulnerability
- 55. 55 | #fluxible2018 | @mbloomstein COOK’S ILLUSTRATED EXAMPLE
- 56. 56 | #fluxible2018 | @mbloomstein COOK’S ILLUSTRATED EXAMPLE
- 57. 57 | #fluxible2018 | @mbloomstein Host opposing viewpoints
- 58. 58 | #fluxible2018 | @mbloomstein ADD OUTSIDE YOUR BUBBLE
- 59. 59 | #fluxible2018 | @mbloomstein COOK’S ILLUSTRATED EXAMPLE ©Cook’s Illustrated
- 60. 60 | #fluxible2018 | @mbloomstein Do lies matter? Or do we twist reality to convene with our version of the truth? 60 | #UIEVS | @mbloomstein ©Michael Ochs/Getty Images
- 61. 61 | #fluxible2018 | @mbloomstein empowerment → insight
- 62. 62 | #fluxible2018 | @mbloomstein Margot Bloomstein @mbloomstein margot@appropriateinc.com http://cards.appropriateinc.com → TRUSTWORTHY BOOK COMING SOON THANK YOU