Welcome to the new-old 'trust economy'
Posting, publishing, snapping, quoting, texting, blogging, messaging, sharing. What was revolutionary a short few years ago is now a wholly ingrained and accepted aspect of our everyday lives.
Look no further than Snapchat’s uncharted, almost unfathomable hosting of 8 billion new videos per day (i.e. life sharing). Or Airbnb’s $25 Billion valuation (bed sharing), Uber’s presence in 400 cities worldwide (ride sharing), or Skillshare, Slideshare, Bikeshare, Foodshare and countless other aptly-named services, products, ideas and otherwise that one could possibly lend, sell, rent or pass along to another human being. Or, in the case of Dogshare, canine companion.
But as quickly as we’ve watched our world transition from the 20th century phenom that was the ‘global economy’ to the ‘connected,’ then ‘wired,’ then ‘shared’ economy of today, we’ve seen a rise – or rather, a return – to an almost small-town, know-your-neighbours mindset of yore that is the new ‘trust economy.’
And beyond a significant tangible level of comfort, familiarity and trust required to open our cars, cupboards and apartments to complete strangers and their suitcases, what continues to emerge as the most fathomable explanation to our newfound ease of openness with our every heartbreak, headache and household good are the real life personalities and intelligent (or not) human insights so prevalent within the platforms that are making all this sharing possible.
Author Mark Schaefer preaches the need for brands and businesses to place an immediate precedence on the growth of “trust over traffic,” noting that today, “the most human companies will win.”
And when you consider what it is that consumers want most in this hyper-connected, content-crazed world, it is to know, like and trust the people behind the brands they do business with.
How we each decide to take part in the emerging trust economy, and bring our most human selves to life both online and off (where the online world is also watching, as Mayor Nenshi was recently reminded), is where the challenge lies and fun begins.
Because while bearing your soul, speaking your truth or stepping in front of your fans with camera and microphone ain’t easy, as more walls come down and real people step up to the plate, the clear answer is that we can’t afford not to.