A number of factors stand out in the 2018 Trust Barometer - published this week:  

- 1 in 10 young Britons abandoning Facebook and many reducing their use or coming off all the other major social media platforms.

- people feeling overwhelmed by information but, at the same time, uninformed about the 'truth'

- Low levels of trust in 'establishment' and businesses, with much higher trust in peers and employees. This just amplifies the need to engage staff and alumni to build brand visibility.

- a growing desire for authenticity and values-based communications