Paranoid Society

Mistrust has become a competence

Public opinion has entered a period of high resistance.

Governments, corporations and media have wasted their confidence capital. Citizens and consumers are jaded, they have developed skills for deciphering, comparing and checking in order to unmask falsehoods, spot inconsistencies and hunt out hidden agendas.

At the same time, traditional methods to fight this intensive distrust, for instance bringing in additional information, demonstrating good faith, strengthening lines of arguments, have become dulled. The more it is done, the higher the resistance.

To communicate and act effectively in the Paranoid Society, it is necessary to restructure practices around four levers:

• Giving audiences back their power to act and decide
• Appealing to audiences imagination and involvement.
• Manufacture intimacy between customers
• Capture and express the right emotion