Distrust Culture


We don’t trust banks, politicians, social media, neighbors, brands and advertising in general. We have a skeptical attitude towards everything. We are looking for honesty, integrity, transparency… the authentic.


In this hyperconnected society we prefer the honest and blunt new digital influencers rather than the old traditional media anchors. It doesn’t matter if they are telling the truth or just their opinions. We trust their intentions, at least, to be genuine and not managed by the interests and convenience of others.

distrust culture - el pulso de la república



“Insanity is doing the same thing over and over again and expecting different results.” The most famous quote by Albert Einstein, we all have heard it and even used it at least once, incorrectly. This is probably the most misattributed quote in history, among many others from Einstein and lots of other celebrities and famous people. In this new digital era, trust no one, double check everything, validate your sources before believing or sharing anything.

distrust culture - quoteinvestigator.com



When in a new city or town, you’ll probably want to get some advice about where to go, stay or eat. The problem with advertising is that, as per each business claims, they all are “the best option” to stay, eat or go. So you cannot trust them. Instead, many people have chosen to trust in anonymous reviews, evaluations and recommendations by other users. When massively grouped in platforms as TripAdvisor, you can get a real sense on what to expect on each venue.

distrust culture - tripadvisor



One of the most popular pieces of advice in Latin America is “DO NOT TAKE TAXIS ON THE STREET”, because you may get robbed or kidnapped or worse. While you still need to move around the city every day, and the current options were so insecure and disorganized, the opportunity was clear: to establish a centralized, better organized, and transparent option for your transportation. While you are still hopping onto the car of a stranger, at least you get the sensation of having an extra layer of information and security in your favor.

distrust culture - uber



The main tension of the Distrust Culture is that actually, at the end, we are social beings and need to trust each other, even when we shouldn’t. Not trusting corporations or politics has become the norm, but brands can take advantage of it and make it work in their favor, as Digicel did in El Salvador. In the middle of corruption scandals, and with other mobile companies playing dishonestly too, they launched this campaign based on values and claiming towards the end of these bad practices.

distrust culture - digicel



Click here to navigate our list of Behavioral Trends for value creation, full of insights and needstates, written from a post-demographic human-centered perspective by our partner Andrea Lobo.


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