Affinity Matters: Most Credible Reference is “A Person Like Me”

The most credible source of information about a company is now “a person like me,” which has risen dramatically to surpass doctors and academic experts for the first time, according to the seventh annual Edelman Trust Barometer.

Two other bits of note from the survey:

  • In the U.S., trust in “a person like me” increased from 20% in 2003 to 68% today.
  • The interviewees also consider rank-and-file employees more credible spokespersons than corporate CEOs (42% vs. 28% in the U.S.).

What this means: Although far from conclusive, this is another credible data point to support the belief that relationships and connections in a human voice are the things that matter in the current market. The same-ol’, same-ol’ of corporatespeak is increasingly irrelevant.

Bonus factoid: A 2004 survey by Jupiter Research showed that 71% of teens (age 13-17) regularly use instant messaging, and 30% regularly use blogs (remember, this was a survey done in 2004; the numbers may be higher now). Think about the implications of affinity and social networking when the MySpace generation gets into the workforce in a couple of years…

(hat tip: ben and jackie)

3 Replies to “Affinity Matters: Most Credible Reference is “A Person Like Me””

  1. Herding cats: Wrap-up for Feb. 18

    As I started to herd last week’s cats, I found them uncommonly aligned in a celebration of the ever-growing power of “people like me.” Christopher Carfi started it off by quoting this stunning bit of data from Edelman: “The most…

  2. I’m reading the Edelman survey a little differently. If I want advice on how to raise our three kids in the suburbs where our challenges and issues are different than urban or rural settings, I’m more likely to heed another Dad like me, not an academic or city dweller.

    I don’t have to “know” that other Dad. I just have to believe that he has the same goals and challenges as I have and that he is overcoming them.

    In the business world, this translates to “how do I effectively prospect/market?” The answer is to address the market by title with “people like me” messages. Apple is doing a terrific job lately with the ipod messaging.

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