It’s hard to ignore blogs these days. And, in fact, it doesn’t seem like many of us even try to. We actually rely on blogs and trust the solutions and ideas they present. We respond to the emotions they make us feel, and we are subconsciously influenced by them. Let’s consider these blog statistics from a recent survey:
- 81% of U.S. online consumers trust information and advice from blogs. / Source: BlogHer
- 61% of U.S. online consumers made a purchase based on blog recommendations. / Source: BlogHer
Why is that we trust blogs so much? There’s no doubt that it’s a part of the digital movement we’ve experienced over the past decade. But could it also have something to do with our declining trust in public institutions, industry, and leaders? In a 2013 study by Edelman, less than one in five people believe that a business or government leader will tell the truth when confronted with a difficult situation. Said another way, only 18% expect a leader to tell the truth. This is a telling contrast from the trust shown in blogs.
We have experienced a turning point where trust in corporations and governments has fallen, and it’s been transferred to the individual. The individual voice. The ones that are willing to make their opinion known. The people daring enough to create. Create products. Create services. Create content.
We’re here to participate in this blog economy. Yes, the goal is also to drive web traffic to our site and hopefully start more conversations with more people. But it’s also a place to introduce our ideas to the industry, and, most important, to inspire researchers, marketers, and strategists to go beyond. Beyond the surface to find deeper meaning and deeper insights – in themselves, in their team, and in their customers. That will inspire action.