• by Cory Treffiletti , Featured Contributor, September 18, 2024

The problem with consumers today is that we are too easily persuaded. We are too “influence-able.” We are bombarded with messages at every moment of the day and each of these has an effect, whether conscious or subconscious.

This influence-ability is great for marketers, and if we’re being honest, everyone is a marketer. Whether you’re selling soda, a service, or a political ideal, you’re always selling -- and there is always someone willing to receive that message and buy.

Younger consumers far too often were raised to believe what they were told in the media without implementing any form of critical thinking. That is the root of the conflict in social media.

Social media takes advantage of our collective influence-ability. Baby boomers and Gen X grew up in a world where the media was trusted, but we were also taught to think critically. Millennials and Gen Alpha don’t know a world before the internet, and I would argue are not always taught to think critically about what they see.

My kids believe all channels equally, and it is my job as a parent to teach them to be critical of what they are being shown.

The Internet -- and specifically social media -- make it too easy to propagate a message that is not true, and may not even be based in science. The sad fact is that I am forced to teach my children to be cynical and skeptical about everything they see and read, which is a tiring way to approach the world.

Marketers know this, and they (we) make claims that don’t have to be substantiated in social media, because they rely on the perception that the “wisdom of the crowds” will support their claims.

I believe marketers need to take more responsibility for acting with integrity in today’s world and be able to support all their claims in fact and science. 
I know there are watchdog groups and industry alliances that serve to ensure truth in advertising, but the waters are murky in social media.

Most of what you see is not considered “advertising,” nor are the powers that be capable of keeping up to date with all the messaging that exists.

Consumers need to know they are the target of influence and not everything they see is honest and truthful.  If they take more responsibility for maintaining the integrity of the messages, maybe the marketers will be forced to do the same.

Maybe this will impact the solutions, services and stories being peddled, and we can get back to a higher rate of truth in advertising and integrity in messaging.

Maybe then we can start to trust the media a little more again?