Whom we trust has changed. We know from personal experience that this generation and the next aren't blindly trusting information from just any random source.

In fact, upon conducting research in this field, IBM discovered that 71% of 18-24-year-olds spend more than two hours online per day, compared with only 48% of the same group who spend two hours watching television. One-third of them (32%) received advice about where to go on the Web mostly from friends.

Consider your own behavior: You'll likely realize that your own skepticism is also on the rise.

We are living in a communications environment where there is a trust deficit. As a society, we no longer have confidence in advertising. We are hostile to those who appear to have ulterior motives, even if they're just selling themselves.

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