According to Nielsen, 83% of consumers trust recommendations from people they know, and 66% trust other consumer opinions posted online.
Trust is currency. We seek it. We earn it. We spend it.*
Out of the depths I call to you …**
According to Google, 90% of people don’t know which brand they’re going to buy at the beginning of a search on their smartphones. Reaching out beyond themselves, they will trust what others post – people they don’t know as well as those they do.
Theoretical physicist Alan Lightman ponders our longing for Absolutes in a material and, therefore, relative universe; absolutes such as constancy, immortality, permanence, the soul, and “God”:
The Absolutes and the Relatives can be considered a large frame in which to view the dialogue between religion and science, or between spirituality and science. But I suggest that the issues go deeper, into the dualism and complexity of human existence. We are idealists and we are realists. We are dreamers and we are builders. We are experiencers and we are experimenters.
Here we are, taking our place amongst countless generations of hominids born on a relative world in a relative universe, asking questions about Absolutes. When you think about it, it’s a funny thing.
(*From Brian Solis’ Once Upon a Digital Time.)
(**George Appleton, quoted in the Northumbria Community‘s Morning Prayer.)
(From Maria Popova’s Brain Pickings: Alan Lightman on the Longing for Absolutes in a Relative World and What Gives Lasting Meaning to our Lives.)