Today, the Brand Newsroom team looks at trust. Whom do we trust and why? And how do we build trust where it’s lacking?

Of the top ten most trusted people in America, five of them are actors — and most are celebrities. That’s according to a Reader’s Digest poll. Why, in 2016, are entertainers (who spend their lives pretending to be someone else) trusted more than politicians and policy-makers or investigative reporters and news anchors? Why are brands like banks and retailers constantly marked down on trust by consumers?

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