Sean Pillot de Chenecey - The Post-Truth Business

At a time when there is so much disruption, trust is more important than ever. The Post-Truth Business provides invaluable insight into how brands can earn trust and play an authentic and meaningful role in consumers lives. Sean Pillot de Chenecey has always had a knack for uncovering human truths and cultural insights, and he delivers again with The Post-Truth Business. Its a must-read and its publication couldnt be more timely. JOHN DUNLEAVY, GLOBAL PRESIDENT, M:UNITED//MCCANN

A deep study into the culture of post-truth and what it means for brands. This book is a rigorous read for those who want to better understand the implications of our post-truth era. SARAH RABIA, GLOBAL DIRECTOR OF CULTURAL STRATEGY, TBWA\CHIAT\DAY

Sean Pillot de Chenecey provides an incisive view of the troubled cultural and political landscape that modern brands need to navigate. But what makes this book mission critical is the rigorous research, laser insights and the intelligence briefings he has extracted from a broad range of experts. The Post-Truth Business is a field manual for marketers. PAUL KEMP-ROBERTSON, CO-FOUNDER AND CHIEF BRAND OFFICER, CONTAGIOUS COMMUNICATIONS>

The Post-Truth Business shows how mistrust has been building in our lives over time. People are using social platforms to distort the truth and the more we are exposed to the lies around us, the more immune we become to the central idea of what is real and right. This book goes beyond the standard text on fake news and digs much deeper, giving a more insightful and worldly view that demonstrates the interconnectedness of how consumers are now informed. NICOLE FALL, CEO, ASIAN CONSUMER INTELLIGENCE

Everything starts with trust but how do brands reset their moral compass and gain trust in a post-truth era? Via brilliant storytelling and research, this hugely inspiring and insightful book shares compelling examples of leaders, brands and business models showing the way forward. I believe this is the ultimate handbook for anyone who wants to build reputation capital and future-proof their brand in a post-truth environment. ANNE-LISE KJAER, FOUNDER, KJAER GLOBAL FUTURES

With such tangibles as trust, authenticity, reality and locality all in the air, now is the perfect timing for a book such as The Post-Truth Business. Deeply researched, its an excellent atlas that will help all involved in brand strategy to navigate these very unclear and disruptive times. DAVID SHAH, PUBLISHER AND CEO, VIEW PUBLICATIONS

This book shows how and why we are now living in a post-truth world and how this is perhaps not as new a reality as we might think. Through a wonderfully wide set of interviews and examples from around the world, Sean Pillot de Chenecey shows a way forward for brands to rethink how they behave in order to regain meaning and trust. The rules have changed, perhaps for good, and The Post-Truth Business is a guidebook to help us navigate this new landscape. GARETH KAY, CO-FOUNDER, CHAPTER

The Post-Truth Business gets to the heart of why trust is vital in society and fundamental for businesses, now more than ever. Prioritizing and cultivating trust helps brands not only to stand out but to build a loyal following of dedicated advocates. The book explains clearly and intelligently how brands can benefit from being open, authentic and trustworthy and what they need to do to achieve this. EMILY HARE, EDITOR, THE HONEY PARTNERSHIP

The Post-Truth Business gives the reader an in-depth understanding of why trust has been eroded in societies and markets, and why there is an increasing sense of frustration in the world. But that isnt the only reason why you should read this book. The Post-Truth Business shows a way forward, how reputation capital can be recreated and why positive brands can be trusted to show us true leadership. That is why you should read it. And when youve finished reading, please send your copy to a politician who will need to read it too! Enjoy the future. CARSTEN BECK, DIRECTOR OF RESEARCH, COPENHAGEN INSTITUTE FOR FUTURES STUDIES

A constant search for trust, truth, commitment and action must set true north for every business and leader who intends to thrive in the uncertain and unsettling years ahead of us. Those who appreciate the value of authenticity, system-scale change, and of both small and beautiful will hold the keys to thrivability. The Post-Truth Business makes a clear and compelling case for change, with excellent examples of businesses and communities already making it happen. Read. Reflect. Act. ANDY MIDDLETON, CHIEF EXPLORATION OFFICER, THE TYF GROUP, AND CO-FOUNDER, THE DO LECTURES

With the explosion of social media has come a massive challenge for long-established and previously respected institutions. Trust in media and politics is being undermined in a way never seen before. Brands are not immune either, and yet no one has really set out to study the impact of our post-truth world until now with this timely, provocative and ultimately hopeful book. IAN MCGARRIGLE, CHAIRMAN, WORLD RETAIL CONGRESS

As fake news continues to dominate our headlines, brands continue to misuse our data, and brand empathy and trustworthiness become ever more important issues, Sean Pillot de Chenecey has written an incisive, no-holds-barred account of how business is getting it woefully wrong, and what it now needs to change to rebuild trust with an increasingly sceptical and rightfully dismissive customer. MARTIN RAYMOND, CO-FOUNDER, THE FUTURE LABORATORY

How to Rebuild Brand Authenticity in a Distrusting World

Sean Pillot de Chenecey

Publishers note

Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publisher and author cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author.

First published in Great Britain and the United States in 2019 by Kogan Page Limited

Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses:

2nd Floor, 45 Gee Street

London EC1V 3RS

United Kingdom

www.koganpage.com

c/o Martin P Hill Consulting

122 W 27th St, 10th Floor

New York NY 10001

USA

4737/23 Ansari Road

Daryaganj

New Delhi 110002

India

Sean Pillot de Chenecey, 2019

The right of Sean Pillot de Chenecey to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988.

ISBN 978 0 7494 8281 7

E-ISBN 978 0 7494 8282 4

Typeset by Integra Software Services, Pondicherry

Print production managed by Jellyfish

Printed and bound by CPI Group (UK) Ltd, Croydon, CR0 4YY