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Trust

Should you trust brand-funded research?

Research

Should you trust brand-funded research?

Research shows that chocolate is good for you, but can also kill you. Red wine increases the risk of breast cancer, but could also reduce it. Sleeping too much puts us at a risk of premature death, but can also be beneficial. As research becomes snackable news, and more and more of that research is being funded by brands, who can you trust?

Nobody believes business anymore. So who’s in control of your brand? It’s all of us. Here’s how the truth has been democratised, distributed and Google-optimised. It’s goodbye to the mass message and welcome to The Conversation.