Unleashing the Power

How the “Fifth Estate” Drives Decision-Makers in Business and Politics

Individuals now wield substantial influence over the decision-making process of established institutions. Philip Morris International (PMI) (NYSE: PM) examined this topic in a white paper and an international survey recently released that discusses how individuals are leveraging the power of the “Fifth Estate” to transform public dialogue, influence policymaking, and challenge traditional institutions of authority. By leveraging the positive aspects of this emerging influence, society can drive meaningful action on the world’s critical issues.

“The world’s hierarchical structure is flattening,” said Marian Salzman, PMI’s Senior Vice President & Chief Corporate Citizenship Officer. “New digital platforms are democratizing power. Ordinary people can shape public discourse, promote the causes that matter to them, and influence policymaking.” Salzman added, “Understanding this information revolution is more important than ever for companies, governments, and society. Leaders must not underestimate the impact of the Fifth Estate phenomena nor dismiss its potential to disrupt corporate power structures. A thorough examination of this emerging force is essential to understand how this power can be harnessed for the betterment of society.”

The international survey, commissioned by PMI and conducted by independent research firm Povaddo in six countries, including the United States, revealed several insights that showcase the current information revolution. Most notably, it showed that most Americans (55 percent) believe most people now get their information from individual and community-based online platforms rather than traditional news sources, highlighting the waning influence of traditional media.

Other key takeaways of the survey include:

1. Americans are skeptical of social media but increasingly influenced by it:

• Although just 22 percent of Americans trust the information they receive via their social media feeds, compared with 53 percent who trust newspapers, 61 percent say they have changed their views on a topic based on information from individuals or community-based forums online.
• Despite increasing reliance on online information sources, most Americans surveyed believe these sources spread misinformation (56 percent) and offer opinions without evidence (52 percent).
• Moreover, 48 percent believe they enable the spread of radical ideologies, and 45 percent worry that these sources exacerbate societal divisions.

“There is no question that a growing number of people—in the U.S. and elsewhere—are turning to nontraditional news and information sources, not least because of ease of access and a chance to feel part of a community,” said Dr. Moira Gilchrist, PMI’s Chief Communications Officer.