Select Page

The Truth Study

A Deep Look Into What’s Below the Surface

How You Know What’s True : Future Majority, Worthy Strategy Group, LLC : November 2021

Partnered by:

Summary

1.

We’re in a place where a lot of people are confused and overwhelmed by the information coming at them. They’re trying hard to manage it but they’re struggling to do so (and there’s a cost to doing so).

2.

Going on a journey to a new truth (converting) is a costly/painful process, precipitated by corruption, incongruence and a new perspective, and rarely supported. Those who do go on this journey tend to emerge with a sense of agility, empathy, and courage.

3.

People have different ways of looking at what’s true — and we can and must find ways to speak to these truths, understanding that not everyone speaks the same truth “language.”

4.

We can convey greater truthfulness by working with the slowness of truth, by telling real human stories of struggle and by recasting balance not as a Left/Right thing but as a balance between heart and head, by zooming out vs zooming in, and by referencing the different weight of perspectives.
N.

Transcript
N: With this whole, like, vaccine thing that’s going on, you got some people saying one thing, some people that’s saying the other. What is true? Is it good for you? Is it not good for you? Is it gonna help me? Is it not gonna help me? Me, personally, I have not taken the vaccine. I feel like — listening to even doctors say, “Take it, take it, take it,” but then when you hear other people’s stories — you have to dig deeper into it — when you hear other people’s stories they may say, I took it, my mom died, I took it, they rushing it. You know, you gotta just — I think you have to have all your research first. For anything. Whether it’s walking on the Moon, or anything. And once you gather that — once I gather enough or I feel like it’s enough, then I make that decision. Well it’s true for me to do this or it’s not true for me to do that. And I’m still on the fence with this vaccine. You know, still it’s just fairly new. So, but with the Moon, I just feel like, do I know if they really walked on the Moon? I wasn’t there. But that’s like with dinosaurs. They say that dinosaurs exist, but I’ve been living 34 years, and I have yet to dig in the yard and find a fossil. So I feel like, that, you know, I think that — and then they say, “Well, it’s only — it’s certain areas and stuff.” OK, well, other people live in different areas and they have yet to find a bone that I know of yet. So is dinosaurs really true? For a long time I thought it was. Now, I don’t believe that dinosaurs exist. I just think that that was just something that man created — another fairy tale. So I don’t believe that dinosaurs exist.

Researcher: So, how do you think about the Moon then? Like, have you made a determination on like, did people walk on the Moon or not?

N: Like I said, I wasn’t there, so I don’t know. They tell — they said that they walked on the Moon. But then other people said that when they was trying to interview the guy that supposedly walked on the moon, he refused to answer the question. So it’s like, did you walk on that Moon? Or did they stage you walking on that Moon? So how is it — you know, like, I’ve never really… Yeah. Why nobody else walked on the Moon yet?

Researcher: Yes. Yes.

N: You know, you get one time of walking on the Moon, and this technology is more advanced — there should be people — there should be a convenience store on that Moon right now where you can get some gas. I don’t see it.

Our methodology

Get more information about our distinctive research techniques.

The state of truth in America? Not great.

All imagery that follows, unless otherwise indicated, was provided by the research subjects.

We’re confused. We’re lost. And we’re disoriented.

path through foggy woods
black and white waves
smog over a city
people walking through fog

On social media, we deal in lies and lose sight of the truth.

two apples looking at each other, one smiling one frowning
two people yelling bullets at each other
person with sadness inside brain, phone with tentacles
person pulling back a mask to reveal person behind bars

And the media isn’t much better, leaving us at war for and against truth.

jon snow in battle

And with politics being a place for beliefs and games — not truth…

people sitting around poker table
fire on black background

Truth nihilism: a world where truth is dead

man sitting in chair on train tracks reading newspaper
small person getting yelled at
scary man smiling in the dark
left/right puppet
person walking on a dark pier
people in suits playing tug of war
sharks
confederate flag
person drowning raising hand
person holding smiling mask
cattle dog herding sheep
junk piled up outside house
headstones in a graveyard
person herding sheep
old photo of people waving from large boat
hand pulling back red curtain
phone with tentacles
jon snow in battle
suit with question mark
man caught in spider web
unhoused person with shopping cart

Despite all this… there is still some hope…

  • Most people believe that truth exists.
  • About half of our respondents believe that absolute truth exists.
  • And over half of all respondents believed that Truth is backed by an unwavering
  • Moral Authority like God, natural law, or some other rightful force.
sunflower field

And the stories we tell the next generation matter.

many hands holding up a globe
hands holding baby feet
little kid playing with parent
man talking to a room full of kids
giving a stack of books
giving the world to a small child

How do we get to the truth…
(and what can we learn from those who have taken the journey)?

For those who make the choice to embark, it’s usually because of…

doctor holding money

Corruption

They become disenchanted when they see perceived corruption or hypocrisy
tetris blocks

Incongruence

 A disruption in the pattern of what they expect — with what they believe and their own belief system or lived experience

emerald city and yellow brick road

A new perspective

They change their context — physical and/or otherwise — and start seeing the world differently

But for many (usually loyalists), there’s a stopping point on the journey…

“I’ve been conditioned to at a certain point you just take it as that’s it. At a certain point, it’s no sense in continuing past a certain point. Because I think at a certain point… what you’re trying to get to just gets distorted and… if it’s actually the truth finding mission or fact finding mission, it can actually turn into something else bigger than what you were asking for, and I think sometimes we just don’t want to go those places.

Once you think you’ve honed in on one specific thing on this, this image is not what you thought it was. It’s just so many other things to unravel once you pull that thread. And so it’s a version of the truth, it may not be the total truth. So this is a stopping point. If you can get to the split, stop there.

I think the truth in this path stops right before the split. If you stop at that point, I think that’s where you get the most truth, because I think past that point people have to make up or give you what you want to hear, or what they think you think that’s the truth. I think it definitely gets distorted after a while. I know for me it did. It just kept getting convoluted to a point where I started questioning my own truth, like “What did I really see? What was that really?” So I think it stops right before that split.” Naronda, Loyalist

person at a crossroads
stop watch on top of a pile of money

But you see, there’s a cost to all of this…

“If someone were to say, tell me some information about one of my dogs or something, then I would think — is this important information that I need to know that may help me in the future? And most likely, anything relating to my dogs would be important. So then, I would move on to my next step. Whereas if it was something saying, like, “Your mom’s ugly” or something like that, I would just say, give it a second to say that was really silly and not even worth giving more thought or responding to. I’ve learned to treat my energy like a currency and I don’t want to waste too much of it on silly things…I don’t have an unlimited amount of energy to do research or spend so much time processing everything. So, in order to save that energy for what’s important, my first step is to figure out what is even going to be worth using that energy on.Andy, Loyalist

There is a risk to being wrong

“You have to be willing to hear the facts and be willing to admit you’re wrong, but you can’t hesitate because then you kind of dig yourself in a hole. You have that defensive reasoning, and someone’s telling you all this stuff and you’re defending it. So then at the very end, if you end up flipping, it’s like, “Well, what was all that stuff you were talking an hour ago?”  I think the only way [out of the hole] is to just admit you were wrong, and flip to the other side. It may be hard, but that’s the only way you can get the truth out, especially if you’re going to pass on more information to other people. And at least now you will have all the facts.” Oshea, Convert

I didn’t understand [Black Lives Matter] and I was judgmental, like a lot of white people. But I’m like, I’m going to do the same thing for for Black Lives Matter. I want to investigate, to see what I can find compared to what is being displayed to me in the media. And I was listening to stories and it wore me down. I had to take a couple breaks from listening and reading some of the stories just because they all ended death or violence. The feelings I was feeling… And then I had black friends, who they’re like, “Yeah the stuff that you’re feeling is what we’ve been trying to tell you.” And I’m like, “Oh my god, I get it. I feel so bad and I’m so sorry that I didn’t try to do this a while ago. So I admit that I was wrong and that I don’t understand but I’m doing my best.” Ashley, Convert

person digging a deep hole
blindfolded person walking off a cliff

And a risk in taking a leap of faith

“It represents reaching for the truth. It’s out there, you just gotta reach for it…Right now you can’t find the truth because there’s so much, just like the water, the space, the air. It’s vast — you have to really reach and try to find it…I always try to research stories that I have questions about. To me it’s like just grasping to try to find it…If you believe everything you hear, you’re not informed. Because like I said, there’s just too much propaganda out there. You just have to keep searching and you just gotta keep reaching to find the truth.” Cindy, Convert

Reorienting ourselves to the truth

“You spend your entire childhood being told this is how your belief should be, this is what you should do, you don’t do this, so on and so on, and then you just… You get to the point where you’re like, “Okay, some of that doesn’t make sense,” you start, “Okay, maybe I’ll go a different way for once…” Just like on a roller coaster. When you go over the peak and circling down, you get the thrill, and going up is the anticipation and the what if… that’s exactly what it felt like.” Erin, Convert

“I’m just trying to figure out what’s right and what’s wrong on the news. I compare about five, sometimes more news sites trying to figure out who’s telling the truth and who’s not. You put on CNN, they’re saying one thing, FOX says something different, completely the opposite of that. Even local news… One might tell me a little bit about this story and then the other one will tell me more details of the story… I try to compare all the different ones and try to… put it all together to try to figure out what the truth really is… [It’s] like a rollercoaster, kind of up and down. You read one site and you think everything’s this way, you read another it’s the other way. It’s just like you’re going up and down, back and forth trying to figure out what’s really right and what’s not, what’s a lie and what’s true. Bobbi, Loyalist

rollercoasters
bridge collapsing

Breaking down the very foundation of what we know to be true

“So that wind, that’s that change. Because you think it’s a bridge, and you think, engineered, it’s structurally sound. And so, I have this foundation from my parents, and my mom is the strongest person I’ve ever seen on the planet, so [she] was my engineer that helped me build my bridge on my foundation. But then that wind starts coming through, that change, those differences of opinion, those things in life where you’re thinking, “Oh, okay, well I didn’t see that coming. I didn’t expect that.” And then something big comes through, and it shakes you to the core, and then your bridge collapses.Theesa, Convert

Reorienting ourselves to the truth

“It’s a Japanese method of restoring broken pottery to make it more beautiful and more stable than it was before it was broken. And I feel like it’s a metaphor for my life because there were a lot of hardships when I was growing up and a lot of damage done to me as a little kid that I felt pretty broken when I was growing up, but… I was able to put the pieces back together in a way that made me a better person… I don’t think that the truth shattered my bowl, harmful people shattered my bowl. I guess my truth was what happened as a result of putting the bowl back together. That’s how it fits. The truth comes as a result of me putting the bowl back together… I’m still trying to do that, even now.” Annette, Convert

ceramic bowl will gold-filled cracks

How do we know what’s true?

There are four anchors to truth

courtroom scene

Cultural truth

Getting to truth through pre-established social mores or legal precedent. This is about being an insider, part of a community and following its lead.

galaxy inside head

Reimagined truth

Getting to truth as an outsider, often oppressed, having to reimagine what truth is for you based on your own experiences.

ten commandments

Divined truth

Eyes OFF the ball = Dems Losing. At all costs, Democrats need to avoid getting caught up in click-bait skirmishes. Working-class voters want to see us perform, not preach. If we do — if we make their lives better — even Fox News won’t be able to deny it. And those workers will reward us. We can do this without betraying our values. But our discussions must be framed in terms of economic opportunities and freedom for all.

medical professional giving a person an IV

Scientific truth

Getting to the truth scientifically/mathematically, and following the lead of science/math to know what’s true.

The four anchors

Outgroup

Reimagined truth
Individuals believe what they’ve experienced and oftentimes, their experience is one of oppression. Individuals use life lessons as a guide for what’s true or not.

Reimagined truth
Individuals believe what they’ve experienced and oftentimes, their experience is one of oppression. Individuals use life lessons as a guide for what’s true or not.

Ingroup

Cultural truth
Individuals believe in the truth that has been determined by society. They believe in established systems, like legal precedent, as an arbiter of truth, and accept truth by the consensus of the people.

Scientific truth
Individuals believe truth is pure and of Nature, absolute and immutable. Truth is verifiable and logical. One gets to the truth scientifically/mathematically, and follows the lead of science/math to know what’s true.

Manmade

Reimagined truth
Individuals believe what they’ve experienced and oftentimes, their experience is one of oppression. Individuals use life lessons as a guide for what’s true or not.

Cultural truth
Individuals believe in the truth that has been determined by society. They believe in established systems, like legal precedent, as an arbiter of truth, and accept truth by the consensus of the people.

Nature

Divined truth
Individuals believe truth is not man made, but God-made and the divine is within them. Truth is not negotiable — it is absolute, immutable, and universal, and they are a self-identified outsider of a larger culture.

Scientific truth
Individuals believe truth is pure and of Nature, absolute and immutable. Truth is verifiable and logical. One gets to the truth scientifically/mathematically, and follows the lead of science/math to know what’s true.

What impacts how truthful something feels?

The truth is slow and can change perspective over time.

“This is water that’s going to be flowing, so water is going to be my beliefs, it’s going to be my life experiences, the people I meet, flowing through this canyon of truth and the walls of the canyon are the stable truth. And I think with time, those evolve… The evolutions or the erosions of my truth are not drastic or dramatic. I don’t believe, overnight, that things just change… I think it does change over time… I think truth reveals itself.” Michael S., Loyalist

“But all these news outlets… are always in a race to be the first one to break that story… That becomes the impetus, especially to the editor, the owner of the publication, to be number one on the billboard. So there’s always that race to get the story in there first… Some people think, “Well, because they were the first to break the story, it’s got to be true…” Whether it be true or not, think for instance the story on the border patrol agents on horseback. The thing that came out of there, they’re whipping the Haitians and so forth how inhumane… And come to find out the guy who took the picture says, “Yeah, they weren’t doing anything wrong. They were just riding the horses and trying to control the horses.” Javier, Loyalist

water between rocks
people running in a race

The truth of a human story

two people doing research in the woods
man talking to a room full of children

Across all segments, there is a clear distinction made between the truth of science vs. truth of human experience. The Truth of Science concerns knowing with precision what we know about the universe around us in contrast to the Truth of Human Experience, which concerns our lived realities as they are felt in our bodies, emotions, and relationships. This is the collection of circumstances and reactions we have to suffering, hardship, loss, and other reminders of our humanity.

The Truths of Human Experience were more meaningful to religious conservatives in describing Experiential Truth and Universal Truth. Furthermore, it plays a role in how respondents think about News outlets as more trustworthy when they cover the hardships of “real” people, and may prove useful in cultivating empathy moving forward. Our study found that news sources that cover the stories of those thought to be elite and privileged were less trustworthy.

Truth as balance: weighing the options

  • Balance common metaphor around truth — about half of our participants believe that between two truths, the actual truth rests directly in between
  • Most common expression is that of balance between two perspectives (Right/Left)
  • A potentially healthier expression of balance could be balance between heart and head (leading to critical thinking), the importance of weighting perspectives, opening up a third way, and zooming out (as well as zooming in).
thumbs up and down, man walking on tightrope with head and heart balancing
people in scales, hand pulling on heartstrings

The Truth Study: In summary

1.

We’re in a place where a lot of people are confused and overwhelmed by the information coming at them. They’re trying hard to manage it but they’re struggling to do so (and there’s a cost to doing so).

2.

Going on a journey to a new truth (converting) is a costly/painful process, precipitated by corruption, incongruence and a new perspective, and rarely supported. Those who do go on this journey tend to emerge with a sense of agility, empathy, and courage.

3.

People have different ways of looking at what’s true — and we can and must find ways to speak to these truths, understanding that not everyone speaks the same truth “language.”

4.

We can convey greater truthfulness by working with the slowness of truth, by telling real human stories of struggle and by recasting balance not as a Left/Right thing but as a balance between heart and head, by zooming out vs zooming in, and by referencing the different weight of perspectives.
How can we find ways to not overwhelm people and change our media ecosystem?
Given the difficulty of change, how can we facilitate it and bolster people on their journey, providing a soft place to land?
How can we speak to different ways of looking at what’s true in their truth “language”, whether it’s cultural truth, reimagined truth, divined truth and/or scientific truth?
How can we slow truth down, tell real human stories and recast balance for the American people?

Contact us:

  • This field is for validation purposes and should be left unchanged.