We all know about 'fake news' and we should all be aware of the growing distrust of anything big: big media, big government, big business. How does this skepticism affect the authority of zoos and aquariums as knowledgeable and reliable sources of information? How do we counter the growing culture of concern about zoo and aquarium animal care? How do we prove the validity of these institutions to exist at all when, it seems, logic and reason has all but left the building? I explore some simple ways to build and retain trust with our market and maybe even gain broader audiences in my latest Blooloop.com blog post. Read it here.