Big business want people to buy things they don't need, with money they don't have to impress people they don't like
Politicians want people who will drink the cool-aid and follow what they (the politicians) say (and not what they do)
Religions... well, same.
And so all messages from advertisement, to movies, TV, narrative is about hijacking people's feelings and suppressing rationality. Common sense is no longer common, and doesn't make much sense.
They are rejecting the authorities that in the past have tried to associate themselves with "rationality". The political think tanks. The seminaries. The universities. Government agencies. Capitalist CEOs following the "invisible hand" of the market.
All of these so-called elites have biases and agendas, so of course none of them should be accepted at face value.
I think what's missed, is rationality is not about trusting people and organizations, but about trusting a process. Trusting debates over lectures. Trusting well designed studies over trusting scientists. Trusting free speech and examining a broad range of ideas over speech codes and censorship. Trusting empirical observation over ideological purity.
This is the value system of the so called "classical liberals", and they are an ever more lonely and isolated group. There is a growing embrace for authoritarianism and defense of tribal identity on both the "left" and the "right" taking its place.