The 2015 Edelman Trust Barometer reveals some particularly relevant points of emphasis and action for B-to-B marketers.
In a region where people do not trust their own elected officials, it might just be the case that they are looking for that trust from those they chose every day: goods and services providers.
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Despite being less trusting of institutions compared to the entire U.S., business remains the most trusted institution in California where innovation is king.
Edelman’s brandshare findings cast favorable light on the financial services industry that is reinventing itself after an unprecedented crisis that rocked world markets.
While Australia is not yet among the 48 percent of countries regarded as distrusters, the public’s trust in government, business and the media has declined.
Canadians firmly believe the motives behind the business world’s persistent pursuit of innovation are self-serving – driven by greed, profit and technology.
We have been losing faith in our leaders for so long only a radical rethink is likely to shift things.
The problem isn’t with innovation but instead with its pace. It’s too quick and often without control.
The finding that generated the most attention was the lack of trust in innovation, with 51% of Barometer respondents saying innovation is happening too fast.
Businesses and other institutions need a new strategy for starting and influencing conversations about their organization or industry.
The post-Great Recession chapter of recovery in trust has closed, and business is now less trusted than a year ago. This new reality arrives at an ill-timed moment for business.
Like winning in the game of frescobol, brands in Brazil exchange value with consumers every time their relationship demonstrates success.