Our 2015 Edelman Trust Barometer found that countries with higher trust levels overall also show a greater willingness to trust new business innovations.
Building trust is essential to successfully bringing new products and services to market, and building trust in new business innovations requires that companies demonstrate clear personal and societal benefits, behave with integrity and engage with customers and stakeholders throughout the process.
There has been a global decline in trust over the last year, and the number of countries with trusted institutions has fallen to an all-time low among the informed public.
For the first time since the end of the Great Recession, trust in business faltered in the last year, signaling the finale of an era of recovery for business.
Trust is built through specific attributes, which can be organized into five performance clusters: integrity, engagement, products and services, purpose and operations.