As Edelman’s 15th annual Trust Barometer indicates, trust has hit an unprecedented low. According to this global study, which tracks how people trust government, media, business and NGOs, the credibility of traditional spokespeople, including CEOs and media, continues to decline year over year across nearly every sector and geography. In short: People do not trust business, and it’s becoming infinitely more challenging and complex to rebuild credibility.
That said, with any great challenge comes opportunity, and now, more than ever before, companies need to look internally to elevate and amplify those voices whom consumers and stakeholders want to hear from most: Employees.
To learn more about the important role this “internal trust surplus” plays in helping bolster a company’s credibility: