Globally, we are at the highest post-recession levels of trust
At the end of January, in preview for the business community The European House – Ambrosetti, Richard Edelman, President & CEO of the big international agency Edelman, presented a live webinar “The Edelman Trust Barometer”.
The subject was a survey carried out in 28 countries on the trust placed by public opinion in institutions, companies, the media and ONGs.
For those who do business, here are the specific “take-away messages” left by Richard Edelman:
- Eighty-five per cent of interviewees believe that a company can improve the social and economic conditions of the communities in which it operates.
- As a result, CEOs and executives are expected to pay more attention to social themes, long-term results and job creation, and not just reports of financial results.
- Also in Italy a significant increase is registered in trust in companies, seen as drivers of change. Among the industries that enjoy the greatest trust, the top three positions are held by Technology, Foods&Beverages, and Telco.
- It is necessary to focus on employees in order to increase a group’s reputation: employees’ support to socially engaged companies is +15 points.
- Although it is true that leadership remains in the hands of elites, it is equally true that public opinion has acquired very high influence: the opinions of peers are what counts nowadays.
- For this reason, the influence of one’s brand can be greatly increased by exploiting horizontal communication channels (e.g., uses of social media, shareable content, and inter-peer dialogue).