Trust – a small word with big implications

Following the success of last year’s event, IABC Switzerland today hosted a presentation of Edelman’s 2017 Trust Barometer, a global leading indicator of public trust in business, government, NGOs organisations and the media. The insights were as fascinating as ever. 

It’s clear that the warning lights of public opinion are flashing on the dashboard across a number of countries, just as they were at last year’s meeting ahead of the Brexit and Trump votes. For me, the stand-out figure in this year’s results was that an astonishing 72% of French people surveyed believed the ‘system’ (the societal structure, government, governance etc) is failing. Given that the data predate the recent Fillon debacle, one can only imagine how this sentiment will be reflected in the upcoming elections. Perhaps France’s first and second stage election system will provide adequate warning to those not motivated to vote…perhaps not.

Those working in corporate communications gained a number of valuable insights. While employees have remained the most credible spokesperson in a business, the credibility of CEOs and Board have declined an eye-watering 12% and 10% respectively over the last year alone.  That said, trust in the financial services industry has increased for the third year in a row – albeit from a low base – but now exceeds 50%. Susanne promised greater granularity on sector constituents from Edelman at the end of the month as the numbers are crunched further.

Space restriction prevents anything more than a short summary here – those of you who attended received the full package anyway! But those who joined us, please feel free to share the insights you found most interesting too – there was certainly a great deal of food for thought.

Take a look at the presentation 

Thanks again to Susanne Marell, the CEO of Edelman.ergo, Germany, who travelled over to give our members and guests a full hour of insights into the survey.

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