Edelman have released the 2015 Trust Barometer, subtitled Trust and Innovation.
One of the most significant long-term research projects for communication is the annual Edelman Trust survey. Its past findings have had profound influences on the way organisations communicate:
- the rise of peer-based communication based on declining trust in institutions
- changes to native advertising and trusted storytellers
- the decline of the authority of government as a voice
- the failure of leadership in building and maintaining trust
The theme of the 2015 study is Trust and Innovation, drawing the links between current levels of trust, rapid change, and the challenges presented by low trust and rapid innovation.
Edelman’s Ben Boyd says of this:
We live in an era where trust must be earned and not managed, where the microscope for transparency is constant and where business must listen and measure the interactions, intentions and sentiments of shareholders. At the same time, the need and capacity for innovation that solves and disrupts has never been greater.
Some standout messages from this year include:
- An expert and person like you is now twice as credible as the CEO
- 51% believe the pace of business innovation is too fast
- innovation is perceived as being driven by technology and greed, but not by improvement to people’s lives of improving the world
- higher trust creates the opportunity for faster innovation
- engagement and integrity are areas for focus to increase trust in business
Read more about the trust survey at the Edelman Trust information centre.