Edelman Trust Barometer – Competence and Ethics

Key Points:

The foundation of building trust is based on competence (delivering on promises) and ethics (doing the right thing and working to improve society).
The battle for trust will be fought on the field of ethical behaviour. Ethical drivers (e.g., integrity, dependability, purpose) are 3 X more important to company trust than competence.
Business viewed as the only competent institution, holding a 54-point edge over government. However, NGOs are perceived as the only ethical institution with business lagging behind NGOs by 21 points.
Belief driven buyers choose, switch, avoid or boycott a brand based on its stand on societal issues.
73% of employees want to have a say in the planning process and the opportunity to change the society..
Chief executives can no longer focus exclusively on shareholder returns as stakeholders demand greater social and environmental responsibility.

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