TRUSTEDELMAN TRUST BAROMETER

EDELMAN’S REACH

• Edelman’s 15th annual survey.

• 33,000 surveyed in 27 countries.

• Asked about govt, media, biz and

NGOs.1/16/2015EDELMAN TRUST BAROMETER 2

TRUST

Trust is a forward-facing

metric of stakeholder

expectation.

1/16/2015EDELMAN TRUST BAROMETER 3

TRUST DRIVES MARKET ACCEPTANCE

More than half of the global

informed public believe the

pace of development and

change in business today is

too fast.1/16/2015EDELMAN TRUST BAROMETER 4

TRUST VS GREED

People think business

innovation is driven by greed

and money, not a desire to

improve lives.1/16/2015EDELMAN TRUST BAROMETER 5

TOWARDS TRUSTED INNOVATION

Building trust is essential to

successfully bringing new

products and services to

market.1/16/2015EDELMAN TRUST BAROMETER 6

TOWARDS TRUSTED INNOVATION

• Demonstrate societal

benefits.

• Behave with integrity.

• Engage with stakeholders.1/16/2015EDELMAN TRUST BAROMETER 7

TRUST IN INNOVATION

1/16/2015EDELMAN TRUST BAROMETER 8

WHAT DRIVES BUSINESS TRUST?

1/16/2015EDELMAN TRUST BAROMETER 9

TRUST IN INNOVATIONS VARY.

1/16/2015EDELMAN TRUST BAROMETER 10

TRUST VS ABILITY TO IMPLEMENT TRUST

1/16/2015EDELMAN TRUST BAROMETER 11

BUILDING TRUST IN INNOVATION

1/16/2015EDELMAN TRUST BAROMETER 12

THE POWER OF ENGAGEMENT

1/16/2015EDELMAN TRUST BAROMETER 13

THE FACTORS OF TRUST

1/16/2015EDELMAN TRUST BAROMETER 14

DISCOVERY

1/16/2015EDELMAN TRUST BAROMETER 15

BENEFIT

1/16/2015EDELMAN TRUST BAROMETER 16

INTEGRITY

1/16/2015EDELMAN TRUST BAROMETER 17

ENGAGEMENT

1/16/2015EDELMAN TRUST BAROMETER 18

BUILDING TRUST

1/16/2015EDELMAN TRUST BAROMETER 19

FIVE PERFORMANCE CLUSTERS

• Integrity

• Engagement

• Products & services

• Purpose

• Operations1/16/2015EDELMAN TRUST BAROMETER 20

THE MOST IMPORTANT ELEMENT IN TRUST

Integrity.

Followed closely by

engagement.1/16/2015EDELMAN TRUST BAROMETER 21

SPECIFIC SUGGESTIONS

Ethical business functions.

Taking responsibility in

crises.

Transparent business

processes.

Listening to customers.1/16/2015EDELMAN TRUST BAROMETER 22

PRIORITY AREAS IN BUILDING TRUST

1/16/2015EDELMAN TRUST BAROMETER 23

ABOUT EDELMAN

• World’s largest PR firm.

• More than 5,000 employees.

• In 65 cities with affiliates in 35

more.1/16/2015EDELMAN TRUST BAROMETER 24

DISCUSSION ON @FIRPODCAST 792

1/16/2015EDELMAN TRUST BAROMETER 25

COMMENTARY IN THE FIR PODCAST COMMUNITY

1/16/2015EDELMAN TRUST BAROMETER 26

AUDIO ALSO IN SHARED AUDIO

FOLDER

1/16/2015EDELMAN TRUST BAROMETER 27

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Discussed by #LSADMedia Creatives