We believe that trust is an asset that organisations must understand and properly manage in order to be successful in today’s complex operating environment. Unlike reputation, which is based on an aggregate of past experiences with a company or brand, trust is a forward facing metric of stakeholder expectation.
For 15 years Edelman has explored the factors that influence trust, providing insights and recommendations on how to increase authenticity and communications value across a range of platforms – building trust and protecting reputation.
On February 6 2015, Edelman Australia launched the 2015 Edelman Trust Barometer, our annual survey of trust and credibility. The Trust Barometer surveys 33,000 people in 27 markets around the world including Australia seeking insight into their trust in institutions, credible sources/channels and specific issues and perceptions impacting trust in business and government.
In the past year we witnessed unprecedented signals of uncertainty, both locally and globally. The 2015 Edelman Trust Barometer reveals an alarming contraction of trust across all institutions, reaching the lows of the Global Financial Crisis (GFC) in 2009. In Australia we saw a decline in trust across all four institutions particularly government and business. We think there are important implications for what organizations of all types should do and say in an environment where it’s harder than ever to earn trust.
Read more about Trust in Australia from Tim Riches, CEO, Edelman Australia