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Good News! Trust Is In the Gutter
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It's that time of year again, Marketeers! The Edelman Trust Barometer has landed for 2023. Spoiler alert, as you may imagine, trust is in the gutter—funny headline for a dismal outlook on optimism.
The 2023 Edelman Trust Barometer is the firm’s 23rd annual trust and credibility survey. As Edelman states this year, "A lack of faith in societal institutions triggered by economic anxiety, disinformation, mass-class divide and a failure of leadership has brought us to where we are today – deeply and dangerously polarized."
Top learnings from the report:
- Business is the only institution seen as competent and ethical.
- Fifty-three percent of respondents globally say that their countries are more divided today than in the past.
- CEOs are obligated to improve economic optimism and hold divisive forces accountable.
So what's a company to do in a society where business is the only institution seen as competent and ethical? Brands, it's time to lean in.
Sean wraps up this episode by sharing the opportunity he sees for brands in this climate by answering two key questions.
"Trust" us, this episode is worth a listen.
For reference:
2023 Edelman Trust Barometer, "Navigating a Polarized World"
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