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Edelman Trust Barometer

In January, we reported that corporate trust was at a 10-year low, according to the semi-annual Edelman Trust Barometer.

The mid-year news is a little better, though still not that promising.

First, why does a blog about leveraging customer stories care about trust in corporations?

Because trust is one of the most valuable outcomes of communicating your message with authentic customer stories. Prospects believe your customers much more than they believe you.

So, here’s a summary of Edelman’s most recent findings:

Trust in business increased – In January, just 36 percent said they trust corporations to do what is right. In July that had increased to 48 percent.

Technology is trusted most – Technology was the most trusted industry in the U.S., U.K., Germany, India and China – 5 out of 6 of the countries surveyed. In France, healthcare came first.

Customers were top stakeholders – Those surveyed named customers as the top stakeholders that CEOs should consider in their decisions, ahead of employees, investors, society, local communities and government. That’s good news!

24% really distrust large, global corps – In the U.S., 24 percent distrust these companies, while 29 percent gave them a “fair” ranking, when asked how they would describe the reputation of large global businesses.

All these are just reminders that we need to keep telling positive, authentic stories about how our solutions and companies make a difference for customers and communities.

See the full Edelman executive summary here.

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