Who do we trust? Edelman – claiming to be the World’s largest public relations firm- launched their 14th Trust Barometer this week, looking at government, media and business across the globe. 27,000 thought leaders, professionals – we’re asked who they trusted and why? So I asked myself, who do I trust and why, to see if my very personal findings from these ten, chimed with Edelman’s findings?
1. Martin the milkman – our local milkman has become an institution, he always tells you what’s going on, lives for his job so much so, that he bought the business. Totally enthusiastic about life and his customers
2. My mum – mum’s only feedback what you are feeling, they are a time capsule of everything you are, what’s not to trust about that?
3. The Guardian – I believe it supports the underdog and wants to get to the heart of the issue
4. Fairtrade – ‘our global village shop’ ran by low paid farmers supplying their local produce, Fairtrade pay a fair price for this produce, giving them the opportunity to improve their environment and better educate their families
5. John Lewis – you know that they respect their relationship with you
6. Wikipedia – as it is written by people like you and me
7. The BBC – despite recent leadership issues and cover-ups, time and time again, they step-up to the mark
8. Sir David Attenborough – more to the point, what will we do when ‘his show’ is retired?
9. HRH Prince of Wales – he has put his money where his mouth is and believes in inspiring the next generation to care about our planet, people and wildlife
10. My local pub The Old Swan and Chiltern Brewery – both full of local goodness
– Showing their own quality (high quality products, for the most part, remains an important trust driver)
– Family feel (family owned and SMEs are the most trusted at 76% in EU)
– They are like you and me (62% said the most trusted source was a person like ‘yourself’, 15% points up from 2013)
– Active and participate in “my community” (80% said ‘engagement’ and ‘integrity’ were trust builders)
– And most of all they listen and respond (actions that were ranked highest included communicating clearly and transparently by 82%. And 59% of people stated listening to customers would improve things, which was overall 28% above their actual performance).
Well at least it feels like they do. If businesses and government could do more of this, they would no doubt close the ‘trust gap’. 79% said businesses have permission to play a role in regulation and debate (but should consult with stakeholders like NGOs). NGOs still bring their own set of thinking, that in my view can never be ‘own labelled’. Fortunately, NGOS have retained their crown as the most trusted organisations.
But only just.