The Edelman Trust Institute sat down with Edelman Gen Z employees who work with clients across different sectors to hear their perspectives on findings from the 2024 Edelman Trust Barometer.
Ellie Smith, Edelman Trust Institute: What’s your experience with using scientists as trusted spokespeople when working with a client to introduce a new innovation?
Fortuna Osorio, Edelman Global Advisory Analyst: My two main clients are based in the food industry. In Mexico there is a very specific culture toward what we eat and how it is produced. So something we've noticed with clients is that when we're trying to get the consumer to trust that the fruit they're buying is clean and they don't have to clean it themselves, they usually trust scientists and the people behind all the work rather than a spokesperson that's from another area. So when you tell the consumer that the scientists behind the innovation in the food that you’re eating say that it's clean, that there's a process that guarantees the quality, the consumer feels very safe.
ES: People say that business, NGOs, government, and media hearing people's concerns and letting them ask questions is a top action for earning their trust. So based on that insight, how would you advise a client to listen to people?
FO: Because of the nature of our clients, people go to social media. They say, “I have this problem with X product” or “I have this problem with the company.” When the company is answering, sometimes we ask, “What do you think we should do to improve the problem?” The person is tagging you on social media, so they want you to see it, and they might feel empathy with you because you're asking them a question. So when the company asks you questions on how they can improve and what your worries are, you're building empathy and the person leaves behind their resistance towards whatever it is that they have a problem with, like an innovation. They're going to be more open to understanding you, rather than just resisting and maybe complaining, because you're asking them a question. It shows that the company cares.
Read the rest of the interviews on Edelman's website.
