Welcome to the Edelman Trust Institute's newsletter — providing information, context, and applications for trust in business and society. If you find this insightful, pass it along to a friend or colleague. And don’t forget to subscribe.
You're invited to join us for the virtual launch of the Edelman Trust Barometer Special Report: Trust at Work
The presentation and discussion to follow will explore the findings of the 7-market study, specifically examining the impact of economic uncertainty, generative AI, Gen Z, and politics on the employee-employer relationship.
CEO Richard Edelman and Global Chair of Employee Experience Cydney Roach will present the findings. Isabel Berwick, Host and Editor of the Financial Times' "Working It" Podcast and Newsletter, will moderate a panel discussion with:
Judy Samuelson - Executive Director, The Aspen Institute Business & Society Program
Dr. Janson Yap - Chief People Officer, National University of Singapore
Judy Zbranek, Ph.D. - Global Head of Organizational Effectiveness, Culture & Change Management, RTX
Joy is the director of Trusting News, an organization focused on learning how people decide what news to trust and turning that knowledge into actionable strategies. She empowers journalists to demonstrate their credibility and actively earn trust day to day.
Who do we trust to tell us what’s going on in the world? To make sense of our communities? To inform and empower our shared decision making?
When it comes to trust in the news, the stakes are high. Only 50 percent of people globally trust the media, according to the 2023 Edelman Trust Barometer. When people don’t believe in the basic integrity and public service mission of responsible journalists, they turn to less reliable sources of information. As a result, communities become less able to hear new ideas, understand their neighbors, and make collective decisions.
To earn trust, journalists must first understand what gets in the way of trust. They need to root themselves in humility and be curious about who feels seen by journalism and who feels neglected or misrepresented.
A deepened understanding of what gets in the way can be the foundation for the transparency needed to tell the story of journalists’ work. Within the day-to-day news coverage, the public should learn about the values and practices behind the final product. How do journalists decide what to cover? How do they work to be fair? What values and ethical frameworks guide them?
Since 2016, Trusting News has been helping mission-driven journalists who want to be worthy of trust differentiate themselves in a noisy landscape. The work addresses both sides of the relationship between journalists and the communities they aim to serve. We believe that:
Listening and humility should be central to how journalists operate.
Communities deserve access to news that reflects their diverse lives and values and is responsive to their priorities and feedback.
It’s up to journalists to invest in telling the story of what makes their own work valuable and trustworthy.
The same way journalists hold other powerful institutions accountable, they need to invite public scrutiny about their own principles and values — and how well they are living up to them.
Traits of a Trusted CEO
Which is the more important characteristic of a CEO you would trust to lead?
Choose one or the other.
2023 Edelman Trust Barometer Special Analysis: Trust and the CEO.CEO_LED. You are about to see a series of two choices. Each choice describes a different trait or characteristic a CEO or business leader might possess. For each pair, we want you to choose the one that best describes the type of business leader that you would trust to lead us into the future. While we know that some of these choices may not be easy, please do your best to select only one of the two options given—the trait that you feel is more important for a business leader to have these days. Question asked of half of the sample. General population, 27-mkt avg.
A Podcast from Edelman and Advertising Week
The TrustMakers is where listeners learn from global experts about what it takes to build trust in today’s society. Subscribe wherever you get you podcasts.
Peter Kim, a professor at the University of Southern California’s Marshall School of Business, joins Edelman Trust Institute Executive Director Justin Blake to discuss his new book, “How Trust Works,” which explores trust as a foundation for relationships and communities.
Edelman Gen Z Lab ambassadors sit down to unpack findings from the Edelman Trust Barometer Special Report: The Collapse of the Purchase Funnel. They discuss Gen Z asking more questions throughout their purchasing journeys, the future of online versus brick-and-mortar retail experiences, and why they don't want to be "ghosted" by brands.
