Isn’t it great to be proven right?!
The 2009 Edelman Trust Barometer was published today.
The survey found that, while trust in business dropped dramatically in the Western world, it increased in emerging economies.
In China, the “trust in business” score rose from 54% to 71% among 35-to-64-year-olds. In Brazil, it climbed to 69% from 61% a year ago.
It is exciting to hear this.
It underscores one of the most important points of our book:
Multinationals from emerging economies are reshaping world-wide industries. They are also developing new communication practices. We believe these will soon dominate our way of working.
Another important finding from the survey is that 60% of the respondents “need to hear information about a company 3 to 5 times before they believe it”.
Richard Edelman’s advice to corporations is to start forging partnerships and looking for public engagement that fuels trust.
This is great news for CSR practitioners. Corporate citizenship will finally be taken seriously.
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