Feb 18 2020 30 mins 3
This week on the PRmoment podcast, I’m interviewing Louise Turner, head of Edelman Intelligence UK & Ireland. Louise talks to us about Edelman’s annual Trust Barometer research for the UK in a global context. [00:02:23 ] How trust in the institutions that govern our society collapsed during the 2008 financial crash and has never recovered. [00:02:42 ] How the Edelman Trust Barometer measures trust in our government, in our media, businesses and in the NGO sector. [00:03:26 ] How there is a massive difference of 14 trust points between the Informed public, people in the upper quartile of household income and the mass population. [00:04:26 ] How economic pessimism is a key driver of the gap in trust. [00:05:49 ] How globally we no longer trust the leaders of our government, the leaders of our businesses or the leaders of our media institutions. [00:07:01 ] The rise of everyday activism and its implications for trust. [00:07:34 ] What are the results of society having less trust in its institutions? [00:08:56 ] Why the UK data shows that one of our biggest worries is around declining tolerance in society. [00:09:45 ] Why the UK is second to bottom in the global trust rankings, above only Russia. [00:11:25 ] How trading uncertainty (Brexit) and the divide between the rich and poor are the major drivers of UK pessimism. [00:12:12 ] Louise talks us through the most trusted channels of communications – comparing traditional media, search engines, owned media and social media. [00:19:11 ] How businesses and NGOs have better trust scores than the media and the government. [00:20:49 ] How 53% of people in the UK have lost faith in “capitalism as it exists today.” [00:22:40 ] How communicators can try to increase levels of trust. [00:25:39 ] How employer trust scores are very high. [00:25:58 ] Why partnerships between institutions will be key in rebuilding trust. [00:27:31 ] The link between purpose and trust [00:28:02 ] Louise identifies the key elements of trust: competence and ethics. There are three drivers of ethics – integrity, dependability and purpose.
