With the Covid-19 global epidemic, the world is shifting very rapidly and organisations are looking at new ways to build their brands and connections.
Whilst business owners are searching for means of commercial sustainability, consumers are sending a very strong message about their expectations.
A recent Consumer Index Report by Ernst & Young reports that 26% of consumers surveyed prefer brands and products they trust to be safe and minimize unnecessary risks.
Twenty one percent of Baby Boomers say buying from brands that share their values and ideologies is important. With Generation Xers, this number rises to 50%. And with the millennial generation, 62% of those surveyed believe buying from companies that support their own political and social beliefs is important. This statistic was unveiled by 5W Public Relations’ 2020 Consumer Culture Report.
Clearly a brand must demonstrate its commitment to the community and gain the trust of its audiences.
The Edelman Trust Barometer has studied ‘trust’ for more than 20 years now and puts trust in the centre of all the relationship that all institutions—companies and brands, governments, NGOs and media—build with their stakeholders.
Trust is defined as an organization’s license to operate, lead and succeed. Trust is the foundation that allows an organization to take responsible risk, and, if it makes mistakes, to rebound from them.
The Covid-19 pandemic has accelerated the erosion of trust around the world. The 2021 Trust Barometer reveals that CEOs are under a weight of expectation to drive social change. 86% of respondents expect CEOs to publicly speak out on societal challenges such as the impact of the pandemic, societal issues, job automation, and problems facing local communities.
Today we are discussing trust, the value of trust as an organizational value and how it builds a trusted brand.
Our two experts are committed and vocal champions of EQ and heart centered organisations and known for their leadership advisory roles in business and nonprofit sectors.
Rekha is a personal brand strategist, consultant and coach. She leverages two decades of branding and communications experience, gained from radio, advertising & from corporate, and uses a heart centered approach of Feel-Accept-Transform to help women build high impact brands.
Manuela serves as a board member of Corriere dell’Italianità and is an advocate for diversity and EQ-driven leadership.
She works with organizations and governments to build trust as social capital, supporting the private and public sector in framing needs and solutions, creating narratives and engagement, raising awareness on the impact that the private and public sector have on our economies and societies.