Trust – Ethics as the key driver
The 2020 Edelman Trust Barometer reminded us that public trust in companies is driven by them being viewed as both ethical and competent, with a commitment to ethics being the key driver of trust. Ethical drivers are three times more important to building company trust than competence alone. Edelman’s research also revealed the stark finding that, globally, companies are not seen as being both ethical and competent. Other sectors (government, media and NGOs) also do badly.
These insights highlight the opportunity – particularly in the UK – for the business sector to demonstrate its leadership and build the trust that corporate narratives commonly aspire to. A commitment to doing business ethically will be a key driver, but only if the commitment is authentic, not a bolt on.
During this webinar Andrew Wilson, Director of Purpose, Edelman, and Mark Chambers, Associate Director (Governance), Institute of Business Ethics, unpicked the findings from the Edelman research and discussed how companies can step up and build trust by demonstrating their commitment to doing business ethically.
