The last Edelman Trust Barometer presented a few days ago marked a slight upturn in confidence globally. Spain is a country that is outside of that recovery. The global report does not point the specific reasons receding in Spain 47% on 2018 to 40% confidence in 2019, lets everyone draw their conclusions
- Trust at Work, The holder of this last edition
- Syndrome was "no big deal"
- The more informed public remains confident
- Men trust more than women
- Fear of job loss is still present
- The pessimist is an optimist well informed
- Significantly increasing interest in being informed
- We want c-suites to lead change
- Employees expect real social change, and they are a increasingly trusted source
Trust at Work, The holder of this last edition
Interestingly one of the areas where recovery is most evident is work. Trust at work. NGOs also work out stops. On the other hand, trust in government and the media still does not get approved (although slightly improved).
Syndrome was "no big deal"
From the European look, it's incomprehensible that the US regain confidence 43% on 2018 yet 49% on 2019 (near the approved). It seems that Donald Trump explosive effect is attenuated. Perhaps there was both.
The only government approved its citizens (more of 60%) they still are China, Indonesia, India, and the United Arab Emirates, to which it is added in the edition 2019 Singapore.
By the tail, the governments of Japan and Russia remain the worst rated in trust for their peoples.
The more informed public remains confident
It keeps the "gap"valuation of trust between public informed and the general public. The distance between them is record: 16 points. The trust reported globally 65% and general 49%.
The issue is that since the existence Edelman Trust Barometer, the informed public has always been more confident that General. It makes sense that if distant signs of recovery of confidence point, informed more optimistic, since they will have data prior to others. But even contrary (non-recovery of confidence), optimism remains in this group. Strange, don't you think so? It seems that information is power, and also confidence.
Men trust more than women
This trend continues, but the distance increases in the case of companies, with long boring 8 points difference.
Recovery rally as confidence, companies are the only group that approves, at least for men. They are not bad news, and hopefully the upward trend is maintained.
Fear of job loss is still present
That fear is translated into three fronts:
- A Not having enough training and skills to access a well paid job. They see a 59% employee, a 63% in case of multinational.
- To process automation and other innovations. A 55% and 60% respectively.
- To the international conflicts on the trade policies and tariffs that hurt the company. A 57 and 64% respectively.
The pessimist is an optimist well informed
This phrase, that I heard years ago, dovetails with another trend barometer, and it goes against the recovery of confidence, at least long term.
Countries belonging to the block "developed world" have worse vision than the rest, especially among the informed public. We refer to Japan, France, Germany, United Kingdom, Netherland, Australia, Canada, Italy, Hong Kong, Russia, South Korea, Spain, Ireland and USA.
Citizens of these countries are convinced that they and their families will live worse in five years.
Significantly increasing interest in being informed
In the era of fake news, we are willing to increase our interest in knowing the truth. That translates into growth 22% publicly committed by news. On the other side, group "apathetics" falls from a 49% yet 28%. Are we becoming more concerned about what happens?
This figure is accused more in women than in men, It is indicating that greater interest in information translates into greater distrust of women.
Globally, the world relies almost equally on the information displayed in search engines like Google means that traditional. In Europe and USA, traditional media lead trust. As for social networks, They remain the least reliable source of information, and here they have a lot to see fake news.
We want c-suites to lead change
A 76% of citizens believe that CEOs should take the lead in change rather than wait for the government imposed.
In addition, the company we work offers a more trusting relationship than the other stakeholder as NGOs, other companies, government and media.
A sign of good health is the restoring trust between employees and their employers. But perhaps the most significant fact of the Edelman Trust 2019 is the improving trust given technical profiles and employees.
I will develop the content of this graph in the coming weeks. Of course, it opens great opportunities for Employee Advocacy programs, those programs to boost internal brand ambassadors.
It's remarkable that CEOs are beginning to approach the approved, good news indeed , employees significantly increase confidence (6 points) and technical expertise remains the epitome of trust in the corporate voice.
Outside the scope of the company, people like us lead the rise in trust with +7 points, and this is indicating the growing importance of micro-influencers rise and shared user experience (UX).
A 78% of respondents agree that the way a company treats its employees is one of the best indicators of confidence.
A 67% agree with this statement: good communication brand or product can impulse the trial, but if I do not trust the company that provides it one will stop to acquire it.
Download the PDF with the Global report Edelman Trust Barometer 2019.
Have a nice week!
You can already purchase tickets for TEDxEixample 2019, “the big one”. Let me remind you it will take place at’Antiga Fàbrica Damm Barcelona on Friday 22 of March, of 16 a 22h. The cast of speakers is the very best that has been seen in a TEDx:
- Anna Gener, President and CEO of Savills Aguirre Newman
- Toni Segarra, a man who writes ads
- Víctor Amela, journalist and novelist
- Jordi Hereu, ex-mayor of Barcelona and consulting partner in planning and management of urban projects
- Victor Parrado, former commercial lawyer who now shares joy on stage
- Mar Santamaria, Architect and urban planner
- Daria Shornikova, project manager at Imagine CC
- Paula Fernández-Ochoa, legal marketing expert & personal brand and high-performance environments.
- Sergio Ayala, entrepreneur and lecturer degree in Law and in Education
Don't you think it's a great casting? Well, go ahead and hit the red button. It is a unique opportunity!