Edelman Trust Barometer 2018.

The 2018 Trust Barometer is Edelman’s 18th annual trust and credibility survey, measuring trust across a number of institutions, sectors and geographies.

This year’s findings reveal a flat line in trust across the institutions of government, business, media and NGOs in the UK. Trust in business fell to 43%, whilst the other three institutions saw no change at all. That’s the lowest trust in business since 2012.

Interestingly, the industry with the most trust in their leaders was the technology sector at 75% whilst the industry with the lowest trust was the financial services sector at just 54%…that’s a whopping 26% difference!

So, what is the financial services industry doing so wrong and what can businesses do to build trust within their organisations? Whether you’re a business leader or internal communications practitioner, there are things that you can do to help ensure a culture of leadership trust.

We asked a select group of global business leaders and communicators to tell us which initiatives were most important to generate leadership trust. From the insight provided, there were 10 clear initiatives.

  • Build the right team
  • Benchmark trust and measure progress
  • Be consistent. Be consistent…
  • Encourage feedback and listen to it
  • Keep colleagues informed
  • Provide purpose
  • Communicate face to face
  • Dare to be different
  • Apply content
  • Be committed

To find out what our contributors had to say about these top ten initiatives, download the full report here.

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