Often when we talk about trust, it’s in the context of something that’s been lost — and the massive costs involved. In 2018, Accenture did a survey of 7,000 companies and found that more than half of them had experienced a major drop in consumer trust, translating into $180 billion in missed revenue potential.
Pretty scary. But on the flipside, there’s a lot of untapped potential when consumers do trust you. In its 2021 Trust Barometer survey of 33,000-plus people in 28 countries, Edelman makes that opportunity abundantly clear. At a time when Covid shook people’s faith in our institutions — especially government, the media and NGOs — business came out on top as the world’s most-trusted institution.
