It’s all a matter of trust: towards unguarded interaction with consumers

A 'global implosion' of trust is fuelling rising levels of distrust of government, business, media and non-governmental organisations, reveals Edelman's 2017 Trust Barometer.

The findings of Edelman, the world’s largest public relations firm, reinforces the view that the collapse in trust helps to explain political events such as last year's Brexit vote and the Trump election victory.

These findings also echo our long-held view at ClickTell, our evidence-based consulting firm, that one of the foundation-rocking damages inflicted by the recent financial and ecological turbulences has been a catastrophic breakdown of trust.

As far as the world of brands, PRs, and advertising firms is concerned, our analysis pointed towards the need to establish an evidence-based methodology addressing such clear consumer messages.

Consequently, last week we launched ‘ClickTell Reveal’ with the aim of providing our PR, advertising and brand partners with the diverse and evolving scientific knowledge, insight and evidence required for authoritative and persuasive storytelling - something that clearly the consumers of today are and will continue to demand.