The agency's annual report shows that the state of trust is in a high degree of disarray. How do brands get that back?

Trust is an essential component of any organization’s license to operate and lead. Yet the global results of our 2012 Trust Barometer trust and credibility survey show the state of trust in a high degree of disarray. Further analysis conducted this year for the first time also shows a trust disconnect within organizations, with executives and employees painting very different pictures of where they place their trust. However, there are some bright spots in this year’s global Trust data, and ones that have profound implications on how organizations build reputation, regain trust and engage effectively with key stakeholders, all by putting employees at the center of their strategies.

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