Aflevering Edelman's Trust Research

Our guest today is Tonia Ries, Executive Director of Thought Leadership for the Edelman Trust Institute. For more than 20 years Edelman has been publishing the Edelman Trust Barometer on the status of trust in four institutions: business, government, NGOs, and media. She talks about GenZ and their predilection for employment values and societal roles of their employers, spreading their influence on Western culture and views on the role of trust. Recent trust research shows an epidemic of misinformation and widespread mistrust of societal institutions and leaders around the world, a failing trust ecosystem unable to confront the infodemic, leaving the four institutions—in an environment of information bankruptcy and a mandate to rebuild trust and chart a new path forward. Recent research shows that governments are not seen as competent, nor ethical. Rather businesses are more trusted increasingly being asked to take on responsibilities that historically have been responsibilities for governments. She talks about exciting new opportunities when it comes to trust research. The interview concludes with Tonia’s vision of the main challenges for trust research. She talks about stakeholder capitalism and the debate as to who should the primary stakeholder of business be.