When it comes to trust, business doesnt operate in a vacuum [Video]

The Edelman Trust Barometer aims to illustrate the role comms play in building consumer trust for big businesses. Coinciding with the report’s launch, Lee Edwards, a professor at LSE, urges marketers not to take for granted the vital institutions that help build support for their brands.

For PR and advertising clients, Davos sets the tone for the coming year. One persistent theme is the need for business to be trusted and to make a social contribution. The Edelman Trust Barometer, an annual global survey through which trust has gained an increasingly higher profile among businesses, now in its 25th year, launches at Davos, driving much of the conversation around trust.