In this paper we’ll outline what we have identified as the four key reasons we are seeing a crisis in trust, and importantly what brands and advertising needs to do to rebuild that trust.
Corporate communicators need to demonstrate a deep commercial understanding of the business issues their organisations face – this gives them credibility around the leadership table. They operate in fast-moving and complex environments and need to be able to learn and adapt quickly. Building strong relationships and networks with influencers and decision-makers (both internally and externally) is essential if they are to get things done.
Corporate activism is both an opportunity and risk, with council members acknowledging both sides of the debate in equal measure. There is widespread acknowledgement that corporate activism is expected by consumers, but is also very hard to do well. Authenticity is the key, with campaigns that are true to your corporate values having the greatest chance of success.
Ipsos’ latest Perils of Perception survey highlights how wrong the online public across 38 countries are about key global issues and features of the population in their country.
