2014 Edelman Trust Barometer - Global Results from Edelman Insights
Trust is critical in content marketing or any other form of communications. The 2014 Edelman Trust Barometer shows who people around the globe trust.
The Australian results are interesting. Overall there has been an increase in the trust levels of Australians over the past 12 months. Specifically trust in:
- Not for profits is marginally up.
- Trust in media is up six points.
- Business has taken a 10 point leap in trust levels.
- There is a higher level of trust in government.
Interestingly Australians trust business slightly more than they do governments.
Globally people want CEOs to communicate in a clear and transparent fashion, tell the truth regardless of the situation and regularly engage with employees. For a clear majority these behaviours count more than CEOs being active in the media.