The UK findings of the Edelman Trust Barometer with Louise Turner, head of Edelman Intelligence UK & Ireland

This week on the PRmoment podcast I’m interviewing Louise Turner, head of Edelman Intelligence UK & Ireland.

Louise heads up a large part of Edelman’s annual Trust Barometer research and is here to tell us about the UK findings in a global context.

Louise talks about a fair bit of data in this podcast and below are a few useful links where you can learn more about the context of the discussion.

To hear more about the global Trust Barometer have a look here and all the UK specific findings are here

And here is come background reading on measuring and diagnosing Trust.

Here is a flavour of what we discussed on the podcast:

[00:00:49] Louise give us an overview of the 2019 Edelman Trust Barometer results.

[00:01:09] How the Edelman Trust Barometer gives an understanding of how trusted the different institutions are that govern people's lives.

[00:01:28] How despite some pretty turbulent political times, the 2019 Trust Barometer saw modest rises in trust this year globally.

[00:01:38] Why these modest increases in trust globally come from different institutions depending on the the region.

[00:01:47] What are the four institutions that govern people's lives according to the Edelman Trust Barometer.

[00:01:54 ] How 2019 saw the trust in these four institutions diverge.

[00:02:14] How the "informed public’s" trust levels moved away from the mass population’s trust levels in 2019.

[00:02:26] Why we are returning to a record inequality of trust between the informed publics and the mass population.

[00:02:50] The UK has the biggest gap in trust between the informed publics and the mass population of all the 27 markets included in the Edelman Trust Barometer.

[00:04:58] Why trust is so important for business.

[00:05:54] Why is it that the UK has the highest variance of trust between the elites and the mass population?

[00:06:17] How in the UK the mass population have a 40% aggregate trust score across all the four institutions compared to the elites having a trust score of 64%.

[00:06:30] Why the UK's 24 point difference between the informed public and the mass population is almost double the average difference we see across other countries.

[00:07:03] Why Brexit is a symptom of this trust variance in UK society.

[00:07:59] What are the implications of the variance of trust between the informed public and the mass population for communicators?

[00:08:12] Why The Edelman Trust Barometer UK results show how people are feeling in the absence of a strong government.

[00:08:29] How six out of ten people in the UK are worried about the impact of Brexit on how people in this country treat each other.

[00:09:24] How Brexit has seen media engagement rocket: 2019 has seen real jumps in people reading, sharing and amplifying the news.

[00:10:52] What successful leadership looks like according to the results of The Edelman Trust Barometer.

[00:11:25] How 79% of UK consumers want businesses to step up and lead on change rather than waiting for governments to drive it.

[00:12:46] How consumers rank businesses treating their employees well as their number one expectation, according to The Edelman Trust Barometer.

[00:14:44] How trust has changed: 10 years ago it was a top down mechanic ,then it shifted from peer to peer and now we're seeing trust becoming very local.

[00:15:08] The opportunity for employers: there is a 73% trust score in your employer globally, compared to an aggregate for other institutions of 43%.

[00:17:37] Louise discusses the four levers of trust: Ability, Integrity, Dependability and Purpose.

[00:18:28] What is a good trust score or is it just about your competitive set?

[00:20:15] Louise discusses the interrelationships that make trust such a complicated emotion.

[00:21:01] What are the most trusted ways to communicate: How should a business or a brand be using those different channels differently?

[00:22:31] Why “traditional media” is still a really highly trusted channel.

[00:22:50] Why trust in owned media has increased.

[00:23:01] How social media again come in last in terms of trust: in the UK social media has a trust level of 29$ compared with traditional media at 60%.

[00:29:02] What are the benefits of trust? If you are a well trusted organisation, what is it that you you benefit from compared to a lesser trusted company?

[00:32:06] How combining trust scores with a company's stock price enables you to see the bigger picture about that business.

[00:33:04] Louise gives us an insight into the Edelman Trust Barometer Global Trends.


PR Moment Awards 2021 The challenges and opportunities for brands on facebook How to Maximise the Impact of Your Paid, Earned, Shared and Owned Media