Whom Do You Trust?
Let's imagine that three people each give you a different recommendation about a product or service: a CEO, an academic, and a person "like yourself". Whose recommendation do you trust the most?
Interesting question, and there is actually a report that comes out every year that has a look at that question in terms of the broad population and presents some answers. It's called The Edelman Trust Barometer, and it is fascinating.
The Barometer "gages attitudes about the state of trust in business, government, non-government organizations and media across 23 countries".
Here's a little bit about what they discovered about trust and Canadian companies:
- Canadian, German and Swedish companies share the honour of being the most trusted in the world.
- Canadian companies are seen as being transparen't in their dealings.
- Canadians trust academics and industry experts the most as industry spokesmen.
How important is trust to a company? According to the report, when a company is not trusted, 57% will believe negative information about it after hearing it 1-2 times. If a company is trusted, 51% will believe positive information about it after hearing it 1-2 times.
Have a look at the report. And also have a look at some of these books, which will help you to learn how to build trust:
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