{"id":8644,"date":"2018-01-30T11:02:00","date_gmt":"2018-01-30T16:02:00","guid":{"rendered":"http:\/\/www.globalgiving.org\/learn\/?p=8644"},"modified":"2020-01-25T10:05:32","modified_gmt":"2020-01-25T15:05:32","slug":"trust-barometer-corporate-reputation","status":"publish","type":"post","link":"https:\/\/www.globalgiving.org\/learn\/trust-barometer-corporate-reputation\/","title":{"rendered":"Trust Falls To New Low: What CSR Professionals Should Know"},"content":{"rendered":"<p>The current political environment has accelerated a decline in Americans\u2019 trust in our institutions. Indeed, the new <a href=\"https:\/\/www.edelman.com\/trust-barometer\" target=\"_blank\" rel=\"noopener noreferrer\">Edelman Trust Barometer<\/a> shows the \u201cworst collapse\u201d in the 18 year history of the survey. There\u2019s no question that\u2019s disturbing news, but there\u2019s also a <a href=\"https:\/\/www.globalgiving.org\/learn\/listicle\/build-trust-in-business\/?rf=learn\" target=\"_blank\" rel=\"noopener noreferrer\">glimmer of hope<\/a> for businesses.<\/p>\n<p>As Edelman\u2019s report says, &#8220;when government is distrusted and media no longer is perceived to serve as its watchdog, both NGOs and business can fill the role of providing reliable information about\u2014and solutions for\u2014the issues that people care about.&#8221;<\/p>\n<blockquote class=\"box_bottomMargin1 box_verticalPadded1 box_horizontalPadded6 text_fontSizeLarger col_ggPrimary1Text\"><p>While trust in our national leaders can\u2019t be replaced, the current environment does give corporate leaders the opportunity\u2014and responsibility\u2014to lead.<\/p><\/blockquote>\n<p>From ethics to immigration, businesses can demonstrate their values and help the nation through a difficult time.<\/p>\n<p>That means your employees, suppliers, and customers will be watching how you react to major issues. It is a moment in which, as the report says, &#8220;CEOs should take the lead on change rather than waiting for government to impose it.&#8221;<\/p>\n<p>Politics tends to be cyclical, to swing back to the center as the public reacts to extremes. So the current era of deep distrust of institutions will, hopefully, moderate. In the meantime, though, a company can make or undermine their corporate reputation.<\/p>\n<p><a href=\"https:\/\/www.globalgiving.org\/learn\/listicle\/build-trust-in-business\/?rf=learn\" target=\"_blank\" rel=\"noopener noreferrer\">Several companies are handling this delicate moment well<\/a>, and they serve as examples to others who aren\u2019t certain yet how to navigate the current environment.<\/p>\n<p>Patagonia redirected its <a href=\"https:\/\/www.patagonia.com\/protect-public-lands.html\" target=\"_blank\" rel=\"noopener noreferrer\">homepage<\/a> to protest the President&#8217;s reduction of two national parks. The CEO of BlackRock told companies that they need to <a href=\"https:\/\/www.nytimes.com\/2018\/01\/15\/business\/dealbook\/blackrock-laurence-fink-letter.html\" target=\"_blank\" rel=\"noopener noreferrer\">contribute to society<\/a> if they want BlackRock to invest in their stock. Nike just <a href=\"http:\/\/hk.fashionnetwork.com\/news\/Nike-heads-towards-100-renewables-in-North-America-signs-major-clean-power-agreement,939545.html?lipi=urn%3Ali%3Apage%3Ad_flagship3_pulse_read%3BOdGviZdKRAmZvVr1PJVSgg%3D%3D#.Wm9ZInlrzIV\" target=\"_blank\" rel=\"noopener noreferrer\">signed an agreement with a Texas windfarm<\/a>, in a major step to power all its facilities with 100% renewable energy.<\/p>\n<p>All corporate leaders will be judged by how they handled this delicate moment.<\/p>\n<p align=\"center\"><strong><em><a href=\"https:\/\/www.globalgiving.org\/companies\/?rf=learn_trust\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Learn more about how your company can respond to the trust crisis.<\/em><\/a><\/em><\/strong><\/p>\n<p align=\"center\"><a class=\"btn\" href=\"https:\/\/www.globalgiving.org\/companies\/?rf=learn_trust\" target=\"_blank\" rel=\"noopener noreferrer\">LEARN MORE<\/a><\/p>\n<p><small class=\"js-learnProjCaption layout_center box_topPaddedHalf text_fontSizeSmallest\"><span class=\"text_4i js-getProjTitle\">Featured Photo: Transform Lives of 600 Unemployed Young Brazilians<\/span> by <a href=\"https:\/\/www.globalgiving.org\/donate\/34310\/rede-cidada\/?rf=learn_trust\" class=\"js-getOrg link_subtle text_underline text_4n col_defaultText\" target=\"_blank\">Rede Cidada<\/a><\/small><br \/>\n<div class='leadpages_companies_exit' style='height: 0; width: 0;'>&nbsp;<\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What does the Edelman Trust Barometer mean for your company&#8217;s reputation? Companies need to lead change to rebuild trust in their brands.<\/p>\n","protected":false},"author":12,"featured_media":8666,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[78],"tags":[21],"coauthors":[1004],"class_list":["post-8644","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-viewpoints","tag-corporate-social-responsibility"],"acf":[],"cp_meta_data":{"_edit_lock":["1673464401:206"],"_edit_last":["8"],"_yoast_wpseo_content_score":["30"],"intro":["What does the Edelman Trust Barometer mean for your company's reputation? 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