Societal leadership is now a core function of business

Edelman have studied trust for more than 20 years and believe that it is the ultimate currency in the relationship that all institutions — companies and brands, governments, NGOs and media — build with their stakeholders. Trust defines an organization’s license to operate, lead and succeed. Trust is the foundation that allows an organization to take responsible risk, and, if it makes mistakes, to rebound from them. For a business, especially, lasting trust is the strongest insurance against competitive disruption, the antidote to consumer indifference, and the best path to continued growth. Without trust, credibility is lost and reputation can be threatened.