Edelman is a communications agency, well known for what it calls its “trust barometer”.
They track the public’s levels of trust when it comes to business, the media, institutions and government.
As you can imagine, the results over the last few years don’t paint a pretty picture. Trust levels overall are down.
Even while people are looking to inform themselves with the latest news, Edelman reports that 73 percent are worried about fake news being used as a weapon.
And we need look no further than companies like VW and Facebook to understand why our trust in companies and large corporations is being eroded.
So… what is one to do?
I have seen a lot of changes over the course of my career as a copywriter.