Business
Edelman has just celebrated the 20th year of the Edelman Trust Barometer, research that examines global levels of trust and credibility in institutions like governments, NGOs, the media and brands. In this episode I interview Tonia Ries, executive director in charge of the Barometer. We talk about what exactly trust is, how you earn it, and why levels of trust are in decline. Tonia also explains how brands must adapt to build trust.This is the first of two interviews with Tonia. In the next episode, we discuss the importance of trust during the current pandemic. One Note: With word-from-home mandates in place we're all struggling to get a good internet connection, and near the beginning of the interview we have a few audio issues. I don't think this distracts from a very interesting conversation.About B2BrandedWe're a bite-sized podcast dedicated to news and opinion about B2B branding and communications. The podcast is hosted by Ian Bruce.