Edelman (English)

EDELMAN TRUST MANAGEMENT

WHAT’S YOUR TRUST CAPITAL?

We know trust better than anyone. 

For 20+ years, we’ve pioneered trust research across the globe, making us the expert on all aspects of trust and why it matters. Our findings have led us to uncover one indisputable truth: Trust is the ultimate currency in building strong relationships between organizations and people.

TRUST DRIVES BUSINESS OUTCOMES...

4X

MORE CONSIDERATION
 

5X

THE NUMBER OF ADVOCATES
 

6X

LIKELIHOOD OF PURCHASING
 

7X

LIKELIHOOD OF PAYING PREMIUM PRICE

Understanding the full power and value of trust can help leaders transform their business models, elevate brand value, and capitalize on new categories or markets.

 

TRUST IS THE COMMON DENOMINATOR ACROSS STAKEHOLDERS

Trusted companies are better prepared against risk, more resilient in the face of crisis, and better equipped to unlock the full potential of their corporate, consumer and employer brand across all their audiences.

 

INTRODUCING EDELMAN TRUST MANAGEMENT

TURNING COMPLEX DATA INTO REAL-WORLD INSIGHTS

We partnered with world-renowned academics and business leaders to unearth key trust-driving pillars and build a comprehensive and actionable trust measurement framework.

The Edelman Net Trust Score (ENTS) is a singular, encompassing metric that assesses trust capital.

The five Trust Pillars: Ability, Dependability, Integrity, Purpose and Self are universally applicable across all markets and sectors and critical to augment trust’s actionability.

Our Solutions

Edelman Trust Management combines the best of our analytical tools, applications and advisory services to empower you to manage trust as a strategic asset. Our solutions, ETM Studies and ETM Impact each offer a distinct set of solutions that can be deployed and tailored specifically to your business.

ETM STUDIES

WHAT IS YOUR TRUST CAPITAL?

Measure and assess trust capital during a defined through multi-audience standard and custom survey-based research. We offer three, distinct ETM Study solutions:

TRUST SNAPSHOT: A short and quickly deployed assessment of trust and pillars to inform fast decisions.

TRUST DIAGNOSTIC: An in-depth trust diagnostic across multiple markets and audiences to inform and shape strategies.

TRUST LIFT: Assesses the impact of activities on a brand or organization’s trust capital to measure performance and shape future activities. 

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ETM IMPACT

WHAT IS THE RETURN-ON-TRUST?

Uncover the impact of communications on trust and predict business outcomes, like sales and stock-price, through statistical AI models.

 

MEASURE IMPACT: What is the impact of communications efforts in driving trust and business outcomes?

OPTIMIZE TACTICS: How can we optimize specific tactics and efforts to drive incremental impact?

SET KPIS: How can we continue to measure our success and make sure we continue to grow trust?

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ETM INSIDE

HOW DO YOUR EMPLOYEES TRUST YOU?

Trust is the common denominator driving impact across the multi-stakeholder ecosystem–with employees at the nexus. 
 

ETM Inside is a powerful, data-driven consulting roadmap built on the ETM framework and designed to help businesses and organizations assess and maximize their employee trust advantage.

 

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ETM In Action

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ETM Study

Leveraged two years of research to draw a connection between trust and commercial impact to showcase a large furniture company’s sustainability and inform a major Black Friday campaign.

Powered by the knowledge that trust drives business impact, an international retailer and longstanding client engaged our team as they sought to evolve their sustainability practices and develop a credible and differentiated purpose platform. Our initial ETM diagnostic work helped guide both near-term tactical and long-term strategic decision making - identifying highest-risk issues in supply chain practices to prioritize and confront, and ultimately informing an award-winning consumer-facing campaign to engage with sustainability issues. Now in its second year of tracking, trust is permeating the board and c-suite as a priority business metric. ​

ETM Inside

Conducted a trust-based assessment OF A NEW LEADER IN THE MIDST OF A LONG-STANDING CEO TRANSITION.

A leading healthcare organization announced a major change: their long-time CEO was retiring and a new leader was being appointed. This transition was expected to significantly impact the workforce, who were already dealing with disruptions from automation, emerging R&D, and the COVID-19 pandemic. The senior leadership team aimed to understand the new leader's opportunities and challenges in building a strong presence with both the workforce and the communities they serve.

 

To address this, a trust-based benchmark analysis was conducted using an ETM Inside survey to measure trust scores and identify key drivers for the new leader and the company. A gap analysis between the outgoing and new CEOs revealed differences in trust scores and drivers by employee segment, guiding the development of a Trust-building leadership platform and highlighting necessary cultural changes.

 

A trust-building culture program was then implemented, featuring customized CEO messaging and engagement strategies for priority workforce segments. This included message briefings with the leadership team, trust-focused all-employee events like a town hall, and flexible CEO messaging for operational updates. Additionally, the company’s culture narrative and design identity were updated to align with the new CEO's platform.

 

Ongoing measurement and optimization of the trust-building efforts were achieved through regular surveys to assess the effectiveness of the program and adjust tactics and messaging based on the data.

ETM Impact

Built a custom measurement framework integrating Edelman Trust Data with earned, social media and enterprise communications data with predictive modeling to uncover the impact of communications activities on trust.

Our client's Corporate Communications team faced an inside-out mentality, creating stories without fully understanding what truly resonated with their audiences. This resulted in internal misalignment on which business aspects to emphasize in their communications.

The team realized that establishing a single KPI as their north star goal would help them align internally and focus on audience-driven efforts. However, they were uncertain if such a metric existed or how to enhance it through their communications.

To solve this, we developed a custom measurement framework and an integrated dashboard for our client. This powerful tool unifies traditional media and Trust data, providing a dynamic and comprehensive view to drive their communications strategy forward.

ETM Study

Designed the Bank Trust Index for Singapore: a first-of-its-kind study that provides a standardized measurement of public perception and Trust toward major banks and the industry overall, in Singapore. 

When the Culture and Conduct Steering Group (CCSG) formed to elevate culture and conduct standards among banks in Singapore, we created the Bank Trust Index for Singapore. This pioneering study provides a standardized measurement of public perception and trust towards major banks and the industry overall in Singapore.

We identified key topics shaping the banking industry's perception, offering quick and visual insights into this complex environment and laying a strong foundation for future research phases.

Using factor analysis, we identified 24 trust drivers and developed a relative weight analysis model to evaluate their impact. This revealed trust drivers for various customer segments and opportunities to enhance trust at both the industry and individual bank levels.

We then developed audience- and sub-sector-specific action plans and public communications. By establishing a baseline to measure the progress of the industry's culture and conduct initiatives, we aim to ultimately raise the standards of banks in Singapore.

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ARCHIEAI

Edelman’s proprietary trust LLM, ArchieAI, is trained on trust with world’s only Trust Data Lake comprised of 20 years of Edelman’s Trust Barometer survey research and augmented with 3 million new pieces of brand content daily. Archie powers ETM Impact and Trust Stream, the world’s first AI-driven trust intelligence.

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