Edelman.com/Trust2015
Trust in Innovation
Building Trust in Innovation
55% AGREE New Developmentsare not tested enough
The pace of change is . . .
Drivers of Change in Business Perceived to Be. . .
Trust In Industry Sector vs. Trust in Industry to Implement . . .
Trust in Specific Innovations Vary
Too Fast
technology
electronic andmobile payments
hyrdraulicfracturing
genticallymodified foods
electronic andpersonal health trackers
cloudcomputing
BUSINESSGROWTHTARGETS
GREED/MONEY
PERSONALAMBITION
IMPROVEPEOPLE’S
LIVES
MAKETHE WORLDA BETTER
PLACE
Too slow
just right
51%
70%
54%+8
+1
-17
-12
-32
48%
62%
60%
60%
61%
51%
35%
78%
67%
66%
54%
35%30%
24%
28%
19%
69%
47% 32%
59% 55%trusted
neutral
distrusted
Personal and societal benefits are key
“A company can take specific actions that
both increase profits andimprove the economic and
social conditions inthe community where
it operates”
TRUSTEDINNOVATION
DISCOVERY BENEFIT INTEGRITYENGAGEMENT
maketesting
availablefor review
partnerwith
academicinstitutions
run aclinicaltrial or
beta test
partnerwith
an NGO
partnerwith
government
80% 75% 71% 63% 55%
The New Formula for Business Innovation
= + +[ ]DiscoveryBusiness brings an unrivaled agility and nimbleness, a multi-stakeholder and often global view, founded in specific expertise no other institution can bring.
BenefitBenefit is twofold: personal and societal, referring to the trust placed in companies that address individual needs or challenges, as well as larger,macro-issues facing society.
IntegrityAttributes that build trust in any company, chiefly having ethical business practices,managing risk, treating employees well and operating responsibly as a good corporate citizen.
EngagementThe multiplier factor: the transparency and third-party validation that is integral to innovation. Making test results publically available for review and partnering with other institutions all increase trust when implementing new developments.
81%AGREE
