Evaluation - 2011 Edelman trust barometer

The 2011 Edelman trust barometer main findings show a shift to new and different pillars of trust that make us trust companies.

In the past a company was trustworthy if it had a stable and firm business control- a top-down grip on its business and markets, a reliable marketing flow, financial stability and growth.

The trust crises in the last decade strengthened skepticism and shook traditional trust pillars. Corporations can no longer adopt a hard management style through rigid goal seeking and build trust just by making money, protecting the brand and the information flow.

The new trust barometer transcends board room valuation charts. It puts transparency first. Trust is invoked by seeing shared values, a new level of transparency, authenticity, connectivity and connectedness everywhere. It calls for reframing corporate goals in terms of engagement, purpose, and involvement in the good of the larger public as part of a greater social responsibility as trust invokers.

Gaining trust, according to this trust barometer, is a protective measure for corporations today, as corporate no longer control conversations, good or bad are exposed, condemned or praised instantly and virally evangelized. Therefore corporate’ sustainability lies in practicing what it preaches. Its test lies in its transparency, and its credibility is achieved by the involvement and representation of the corporation through its highest officials as committed to these goals.

This 21st century spirit and state of public sentiment towards corporate, calls for new management paradigms, new sets of values, new pacts with all parties involved in the food and value chains, more humanizing business culture and ethics.

The survival of the fittest definitely will take a softer approach, as corporate’ sustainability will be translated in humanizing their business.

This complete evaluation of 2011 Edelman trust barometer is done at Icentered.com and you can find this article and many more article from author there. Author is an experienced writer on issues related to Web 2.0, internet, web marketing, Transparency, personalization, privacy. For more information on user centricity, User side paradigm, visit Icentered Blog – Icentered.com