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â–¶ Prepare an Alternative Corporate Spokesperson: CEO credibility declined 12 points to 38%—its biggest drop in nine years, reports Edelman in its 2012 Edelman Trust Barometer, released Jan. 24. On the flip side, trust in regular employees as credible spokespersons rose 16 points from last year’s study. Other trust highlights include:
• In 17 of the 25 countries surveyed, government is now trusted by less than half to do what is right.
• Traditional media and online search engines are the most trusted sources of information for people searching for general news and information, new product information, news on an environmental crisis and company news.
• Social networking (88%), microblogging (86%) and content-sharing sites (75%) witnessed the most dramatic percentage increase as trusted sources of information about a company.
Source: Edelman
â–¶ Global Execs Say Societal Purpose Is Important: More than three-quarters (76%) of business leaders worldwide believe that the value of a company should be measured by the positive contribution its core business makes to society, as well as by its profits, says a study Deloitte Touche Tohmatsu Limited conducted by the Economist Intelligence Unit. Study highlights include:
• While 82% of business leaders say their organization have a formal statement detailing its “societal purpose,” only 25% think that this purpose is well known by their stakeholders.
• A tandem study asked more than 1,000 Deloitte employees who are Millennials their views on the impact business has on society. More than half (52%) of the respondents believe that in the future, business will achieve the greatest impact in solving society’s biggest challenges.PRN
Source: Deloitte/Economist IntelligenceUnit