The Edelman Trust Barometer 2023 survey showed, for example, that companies are more likely to obtain results by working in partnership with the government
Edelman launched the annual Edelman Trust Barometer 2023 survey, which aims to measure how people’s trust is, with cutouts for Brazil. The analysis data pointed to a collapse in optimism regarding the economy and a state of strong polarization, fueled by distrust.
The Brazilian findings of the study showed an increase in trust in the Government, while companies and NGOs remained the only institutions considered reliable, competent and ethical by the respondents.
The data showed an imbalance between the institutions, indicating that companies have a 24-point advantage over the Government in terms of confidence. The global superior average, which stands at 11 points.
In addition, inequality based on income generates two realities of trust in the country and, among high-income respondents, the trust index (average percentage of trust in NGOs, Companies, Government and Media) stands at 56, on the neutrality level. . Among low-income respondents, the index drops to 48, reaching the level of distrust.
In Brazil, the figure of My Employer continues to be the most trusted among respondents, with 78%. However, the perception that companies are not doing enough to address issues such as access to health, climate change and economic inequality. Likewise, the expectation that CEOs take a public position on social issues.
This is an important point for companies to reflect on, especially in a polarized world like the one we live in today. The study shows that only 48% of Brazilians think it is possible for companies to avoid being political when dealing with controversial issues in society. It is essential that they are open to working in partnership with other institutions and that they take action based on science, that they act in accordance with their values and that they are a reliable source of information, said Ana Julio, general manager of Edelman in Brazil.
Research shows that companies are on average six times more likely to obtain optimal results by working in partnership with the government than by acting alone in constructive actions to address social issues. Furthermore, 76% of Brazilians believe that brands emphasizing the interests we have in common would strengthen the social fabric.
