Data from the new edition of the study showed a gap between society and innovations
Edelman Brasil released the results of the “Edelman Trust Barometer 2024” study, which measures people's trust and has specifications for Brazil.
Data from the new edition of the survey pointed to a gap between society and innovations such as Artificial Intelligence, genetic medicine and genetically modified foods.
In the Brazilian sample, companies were identified as the most trustworthy institutions for the population, with percentages of 63%. NGOs, the media and the government remained at a neutral level, with 52% and 50%.
Furthermore, Brazilian companies also occupy 11th place in the general ranking, with 63% confidence and behind countries such as Mexico, Nigeria, Thailand, Arab Emirates, Indonesia and India, which occupies first place with 82%.
Furthermore, the survey also identified a gap between confidence in sectors and innovations. Edelman data showed that 79% of Brazilians say that technology companies are trustworthy but only 53% trust artificial intelligence.
The biggest discrepancy was with the food and beverage company, where 72% indicated that they trust the sector's innovations, but only 32% trust genetically modified foods.
Still in the Brazilian perspective, the figure of “My employer” is the most reliable to do what is right in general, with 82% confidence, but, regarding the work scenario, unemployment continues to be the highest fear of Brazilians, with 91% of concern.
The report also highlighted distrust among traditional leaders, with concerns that government authorities (72% concerned), business leaders (64%) and journalists and reporters (68%) are purposefully trying to mislead people by saying things they know to be false or exaggerated.
“Communicating pros and cons, keeping innovations financially accessible and listening to the public's concerns are among the essential steps for companies in this transformation process”, comments Ana Julio, general manager of Edelman in Brazil.
Another point revealed by the study is that 68% of Brazilians interviewed expect CEOs to manage the changes that are taking place in society. Among employees, more than 8 in 10 employees consider it important for their CEO to be transparent about issues such as job skills for the future (88%), the ethical use of technology (86%), and the impact of automation on jobs (82% ).
Despite being the only ones trusted to integrate innovations into society, the Edelman survey showed that companies are not expected to act alone. Among Brazilians interviewed in the 24th edition of the Trust Barometer, 59% said they would trust companies more if they allied themselves with the government.
