Edelman Launches 'Trust Institute' Study Center

In the US, communications giant Edelman has launched the Edelman Trust Institute, a center for the study and cultivation of trust across business, government, media and civil society.

The Institute  will take over production of the Edelman Trust Barometer report series, which has been measuring public trust in various institutions for 21 years. It will also build new data sets and provide updates on the state of trust, and conduct a series of 'Trust Labs' to explore new ways to understand and close 'trust gaps' between society and its institutions.

In the coming months, the Institute will release reports on brand trust and 'return to work', as well as a study of trust and sustainability to coincide with the UN Climate Change Conference (COP 26) in November. It will also tap into a library of the firm's global trust tracking data on more than 200 companies and brands, as well as a pool of trust data based on the firm's proprietary algorithms that process 'trust signals' from editorial and user-generated content.

Richard Edelman (pictured), CEO of Edelman, comments: 'With business now the most trusted institution globally and the CEO of my employer now the most trusted spokesperson, it's clear that trust is the element that binds business stakeholders together. This is why we are making a multi-year investment in a collaborative endeavor with academia and other leading thinkers to build a deeper understanding of trust and its linkage to success. The Edelman Trust Institute is the next chapter in our commitment to the study of trust.'

Web site: www.edelman.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.