We interview Steven Heywood, General Manager of Edelman in The Netherlands, known for the annual Edelman Trust Barometer. The 2021 findings of the Edelman Trust Barometer show an alarming divergence in trust between two distinct groups of people, the “informed public” and the mass population, which has a much lower level of trust. A minority of those surveyed practice “good information hygiene’ which includes news management, avoiding echo chambers, verify information and not amplifying unvetted information. Steven explores how this global “infodemic” has driven trust in all news sources to record lows with social media and owned media the least trusted. He talks about the weaponisation of fake news, the need for Action Communications, and how brands should take real steps to change the way they service their customers and take part in society.

For the 2021 Edelman Trust barometer, here it is!