Despite decades of research into trust measuring individual trust remains unsatisfying due to problematic survey questions that are used to measure social trust. There are two main methods used to measure trust, surveys and behavior observation. Surveys ask for people’s judgments about trust, while behavior observation looks at behaviors based on trust. The trust game is an example of the latter, where trust is measured by the amount of money sent from the trustor to the trustee and how both parties behave.
Trust reports by major consultancies and non-alignment
He suggests that non-alignment between the many surveys by organizations like Edelman, Pew Research Center, and major consultancies like Deloitte, PwC, EY and KPMG may be due to different survey questions, different time points for data collection, and different samples. The OECD Guidelines on measuring trust are helpful but could be updated with more recent knowledge. He believes that even though trust is emotional and subjective, it should still be quantified, and mentions his research on audio responses to measure trust. He also points out that definitions of trust are often detached from measurements of trust and discusses his work on finding a better fit between the definition and measurement of trust.
(…) we simply learned over time that the questions we use are to some extent problematic. So, for instance, the most popular survey question that we use to measure social trust goes along the lines: “Do you think that most people can be trusted or that you can’t be careful enough in dealing with people?” And this question contains concepts such as most people, And by now we know that people might interpret this question differently. This is a measurement problem, and we find such measurement problems across different trust survey questions.
Behavioral Trust
(…) So, for instance, I could do an interview with you because I trust you, and in sociology and political science, the most common method to measure trust is to ask people for their judgments in surveys. So we could ask them: “Do you trust your family? Do you trust your neighbours?” and the infamous generalized social trust question that I just mentioned is, for instance, “do you think that most people can be trusted or that you can’t be too careful in dealing with people?”. That’s one way, basically directly asking for these judgments. And besides that, we can also observe the behaviour and then conclude that certain behaviours we observe should be based on a high level of trust. So, for instance, I could observe a friend lending money to another person, and then I would assume that she trusts this other person because I’ve observed this behaviour and there’s actually a large literature that attempts to measure what trust researchers call “behaviourally exhibited trust”, in other words, behaviour that is based on trust.
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In this post by Linda Nouar, which was first published on Scott Baradell‘s blog of the Trust Signals podcast, she writes about 14 of the best podcasts and episodes on building trust with your brand. (please scroll down and you will find TrustTalk in the top 10 of “best podcasts on trust”!)
Do you want to build trust with your brand? Are you looking for some helpful podcasts that can teach you how to do just that? These podcasts offer great advice and tips on how to create a trusting relationship with your customers. Feel free to recommend a podcast you have listened to!
In the TRUST Show, you are challenged to take on a different attitude towards trust building. The show is based on the 8 laws of trust and 6 components of trustworthiness from dr. Solomon’s own Book of Trust. These laws create the baseline of understanding in what critical moments trust has a leading role in the success or failure of your business. Through real-life examples from the host, you will get practical tips on how to be trusted, and know who to trust.
About the Host
Dr. Yoram Solomon is the author of the Book of Trust, public speaker, and professor. The host has a highly diverse educational background in organization management, law as well as engineering. Solomon has bundled his experience in founding several start-ups and holding various positions in 14 published books. As a professor at Southern Methodist University with 22 patents to his name, Solomon is considered a leading expert on trust in business.
2 episodes to listen to
S7E4: TRUST, ANTITRUST, and Can You Trust a Competitor?
Trust Matters was an interactive podcast on professional relationships and trust in business. Listeners could tap in and submit questions or problems they face as professionals in relation to trust. The last episode aired in June 2020. However, with a total of 40 episodes, Green created a collection of knowledgeable content specifically tailored to what professionals really want to learn. The episodes are bite-sized (around 3-6 minutes) and therefore perfect when you want straightforward advice from a Trusted Advisor.
About the Host
As a graduate of Harvard and a career in management consultancy and business development, Charles H. Green is a well-respected advisor. Green has been in the game for more than 40 years and managed to bring this vast amount of experience in the best-selling book The Trusted Advisor.
Having an e-commerce store definitely has advantages, but especially the start in which consumers don’t know you is challenging. Building trust with customers is of high importance in order to succeed. In this podcast, Christina teams up with experts on all things e-commerce. The podcast consists of three lengthy episodes to cover all you need to know from obtaining trust to keeping trust for your online business.
About the host
Christina Kay made it to the Top 25 under 35 due to her many achievements as a young marketing and management expert. She is currently employed as a Vice President Marketeer at ResellerRatings. A platform that successfully consults and trains thousands of retailers on building trust, increasing conversion, and improving discovery.
2 episodes to listen to
How to establish trust on your website with Scott Sussman and Bradley Poole
This list of podcasts on trust would not be complete without mentioning the podcast of the top thought leader on trust: the Edelman global communications firm. The TrustCast dives into Edelman’s 20 years of experience in transforming businesses and organizations to implement trust as a strategy. The host makes sure to incorporate timely news articles and societal trends to keep the content fresh and relevant. These topics range from pandemic recovery to diversity and (dis)information society for example. With new experts joining the show every episode, you will learn why trust is the ultimate currency in professional relations, but also for societies to succeed.
About the host
Edelman is a global communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations. Every year they present the Trust Barometer. The report is published in January and covers a range of timely and important societal indicators of trust among businesses, media, government, and NGOs, shaping the conversation and setting the agenda for the year ahead.
2 episodes to listen to
Disinformation’s Impact on Brand Safety with Caitlyn Rush, Global Head of Brand Safety Strategy on Twitter
The 30-Year Narrative of DE&I in the PR Industry with Paul Holmes, Founder & Chair of Provoke Media
The TrustCast came to an end in December 2021. Fortunately, Edelman did not stop here, but decided for a rebrand of the show in “the TrustMakers”. Every week or two, a new episode is aired on trending topics in today’s society. Topics such as sustainability and inclusion, which are relatively new concepts, but more important than ever for brand trust are brought to light. How to leverage brand trust is changing overnight in our fast-paced society, so being up-to-date with current trends is pivotal.
About the host
Edelman is a global communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations. Every year they present the Trust Barometer. The report is published in January and covers a range of timely and important societal indicators of trust among business, media, government, and NGOs, shaping the conversation and setting the agenda for the year ahead.
2 episodes to listen to
Taylor Lorenz on Building Trust with Gen Z
NYU Professor Tensie Whelan on how Sustainable Businesses Earn Trust
Trusted Authority is the perfect podcast for anyone that is a technical expert, but lacks the trust of their peers. In this weekly show, you will learn practical strategies that you can utilize to become a trusted authority at your work and beyond. While the podcast focuses on building authority, you also get valuable insights to improve yourself and your trust in your social circle. Petra Zink does an excellent job of empowering people of all backgrounds.
About the host
Petra Zink turned her life around after years of being in the background at work. Now, she is a respected authority as a personal brand & digital strategist. Being a successful consultant and trainer, she has compiled her experience and knowledge into a step-by-step manual called Trusted Authority.
2 episodes to listen to
Ep 51. How To Speak With More Authority [Interview with Lisa Evans)
Ep 36. What It Really Takes to Stand Out As Introvert In An Extraverted World
7. In Trust
Host: Lisa Lambert & Rick Kitagawa
With more than 50 episodes, Lisa and Rick have made a complete guide on being a trustworthy leader. The founders of Spotlight Trust invite leaders from all expertise to join them and explore what trust means for them and how it has made them successful. You will get practical advice and real-life stories for all sorts of scenarios you will likely be faced with as a leader. The last episode aired in January 2022.
About the hosts
Lisa Lambert & Rick Kitagawa are Co-Founders and Co-CEOs of Spotlight Trust. With the company, they aim to provide a practical framework for leaders to see the importance of trust and learn how to leverage this. Lisa Lambert is active in numerous projects outside of her podcast with Kitagawa. She facilitates workshops and talks on leadership, has co-written the book ‘The Future is Trust’ with Kitagawa, and leads organizations in their innovative journeys.
Rick Kitagawa is a successful organization coach and workshop host where he empowers leaders all over the world. He is also an active blog writer where he shares his experience and knowledge on leadership.
2 episodes to listen to
Ep 25 – How To Find Your First Ten Customers – Interview with Conor McCarthy
In Talking Trust you will learn the exact ins and outs of building trust as a business, whether it’d be with stakeholders, customers, or your own colleagues. James Temple from PwC Canada noticed that our fast-paced changing societies are influencing our feeling of certainty and therefore lack of trust in businesses. By bringing on experts every episode, James aids in getting an understanding of the evolving meaning of trust. The podcast was completed with 5 episodes that each lasted around 15 minutes, making it accessible for anyone that needs a fresh and updated perspective on trust.
About the host
James Temple is PwC Canada’s Chief Corporate Responsibility Officer. He leads PwC Canada’s Trust Agenda in which he holds many responsibilities on topics such as stakeholder relations, sustainability, and PwC Canada’s ESG agenda.
2 episodes to listen to
Why trust should be top of mind for business leaders today
It’s all about Trust’s philosophy is literally reflected in its name, because trust is everywhere. Every two weeks, Severin explores trust with different experts from all over the world. (Some of the experts on his show are also previously discussed in this list of podcasts!) The TrustTalk podcast covers trust in all aspects of life, be it in technology, social networks, politics, and of course work. This show provides some great insights to reflect on trust and how its meaning can change in different areas of life.
About the host
Severin de Wit is a Netherlands-based attorney who founded an international consultancy in intellectual property (IPEG). He is chairman of the foundation “Stichting PleitAcademie“, a training institute for attorneys and other professionals, and has published many articles and books bundling his experience in the field. He graduated from the VU Amsterdam and UvA in Law & Political Science.
2 episodes to listen to
Trust & The Future of Democracy
How to Effectively Regain Trust
Since Trust is a very specific topic (especially in the context of business), there are a selected few podcasts that are focused on this. Therefore, we have made a top 5 episodes from podcasts, next to the above-mentioned ones, on Trust that are worth listening to.
10. IBM ThinkLeaders Episode: Why aren’t there more Chief Trust Officers? Feat. IBM Futurist Peter Lavers
Building trust in B2C businesses is a widely explored topic, but B2B businesses can also benefit from such. In this episode, the host is joined by Peter Lavers and discusses how trust is at the heart of B2B customer experiences.
IBM ThinkLeaders tells the story of successful business transformations through interviews with entrepreneurs and technologists. Coming from IBM, one of the biggest and well-known technology corporations internationally, you can expect valuable content. The show ended in 2020, but holds information that is still relevant today!
About the Host
Amanda Thurston earned her degree in Business Administration from New York University. She used to be a strategic marketing services leader at IBM iX, but is now working as a partner in Prophet’s New York office.
Episode
11. Business of Story Episode: How You Build Trust With Your Brand Storytelling
When you truly understand what the value of trust can be for your business, there is a big possibility you will have to evaluate your current brand strategy. In this episode of Business of Story you will learn how to build trust with your brand storytelling with Margot Bloomstein.
The Business of Story is a weekly podcast that sits among the top 10% of downloaded podcasts worldwide according to Feedspot. With almost 400 episodes, Howell helps sales and marketing leaders excel through the stories they tell.
Not only a business owner, but any professional or employee will have to build trust for themselves. Especially as a newcomer in the workplace, this can be challenging. Not to mention that it goes both ways: what if you don’t trust your boss or colleagues? In this episode of “Dear HBR” you will learn what to do in those (perhaps awkward) situations in the workplace.
Dear HBR is an informal podcast that discusses widely experienced workplace dilemmas. Although the content is given to you in a humorous and friendly manner, you will get academically-researched insights in order to improve your work life and that of others. Dear HBR started in 2018 and its final episode aired in February 2021.
This episode on the Freakonomics Radio is considerably a classic on the topic of Trust and was therefore rebroadcasted. Since there is an alarming decline in trust in governments by societies, the importance of it has proven itself to be true. In this episode, Dubner discusses the relationship between trust in society to economic prosperity and how we could fix this.
Freakonomics Radio is a follow-up on the one-of-a-kind business book Freakonomics by Steven D. Levitt & Stephen J. Dubner. Just like in the book, Freakonomics Radio deals with topics that you would not consider thinking about when listening to an economics podcast. Though the topics are sometimes considered random, Dubner does an amazing job at connecting academic research and inviting top entrepreneurs to tell his story.
About the host
Stephen J. Dubner is co-author of the best-selling book Freakonomics. He is best known as an American journalist who has written for the New York Times, but also published several books.
Episode
14. TED Business Episode: 7 Tools for Building a Business People Trust
In this brief episode of TED Business, Akinola provides 7 practical tools you can use to build long-term trust for your company. Together with Marcos Aguiar, Modupe goes over real-life examples in which trust has played a determining factor in a brand’s success.
TED Talk is one of the most well-known resources for real stories from successful entrepreneurs and business people. In the podcast TED Business, every week Modupe presents a new trending business success story. After each story, Modupe offers you practical tips deducted from the story that you can implement in your own business ventures.
About the host
Modupe Akinola is a graduate of Harvard and specializes in social psychology and organizational environments. By combining the two, she has a great understanding of organizational management, especially on the topic of diversity and inclusion.
In this 50th interview (and 51st episode) for TrustTalk, we talk with Tonia Ries, Executive Director of Global Thought Leadership, the Edelman Trust Institute, New York. For more than 20 years Edelman has been publishing the Edelman Trust Barometer on the status of trust in four institutions: business, government, NGOs, and media.
Tonia talks about GenZ and their predilection for employment values and societal roles of their employers, spreading their influence on Western culture and views on the role of trust. Recent trust research shows an epidemic of misinformation and widespread mistrust of societal institutions and leaders around the world, a failing trust ecosystem unable to confront the infodemic, leaving the four institutions—in an environment of information bankruptcy and a mandate to rebuild trust and chart a new path forward. Recent research shows that governments are not seen as competent, nor ethical. Rather businesses are more trusted increasingly being asked to take on responsibilities that historically have been responsibilities for governments.
She talks about exciting new opportunities when it comes to trust research. The interview concludes with Tonia’s vision of the main challenges of trust research. She talks about stakeholder capitalism and the debate as to who should the primary stakeholder of business be.
The Battle of Seattle
Tonia speaks during the interview about “the Battle of Seattle”. This refers to the Seattle WTO protests of 1999, in full Seattle World Trade Organization protests of 1999, also called Battle of Seattle, a series of marches, direct actions, and protests carried out from November 28 through December 3, 1999, that disrupted the World Trade Organization (WTO) Ministerial Conference in Seattle, Washington. Comprising a broad and diffuse coalition of the American Federation of Labor-Congress of Industrial Organizations (AFL-CIO) and other labor unions, student groups, nongovernmental organizations (NGOs), media activists, international farm and industrial workers, anarchists, and others, the Seattle WTO protests are often viewed as the inauguration of the antiglobalization movement.
Edelman publications
Edelman published several studies in 2022:
2022 Edelman Trust Barometer (Released January 2022): Edelman’s main study, produced over the past 22 years, which is focused on analyzing trust in institutions: business, government, NGOs, and media. This year’s report was focused on the Cycle of Distrust, fueled by a growing lack of faith in media and government and resulting in a growing expectation on business to address societal problems.
2022 Edelman Trust Barometer Special Report: The Geopolitical Business (Released May 2022): Launched in May at Davos, this Edelman report found that geopolitics is now a priority issue for businesses to take a stand on, in addition to existing societal issues. We also found that overwhelmingly, CEOs are now expected to shape policy on societal and geopolitical issues.
2022 Edelman Trust Barometer Special Report: The New Cascade of Influence (Released June 2022): This is Edelman’s sixth annual report on trust in brands and set out to understand how emerging expectations of consumers intersect with generational change. For the first time, we’ve included a supplemental deep dive into youth (age 14-17). The research covers a range of topics but found that Gen Z especially is feeling a sense of responsibility and urgency and have an outsized influence on the behavior of older generations and on the converging expectations for brands and business.
Transcript
For the full transcript of the interview with Tonia Ries:
Edelman – known for its “Edelman Trust Barometer” – has conducted a 12-market study on the critical role brands are expected to play during the coronavirus pandemic, which study was completed in March 2020. They interviewed 12,000 people in Brazil, Canada, China, France, Germany, India, Italy, Japan, South Africa, South Korea, the UK, and U.S. This follows on a study that Edelman released earlier on the role of the private sector during the pandemic.
“If you were ever in doubt that brands matter, this new data reveals the power and necessity of brand as well as their urgent need to act. Brands should find solutions instead of selling passion or image. They need to be tangible and fast, not impressionistic and conceptual.”
71% agree that if they perceive that a brand is putting profit over people, they will lose trust in that brand forever
78% say businesses have a responsibility to ensure their employees are protected from the virus in the workplace and do not spread the virus into the community
63% would like their employer to share information about the coronavirus at least daily
81% says: “I must be able to trust the brand to do what is right”
62% say they agree with “Our country will not make it through this crisis without brands playing a critical role in addressing the challenges we face”
56% agree that, overall, brands and companies are responding more quickly and effectively to the pandemic than the government is
33% agree with the statement: “I have convinced other people to stop using a brand that I felt was not acting appropriately in response to the pandemic
Strikingly, people interviewed want brands to do everything they can to protect the well-being and financial security of their employees and suppliers, even if it means substantial financial losses until the pandemic ends.
