{"id":24214,"date":"2018-10-16T16:49:39","date_gmt":"2018-10-16T15:49:39","guid":{"rendered":"https:\/\/digileaders.com\/?p=24214"},"modified":"2018-10-16T17:22:50","modified_gmt":"2018-10-16T16:22:50","slug":"despite-a-drop-in-trust-technology-can-lead-social-change","status":"publish","type":"post","link":"https:\/\/digileaders.com\/despite-a-drop-in-trust-technology-can-lead-social-change\/","title":{"rendered":"Despite a drop in trust, technology can lead social change"},"content":{"rendered":"<p>The past year has seen an almost universal decline in public trust for social media platforms \u2013 with a plummeting of trust in tech business regarding data protection and transparency. But Edelman says there is an opportunity\u00a0for tech business to respond to \u2018belief-driven\u2019 buying.<span id=\"more-8758\"><\/span><\/p>\n<p>The stark new findings on trust were presented at DigitalAgenda\u2019s<a href=\"https:\/\/www.digital-agenda.co.uk\/summit\/\">\u00a0Power &amp; Responsibility Summit<\/a>\u00a0\u2013 where trust played a major part in the discussions.<\/p>\n<p>A few weeks ago I drew on the findings from Edelman\u2019s 2018 \u2018trust barometer\u2019 and this month\u2019s Edelman \u2018earned brand\u2019 research. Combined, the research is based on the opinions of 73,000 people living and working in 28 markets worldwide.<\/p>\n<p>Technology remained the most trusted business sector, above healthcare, energy and food. But public trust is in transition, facing nothing short of a crisis, with a global battle for the truth itself. That battle for the truth is prompted by the fact that 7 in 10 people worry about false information or fake news being used as a weapon through social media.<\/p>\n<p>Technology holds a privileged position of trust amongst the general public. But we are also seeing technology losing significant ground with the crisis of hacks and leaks<i>.<\/i><\/p>\n<p>In effect technology is no longer building trust. It\u2019s living on its legacy and needs to start demonstrating how it can prove itself trustworthy.<\/p>\n<p>The Edelman research looks at four key sectors: NGOs, business, government and media. Worryingly for media, it is now the least trusted institution, distrusted in 22 out of 28 markets, with focus on social platforms, rather than journalism.<\/p>\n<p>Despite the tech industry remaining trusted, trust in technology has declined in 18 of 28 markets. In the UK, trust has dropped 5%. Informed public trust in tech has seen steep falls in 16 markets, including a 19% fall in the US.<\/p>\n<p>Despite the stark headlines, the surveys showed some reason for optimism. Business generally was expected to lead, with 64% saying that company chief executives should take the lead on change, rather than waiting for government to impose it.<\/p>\n<p>More than half of consumers are now driven by beliefs \u2013 with 57% now choosing, switching, avoiding or boycotting a brand based on its stand on societal issues. That figure was up 20% on 2017.<\/p>\n<p>Define your purpose \u2013 take your stand. \u2018Belief-driven buying\u2019 is now mainstream around the world and that mindset now spans generations and income levels. Welcome to the new brand democracy. Around 39% of people agree that brands have better ideas for solving our country\u2019s problems than government, and 47% think brands can do more to solve social ills than government.<\/p>\n<p>A brand\u2019s \u2018stand\u2019 on issues drives purchase intent, especially in the features a brand&#8217;s product reflects.<\/p>\n<p>We have consumers who are telling companies that they believe they are a powerful force for change. They have consumers telling companies \u2018I expect you to represent me in societal issues\u2019. And there are people who are telling those same businesses \u2018I will reward you; my vote will be my wallet, I will spend my time and my money with you for doing so\u2019.<\/p>\n<p>There is a role to be played for the tech for good out there to address these issues.<\/p>\n<p>If you haven\u2019t yet embraced this, listen carefully to the issues that people are raising about where we are and the world we are building. We must understand and define our purpose in how we can address these issues, because you will have a stronger enterprise from it.<\/p>\n<hr \/>\n<p>Originally posted\u00a0<a href=\"https:\/\/www.digital-agenda.co.uk\/business\/trust-drops-but-role-for-tech-for-good\/\">here<\/a><\/p>\n<p class=\"p1\" style=\"text-align: center;\"><span class=\"btn-container\"><a class=\"btn btn-md btn-primary\" href=\"https:\/\/digileaders.com\/insights\/\">More thought leadership <i class=\"far fa-caret-right\"><\/i><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The past year has seen an almost universal decline in public trust for social media platforms \u2013 with a plummeting of trust in tech business regarding data protection and transparency. But Edelman says there is an opportunity\u00a0for tech business to respond to \u2018belief-driven\u2019 buying. The [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":24222,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"class_list":["post-24214","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","topic-tech-for-good"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Despite a drop in trust, technology can lead social change | Digital Leaders<\/title>\n<meta name=\"description\" content=\"The past year has seen an almost universal decline in public trust for social media platforms \u2013 with a plummeting of trust in tech business\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digileaders.com\/despite-a-drop-in-trust-technology-can-lead-social-change\/\" \/>\n<meta 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