Purposeful Brands And The Dangers Of The Victim-Victimizer Narrative - Forbes
It is paradoxical that, while there is ample evidence that globalization and capitalism have helped destroy poverty in the world, trust in brands and companies is on the ground. Many citizens look at them with skepticism and as a cause of their problems, not as part of the solution. For example, the Edelman Trust Barometer shows us only a 56 index of citizens thinking that businesses do what is right. But in some countries, trust indexes for the mass population are even lower. In Russia, the index is 30. In the U.K. it is 42, and in Spain, it is 45. The U.S. has a 47 trust index. David Brooks, writing for The Atlantic , argues that "social trust is a measure of the moral quality of a society." In businesses, social trust translates into a good brand positioning and a potentially healthy customer relationship. Thus, it is a measure of your brand quality. But social trust was not an ingredient most marketers did care about until recently. Instead, marketers have...