News

The 2017 Edelman TRUST BAROMETER reveals the largest-ever drop in trust across the institutions of government, business, media and NGOs. Trust in media (43 percent) fell precipitously and is at all-time lows in 17 countries, while trust levels in government (41 percent) dropped in 14 markets and is the least trusted institution in half of the 28 countries surveyed. The credibility of leaders also is...

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There are two types of companies: The ones that believe ‘Profit is never enough’ and those that know ‘Profit alone is never enough’. More and more companies are switching sides, choosing the more fulfilling and prosperous life of purpose and Value. Their transition to purpose-driven organizations needs an active role from marketing. It’s a vital role because the whole company will need to buy-in to fundamental changes in...

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After a fruitless two-year $10 million marketing campaign to convince people there is nothing wrong with how they treat their orcas, Seaworld has finally caved to public pressure. Today, they announced that they will "end orca-breeding" and that they will "transition away from theatrical orca shows."   For decades, Seaworld's business model thrived on the commercial exploitation of killer whales. Back in 1997, John Hall (former Seaworld Research Director) estimated that...

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Today, for the 15th time, Edelman have released the results of their Trust Barometer survey. This is an annual global study that monitors the levels of trust people have in businesses, governments, media, and non-governmental organizations (NGO's) around the world. This is a relevant and important indicator for marketing professionals to track. Especially since trust levels affect people's receptiveness to their marketing efforts. And, the other way...

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