Post by account_disabled on Mar 6, 2024 0:51:54 GMT -5
As I mentioned in the previous post, last Wednesday the presentation of Edelman's annual Trust Barometer report took place at the Idec amphitheater in Barcelona. This study focuses on the perception of trust in the media, companies, NGOs and political institutions. The study was carried out through 4,475 interviews with opinion leaders (200 in Spain and 1,800 in the European Union). The greater degree of trust that Spanish opinion leaders place in companies (40%) compared to political institutions (34%) stands out. Despite this, confidence in the Spanish business environment has fallen from 49% last year. From a global perspective, there are few countries like Spain that value companies more, among them They highlight Sweden, Ireland and Great Britain. At the other extreme, the countries that trust political institutions more than companies are Germany, Italy, France and Holland. SECTORS Edelman's study has also analyzed which sectors generate the most trust in Spain. Emphasis is placed on the technology sector (with 65% confidence), and on biotechnology (with 61%) and food.
The sectors with the least confidence are banking and insurance, with 3and respectively (probably because they are the sources where part of the current crisis originated). Around the world there are certain countries that generate a higher level of trust in the companies that are managed from there. These countries are Sweden, with 73% confidence; Germany with 72%; and Canada with. At the other extreme are countries Industry Email List like Russia, with 24%; China, with 24%; and Poland, with 32%. In this ranking, Spain is in ninth place with 50%, between Italy and the United States. brand strategy CREDIBILITY. Regarding the credibility of information sources, analyst reports are perceived with 61% confidence, the economic press with 51%, conversations with employees with 49%, and conversations with friends or colleagues. with 43%. It is worth highlighting the drop of 38 points compared to last year in press articles, the drop of 32 points in television news, and the drop of 27 points in radio. These are very important figures that require in-depth reflection.
We're back to business as usual: information vs. sales pressure (because marketing no longer works, even if it's covert). In this sense, corporate sources have also suffered a serious blow to their credibility. Credibility in corporate communication has dropped 33 points compared to the previous year, and stands at 18% trust (a rate that does not invite optimism). The positive fact about the most credible interlocutors between company-institution-society is personalized in academics and experts, who in Spain generate greater trust (with 63%). In second place are financial and industrial analysts (58%), followed by “people like me” (41%), and company employees (41%). The opinion leaders who have been surveyed are characterized by having a university education, being between 25 and 64 years old, belonging to the 25% of the population that receives the highest income in their region, and actively particiriga coordinator of the Lucía Foundation; Joan Francesc Canovas, director of the Master in Communication Business Management at IDEC; and Albert Roure, communications director of Agbar.
The sectors with the least confidence are banking and insurance, with 3and respectively (probably because they are the sources where part of the current crisis originated). Around the world there are certain countries that generate a higher level of trust in the companies that are managed from there. These countries are Sweden, with 73% confidence; Germany with 72%; and Canada with. At the other extreme are countries Industry Email List like Russia, with 24%; China, with 24%; and Poland, with 32%. In this ranking, Spain is in ninth place with 50%, between Italy and the United States. brand strategy CREDIBILITY. Regarding the credibility of information sources, analyst reports are perceived with 61% confidence, the economic press with 51%, conversations with employees with 49%, and conversations with friends or colleagues. with 43%. It is worth highlighting the drop of 38 points compared to last year in press articles, the drop of 32 points in television news, and the drop of 27 points in radio. These are very important figures that require in-depth reflection.
We're back to business as usual: information vs. sales pressure (because marketing no longer works, even if it's covert). In this sense, corporate sources have also suffered a serious blow to their credibility. Credibility in corporate communication has dropped 33 points compared to the previous year, and stands at 18% trust (a rate that does not invite optimism). The positive fact about the most credible interlocutors between company-institution-society is personalized in academics and experts, who in Spain generate greater trust (with 63%). In second place are financial and industrial analysts (58%), followed by “people like me” (41%), and company employees (41%). The opinion leaders who have been surveyed are characterized by having a university education, being between 25 and 64 years old, belonging to the 25% of the population that receives the highest income in their region, and actively particiriga coordinator of the Lucía Foundation; Joan Francesc Canovas, director of the Master in Communication Business Management at IDEC; and Albert Roure, communications director of Agbar.