The Importance of Trust

There is a greater level of expectation than ever before around business playing a key role in creating a better society.

The 2019 edition of the Edelman Trust Barometer shows that there has been a nine per cent increase among Irish people in terms of people who believe that “A company can take specific actions that both increase profits and improve the economic and social conditions in the communities where it operates.”

In fact, it goes deeper with 40 per cent of employees on Ireland saying they would need to be paid a lot more for a company that did not have a good societal reputation and 23 per cent saying they would never work for a company without one.

The research from Edelman was conducted around the world and included a survey of 1,150 people in Ireland to gauge respondents’ trust levels in and attitudes towards business, NGOs, the media and the political system.

The Barometer’s Irish findings revealed that more than ever, the Irish general population now expects that CEOs should take the lead on change rather than waiting for the government to impose it. The findings show that companies benefitting society as well as being profitable is now ‘the new normal’ for businesses.

“The 2019 Edelman Trust Barometer clearly shows that Irish people expect their CEOs to provide leadership and to effect positive change on a range of societal issues,” said Edelman Ireland CEO Joe Carmody.

“There has been a massive shift in the past year among Irish people about the role of business, with the vast majority of the public now expecting companies to do good as well as being profitable. The reward for employers and business leaders who are aligned with the public’s view is also considerable, with staff acting as powerful advocates for employers.”

Sport can play a major role in this move towards a ‘better society’.

Our own Sport for Social Good report and conference from September 2018 looked at specific research around people’s feelings around companies that were engaged in what could be seen as socially conscious sponsorships and activations.

These included Allianz and Electric Ireland while we also featured campaigns that worked well for Bank of Ireland and Lidl.

We also highlighted work being done by Breast Cancer Ireland, Alan Kerins, Special Olympics Ireland and the Simon Community which were using sport to highlight important campaigns.

If you would like a copy of our Sport for Social Good Report from 2018 or if you would like to be involved with the 2019 edition, please contact us today and let’s talk.

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