As Research Director at Louis Kennedy I’m responsible for keeping up to date with trends in the charity and corporate sectors, and the public’s attitudes towards them. I was interested therefore to review the Edelman Trust Barometer for 2010 and have my reading of the current attitude towards corporate reputation and trust reinforced.    

“For the first time, this year’s Trust Barometer shows that trust and transparency are as important to corporate reputation as the quality of products and services………………………………….

Partnerships rooted in advancing societal good also are now a conduit to earning trust. The overwhelming majority of informed publics say they would be more likely to trust a company that partners with NGOs to solve global challenges such as climate change, poverty, or disease, this year’s data shows.”


In delivering Cause-Related Solutions Louis Kennedy identify innovative strategic opportunities and connect relevant partners, building brand awareness and consumer loyalty. At the root of this approach is trust, both in the parties we bring together and the consumer facing communication of the partnership.


*Extracts from the Edelman Trust Barometer 2010.

To read the full report visit www.edelman.com/trust/2010 

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