Open Source Trust
爱德曼 has launched its annual Trust Barometer with the usual call for Business to build trust with stakeholders. But it's very hard for individual companies to know how they specifically should approach building trust without access to their own trust data.
So Mettle Capital is making available its daily trust data on the largest 3,000 companies operating in North America and Europe.
Simply contact us to request access for a trial period.
Build Trust... starting with the data
There is consensus in business research that corporates should build trust with stakeholders. There is an industry-standard model of trust in three parts: Ability, Beliefs, Consistency. There is burgeoning research that trust is essential to leadership.
But there is a paucity of high quality trust data available.
You would need a large, representative panel to be interviewed in depth repeatedly over a number of years to generate robust enough findings that could be actioned. Even standard trust research like the Trust Barometer is too expensive for all but the largest companies. And when that data is made available, it is point-in-time so cannot be correlated to a useful dependent variable like share price, market share, customer satisfaction, etc.
Unlike a one-off survey approach, Mettle uses open source intelligence to gather all the relevant publicly-available stakeholder conversations in local language throughout the year - including what the companies say about themselves. This generates a curated data set that is not prone to survey bias, time dependency, and respondents' self-declared awareness.
To give an idea of what the trust data looks like, we have examined the ten major sectors with relevant industries below. The same data is available at granular level (24 discrete drivers) for each company daily since 1 January 2020.
Consumer Goods sector
The Toys & Sporting Goods industry has lost the most trust in the sector in 2024, joining the e-commerce industry at the bottom of the sector with only marginally positive net trust scores.
Extractives and Minerals Processing sector
The Oil & Gas Exploration & Production industry (where the super majors are) has been gaining trust since its nadir in early 2022 at the beginning of the Russian invasion of Ukraine.
Financials sector
Commercial banks lag the sector as a whole while Security & Commodity Exchanges have lost trust from their previous high in 2023, perhaps due to the surge in interest in crypto.
Food & Beverage sector
The Tobacco industry lost the most trust in 2024 although the second half of 2024 saw trust loss uniformly across the sector as inflation pressures hit hard.
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Healthcare sector
Health Care Distributors continue to lag the sector as a whole, staying deep in net negative territory despite some improvement in 2024. Biotechnology & Pharmaceuticals are the predominant industry due the number of those companies represented.
Infrastructure sector
Water Utilities & Services industry continues to lose trust since 2022 due to issues around pollution, leaks and profiteering. The delta with the rest of the sector seems entrenched in 2024.
Resources Transformation sector
The Aerospace & Defense industry lost the most trust in 2024 having just about gained parity with the rest of the sector in 2023. This was mostly due to the turn against the Ukraine war amongst US and European politicians.
Services sector
The Media & Entertainment industry lost the most trust through 2024 although the downward trend started in early 2023. Together with the Leisure Facilities industry, the underlying cause is the cost of living crisis.
Technology & Communications sector
The Internet Media & Services industry continues to lag the rest of the sector although it did make up ground starting in 2023 to end the period slightly in positive territory. The Semiconductors industry has outperformed the sector in 2024.
Transportation sector
The Air Freight & Logistics industry has outperformed the sector in 2024 although it did fall back at the end of the year. The Cruise Liners industry has a very volatile year, while Airlines remains the least trusted in the sector.
Mettle Capital is an Open Source Intelligence (OSINT) data provider for Trust, CSRD, ISSB, Reputation and Thematic models.
Andrew Tucker, Ph.D. is co-Founder of Mettle Capital.
Co-Founder, CEO at Mettle Capital
1 个月Edelman has launched its annual Trust Barometer with the usual call for Business to build trust with stakeholders. But it's very hard for individual companies to know how they specifically should approach building trust without access to their own trust data. So Mettle Capital is making available its daily trust data on the largest 3,000 companies operating in North America and Europe, calling out the trust gainers and trust losers in 2024. Contact us to request access for a trial period.