Why we study Trust | Edelman
We have studied trust for more than 25 years and believe that it is the ultimate currency in the relationship that all institutions — business, governments, NGOs and media — build with their stakeholders. Trust defines an organization’s license to operate, lead and succeed. Trust is the foundation that allows an organization to take responsible risk, and, if it makes mistakes, to rebound from them. For a business, especially, lasting trust is the strongest insurance against competitive ...| Edelman
