
Although trust in business rebounded smartly at the end of 2009, CEOs remained the least credible spokespersons for a company, according to the 2010 Edelman Trust Barometer, a survey of 4,875 college-educated consumers in 22 countries. Globally, 54% of respondents said they trusted business to do what is right, up from 50% last year.
The improvement among companies is driven largely by respondents in the U.S., Italy, and Spain. The U.S. numbers, in particular, show a much more dramatic change: some 54% of respondents said they trusted business to do what is right, up from a low of 38% a year ago and near 2008’s high of 58%. “Last year, with trust in the mid-30s, the U.S. became the new Europe,” says Richard Edelman, president and CEO of public relations firm Edelman, which commissioned the study. “Now it’s stabilized.”
Teaming with Government
But even for U.S. companies, the results are not as sunny as they appear. CEO credibility remains low, and business needs to partner with government to make progress on important issues, says Edelman. “Business needs to come up with a framework, whether it’s on compensation or some other issue, and lead on it.” Leslie Gaines-Ross, chief reputation strategist for public relations firm Weber Shandwick, agrees. “You really have to build a relationship with government,” she says. “What industry is doing is making sure they have offices in D.C., hiring lobbying firms.”
Read More: – By Kimberly Weisul, Businessweek