Government missteps and the volatility of modern communication provide an opportunity for business. Business can earn the license to lead. This is a shift in the business dynamic of years past. Emerging from the recession and other economic turmoil, business had to argue it still deserved the license to operate. Although some arguments and actions were more convincing than others, the Barometer found consumers agreed with business; overall, business is delivering on operational expectations. However, it is critical for business to understand that its stakeholders desire more. No longer is producing quality products and meeting financial goals acceptable as a total function and outputs of a company. Leadership within society is now expected. This growth area of trust will not only separate an old consumer-company relationship from a new model, but it will be the foundation for future trust in business.
Earning the license to lead can be complicated. Richard Edelman explains what it will take.
As we just heard, clear messaging is required to earn the license to lead. Ed Skyler, Citigroup’s EVP of Global Public Affairs, understands this. Banks and financial institutions are two of the lowest trusted industries. But, that doesn’t negate their importance. Skyler, who joined Richard Edelman as a panelist at the 2012 Edelman Trust Barometer launch in New York, explains what his industry must do to communicate their role in society.
For more information on the License to Lead, read the following posts:
Note: Starbucks, Unilever and Citigroup are clients of Edelman