Employee & Consumer Trust-Builders

By Randi Morrison posted 07-12-2022 07:53 PM

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PwC’s “Trust: the new currency for business” discusses the sizeable gaps between companies’ perceptions of consumer and employee trust in the business and “trust-builders” (things that build or drive trust with the business) and reality, based on a recent survey of US business executives, consumers, and employees.* Notably, among other things, companies’ focus on ESG initiatives is generally not engendering trust among consumers and employees. Rather, according to the survey, consumers and employees prioritize the basics, which—for consumers—translates to “affordable products and services” and—for employees—means “treating employees well.”

In that the benefits of gaining trust with consumers and employees are significant, the survey results should at least inform management’s consideration of its messaging to consumers and employees, which may be overly focused on the company values and initiatives that are not resonating with these key stakeholder groups.

*Survey respondents consisted of 503 business executives, 2,508 consumers and 2,002 employees.

This post first appeared in the weekly Society Alert!

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