How marketers capitalize on the trust deficit

The 2021 Edelman Trust Barometer revealed a troubling lack of trust in all four institutions tracked: government, business, media, and nongovernmental organizations (NGOs).

While there are signs that the pandemic may be ebbing, the devastating effects of the coronavirus in 2020 will be felt for years to come. The impact on the nation's health, economy, and psychological makeup has been stark and the full extent is still revealed a troubling lack of trust in all four institutions tracked: government, business, media, and nongovernmental organizations (NGOs). The dearth in trust is being fueled by what Edelman describes as a "rampant infodemic," crystallized by the fact that a majority of people don't know where or whom to go to for reliable information.

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