6. Trust me Implicit Reliance on another person or entity. Having faith in others and believing them. Explicit A belief or confidence in the honesty, integrity, reliability of a product, service, brand or person 6
7. We’re hardwired to trust Physical touch We trust people who are similar to us Oxytocin Transitive trust Illusion of personal invulnerability Unrealistic optimism 7
8. The 4 ingredients of trust combine head with heart Rational Emotional 8
9. The most trusted brands in Australia Free from scandal • Reliable • Safe • Deliver on promises 9 Readers Digest Magazine 2009
10. Cluster analysis revealed four groups of trust factors 10 Investment Trends Pty. Ltd March 2010 Trust Mini Report
11. Open about fees, reliable, tenure and real people 11 Investment Trends Pty. Ltd March 2010 Trust Mini Report
12. Reliability is king 12 Investment Trends Pty. Ltd March 2010 Trust Mini Report
13. Those who cited “they understand my specific needs” as the main factor for trust generally had a higher income 13 Investment Trends Pty. Ltd March 2010 Trust Mini Report
17. Because it hits the bottom line Refused to buy their products/services Chose to buy their products/services Criticised them to a friend or colleague Recommended them to a friend or colleague Paid a premium for their products/services Shared negative company opinions/experiences online Shared positive company opinions/experiences online Sold shares Bought shares 2010 Edelman Trust Barometer 17
18. Because the world has changed U.S 2006 U.S 2010 2010 Edelman Trust Barometer 18
19. Because it’s out-pacing performance 19 Investment Trends 2009 Investor/Member Communications and Retention Report
20. Because it’s the new criteria for choice Investment Trends 2009 Advice and Limited Advice Report 20
21. Because investors will leave 21 Investment Trends 2009 Investor/Member Communications and Retention Report
43. 1. Embrace the new stakeholder world NOW Create companies that are economically, ethically and socially sustainable THEN Create wealth for shareholders 42 Adapted from Harvard Business Review June 2009
44. 1. Embrace the new stakeholder world 43 2010 Edelman Trust Barometer
56. 5. Use multiple information sources How many times in general do you need to hear something about a specific company to believe that the information is likely to be true? 7% 6% 5% 16% 6% 25% 60% 35% 50 2010 Edelman Trust Barometer