In today’s hyper-connected world, information spreads like wildfire. But amid this constant noise, what truly sets brands apart is trust. Trust is no longer a “nice to have” — it has become the new currency of corporate communications. Although many companies still invest heavily in marketing and promotion, audiences today evaluate brands through a far deeper lens: authenticity, social impact, and ethical behavior.
Moreover, as Edelman’s 2023 Global Citizenship Report points out, businesses now face the highest expectations from society compared to governments and NGOs. The report highlights that business is the only institution considered both competent and ethical, making trust not just desirable but essential for survival.
In other words, trust defines a company’s permission to operate, innovate, and grow. Without trust, even the best strategies collapse. But with it, brands can forge lasting connections, weather crises, and even shape public opinion.
When it comes to measuring trust, Edelman’s Trust Barometer is considered the gold standard. But how exactly does it influence business strategies?
First launched over two decades ago, the Edelman Trust Barometer surveys tens of thousands of people globally to understand their trust levels in key institutions — business, government, media, and NGOs. Interestingly, the 2023 findings revealed that businesses are now more trusted than governments by a wide margin. This shift in public perception forces organizations to recalibrate their strategies not just toward profit, but toward purpose-driven leadership.
Furthermore, Edelman’s Trust Barometer encourages companies to act boldly on societal issues like climate change, economic inequality, and diversity. However, businesses must tread carefully; the same report warns that over-politicizing an issue can backfire. Therefore, balancing advocacy and neutrality becomes critical.
Brands today increasingly use insights from the Barometer to:
Thus, the Trust Barometer doesn’t just offer data; it steers the entire communication and business agenda.
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Winning over Gen Z isn’t easy. But what are the best practices that brands should follow to earn credibility with this sharp, socially-conscious generation?
First, authenticity is non-negotiable. Gen Z values realness over perfection. They are quick to spot virtue signaling or performative activism. Moreover, they expect brands to back words with actions — not just campaign slogans but sustained initiatives that create societal impact.
Secondly, purpose matters more than ever. Brands that stand for something — whether it’s sustainability, diversity, mental health, or economic equality — resonate better with Gen Z audiences. But simply having a mission statement is not enough; companies must actively contribute toward that mission and communicate their journey transparently.
Furthermore, personalization plays a huge role. Gen Z wants to feel seen and heard. Interactive content, co-creation campaigns, and community building can deepen trust.
Here are some best practices to keep in mind:
Although these steps require commitment, the reward is a fiercely loyal Gen Z community that not only buys but believes.
Given the growing emphasis on purpose, what role do communication agencies play in societal impact campaigns?
Communication agencies are no longer just messengers — they are now architects of change. Agencies like Edelman have evolved into trust-builders, helping brands navigate sensitive societal issues while maintaining credibility.
Moreover, agencies bring expertise in crafting nuanced narratives that are culturally sensitive and emotionally resonant. They understand when to speak, how to engage, and importantly, when to listen.
Another vital role is risk management. Although taking a stand is important, it also exposes brands to potential backlash. Communication agencies help preempt risks by analyzing public sentiment, media landscapes, and cultural contexts.
Furthermore, agencies often facilitate collaborations between brands, NGOs, and activists, creating powerful ecosystems for change. For example, Edelman’s partnership with the Global Fund to fight AIDS, Tuberculosis, and Malaria showcased how strategic communication can mobilize billions for life-saving causes.
In short, communication agencies are the guiding compass that steers brands safely through complex societal conversations, ensuring that purpose and performance go hand in hand.
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Theory is great, but how does purpose-driven communication look in action? Let’s dive into three compelling real-world examples: Hellmann’s, Dove, and eBay.
Hellmann’s: Fighting Food Waste through AI
During the 2022 holiday season, Hellmann’s leveraged Generative AI to encourage consumers to create recipes from leftovers, promoting its brand platform “Make Taste, Not Waste”. But the campaign didn’t stop at clever tech use. It tapped into societal concerns around food waste and economic struggles, resulting in over 9 million video views. Hellmann’s built trust by addressing real issues, using technology meaningfully, and partnering with authentic influencers.
Dove: Championing Age Inclusivity with #KeepTheGrey
After a workplace ageism controversy in Canada, Dove quickly launched the #KeepTheGrey campaign. Celebrating women who embrace their natural grey hair, the brand transformed a viral moment into a powerful advocacy movement. Furthermore, Dove backed its campaign with a $100,000 donation to Catalyst for women’s workplace rights. Authenticity, rapid response, and real impact combined to strengthen Dove’s longstanding reputation as a brand that cares deeply about beauty standards and societal well-being.
eBay: Wear ‘Em Out Store
Sneaker culture has long emphasized keeping shoes pristine. But eBay cleverly turned this around with its “Wear ‘Em Out” Store. Customers could buy coveted sneakers at discounted rates — but only if they wore them out of the store. The campaign redefined sneaker ownership, fought consumerism, and built emotional connections by celebrating lived experiences over materialism. Participation by celebrities like Cardi B further amplified trust and excitement.
Each campaign did more than just market a product — it built emotional bridges, addressed societal issues, and inspired community action. Moreover, each brand demonstrated that genuine impact, not flashy advertising, is the true engine of trust today.
In today’s communication landscape, trust isn’t built through mere words but through meaningful, sustained action. Although brands face higher scrutiny than ever before, they also have greater opportunities to drive change and deepen relationships.
By understanding why trust is the new currency, learning from insights like Edelman’s Trust Barometer, adopting best practices for Gen Z engagement, partnering with communication agencies for societal impact, and observing real-world success stories like Hellmann’s, Dove, and eBay, organizations can chart a path to purpose-driven growth.
Furthermore, as the world continues to evolve, brands must remember: Trust is not won overnight — it is built one authentic action at a time.
For graduates eager to build a career in Public Relations and Corporate Communications, the School of Communications and Reputation (SCoRe) offers the perfect starting point. At SCoRe, learning goes beyond textbooks — it is about gaining real-world experience, mastering industry-relevant skills, and building strategic thinking from day one.
What sets SCoRe apart is its strong connection with the industry. The curriculum is co-created with senior communication leaders, ensuring students learn what today’s dynamic market demands. Through live projects, internships, and mentorship by practicing professionals, students are groomed to become confident, ethical, and impactful communication experts.
Moreover, SCoRe emphasizes personal mentorship, helping students grow both professionally and personally. Critical thinking, creativity, resilience, and leadership are not just encouraged — they are embedded into every learning experience.
Graduates of SCoRe find themselves well-prepared to join top PR firms, corporate communication teams, and reputation management consultancies. With an enviable network of alumni, faculty, and industry mentors, SCoRe provides lifelong connections and countless career opportunities.
If you aspire to shape narratives, manage reputations, and drive change in the world of communications, SCoRe offers an education that prepares you for success — today and in the future.
Visit us today at scoreindia.org or give a call at +91 98115 72673 to know about the course in Public Relations.
