The TrustMakers

Benjamin Braun, Chief Marketing Officer at Samsung Europe, sits down with Jackie Cooper, Edelman’s Global Chief Brand Officer, at the annual Cannes Lions International Festival of Creativity. The two discuss findings from the Edelman Trust Barometer Special Report: The Collapse of the Purchase Funnel and the impact of Gen Z on brands, as well as within the workplace.“You can have loads of lateral thinkers, people of different backgrounds who can then overlay their views, and out of there comes a creative solution,” Benjamin says.

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Jess Weiner, Cultural Expert and CEO of Talk to Jess, sits down with Jackie Cooper, Edelman’s Global Chief Brand Officer, at the annual Cannes Lions International Jess Weiner, Cultural Expert and CEO of Talk to Jess, sits down with Jackie Cooper, Edelman’s Global Chief Brand Officer, at the annual Cannes Lions International Festival of Creativity. The two discuss findings from the Edelman Trust Barometer Special Report: The Collapse of the Purchase Funnel and how brands can build a sense of safety with today’s consumers. “Transparency is really important. That makes a consumer feel safe because they trust that you’re aware of the impact you have on them,” Jess says.

See more findings from the brand trust report: https://www.edelman.com/trust/2023/trust-barometer/special-report-brand-trust

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Grace Kao, Global Head of Advertising Business Marketing at Spotify, sits down with Jackie Cooper, Edelman’s Global Chief Brand Officer, at the annual Cannes Lions International Festival of Creativity. The two discuss findings from the Edelman Trust Barometer Special Report: The Collapse of the Purchase Funnel, the power of Gen Z consumers, and how brands should be thinking about ongoing relationships with consumers. “When consumers purchase something, it isn’t just a value exchange – it’s an investment in your brand,” Grace says. 

See more findings from the brand trust report: https://www.edelman.com/trust/2023/trust-barometer/special-report-brand-trust

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Lisa Osborne Ross, Edelman’s U.S. CEO, discusses findings from the recent Edelman Trust Barometer Special Report: Business and Racial Justice in America with Dr. Kimberlyn Leary, a Senior Vice President at the Urban Institute and an Associate Professor at Harvard University. They unpack the rise in concern about systemic racism across demographics and the power of effective Diversity, Equity and Inclusion practices. “Action is possible because enough people see enough of a problem in common,” Kim says. 

Download the full report: https://www.edelman.com/trust/2023/trust-barometer/special-report-business-racial-justice

For more trust insights, sign up for Edelman Trust Institute’s newsletter, The Trust Report: https://share.hsforms.com/13I4F_gkNSTihc86rfPCf_Q9g8d

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Katie Welch, the Chief Marketing Officer at Rare Beauty, joins Amanda Edelman, COO of Edelman’s Gen Z Lab, to discuss building a welcoming beauty space through Selena Gomez’s viral makeup company. “If we could be a brand that facilitates connection so that people feel welcome, that makes a difference,” Welch says.  

For more trust insights, sign up for Edelman Trust Institute’s newsletter, The Trust Report: https://share.hsforms.com/13I4F_gkNSTihc86rfPCf_Q9g8d

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Richard Edelman, CEO of Edelman, sits down with Oscar Munoz, former CEO and Executive Chairman of United Airlines and author of “Turnaround Time,” to discuss Munoz’s transformational tenure at the airline. He talks about changing the business from the inside out, dealing with personal challenges alongside financial challenges and advice for company leaders in an increasingly political environment. “You have to have an understanding, a deep resonance and conviction about what you’re doing and why,” Munoz says.

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Mark Henderson, Director of Corporate Affairs at Wellcome, joins Edelman’s Justin Blake to unpack findings from the 2023 Edelman Trust Barometer Special Report: Trust and Health and to give insights on how Wellcome builds trust on health issues through communication. “People will trust when they’re treated as equals rather than as passive vessels for information,” he says.

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Airbnb has prioritized trust since its founding. Now, positions within the company are dedicated to considering and communicating trust. Ben Breit, the Global Director of Trust Communications at Airbnb, joins Jackie Cooper, Edelman’s Chief Brand Officer, for a conversation on how the home rental business puts trust front-and-center.

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Mi-Ai Parrish, Professor for Media Innovation and Leadership and Managing Director of the Media Enterprise at Arizona State University, joins Edelman Trust Institute Executive Director Justin Blake for a conversation on eroding trust in the media. They discuss misinformation thriving as social media grows in power and popularity, and why standing up for democracy matters for media and business leaders. “Our communities, our workers, our colleagues are demanding a level of honesty in society, in our workspaces, in the people we do business with,” Mi-Ai says.

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C.D. Glin, President of the PepsiCo Foundation and Global Head of Philanthropy at PepsiCo Inc., joins Alex Heath, Managing Director: U.S. Head of Social Impact and Sustainability at Edelman, for a live conversation at 2023 South By Southwest (SXSW). The two discuss their time at the conference, the PepsiCo Foundation’s mission, and building trust in nonprofits. “It’s important to think about corporate foundations and philanthropy as catalysts for change,” C.D. says. “It could be long-term sustainable change and transformation for communities.”

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