A Podcast from Edelman and Advertising Week
Edelman’s Smita Reddy sits down with Katherine Chan, Global Head of Social Media at Duolingo, to talk about the brand’s social media strategy, their latest Super Bowl ad, and viral presence on Tik Tok. “On social, you have three seconds to make an impact and in order to do that you have to get people to have an emotional response as quickly as possible,” Katherine says.
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Harvard Business School professors Sandra Sucher and Peter Tufano and the Edelman Trust Institute’s Head of Research David Bersoff discuss their new article in Harvard Business Review with Justin Blake, Executive Director of the Edelman Trust Institute The piece gives guidance to business leaders on navigating contentious societal issues amid widespread polarization. “The pressure being put on companies to defend what they’re doing is forcing them to be more thoughtful about what issues they weigh in on and how,” David says.
Read “How Companies Should Weigh In on a Controversy: A better approach to stakeholder management” in Harvard Business Review: https://edl.mn/48cTSdP
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Ad Council VP Group Campaign Director Jenn Walters joins Edelman’s Global Chair of Food and Beverage Smita Reddy to take listeners inside of some of the organization’s most impactful campaigns – from Smokey Bear to Love Has No Labels. She discusses what it takes for Ad Council to change hearts and minds on important societal issues. “When you have the opportunity to put a human face and a human story to an issue, that is so incredibly meaningful,” Jenn says.
If you are interested in receiving information, context, and applications for trust in business and society straight to your inbox, subscribe to the Edelman Trust Institute’s newsletter: https://share.hsforms.com/13I4F_gkNSTihc86rfPCf_Q9g8d
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Bronwen Maddox, CEO of Chatham House, sits down with Justin Blake, Executive Director of the Edelman Trust Institute, at the 2024 Annual Meeting of the World Economic Forum in Davos, Switzerland. Bronwen and Justin discuss government regulation of innovations, the drop in institutional trust in the U.K., and the use of Chatham House Rule in meetings at Davos and beyond. “For all the gloom and tension that there is around geopolitics and economics, there is a lot of optimism [at Davos] and it is more on things like tech, on medicine, on healthcare, even possibly on the environment,” Bronwen says.
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Ina Fried, Chief Technology Correspondent at Axios, sits down with Justin Blake, Executive Director of the Edelman Trust Institute, at the 2024 Annual Meeting of the World Economic Forum in Davos, Switzerland. Ina and Justin discuss the responsibilities companies have when rolling out AI, the need for regulating new innovations, and the history of addressing LGBTQIA+ issues at Davos. “It is incumbent on companies to not just push and pray but to really develop these [technologies] with true safeguards and true understandings of the risks,” Ina says.
Sign up for the Axios AI+ Newsletter: https://www.axios.com/signup/ai-plus
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Jonathan Adashek, IBM’s Senior Vice President of Marketing and Communications and Chief Communications Officer, sits down with Justin Blake, Executive Director of the Edelman Trust Institute, at the 2024 Annual Meeting of the World Economic Forum in Davos, Switzerland. Jonathan and Justin discuss the risks and opportunities around Artificial Intelligence and how IBM is building trust in AI. “We see AI as an innovation that should be augmenting people’s abilities, not replacing people’s abilities,” Jonathan says.
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Journalist and innovator Matthew Bishop joins Justin Blake, Executive Director of the Edelman Trust Institute, for a conversation about the institute’s annual publication, “Evolving Trust, Embracing Change,” which focuses on repairing trust in institutions and leaders amid rapid societal transformation. Matthew gives his advice for how leaders can grow trust in tumultuous times: “Be more humble and honest about your failures and more willing to admit that there are problems and that you don’t have all the answers. I wonder if the public’s appetite for authenticity will respond better to that than people who say they have all the answers,” he says.
Read the full Edelman Trust Institute publication: https://www.edelman.com/trust/edelman-trust-institute/Publication/2023
If you are interested in receiving information, context, and applications for trust in business and society straight to your inbox, subscribe to the Edelman Trust Institute’s newsletter: https://share.hsforms.com/13I4F_gkNSTihc86rfPCf_Q9g8d
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Cheryl Gresham, Chief Marketing Officer of Verizon Value, sits down with Jackie Cooper, Edelman’s Chief Brand Officer, to discuss leading marketing for a new Verizon brand, the collapse of the traditional purchase funnel and what Cheryl is looking forward to in 2024. “We’ve got to look left and right versus up and down with the purchase funnel. It loops and repeats, and people come in and out of it,” Cheryl said.
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Radley Horton, a professor at Columbia University’s Climate School and a member of Edelman’s Independent Council of Climate Experts, joins Alex Heath, U.S. Head of Social Impact and Sustainability at Edelman for a conversation about the 2023 Edelman Trust Barometer Special Report: Trust and Climate Change. The two explore diminishing trust in institutions to deal with climate change and how inspiring optimism can lead to progress. “Taking any action, even a small action, can beget more optimism,” Radley says. “Taking action and engaging with others can build more trust.”
If you are interested in receiving information, context, and applications for trust in business and society straight to your inbox, subscribe to the Edelman Trust Institute’s monthly newsletter:https://share.hsforms.com/13I4F_gkNSTihc86rfPCf_Q9g8d
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We’re looking back at some of our favorite moments from Season Two of The TrustMakers. Take a listen to hear trust-building insights from Kofi Amoo-Gottfried, CMO of DoorDash; Manu Meel, CEO of BridgeUSA; Tim Davie, Director General of the BBC; Sally Susman, EVP and Chief Corporate Affairs Officer of Pfizer; C.D. Glin, President of the PepsiCo Foundation and Global Head of Philanthropy at PepsiCo; Ben Breit, Global Director of Trust Communications at Airbnb; Mark Henderson, Director of Corporate Affairs at Wellcome Trust; Oscar Munoz, Former Chairman and CEO of United Airlines; Katie Welch, Chief Marketing Officer at Rare Beauty; Grace Kao, Global Head of Advertising Business Marketing at Spotify; and Tjada D’Oyen McKenna, CEO of Mercy Corps.
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