Published on the Edelman website, an interesting article highlights the importance of TRUST when doing business in Latin America. Some short excerpts from the article include:
– “Since the Trust Barometer started analyzing business trust based on location of headquarters, we’ve seen the same broad result: Companies from developing countries have a large trust deficit compared to companies from developed markets.”
– “To build trust locally and internationally, companies must:
- Establish a new dialogue with stakeholders.
Customers want more involvement with companies. They want to understand why and how it functions, and to be able to engage in a dialogue. This is what a trusting relationship with a brand means to them. Otherwise, respondents have indicated they would not buy a product or service, they would actually criticize the company amongst friends and family and over a third among Latin Americans’ countries surveyed, said that would share negative comments on social channels.
- Be transparent.
The study highlights 16 trust-building attributes, which fall into five performance clusters. “Engagement,” which includes “Communicates frequently and honestly on the state of its business”and “Integrity,” which includes “Has transparent and open business practices,” are the most important and critical for companies to advance their business and advance innovations in the marketplace. Specifically on the innovation issue, making test results available publicly for review is one of the most important actions that could increase trust in business.
- Demonstrate that you care not only about profit but also about individuals and the society as a whole.
Informed public* respondents stated that innovation is not only occurring too fast, but is driven by needs like greed and business growth over benefit to improve people´s lives or make the world a better place. Between countries surveyed in the region, more than 80 percent of the respondents believe that a company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
– “In summary, our findings point that delivering a good service, product or innovation is not enough. It is necessary that the companies’ behavior be based on the concepts of engagement, transparency, co-creation and bringing personal and social benefits to the consumer.
In a region where people do not trust their own elected officials, it might just be the case that they are looking for that trust from those they chose every day: goods and services providers.”
To read the entire article, click the following link.