The TrustMakers

Magdalena Skipper, Editor in Chief of Nature, joins Justin Blake, Executive Director of the Edelman Trust Institute, to discuss the state of trust in science. She gives insights on combatting misinformation and on the 2024 Edelman Trust Barometer Special Report: Trust and Health. “When science comes under fire, it should be down to each one of us to stand up for science,” Magdalena 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 Download the full 2024 Edelman Trust Barometer Special Report: Trust and Health: https://edl.mn/3U4k7hz

Lynette Jackson, Chief Communications Officer at Siemens, sits down with Joe Kingsbury, Global Chair of Edelman Business Marketing, to discuss the value of thought leadership in building trust, especially in a B2B context. “To build trust, you need to think about the value of your content and making it accessible,” Lynette 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/1qcEl6OCpQJ2syDbPP_n4IA9g8d

 Jaclyn Ruelle, Vice President and Head of Brand at Papa Johns, joins Smita Reddy, Global Client Leader at Edelman, to discuss evolving the legacy quick-service pizza restaurant’s brand to be culturally relevant to new and existing customers. “Every single day is not going to be pizza day, so how do we show up in ways that amplify, extend or elevate [customers’] day-to-day?” Jaclyn 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

Jordana Barish, Allegra’s North American Zone Head, sits down with Justin Westcott,  Global Technology Chair of Edelman (a DJE company), for a conversation at South by Southwest (SXSW). They discuss how the trusted health brand is helping allergy sufferers through a new tool called Allegra Airways, which launched at SXSW. “To build trust with our consumers it’s all about relevance and meaning and providing something that is truly of value based on an insight about something that they need,” Jordana says. 

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. 

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

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

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.

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

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.