New research reveals that B2B decision-makers have increasingly recognized the importance of trust. The study also showed that companies that measure trust as a board-level KPI are over three times more likely to report more substantial profits than those that don’t, yet only 22% of companies state that trust is a board-level KPI.

In this brief midweek episode, Neville and Shel analyze the data and explore opportunities for communicators to enhance organizational trust.

Links from this episode:

• IPA | New IPA/FT global study reveals trust is a powerful business driver
• 2025 Edelman Trust Barometer

The next monthly, long-form episode of FIR will drop on Monday, July 28.

We host a Communicators Zoom Chat most Thursdays at 1 p.m. ET. To obtain the credentials needed to participate, contact Shel or Neville directly, request them in our Facebook group, or email fircomments@gmail.com.

Special thanks to Jay Moonah for the opening and closing music.

You can find the stories from which Shel’s FIR content is selected at Shel’s Link Blog. Shel has started a metaverse-focused Flipboard magazine. You can catch up with both co-hosts on Neville’s blog and Shel’s blog.

Disclaimer: The opinions expressed in this podcast are Shel’s and Neville’s and do not reflect the views of their employers and/or clients.

Complete show notes, including transcript.

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