The TrustMakers: Recent Episodes
Edelman and Advertising Week
Trust is the ultimate currency in the relationship that all institutions – businesses and brands, governments, NGOs, media – build with their stakeholders. Trust enables an organization to operate, lead and thrive. Join The TrustMakers, where listeners connect with global experts to learn what it takes to build trust in today’s society.
Dr. Marcus Collins, a clinical assistant professor of marketing at the University of Michigan’s Ross School of Business and author of “For the Culture,” explains to Brooks Miller, Executive Vice President of Influencer Marketing at Edelman, why “vibes” helped former President Donald Trump win the 2024 U.S. presidential election. “We make decisions based off of what we feel, and we post-hoc rationalize them with the data available to us. Because we make most of our decisions in life as such, why would voting be any different?” Marcus says.
Lynn Walsh, Assistant Director of Trusting News, talks with Justin Blake, Executive Director of the Edelman Trust Institute, about the state of trust in the media during the 2024 U.S. election cycle. She lays out how journalists can build trust through transparency, engagement, and humility and how national media organizations should focus on providing people with content to help them make informed voting decisions. “[Newsrooms should] get on the record about their goals and mission with election coverage… If people see our coverage and they only see one story, how can we make sure they understand what our goals and mission are?” Lynn says.
In the first episode of The TrustMakers’ 2024 U.S. election series, Joe Vogel, a member of Maryland’s House of Delegates, talks with Amanda Edelman, COO of Edelman’s Gen Z Lab, about young voters’ views of government. As a member of Gen Z himself, Delegate Vogel has perspective on what matters most to America’s youngest voting bloc this election season. “Young people do not want the toxic divisive policies. They want solutions to the challenges they’re facing,” Vogel says.
Kristin Lord, CEO of IREX, and Alex Heath, Edelman’s U.S. Head of Social Impact and Sustainability, discuss how global NGOs can build trust in society from the ground up by partnering with local non-profit organizations, building personal relationships, and reminding people what they have in common with one another. “You need to bring all the right stakeholders in and not just help them get to know each other but make sure they can work together to figure out what they both have in common that they want. The process of figuring that out together will help build trust,” Kristin 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 monthly newsletter: https://share.hsforms.com/13I4F_gkNSTihc86rfPCf_Q9g8d
Roy Bahat, Head of Bloomberg Beta, joins Justin Blake, Executive Director of the Edelman Trust Institute to talk about why he thinks employers are the most trusted institution, based on data from the 2024 Edelman Trust Barometer Special Report: Trust at Work, and how workplaces can responsibly integrate AI. “If we want an accelerated pace of technology adoption, there’s no solution but to incorporate the perspectives of those who are most affected,” he says.
Almar Latour, publisher of the Wall Street Journal and CEO of Dow Jones, joins Edelman CEO Richard Edelman to discuss the release of WSJ reporter Evan Gershkovich who was wrongly imprisoned in Russia, the WSJ’s business model, and his hopeful vision for the media writ large. “It’s a great time for new ideas, to test new ways of reaching audiences. New news organizations are not going to look like the old newspaper, but they are going to address a need for a community to understand what is going on,” Almar says.
ABC News anchor George Stephanopoulos sat down with Edelman CEO Richard Edelman to give a behind-the-scenes look at presidents’ crises that are featured in his book, “The Situation Room.” They also discuss the evolution of media and journalists’ role defending the truth, especially in this U.S. presidential election year.
The ACLU’s Deputy Legal Director and Director of The Trone Center for Justice and Equality, Yasmin Cader, speaks with Edelman’s Global Chief Diversity Equity & Inclusion Officer, Trisch Smith, about the latest Edelman Trust Barometer Special Report: Business and Racial Justice in America. Yasmin and Trisch talk about the ACLU’s history and work, how to navigate attacks on DE&I and where DE&I in the workplace is headed. “Have clarity, proceed with confidence and remain committed to fostering a sense of inclusion,” says Yasmin.
After protests and resignations at prominent universities across the U.S. last semester, all eyes are on campuses at the start of this new school year. Vanderbilt Chancellor Daniel Diermeier sits down with Edelman CEO Richard Edelman to discuss the importance of defining a university’s values when balancing freedom of speech with safety on campus, as well as addressing “affective polarization” throughout society.
At this year’s Cannes Lions Festival for Creativity, multi-national logistics company DP World won a Titanium Lion for “The Move to Minus 15,” produced in partnership with Edelman. Daniel Van Otterdijk, DP World’s Group Chief Communications Officer, joins Jackie Cooper, Edelman’s Chief Brand Officer, for a behind-the-scenes look at the campaign and how it helps build trust in the shipping industry. “Contributing to society is all part of how one builds trust, which then allows you to stand up and have a voice around an issue,” Daniel says.
To close out The TrustMakers’ series on the ground at the 2024 Cannes Lions International Festival of Creativity, Scott Galloway, professor of marketing at NYU Stern School of Business and podcast host, sits down for a conversation with Edelman CEO Richard Edelman. Richard gets Scott’s reactions to the new 2024 Edelman Trust Barometer Special Report: Brands and Politics. “If [brands] feel strongly about issues, they need to act up, not speak up. What I find is a lot of them are speaking, but the music doesn’t match the words,” Scott says.
See the full findings from the 2024 Edelman Trust Barometer Special Report: Brands and Politics: https://edl.mn/3VDrzCn
The TrustMakers is continuing our series of episodes from on-the-ground at the Cannes Lions International Festival for Creativity. Colin Rosenblum and Samir Chaudry are hosts of “The Colin and Samir Show,” a YouTube show and podcast that breaks down the latest in the creator economy from the perspective of creators. They sit down with Edelman’s Smita Reddy to discuss the ins and outs of the business – and what this new landscape means for both creators and brands.
The TrustMakers is on the ground at the annual Cannes Lions International Festival for Creativity to talk with guests about what they’re up to at the festival and get their reactions to the 2024 Edelman Trust Barometer Special Report on brands and politics. Astead Herndon, National Politics Reporter at the New York Times, sits down with Edelman CEO Richard Edelman to discuss consumers’ political expectations for brands – particularly in the U.S. during an election year. “Consumers and grassroots voters are looking for authenticity and honesty – and then they’re willing to be moved,” Astead says.
See the full findings from the 2024 Edelman Trust Barometer Special Report: Brands and Politics: https://edl.mn/4bVyKvs
GLAAD CEO Sarah Kate Ellis joins Justin Blake, Executive Director of the Edelman Trust Institute, to discuss how businesses should engage on LGBTQ+ rights issues, the state of LGBTQ+ representation in the media, and GLAAD’s evolution as an advocacy organization. “We go where culture is created to be an agent for change,” Ellis 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
Axios Co-Founder and CEO Jim VandeHei joins Edelman CEO Richard Edelman for a conversation about his new book, “Just the Good Stuff,” and the state of trust in the media and business leaders. “People who run companies have a real obligation to understand that people are trusting corporate and business leadership more than ever – and we should carry that burden responsibly,” Jim 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
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.
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
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.
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
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.
During the United Nations General Assembly meeting, The TrustMakers is featuring interviews with NGO leaders. Michelle Milford Morse, United Nations Foundation’s Vice President for Girls and Women Strategy, joins Alex Heath, U.S. Head of Social Impact and Sustainability at Edelman, to discuss the urgency of building trust in women around the world. “We’re going to need trust if we’re going to get anywhere. It’s the only way we can cooperate and advance our interests,” Michelle 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 monthly newsletter: https://share.hsforms.com/13I4F_gkNSTihc86rfPCf_Q9g8d
During the United Nations General Assembly meeting, The TrustMakers is featuring interviews with NGO leaders. Tjada D’Oyen McKenna, CEO of Mercy Corps, joins Alex Heath, U.S. Head of Social Impact and Sustainability at Edelman, for a conversation on leading the organization with transparency. “Trust is earned every day in every action,” Tjada 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 monthly newsletter: https://share.hsforms.com/13I4F_gkNSTihc86rfPCf_Q9g8d
Julie Gehrki, the Vice President of Philanthropy at Walmart, joins Amanda Edelman, COO of Edelman’s Gen Z Lab, to discuss how the company gives purpose to its 2.1 million employees worldwide and bridging divides in the workplace. “Building trust across lines of difference is a daily experience in our workforce, and I think that’s an … Continue reading "Walmart’s Julie Gehrki on Defining Purpose for Employees"
Margaret Talev, the Kramer Director for Syracuse University’s Institute for Democracy, Journalism and Citizenship, joins Edelman Trust Institute Executive Director Justin Blake for a conversation on the loss of trust in media and government – and her effort to educate people on how they work. “The health of democracy impacts the health of independent journalism, and the health of the journalism industry certainly impacts democratic governance,” Margaret 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 monthly newsletter: https://share.hsforms.com/13I4F_gkNSTihc86rfPCf_Q9g8d
Peter Kim, a professor at the University of Southern California’s Marshall School of Business, joins Edelman Trust Institute Executive Director Justin Blake to discuss his new book, “How Trust Works,” which explores how trust serves as a foundation for relationships and communities. “Trust is essential for how we relate to the world, how we navigate … Continue reading "Professor Peter Kim on How Trust Works"
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 … Continue reading "Cannes Special Part 3: Samsung’s Benjamin Braun on Creativity in Brand Marketing"
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. … Continue reading "Cannes Special Part 2: Cultural Expert Jess Weiner on Brands Building Safety Through Action"
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 … Continue reading "Cannes Special Part 1: Spotify’s Grace Kao on Belief-Driven Action for Brands"
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 … Continue reading "Urban Institute’s Dr. Kimberlyn Leary on the Necessity of Equity in Business"
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
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.
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.
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.
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.
C.D. Glin, Global Head of Philanthropy at PepsiCo Inc. and President of the PepsiCo Foundation, 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.”
Edelman’s Kirsty Graham is joined by Sally Susman, Pfizer’s Chief Corporate Affairs Officer. Sally discusses how the business of communications changed throughout the pandemic, how women can support each other in the workplace and the essential elements of leadership within a company. “It’s important that we build cultures, that we work together, that we create an environment that people really want to come and work in,” she says. Sally’s book, “Breaking Through: Communicating to Open Minds, Move Hearts, and Change the World,” is out March 28, 2023: https://www.sallysusman.com/the-book
Edelman’s Smita Reddy is joined by Ben Crook, Unilever’s Vice President/GM for Condiments and Dressings in North America. Ben takes listeners behind the scenes of Hellmann’s Super Bowl commercial and discusses how the brand hopes to tackle the issue of food waste. “This is a very trusted brand and it’s got a long-standing heritage,” he says. “But what we’re more interested in is making an impact.”
Welcome to Touch of Truth, the podcast that connects you to the unsung heroes and power players of our industry as they share the human truth behind the glossy experience. No schmooze, no rehearsal, just pure unadulterated honesty. Their stories might just make you a little more successful and a lot happier. In this episode, Jackie sits down with fluid fashion designer Harris Reed, the creative director for French fashion house Nina Ricci. They discuss how Reed has been a trailblazer in design, creativity, gender fluidity, and advocacy.
We’ll be back in your feeds with more of The TrustMakers on February 17 – but for now, enjoy Touch of Truth.
Professor Heidi Larson, Founding Director of the Vaccine Confidence Project, joins the Edelman Trust Institute’s Justin Blake for the final installment of our Davos series. Heidi dives into why she started the Vaccine Confidence Project and how the organization is working on the ground to build trust in and beyond vaccines. “We need to start to facilitate dialogue. I don’t think turning our back to the extreme anti groups is the solution. We’ve done that for too long and that’s what has given them a red carpet to fill the space,” she says.
Tim Davie, Director General of the BBC, joins the Edelman Trust Institute’s Justin Blake for a conversation at the 2023 Annual Meeting of the World Economic Forum. Tim discusses how the BBC builds trust by telling the truth, what it’s like to cover the news in an increasingly polarized world, and what he hopes to get out of his first meeting in Davos. “Bringing the truth and bringing an impartial lens on things does not mean it’s unexciting or lacking in personality…You’ve got to get excited about uncovering truth. It’s not the dull option,” he says.
Adrian Monck, the Head of External Engagement and Communications for the World Economic Forum (WEF), sits down with the Edelman Trust Institute’s Justin Blake at the 2023 Annual Meeting of the World Economic Forum in Davos. Adrian and Justin discuss this year’s annual meeting, how to “gently” build a trusted source of information, and the findings from the newly released 2023 Edelman Trust Barometer. “What Davos does is operate as an informal gathering place for senior figures in government and international organizations to have unscripted conversations…This gives people a moment to step back and think about what they’re going to do in the year ahead and what they’re trying to achieve,” he says.
For the first episode of 2023, Edelman’s Justin Blake is joined by former CEO and Chairman of Best Buy, Hubert Joly. Hubert and Justin discuss why now is the time for business to lead with purpose, how purpose can improve your bottom line, and how the best CEOs are navigating today’s world. “If you define your business based off the way you’ve historically delivered products and services, you get stuck and don’t evolve. Whereas if you define it around the needs you’re trying to address in the world, it allows you to evolve and stay relevant,” he says.
Hubert Joly’s full essay can be found in the Edelman Trust Institute’s publication, Restoring Trust in a Fractured World, available now.
Amanda Edelman, COO of the Gen Z Lab, sits down with Manu Meel, CEO of BridgeUSA, to talk about his work combating divisiveness and polarization on college campuses by creating spaces for open discussion. “What we do is not unique or different. To me, we’re doing the most basic work that exists in a society, which is helping people talk to each other. That’s it,” he says.
Edelman’s Smita Reddy sits down with Kyle Lock, Vice President of Marketing at Butterball, to discuss how the company has become a staple of American culture by providing millions of turkeys, as well as cooking advice, for the Thanksgiving holiday. Kyle shares how the Turkey Talk-Line has shaped the brand’s larger purpose and how it continues to evolve. “We’ve tapped very … Continue reading "Butterball’s Kyle Lock on the Trusted Legacy of the Turkey Talk-Line"
Justin Blake, Executive Director of the Edelman Trust Institute, is joined by Tensie Whelan, Director of the NYU Stern Center for Sustainable Business, for a conversation on how businesses can become more trusted to address climate change. “We need to shift people’s thinking and have them understand that sustainability can actually be a contributor to … Continue reading "NYU Professor Tensie Whelan on How Sustainable Brands Earn Trust"
Join Edelman’s Smita Reddy as she sits down with Kofi Amoo-Gottfried, CMO of DoorDash, for the Season Two premiere live at Advertising Week New York. Smita and Kofi discuss DoorDash’s framework for engaging in social issues, their approach to empowering local economies through Neighborhood of Good, and how they differ from other tech companies. “Values … Continue reading "The Cost of Values with DoorDash’s Kofi Amoo-Gottfried (Live from Advertising Week New York)"
Follow behind the scenes as Edelman’s Smita Reddy talks with Klondike’s Tracy Shepard-Rashkin about the ice cream discontinuation that shook the internet, and how the brand decided to respond. “Brands like Klondike have to discontinue products all the time. Flavors come and flavors go usually without much muss and fuss. We knew Choco Taco would be … Continue reading "The TrustMakers Special: The Story Behind Choco Taco’s Final Act"
Hillary Hoffower, Success Editor at Fortune, joins Edelman’s Jackie Cooper to talk about the defining differences between Gen Z and Millennials, why there’s more to Gen Z than Tik Tok, and how younger generations are shaking up the workplace. “At the end of the day, Gen Z wants a personalized career experience. They want to … Continue reading "Fortune’s Hillary Hoffower on What Makes Gen Z Tik (Tok)"
The Edelman Trust Institute’s Justin Blake sits down for a wide-ranging conversation with Dr. Stephanie Creary, Assistant Professor of Management at the Wharton School and Visiting Faculty Fellow at Harvard’s Institute for Business in Global Society, on the latest 2022 Edelman Trust Barometer Special Report: Trust in the Workplace. Justin and Stephanie discuss corporate action … Continue reading "Professor Stephanie Creary on the Differences Between Today’s Business Students and CEOs"
Justin Blake, Executive Director of the Edelman Trust Institute, is joined by Franz Paasche, Senior Vice President and Chief Corporate Affairs Officer at PayPal. Justin talks to Franz about PayPal’s approach to stakeholder engagement, its history of taking a stand on societal issues, and how the company acts upon values. “When we prioritize stakeholders, we … Continue reading "PayPal’s Franz Paasche on Creating Value for Stakeholders"
Smita Reddy, Edelman’s US Brand Chair, sits down with Anisha Raghavan, CMO of No7 Beauty Company at Walgreens Boots Alliance, for a wide-ranging interview to talk about the changing role of the CMO, No7’s legacy of supporting female empowerment, the broad influence of Gen Z, and representation in corporate leadership. “It used to be that … Continue reading "Walgreens Boots Alliance’s Anisha Raghavan on Bringing Heritage Brands into the Future"
Andrea Hagelgans, Managing Director of U.S. Social Issues Engagement, is joined by Erika Soto Lamb, Vice President of Social Impact Strategy at MTV Entertainment Group and former founding CCO of Everytown for Gun Safety. Andrea talks to Erika about how she became involved in corporate social impact, why businesses should get involved in social issues, … Continue reading "Erika Soto Lamb on the Corporate Responsibility to Drive Social Change"
Jackie Cooper, Edelman’s Chief Brand Officer, is joined by Phil Thomas, Chairman of Cannes Lions, at the 2022 Cannes Lions International Festival of Creativity in France. Jackie and Phil talk about highlights from this year’s festival, some of the best campaigns of the year, and the findings from the 2022 Edelman Trust Barometer Special Report: … Continue reading "Cannes Special Part 3: Phil Thomas on Applied Creativity at Cannes"
Jackie Cooper, Edelman’s Chief Brand Officer, sits down with Aline Santos, Chief Brand Officer and Chief DE&I Officer at Unilever, at the 2022 Cannes Lions International Festival of Creativity in France. Jackie and Aline talk about the power of representation in marketing, how brands can successfully execute purpose, and the findings from the 2022 Edelman Trust … Continue reading "Cannes Special Part 2: Aline Santos on Building Brands with Purpose"
Jackie Cooper, Chief Brand Officer, sits down with Edelman’s CEO, Richard Edelman, at the 2022 Cannes Lions International Festival of Creativity in France. Jackie and Richard talk about Edelman’s history at Cannes Lions and delve into the findings from the 2022 Edelman Trust Barometer Special Report: The New Cascade of Influence. “The confluence between corporate … Continue reading "Cannes Special Part 1: Richard Edelman on The New Cascade of Influence"
Jackeline Stewart-Hawkins, EVP and Head of Multicultural Communications at Edelman, sits down with Janet Murguía, President and CEO of UnidosUS, to explore the findings from the latest 2022 Edelman Trust Barometer Special Report: Business and Racial Justice in America. Janet and Jackeline talk about why Americans’ fears over racism surged, the importance of discussing systematic … Continue reading "Janet Murguía on Fostering an Inclusive Workforce"
Becky Frankiewicz, Chief Commercial Officer and President, North America, of ManpowerGroup joins the Edelman Trust Institute’s Justin Blake at the World Economic Forum’s Annual Meeting in Davos to talk about the rise of the empowered workforce, unleashing human potential through upskilling, and the importance of companies living, and acting on, their values. “If we don’t … Continue reading "Davos Special Part 3: Becky Frankiewicz on the ‘Rise of the Empowered Workforce’"
CNN International Anchor and Correspondent, Richard Quest, sits down with the Edelman Trust Institute’s Justin Blake on the ground at Davos for a vivacious conversation from the evolution of the World Economic Forum’s Annual Meeting to the importance of CEOs leading with integrity. “The problem with most CEOs is they’re scared of their own shadow. … Continue reading "Davos Special Part 2: Richard Quest on Leading With Integrity"
Historian, Adam Tooze joins the Edelman Trust Institute’s Justin Blake on the ground at Davos to discuss this year’s Annual Meeting of the World Economic Forum. Adam lays out the largest challenges facing today’s business leaders and how it aligns with the ethos of Davos. “If you’re running a big corporation in a diverse society, … Continue reading "Davos Special Part 1: Adam Tooze on the Ethos of Davos"
Cadillac’s Chief Marketing Officer, Melissa Grady Dias, sits down with Edelman’s Yannis Kotziagkiaouridis to talk about how she measures trust in one of the world’s most iconic automobile brands. “Emotion is so important to us…driving emotional demand for our brand,” she says.
LinkedIn Chief Marketing and Communications Officer Mel Selcher sits down with Edelman’s Global Chief Brand Officer, Jackie Cooper, to unpack why LinkedIn is an outlier when it comes to trust in social media. “We’re deeply, deeply committed to creating that place for safe, trusted and professional conversations,” Selcher said. “We have built the company with … Continue reading "Rethinking Trust in Social Media with LinkedIn’s Melissa Selcher"
Co-host of the popular podcast “Brown Table Talk” and Head of Inclusion, Equity and Impact at Carta, Mita Mallick joins the TrustMakers to talk with Edelman’s Smita Reddy about the power of inclusive storytelling in building brand trust. “Our relationships with brands are like our relationships with each other…how are you going to rebuild the … Continue reading "Harnessing Trust Through Inclusion with Mita Mallick"
Health economist, consultant and blogger Jane Sarasohn-Kahn helps unpack the findings from our recently launched Trust Barometer Special Report: Trust and Health in conversation with Edelman’s Chief Strategist of Health Practice, Lynn Hanessian. “Every company has to be a health company,” Sarasohn-Kahn says of the role employers can play in providing quality health information and … Continue reading "Building Trust in Health with Jane Sarasohn-Kahn"
OkCupid Chief Marketing Officer Melissa Hobley has been credited with turning around a languishing brand in her nearly five-year tenure at the dating app, in part by fully embracing inclusivity. “The first part of the comeback was getting your attention and doing that in a bold way,” she says in conversation with Jackie Cooper, Edelman’s … Continue reading "Building Brand Trust with OkCupid CMO Melissa Hobley"
“The headline here is that lost trust can be regained,” says Sandra Sucher, Professor of Management Practice at Harvard Business School. In conversation with Edelman Trust Institute Executive Director Justin Blake, Sucher unpacks the 2022 Trust Barometer, sheds light on her latest findings and makes clear that trust – at the personal or corporate level … Continue reading "Sandra Sucher on How Companies Build, Lose and Regain Trust"
Former New York Times technology reporter Taylor Lorenz busts myths about Gen Z in a wide-ranging conversation with Jackie Cooper, Edelman’s Global Chief Brand Officer. Lorenz, whose nuanced reporting has earned her the trust of many Gen Zers, offers her insights on everything from the Birds Aren’t Real Movement to fake news to how brands … Continue reading "Taylor Lorenz on Building Trust with Gen Z"
Vivian Schiller, Executive Director of Aspen Digital at the Aspen Institute and former President and CEO of National Public Radio, joins Edelman’s Justin Blake to discuss the raging Infodemic, declining trust in media and what other institutions like business can do about it. Blake, Executive Director of the Edelman Trust Institute, and Schiller unpack findings … Continue reading "Fighting the Infodemic with Aspen Institute’s Vivian Schiller"
This week, CEO Richard Edelman speaks with Frank Cooper III, Global Chief Marketing Officer of BlackRock, to unpack the findings of the recently released 2022 Edelman Trust Barometer Report. Among all institutions studied, business was revealed as the big trust winner of this year’s report, while government and media were seen to be fueling a … Continue reading "The Growing Role of Business in Society in 2022 with BlackRock’s Frank Cooper"
Principal of 5S Diversity and Executive Fellow at Yale School of Management. Richard and Antonio focus on the role business must play as today’s most trusted institution, the significance of brands in people’s lives, and how they can address societal issues with purpose-driven action.