Trust is the ultimate currency in the relationship that business, government and media institutions build with stakeholders, and global brands must leverage it to connect with audiences in a world with geopolitical and economic divisions.

Why trust matters

Brands need to act to earn trust and gain a competitive advantage. By harnessing data and insight, they can communicate  with emotional resonance and create an ongoing relationship-orientated engagement that views purchase as inspiring loyalty and advocacy.

Takeaways

• Brands should not misjudge the political mood as they risk being seen as political if they act on contentious societal issues.
• Businesses that fail...