The 2024 Edelman Trust Barometer underscores the urgent role communicators need to play in combatting rampant global misinformation. In its 24th year, the Barometer continues to reveal concerning trends, including widespread distrust and the spread of misinformation.
The present year, 2024, is dubbed "innovation in peril" by Edelman. We are witnessing a growing mistrust, intensifying polarization, and the discrediting of authority figures. Despite several societal advancements in recent years, pushback is equally strong on topics like DEI, vaccines, green energy, AI, and more. The erosion of trust in our systems is palpable.
Notably, roughly half of Earth's inhabitants (49%) are set to participate in global elections this year. This statistic implies an inevitable spike in misinformation and disinformation campaigns that threaten global stability.
The 2024 Edelman Trust Barometer findings ring a loud bell: over 60% of participants fear those authoritative leaders — such as those from government, business, and media — deliberately mislead the public through falsehoods or gross exaggerations. This breakdown of our traditional institutions poses a significant threat to our democracy and societal cohesion.
So, who are considered trustworthy? Survey says, "Someone like me." People tend to place confidence in their peers and scientists equally (at 74%). This trend showcases that individuals often trust those around them — coworkers, neighbors — more than experts. Online searches, with 59% turning to them for information, also play a crucial role in our understanding.
The results highlight the importance of active listening as one of the top three trust-building actions across all sectors. Communication should encourage dialogue and not merely consist of mass marketing blasts.
As communicators, we need to value both internal and external communication strategies. We should listen closely to our stakeholders and respond accordingly. Using language carefully, and steering clear of possible controversies, we can foster unity. Creating quality, fact-based content helps combat misinformation, enhancing organizational reputation.
Employees are valuable brand ambassadors, trusted by people on average more than the organizations themselves. Encourage employees to share updates and positive news about the organization. A content hub can serve as an excellent platform for this purpose.
As the media industry continues to experience layoffs, ensure to utilize all available channels for disseminating information. Audiences primarily rely on online searches for information, making SEO-friendly content on your channels critical.
Working with trusted influencers can also be beneficial. Instead of only focusing on well-established personalities, also consider community leaders or skilled micro-influencers.
In the face of this battle against misinformation, platforms like Sparrow Connected can become critical allies. Sparrow Connected's robust internal communications platform aids in nurturing a well-informed, engaged, and connected workforce. Its features like social sharing and notifications help keep employees updated, reducing the chances of misinformation. By facilitating open conversations, it respects the importance of ‘listening’ revealed by the Trust Barometer, ensuring a two-way dialogue exists within organizations. Misinformation is a significant challenge in 2024 – embracing trusted platforms like Sparrow Connected is a step toward overcoming it.
Considering a new direction for your internal communication strategies? Let’s connect! Book a Free Consultation with Sparrow Connected and see firsthand how we can revolutionize the way your organization communicates.
What’s Next?
