In the first episode of “What The Trust?!” host Lauren Valbert sits down with Steven Heywood (CEO Edelman Amsterdam) and Raymond de Coninck (Head of Digital) to talk about the most important findings of our 20th annual Trust Barometer.

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What The Trust?! | Episode #1

In the last twenty years, the top-down model of trust has changed into an upside down pyramid where, through the rise of social media, the man or woman on the street can be the one that drives trust, by either putting their trust in a brand or an icon or an influencer who’s doing trust-building behaviors or who can destroy your trust when they see a brand doing something they don’t like. Heywood asks us look at the time of the global financial crisis for examples showing how brands and institutions have destroyed trust in a heartbeat and the sands shifted overnight.