u003cpu003eu003cstrongu003eFrançois Baird is the Africa Chairman of Edelman, one of the worldu0026rsquo;s largest public relations firms better known for elaborating the Edelman Trust Barometer which is based on data collected in 27 countries. He discusses ways to achieve what he terms as u0026lsquo;Trust Mauritiusu0026rsquo;.u003c/strongu003eu003c/pu003eu003cpu003eu003cspan style=color:#ff8c00;\u003eu003cstrongu003eBUSINESSMAG.u003c/strongu003eu003c/spanu003eu003cstrongu003e What is the Trust Barometer and what purpose does it serve? u003c/strongu003eu003c/pu003eu003cpu003eEdelman is one of the largest public relations firms in the world, and trust is essentially at the heart of everything we do. Unlike reputation, which is based on what youu0026rsquo;ve done, trust is based on the expectation of what you are going to do in the future. In a connected world where there are no more secrets and information moves instantaneously, trust is probably the most important asset any person or business has.u003c/pu003eu003cpu003eWithout trust, it does not matter how hard you work on your reputation, you are going to find it very difficult to have people support you because they expect you do to the right thing in the future. This is why we study trust.u003c/pu003eu003cpu003eWe started on a small scale 14 years ago and release our findings at the world economic forum every year. It has now grown to encompass 27 countries and takes into account every continent with significant business interest. We find it is a very good barometer of the state of trust in the world.u003c/pu003eu003cpu003eu003cspan style=color:#ff8c00;\u003eu003cstrongu003eBUSINESSMAG.u003c/strongu003eu003c/spanu003eu003cstrongu003e What are parameters taken into consideration? u003c/strongu003eu003c/pu003eu003cpu003eWe look at the trust levels in the institutions. We start by looking at trust in four key institutions: non-governmental organisations, businesses, government and media. We also study industries and analyse which industries are more trustable than other industries.u003c/pu003eu003cpu003eThere are basically four factors that determine trust. Firstly, the sector in which you are. Our findings show that technology is the most trusted sector while the financial services sector is the least trusted one.u003c/pu003eu003cpu003eThe second factor is the country of origin. Our research shows that globally, countries like Germany and Sweden, UK, Japan and the US have a trust benefit while countries like India, China or Mexico are the least trusted.u003c/pu003eu003cpu003eYour ownership structure also plays a role. Edelmanu0026rsquo;s research demonstrates that family owned businesses are more trusted than listed companies or big conglomerates; except in Asia where the reverse is the case. Then again, it also depends on the kind of leadership in those companies as well…u003c/pu003eu003cpu003eu003cemu003eu003cstrongu003eÀ lire la suite dans lu0026#39;édition papieru003c/strongu003eu003c/emu003eu003c/pu003e
François Baird: “There is concern the Mauritian financial sector is not properly evaluated”
