Golin/Harris trust survey finds 69 percent of Americans say 'I just don't know whom to trust anymore (page 1 of 2)

Trust is a key foundation of American business, a foundation that is eroding across numerous business sectors according to the Golin/Harris Trust survey. By a margin of seven to one, survey respondents said that "recent economic events have created a crisis of confidence and trust in the way we do business in America," and as a result, they're "going to hold business to a higher standard in their behavior and communications."

"When more than two-thirds of Americans express this level of skepticism and cynicism, American business has a serious problem that goes beyond the 'Enron factor,'" said Richard Jernstedt, CEO, Golin/Harris International.

"Obviously, the current wave of scandals has a direct impact on specific industries, but when you look at trust levels across the entire spectrum of American business, almost every category is affected. The malaise of trust is becoming epidemic, and no business can escape by saying 'it's not my problem,'" Jernstedt advises.

What is the Trust survey?

To measure attitudes regarding trust, Golin/Harris created the Golin/Harris Trust survey, a comprehensive market research tool to identify and compare both the degree and direction of trust across more than 25 different business sectors and express it in a single number.

A positive score indicates a strong trust profile, while a negative index number signals trust challenges that should be addressed immediately, conscientiously and consistently.

The Trust survey indicates which industries Americans trust the most and trust the least, and determines the extent to which trust in them has increased and decreased over the past year. Using the Trust survey methodology, businesses are identified by how well or poorly they are trusted, the direction in which trust in them is heading, and the key actions that should be taken to become a trusted brand.

The Trust survey uncovered at least 14 business sectors that have scores of -25 or less - with an average of -20 for all companies studied -- indicating they have severe trust problems, including:

- Oil & Gas (-63)
- Telecom (-42)
- Insurance (-59)
- Advertising/Marketing (-41)
- Brokerage/Wall Street (-58)
- Media Companies (-39)
- Utilities (-52)
- Journalism (-38)
- Airlines/Travel (-52)
- Public Relations (-31)
- Accounting (-48)
- Pharmaceuticals (-30)
- Chemical (-43)
- Management Consulting (-25)

In contrast, at least 10 businesses have a positive or only moderately negative scores:

- Groceries/Supermarkets (+40)
- Fast Food Restaurants (-1)
- Major Retail Chains (+36)
- Food Products Manufacturers (-1)
- Drug Stores (+9)
- Entertainment/Sports (-3)
- Computer Hardware/Software (+8)
- Banks/Savings and Loans (-6)
- Health and Beauty (+8)
- Automotive (-10)

Key Trust Building Factors

"The outcome of the Golin/Harris Trust survey indicates American businesses should mount a trust offensive," said Ellen Ryan Mardiks, Worldwide Director of Marketing and Brand Strategy, Golin/Harris. "While the situation is clearly serious, it is not gloom and doom beyond repair. Rather, we see some very clear and compelling opportunities and strategies for businesses to build and strengthen trust in their brands."

For example, the Golin/Harris Trust survey asked Americans "What are the most critical actions that companies you don't trust should do to earn your trust this year?" The following are the 12 recommendations Americans list to win back trust:

1.