In 2013, Saatchi & Saatchi have set out to better understand trust. Why trust is important, how humans create and value trust and critically the lessons that any and every business can learn about trust building. Central to our methodology has been to go outside the corporate world and try and learn from people and organisations that have trust building down to a fine art. We have spoken to peace-makers, and politicians, academics and writers and to both Britain’s most trusted group of people – mums, and the least trusting – young people.
The result is not intended to be the final word on the subject, far from it, but rather a new perspective on trust.Coverage in Marketing Week