• Graham Hall

The Trust Crisis - The Harvard Business Review

The Harvard Businesses Review is currently running 5 articles under the heading of

BROKEN TRUST



As you might imagine, they are hugely pertinent to the focus of The Saturn Project, which aims to rekindle trusted relationships between brands and their customers.


There is much to ponder, but let's start with these stats:


"Betrayals of trust have major financial consequences. In 2018 the Economist studied eight of the largest recent business scandals, comparing the companies involved with their peer groups, and found that they had forfeited significant amounts of value. The median firm was worth 30% less than it would have been valued had it not experienced a scandal. That same year another study, by IBM Security and Ponemon Institute, put the average cost of a data breach at $3.86 million, a 6.4% increase over the year before, and calculated that on average each stolen record cost a company $148.

Creating trust, in contrast, lifts performance. In a 1999 study of Holiday Inns, 6,500 employees rated their trust in their managers on a scale of 1 to 5. The researchers found that a one-eighth point improvement in scores could be expected to increase an inn’s annual profits by 2.5% of revenues, or $250,000 more per hotel. No other aspect of managers’ behavior had such a large impact on profits.

Trust also has macro-level benefits. A 1997 study of 29 market economies across one decade by World Bank economists showed that a 10-percentage-point increase in trust in an environment was correlated with a 0.8-percentage-point bump in per capita income growth.

So our need to trust and be trusted has a very real economic impact."


For more details, read the article.

  • Twitter
  • YouTube