Innovation management is a new point of trust in companies and institutions

Once again, companies remain the economic and social actor that arouses the most trust among users. This is what was stated in the new edition of Trust scale to Edelman And this, on this occasion, to the decline of power also adds the fears that technological development arouses among the people. A large portion of the population considers it so innovation They are poorly managed and do not achieve real benefits, creating a gap between them and society.

This is the conclusion reached by the communication and public relations consulting company after collecting, through an online survey conducted between 3 and 22 November 2023, the opinions of more than 32 thousand individuals in 28 countries. This represents the twenty-fourth edition of this annual report, which includes: User perception With regard to the business sector, media, governmental and non-governmental organizations.

In addition to the hesitation that has arisen around innovation, the analysis highlights the shift in countries that have traditionally held power. It is the developing countries that now enjoy the highest levels of confidenceChina, India and the United Arab Emirates are leading the way. While Argentina, Japan and the United Kingdom received a lower confidence index.

With regard to agents, Companies are once again seen as the most ethical and efficient; Followed by NGOs which are viewed as the most ethical entities. In contrast, the media are viewed as less competent and less ethical, even though they are ahead of governments, the least trusted institution.

However, at the individual level, none of these agents generate trust. That is, 64% of the individuals surveyed believe so Journalists deliberately try to mislead people Saying things that are exaggerated or that they know are false. The percentage drops slightly for government leaders (63%) and business leaders (61%).

In this sense, trust is scattered, at least when it comes to innovations and new technologies. To do this, 74% trust scientists and people like them; While only 45% trust government leaders in this matter. Companies (59%) are the most confident in bringing innovations to society.

As for the main concerns of people, those related to the economy remain. Thus, job losses remain at the forefront (88%), followed by inflation (73%). However, those related Existential social concerns It grows. Climate change (76%) and pirates (75%) stand out.

Innovation of choice

One of the main reasons behind the observed increase in distrust towards innovation and technological development is consideration Governments do not implement adequate regulation. 59% of respondents believe that regulatory agencies lack a proper understanding of emerging technologies to regulate them efficiently.

Added to this is that 53% believe that science has become a politicized issue -China and the United States are distinguished in this field-; While 59% believe that governments and organizations that fund research in this field have a significant influence on how science is developed.

next to, When organizations don't handle innovation well, rejection grows Enthusiasm for technologies decreases, while feelings of social injustice and skepticism about the capitalist system increase.

This leads respondents to suggest that scientists (77%) and technical experts (74%) should be the ones leading the introduction of innovations, not CEOs (60%) or governors (60%). but, 45% believe that scientists do not know how to communicate with people like themThis prompts them to search for understanding in other sources, as online searches (59%) are the most trusted, compared to social networks and national media.

In this regard, the Edelman report reflects the following: – Demand for cooperation between the public and private sectors. 60% of people say that if businesses and governments cooperated, they would trust more technology-driven changes. Along these lines, 62% said they expect company CEOs to manage changes happening in society, not just those related to their business. Future job skills (82%), ethical uses of technology (79%) and the impact of automation on jobs are some of the topics employees want CEOs to talk about.

Restore confidence in innovation

Given the growing mistrust towards recent technological developments, the Edelman report includes some keys for companies to positively navigate the current context, taking into account the survey results:

• Implementation is as important as innovation: With emerging technologies, such as artificial intelligence or renewable energy, it is as important to explain the science as it is to manage its impact.
• Businesses must collaborate for effective change: Companies are the most trusted agents in bringing innovation to society, especially in cooperation with authorities.
• Science must be integrated into society: To generate trust in experts, they must explain the research, dialogue with the community, and rely on lay ambassadors.
• Give control to users: When people feel they have control over how an innovation affects their lives, they are more likely to embrace it rather than resist it. Therefore, it is essential to listen to them and be open to suggestions.

More information.: Edelman Trust Barometer 2024