Trust and brand in a disruptive age

Trust and brand in a disruptive age

Nov 12
CEDA welcomes Edelman President and Global Chief Operating Officer, Matthew Harrington to reflect on trust and brand in a disruptive age 


Matthew Harrington, President and Global Chief Operating Officer, Edelman

Event overview

The trust deficit has emerged as a critical priority for government, corporates, and not-for-profits alike as we seek to enhance relationships with customers and the community in a disruptive age. But what is the role of your brand in measuring trust?

The role of brands in our lives and society has expanded and consumer’s expectations have changed. After nearly 20 years of studying how much people trust institutions, new research by Edelman asks a key question: Do consumers today trust brands to do what is right with their products, their customers and societal impact?

Consumers have many more reasons to question how much they trust a brand. Will it protect their data and privacy? Use automation responsibly? Tell the truth in this era of disinformation? In short: Can consumers trust a brand do the right thing?

CEDA’s 2019 Company Pulse demonstrated that both business and the general public agree that expectations of business have risen, however, scepticism remains around whether the behaviour of business has improved.

This event will examine:

  • Global perspectives on the evolution of trust and understanding around the expectations of brands
  • Why trust in your brand matters
  • Consumer expectations around product, customer experience and impact on society
  • The role of peer and influencer voices to tell a brand story

Meet the keynote speaker

Matthew Harrington
President and Global Chief Operating Officer, Edelman

Matthew Harrington is president and global chief operating officer at Edelman, an industry-leading communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations. In concert with his oversight of global operations, Matthew advises leaders of some of the world’s largest and most complex companies on corporate positioning, reputation management, crisis communications, merger and acquisition, and IPOs. His articles on trust and executive leadership have appeared in the Harvard Business Review, Fortune and other leading business publications. Matthew’s nearly 35-year career at Edelman has encompassed work for hundreds of clients across nearly every industry sector. His previous leadership roles at Edelman include president of the U.S. and president of the Eastern and Western regions. He also led the initiative to create Edelman’s Code of Conduct.

Supported by CEDA member

Major sponsor