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FEBRUARY 3, 2025 – NEW YORK – /PRNewswire/ – A new Page Society-Harris Poll reveals a stark deficit in public trust, with only one in four respondents confident that businesses can positively impact society. The study, a collaboration between the Page Society, the premier global association for senior strategic communication leaders, and The Harris Poll, Stagwell's (NASDAQ: STGW) global consulting and market research firm, surveyed over 15,000 adults in 2024 across 14 global markets, including North America, Europe, Asia, and South America. A generational divide is clear: Gen Z holds significantly higher expectations than Boomers, particularly on mental health, gender, racial equality, environmental issues, and major international conflicts.

While only 26% express confidence globally, this number dips to 14% in Japan and Italy, and rises to 48% in Saudi Arabia, suggesting varying levels of confidence across regions.

The Index identifies six key areas where businesses must focus to rebuild trust:

• Economic Stability and Growth: Stabilizing the economy and securing financial well-being.
• Job Creation and Workforce Skills Development: Equipping the workforce for the future: Urgent investment in skills development.
• Addressing Corruption: Demanding ethical practices of transparency and accountability and building foundations of trust and ethics.
• Environmental Issues: Taking critical action to combat climate change and protecting the future through sustainable practices.
• Research and Technological Innovation: Harnessing technology responsibly and innovating ethically for a better future.
• Mental Health Issues: Prioritizing mental well-being in the workplace and beyond.

Note: Issues were up to respondent interpretation

The research found consistencies within the top issues ranked per region:

• Australia, China, and the UK list corruption as the top key issue.
• The US, Italy, Japan, Saudi Arabia, Mexico, the UAE, India, Germany, China, Canada, and Brazil list economic stability and growth as the top key issue.

Of course, there are a few outliers including:

• France ranks income inequality and gender equality as top issues of concern.
• The UAE ranks trust in key societal institutions higher than other regions.

"This research underscores the urgent need for businesses to not only take action on these critical issues but also clearly communicate the context and rationale behind their efforts," said Dr. Rochelle Ford, CEO of the Page Society. "The findings emphasize the urgent need for CCOs to lead the charge in rebuilding public trust. It's not enough for businesses to simply take action; they must communicate transparently the rationale for it and how those actions are being taken, particularly to resonate with a skeptical public."

The study also finds that confidence is directly tied to seeing both company action and clear contextualization. In the US, political polarization significantly influences issue priorities, highlighting the need for tailored communication strategies.

A parallel study of 40 Chief Communication Officers (CCOs) revealed key risks for 2025, including "anti-woke" backlash against ESG/DEI initiatives, polarization and low trust, potential Trump policy shifts, and geopolitical challenges. CCOs see the greatest opportunities in managing these risks and the responsible adoption of AI and other technologies.

Read more on PR Newswire.