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  "documentTitle": "ipsos global trustworthiness monitor stability in an unstable world",
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  "notes": "The slide uses data from the Ipsos Global Trustworthiness Monitor to argue that while the role of business is evolving, trust remains a critical driver of business resilience and performance.",
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      "text": "So, without trust, no business can hope to thrive. Dig beneath the headlines and we see that the state of trust is nuanced, contextual and evolving.",
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      "text": "public agreement: 42%",
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      "text": "What’s not in doubt, though, is that as businesses become more purpose-driven, employees more assertive and leaders more vocal, the trust landscape is shifting. Finally, it’s worth reminding ourselves why this matters – why trust isn’t just a fluffy ‘nice-to-have’ but the key that unlocks tangible business benefits. Our data shows that trust builds resilience: among people who trust a company a great deal, 6 in 10 would definitely give that company the benefit of the doubt in a crisis. Among people who are neutral, that shrinks to just 1 in 10. We also know that people who really trust a company are more likely to purchase its products, pay a premium and find its communications believable.",
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      "text": "At the same time, some commentators wonder whether the role of business in society is fundamentally changing – particularly in Western liberal democracies, many of which have faced growing challenges around polarisation, legitimacy and capacity in recent years.",
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      "text": "This remains a controversial view, and critics worry about corporate overreach or hollow ‘woke-washing’. Indeed, nearly half (46%) of the global public agree that it is still the job of government, not business, to fix society’s problems, with just 1 in 5 (19%) disagreeing.",
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      "text": "To illustrate, 3 in 5 members of the Ipsos Global Reputation Council agree with the proposition that business leaders are overtaking politicians as a force for progressive change in the world. One says “there’s been an abdication of government leadership in certain areas and people look to companies to fill the void.” In this year’s Trustworthiness Monitor, we see 2 in 5 (42%) of the global public agreeing, and just 1 in 5 (19%) disagreeing. To pick three examples, in the USA 36% agree that business leaders are overtaking politicians as a force for progressive change (versus 18% who disagree), in Germany 42% (22% disagree) and in South Africa 53% (15% disagree).",
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