Edelman Insight’s 2013 Trust Barometer was released this week. It is an interesting look at how people all over the world trust their government and businesses.
Here are a couple of nuggets:
- The most trusted industry is technology.
- The most trusted spokespersons are technical, academic experts.
This matches nicely some focus group research conducted a few years ago that asked citizens in different parts of the United States what it would take for those citizens to want to support increased funding. The answer? Technology, innovation, renewal.
Sure, I’m tying together examples of very different research with very different research samples. But the point, I think, is worth considering.
If you want to move people toward support for your transportation organization, focus on the technology, renewal and innovation that you already have on hand. And, get a technical expert or a person in the field to be your spokesperson.
It might seem simple, but that is the kind of simple strategy that can turn heads.