Trust matters because it is trust that is at the heart of every brand. Here we give you 5 reasons on why trust matters in for an organization, business and brand.

The picture of who we trust: Over the 16 years between 1993 and 2009 Ipsos MORI in its ‘Trust in Doctor: Annual Survey of public trust in professions (2009)’ measured a 22% decrease in the trust held in business leaders and a 10% decline in the trust held in politicians. Even the trust ascribed to the ordinary man or woman in the street saw a 16% fall.