Observed Signal · Jun 16, 2022 · Research Publication · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
PwC Report Finds Trust Perception Gap Between Executives, Employees, Consumers
PwC's Consumer Intelligence Series report, released in June 2022, reveals a significant trust perception gap between business leaders and their stakeholders. According to the survey, 87% of executives believe customers highly trust their companies, but only about 30% of consumers actually do. Similarly, 84% of leaders say employee trust is high, versus 69% of employees. The report also found misalignment on what builds trust: executives emphasize social issues and transparent communications, while customers and employees prioritize affordable products, fair treatment, and economic stability. PwC recommends leaders define trust, treat employees like customers, and focus on basics before societal goals. Executives quoted include Tim Ryan, US chair and senior partner, and Wes Bricker, Vice Chair and US Trust Solutions Co-Leader, both of PwC.
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Key Takeaways & Evidence Grounding
- PwC's Consumer Intelligence Series report found 87% of business leaders believe customers highly trust their companies, while only about 30% of consumers do.
- 84% of business leaders said employee trust is high, compared with 69% of employees.
- 47% of executives said trust is built bottom-up, while only 27% of customers and 35% of employees agreed.
- About 50% of executives prioritize transparent communications, but only 13% of consumers and 19% of employees rank it as a priority.
- The report was published in June 2022 and includes commentary from PwC executives Tim Ryan and Wes Bricker.
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