Thought Leadership – By Peter Harris, The Research Society Is the research industry showing empathy, belonging, and Let’s not wait for our own reputational disaster to hit. One thing we authenticity? If not, we need to start now. can all do today, and every day is to stop and ask yourself before If we want to move the needle on trust, we must tackle each of the anything is sent out, “is this something that I or my family would three pillars seriously. Globally it is a struggle to get the industry bother engaging in?”. If the answer is no, then do yourself and all of aligned on each of these issues as commercial realities (usually us a favour and start again. quite rightly) win out. Believe me I get it, however for the long game we must invest together to change the dynamic so that more Peter Harris people want to contribute to what we do and do very well. The risk Human is if we don’t, we will end up talking to increasingly small proportions of the population, then what we do will be called out as Board Member TRS inaccurate, something opinion and election polling are dealing with CEO Potentiate right now. Remember every touchpoint a brand or government has with people is a chance to improve perceptions, create trust and demonstrate empathy. Every survey, pop up, intercept, video chat or diary activity is such a touchpoint. If our profession is changing, it is clearly not changing enough to improve perceptions and create trust. GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 7