Charities are underestimating the importance of trust. That’s a problem.
Jill Halford & Neil Sherlock at NPC: “A growing mistrust and scepticism of organisations, experts and leaders has become a defining feature of recent times, causing many to question established truths that they’ve traditionally held dear. Against a backdrop of increasing volumes of data and commentary, amplified by social media, and the rise of ‘fake news’, it has become much harder for the public to both know who the experts are and to trust them to get things right.
