Perception of institutions, companies, media and NGOs: Italy second most confident country in Europe

L’Italy, in 2024, finds itself at a crossroads. On the one hand, thetechnological innovation offers unprecedented opportunities for economic growth and Sustainable Development; on the other hand, these same innovations raise questions about job securityon the privacy and on thesocial equity. People’s trust in businesses emerges like a light in the night, with companies being perceived as not only competent but also ethical, a rare balance in the modern institutional landscape. In fact, if we look at the media and the institutions, Italians judge them both insufficient in terms of competence (the media a little better but not by much) and failed, without ifs or buts in ethics while the NGO they get promoted in ethics but still have to work on their competence. Italian politicians can however console themselves, because on a global level, with a strong European prevalence, their colleagues are not doing better in terms of trust.

These are among the evidences that the Trust Barometer 2024 Of Edelman highlights, underlining how, over the years, the population’s perception of institutions, companies, the media and NGOs has changed. The key word for stimulating trust is innovation, not only technological but also social and environmental, the balance between these determines trust just as imbalance foments doubts and insecurity in people. All in all, Italy confirms itself as the second most confident country in Europe after the Netherlandswith a Trust Index of 50% (an average that sees higher peaks for high incomes and less for others) and permanently occupies the middle ranking, placing fiftieth, at world level.

Let’s start from businesses. Italian companies are recognized for their commitment to responsible innovation and win in trust compared to institutions and the media, in particular, family businesses are liked which are 10 points ahead of the others. In a rapidly changing world, they demonstrate a unique ability to adapt, while maintaining a strong commitment to sustainability and inclusion. This perception has cemented their role as pillars of trust in society, positioning them as leaders not only in the market, but also in the social dialogue on how innovation should be managed. Be careful, however, it is the companies that generate trust, less their CEOs who are preferred, after academics, who have always been at the top of the ranking, to experts and technicians, followed by their peers.

A look at technologies. Trust generates optimism towards the future, fueled by the advent of technologies such as artificial intelligence and renewable energy, which however clashes with growing concerns: Italians show an acute awareness of the risks associated with innovation, expressing the need for a balanced approach that enhances technological benefits while addressing ethical and social challenges. This balance is crucial to maintaining trust in an era of rapid transformation.

Will transparency save us? It would seem so, yes Barometer he tells us that transparency and ethics prove to be key elements in building and maintaining trust. Businesses that openly communicate their actions and policies, demonstrating a genuine commitment to sustainable practices and fairness, earn a special place in the hearts of Italians. This relationship of trust extends beyond simple consumption, positively influencing the perception of innovation and its impact on society.

The comparison with the world outside is decisive on trustIn fact, the importance of a continuous dialogue between businesses, government and civil society to navigate the challenges of innovation emerges. Companies, in particular, are encouraged to take the lead, leading by example, through responsible practices and transparent communications. In this way, they can help build a future in which innovation is not only a source of economic progress, but also of social cohesion and trust.

*Director of Mark up And Gdoweek