Coronavirus https://climatejournal.news/ en Building the future of Dublin on resilience and innovation https://climatejournal.news/news/building-the-future-of-dublin-on-resilience-and-innovation <div class="field field--name-title field--type-string field--label-hidden field--item"><span>Building the future of Dublin on resilience and innovation</span> </div> <span class="a2a_kit a2a_kit_size_32 addtoany_list" data-a2a-url="https://climatejournal.news/news/building-the-future-of-dublin-on-resilience-and-innovation" data-a2a-title="Building the future of Dublin on resilience and innovation"><a class="a2a_button_linkedin"><img src="/libraries/bsp_social_media_icons_share/service/linkedin.svg" border="0" alt="LinkedIn" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/linkedin_hover.svg" border="0" alt="LinkedIn" height="18" class="social-media-links-hover"></a><a class="a2a_button_facebook"><img 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src="/libraries/bsp_social_media_icons_share/service/share_hover.svg" border="0" alt="Share" height="18" class="social-media-links-hover"><img src="/libraries/bsp_social_media_icons_share/service/share.svg" border="0" alt="Share" height="18" class="social-media-links-normal"> Share </a></span> <div class="field field--name-field-tags field--type-entity-reference field--label-inline"> <div class="field--label">Tags</div> <div class="field--items"> <div class="field--item"><a href="/tag/business" hreflang="en">Business</a></div> <div class="field--item"><a href="/tag/circular-economy" hreflang="en">Circular Economy</a></div> <div class="field--item"><a href="/tag/climate-change" hreflang="en">Climate Change</a></div> <div class="field--item"><a href="/tag/coronavirus" hreflang="en">Coronavirus</a></div> </div> </div> <div class="field field--name-field-topic field--type-entity-reference field--label-inline"> <div class="field--label">Topic</div> <div class="field--items"> <div class="field--item"><a href="/topic/sustainability" hreflang="en">Sustainability</a></div> <div class="field--item"><a href="/topic/resilience" hreflang="en">Resilience</a></div> <div class="field--item"><a href="/topic/collaboration" hreflang="en">Collaboration</a></div> </div> </div> <img width="32" height="32" alt="Business" title="Business" class="img-responsive" src="/files/bsp-images/icons/55.svg" loading="lazy" typeof="foaf:Image" /> <img width="32" height="32" alt="Circular Economy" title="Circular Economy" class="img-responsive" src="/files/bsp-images/icons/54.svg" loading="lazy" typeof="foaf:Image" /> <img width="32" height="32" alt="Smart city" title="Smart city" class="img-responsive" src="/files/bsp-images/icons/244.svg" loading="lazy" typeof="foaf:Image" /> <img width="32" height="32" alt="Sustainability" title="Sustainability" class="img-responsive" src="/files/bsp-images/icons/52.svg" loading="lazy" typeof="foaf:Image" /> <img alt="Building the future of Dublin on resilience and innovation" title="Building the future of Dublin on resilience and innovation" class="img-responsive" src="/files/styles/news_full_main_image/public/bsp-images/news/425.jpg?itok=uv5uR0p-" width="687" height="687" loading="lazy" typeof="foaf:Image" /> <div class="field field--name-field-lead field--type-string field--label-hidden field--item">What&#039;s next for Dublin City to maintain its position as an internationally recognised innovation hub after the COVID pandemic?</div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1150 paragraph--width--full" style=""> <div class="paragraph__column"> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1155 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Interview with Mary Mac Sweeney, Deputy Head of Enterprise and Economic Development, Dublin City Council.</p> <hr /> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--1154 paragraph--width--full paragraph--style--75-25"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1152 paragraph--width--full" style=""> <div class="paragraph__column"> <p>I work for <a href="http://www.dublincity.ie/" target="_blank">Dublin City Council</a> at the Economic Development Department and inspired to be part of the journey in shaping the future of this City. Through engaging with a wide range of stakeholders, we provide a diverse, multi-layered and evolving field of services responding to business, citizens and visitor needs. In my day to day work, I am supporting startup and scaling businesses through the <a href="https://www.localenterprise.ie/" target="_blank">Local Enterprise Office</a> and promoting Dublin as an attractive place to live, work, study and invest through the Dublin Place Branding initiative with the <a href="https://dublin.ie/" target="_blank">Dublin.ie website</a>.</p> <p>As the City continues to experience growth and facilitates ongoing development across the economic, social, cultural and other sectors, we are committed to making this growth inclusive and sustainable.</p> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--1153 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/426.png" width="478" height="478" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">Mary Mac Sweeney, Deputy Head of Enterprise and Economic Development, Dublin City Council</div> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1157 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Social and environmental challenges, like climate change demand actions to transform Dublin to become a leading example of an innovative and resilient city.</p> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1156 paragraph--width--full" style=""> <div class="paragraph__column"> <blockquote> <p>All forms of resilience are more important than ever in the light of the sudden changes we experience in all walks of life in dealing with this coronavirus crises.</p> </blockquote> <p>The shockwaves of these unprecedented events will have a long-lasting impact on our lives and the economy. However, besides the painful and heartbreaking losses we have to suffer now, it presents a once in a lifetime opportunity to build something better.</p> <p>I trust that we will bounce back with the strength and courage to re-evaluate our priorities and create a more sustainable and healthier world for all of us.</p> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-callout paragraph--view-mode--default paragraph--width--full callout-style--b" id="callout-1161"> <div class="paragraph__column"> <div class="callout-body"> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--1160 paragraph--width--full paragraph--style--75-25"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1158 paragraph--width--full" style=""> <div class="paragraph__column"> <p>"The recovery from the COVID-19 crisis must lead to a different economy. Everything we do during and after this crisis must be with a strong focus on building more equal, inclusive and sustainable economies and societies that are more resilient in the face of pandemics, climate change, and the many other global challenges we face,” said António Guterres, Secretary-General of the <a href="https://www.un.org/en/" target="_blank">United Nations </a>at the launch of the report on socio-economic impacts of coronavirus.</p> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--1159 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/427.jpg" width="690" height="690" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">Illustration: Getty images</div> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1162 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="font-greentitle">A new deal for business</p> <p>We clearly see the trends that social values and sustainability are becoming vital parts to start and grow an enterprise. Besides the increasing consumer and employer demands regarding responsible business practices the new <a href="https://ec.europa.eu/info/strategy/priorities-2019-2024/european-green-deal_en" target="_blank">European Green Deal </a>introduced in 2019 by the <a href="https://ec.europa.eu/info/index_en" target="_blank">European Commission</a> will have a ripple effect on every segment.</p> <p>This is Europe’s new agenda for sustainable growth which aims to transform our cities to become cornerstones in building a climate-neutral economy by 2050 in Europe. “We do not have all the answers yet… But this is Europe’s man on the moon moment,” said Ursula von der Leyen, EU Commission president, highlighting the significance of the new Green Deal.</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--1165 paragraph--width--full paragraph--style--25-75"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--1163 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/428.png" width="750" height="500" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1164 paragraph--width--full" style=""> <div class="paragraph__column"> <p>It is practically a roadmap with specific actions to a low carbon economy, while maintaining prosperity, ‘by turning climate and environmental challenges into opportunities across all policy areas and making the transition just and inclusive for all. This package focuses on boosting the efficient use of resources by moving to a clean, circular economy while restoring biodiversity and cutting pollution.’ (EU Commission)</p> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1166 paragraph--width--full" style=""> <div class="paragraph__column"> <p>The plans include many policy areas to design funding schemes, change regulations and support innovations to enable and accelerate the transition to a net-zero carbon economy.</p> <p>As part of this in March 2020 the Commission adopted the new <a href="https://ec.europa.eu/environment/circular-economy/index_en.htm" target="_blank">Circular Economy Action Plan</a> focusing on making our economy fit for a green future, strengthening our competitiveness while protecting the environment and giving new rights to consumers. Legislation and regulation will further drive the reduction or elimination of business practices that are harmful to the climate or not delivering on targets.</p> <p>The recently proposed <a href="https://ec.europa.eu/clima/policies/eu-climate-action/law_en" target="_blank">European Climate Law</a> aims to turn the political commitment into a legal obligation and a trigger for investment. To make these changes happen the EU will provide financial support and technical assistance through the ‘Just Transition Mechanism’ programme with at least €100 billion over the period 2021-2027 to help those who are most affected by the move towards the green economy.</p> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-callout paragraph--view-mode--default paragraph--width--full callout-style--b" id="callout-1168"> <div class="paragraph__column"> <div class="callout-body"> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1167 paragraph--width--full" style=""> <div class="paragraph__column"> <p>"The new Plan will make circularity the mainstream in our lives and speed up the green transition of our economy. Future-oriented actions will create business and job opportunities, give new rights to European consumers, harness innovation and digitalisation and, just like nature, make sure that nothing is wasted,” said Virginijus Sinkevičiu, Commissioner for the Environment, Oceans and Fisheries in regards of these plans.</p> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1169 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="font-greentitle">Gearing up Dublin</p> <p>This future is approaching like a tsunami, which might seem small from a distance, but when it arrives, it changes everything, and it moves much faster than we might anticipate.</p> <p>To respond to these changes, Dublin City Council has developed the <a href="http://www.dublincity.ie/main-menu-services-water-waste-and-environment-climate-change/climate-change-action-plan-2019-2024" target="_blank">Climate Change Action Plan 2019–2024</a> in partnership with <a href="https://www.codema.ie/" target="_blank">Codema (Dublin’s Energy Agency)</a> and members of the public and staff from across all Council Departments. The actions presented here will guide the City not just to mitigate the impacts of climate change but actively facilitate the reduction of greenhouse gas emissions and advance economic growth at the same time.</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--1172 paragraph--width--full paragraph--style--42-58"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--1170 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/429.png" width="554" height="415" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1171 paragraph--width--full" style=""> <div class="paragraph__column"> <p>The delivery of these actions in the short, medium and long term will enable the Council to transform Dublin to become a climate-resilient city with many opportunities for businesses and its citizens to harness the benefits of a low carbon economy. An additional resource to support the City in delivering on these ambitions is the recently established <a href="https://dublinclimatechange.codema.ie/" target="_blank">Dublin Metropolitan Climate Action Regional Office – CARO</a>. It will work closely with Dublin City Council, Codema and the other Dublin Local Authorities in the implementation, monitoring and updating of the Climate Change Action Plan.</p> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1173 paragraph--width--full" style=""> <div class="paragraph__column"> <p>To start the change, we wanted to take the first steps by looking at our own greenhouse emission as a Council and for the entire City. The mitigation baseline calculates just that, including a breakdown of the residential, transport and commercial sectors. It found that Dublin City Council produced just under 40,370 tonnes of CO2 in 2017 and has reduced its emissions by 24% in the last ten years. Besides, the Council has improved its energy efficiency by 29.8% and is currently on track to meet its 33% energy efficiency target by 2020.</p> <p>However, given that the Council’s buildings, operations and social housing account for less than 5% of the total emissions in Dublin City, it highlights the need to tackle the remaining 95% of emissions produced citywide. In recognising this challenge, Dublin City Council will work with key stakeholders to influence and support carbon reduction initiatives across the City’s transport, commercial and residential sectors.</p> <blockquote> <p>Public and business engagement is key to tackling the climate challenge. Our plan commits to addressing the current knowledge-gap through a range of awareness campaigns.</p> </blockquote> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1174 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="font-greentitle">Looking into the future</p> <p>There is a growing expectation from all stakeholders towards businesses to have strategies in place to demonstrate and communicate transparently how they are contributing to the solution and not to the problem. That means setting out details about all aspects of the service or product they deliver and how they are pivoting their businesses to make a positive impact on both people and the planet.</p> <p>Significant changes in their operation and skillset will be necessary to keep up with the market and the competition.</p> <p>I believe raising awareness of what this means for each individual business is essential. Dublin City plans to create several opportunities, such as events or training, where companies can learn from experts and from each other about what they could be doing to respond to global and local changes.</p> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-callout paragraph--view-mode--default paragraph--width--full callout-style--b" id="callout-1176"> <div class="paragraph__column"> <div class="callout-body"> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1175 paragraph--width--full" style=""> <div class="paragraph__column"> <p>The new Dublin City Council Corporate Plan shares the mission of making Dublin the ‘best place in which to be, to live, to work, to do business and to enjoy’ and for the first time, the <a href="http://www.undp.org/content/undp/en/home/sustainable-development-goals.html" target="_blank">United Nations Sustainable Development Goals (SDGs)</a> are incorporated into this plan.</p> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1177 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Dublin City Council also supports a number of initiatives and actively collaborates with key stakeholders to deliver on these commitments and inspire change.</p> <p>One of our recent offer for businesses is the <a href="https://www.localenterprise.ie/DublinCity/Training-Events/Management-Development/Modos-Circular-Economo.html" target="_blank">MODOS course</a>, where participants can gain knowledge related to <a data-entity-substitution="canonical" data-entity-type="node" data-entity-uuid="e7fadd88-2450-41e4-af21-17597b411449" href="/news/circular-economy-is-on-the-rise-with-millions-in-funding-available" target="_blank" title="Circular Economy is on the rise with millions in funding available">Circular Economy</a> and network with their peers to start building a community in Ireland.</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--1180 paragraph--width--full paragraph--style--58-42"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--video paragraph--view-mode--default paragraph--id--1178"> <div class="paragraph__column"> <div class="video-embed-field-provider-youtube video-embed-field-responsive-video form-group"><iframe width="854" height="480" frameborder="0" allowfullscreen="allowfullscreen" src="https://www.youtube.com/embed/pVSgTDngGo4?autoplay=0&amp;start=0&amp;rel=0"></iframe> </div> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1179 paragraph--width--full" style=""> <div class="paragraph__column"> <p>The course is managed in partnership with the <a href="http://emwr.ie/" target="_blank">Eastern-Midlands Regional Waste Management Office</a> and designed for micro, small and medium enterprises.</p> <p>This programme aims to equip leaders with the necessary skills to embrace the opportunities in a new low carbon economy and shape their business model accordingly.</p> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1181 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Participants of the first MODOS training were in fact quite diverse, including businesses from the catering industry to fashion, event planning, design, cosmetics and manufacturing. For example, <a href="https://www.nativeevents.ie/" target="_blank" title="Native Events">Native </a><a href="https://www.nativeevents.ie/" target="_blank" title="Native Events">Events</a> is a leader in sustainable event solutions in Ireland, while <a href="https://vivagreengroup.com/" target="_blank" title="Viva Green">Viva Green</a> have been pioneers in creating innovative sustainable products over the 25 years. After the first rollout of the programme, the “MODOS Phase II” training is coming soon.</p> <p>We also partnered with the annual international conference held in Dublin, the <a href="https://responsibleinnovation-summit.com/" target="_blank">Responsible Innovation Summit,</a> where business leaders, researchers and policymakers meet to cross-pollinate ideas while learning about trends about responsible innovation and investing.</p> <p>Through the <a href="https://www.localenterprise.ie/" target="_blank">Local Enterprise Office</a> services, we provide ongoing supports for value-driven businesses to help them succeed and deal with the impacts of the Covid-19 pandemic.</p> <blockquote> <p>At this stage we are all in learning mode when it comes to what’s involved in this transformation process, so the sooner businesses get involved, the sooner they can start to plan their own transformational strategies.</p> </blockquote> </div> </div> <div>Footer</div> Interview <div class="field field--name-field-background-style field--type-list-string field--label-above"> <div class="field--label">Background style</div> <div class="field--item">Light</div> </div> <div class="field field--name-field-sponsored field--type-boolean field--label-above"> <div class="field--label">Sponsored?</div> <div class="field--item">No</div> </div> <div class="field field--name-created field--type-created field--label-hidden field--item">June 2020</div> Tue, 02 Jun 2020 21:07:54 +0000 Szilvia Szabó 94 at https://climatejournal.news The impact of coronavirus on brand trust https://climatejournal.news/news/the-impact-of-coronavirus-on-brand-trust <div class="field field--name-title field--type-string field--label-hidden field--item"><span>The impact of coronavirus on brand trust</span> </div> <span class="a2a_kit a2a_kit_size_32 addtoany_list" data-a2a-url="https://climatejournal.news/news/the-impact-of-coronavirus-on-brand-trust" data-a2a-title="The impact of coronavirus on brand trust"><a class="a2a_button_linkedin"><img src="/libraries/bsp_social_media_icons_share/service/linkedin.svg" border="0" alt="LinkedIn" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/linkedin_hover.svg" border="0" alt="LinkedIn" height="18" class="social-media-links-hover"></a><a class="a2a_button_facebook"><img src="/libraries/bsp_social_media_icons_share/service/facebook.svg" border="0" alt="Facebook" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/facebook_hover.svg" border="0" alt="Facebook" height="18" class="social-media-links-hover"></a><a class="a2a_button_twitter"><img src="/libraries/bsp_social_media_icons_share/service/twitter.svg" border="0" alt="Twitter" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/twitter_hover.svg" border="0" alt="Twitter" height="18" class="social-media-links-hover"></a><a class="a2a_button_email"><img src="/libraries/bsp_social_media_icons_share/service/email.svg" border="0" alt="Email" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/email_hover.svg" border="0" alt="Email" height="18" class="social-media-links-hover"></a><a class="a2a_dd" href="https://www.addtoany.com/share"><img src="/libraries/bsp_social_media_icons_share/service/share_hover.svg" border="0" alt="Share" height="18" class="social-media-links-hover"><img src="/libraries/bsp_social_media_icons_share/service/share.svg" border="0" alt="Share" height="18" class="social-media-links-normal"> Share </a></span> <div class="field field--name-field-tags field--type-entity-reference field--label-inline"> <div class="field--label">Tags</div> <div class="field--items"> <div class="field--item"><a href="/tag/coronavirus" hreflang="en">Coronavirus</a></div> <div class="field--item"><a href="/tag/branding" hreflang="en">Branding</a></div> </div> </div> <div class="field field--name-field-topic field--type-entity-reference field--label-inline"> <div class="field--label">Topic</div> <div class="field--items"> <div class="field--item"><a href="/topic/business" hreflang="en">Business</a></div> <div class="field--item"><a href="/topic/research" hreflang="en">research</a></div> </div> </div> <img width="32" height="32" alt="Business" title="Business" class="img-responsive" src="/files/bsp-images/icons/55.svg" loading="lazy" typeof="foaf:Image" /> <img alt="The impact of coronavirus on brand trust" title="The impact of coronavirus on brand trust" class="img-responsive" src="/files/styles/news_full_main_image/public/bsp-images/news/393.jpg?itok=C4uC0180" width="687" height="687" loading="lazy" typeof="foaf:Image" /> <div class="field field--name-field-lead field--type-string field--label-hidden field--item">The Edelman Trust special report reveals the expectations of brands in the time of coronavirus pandemic.</div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1087 paragraph--width--full" style=""> <div class="paragraph__column"> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1090 paragraph--width--full" style=""> <div class="paragraph__column"> <p><a href="https://www.edelman.com/research/covid-19-brand-trust-report" target="_blank">Edelman </a>conducted a 12-market study on the critical role brands are expected to play during the coronavirus pandemic where they interviewed 12,000 people in Brazil, Canada, China, France, Germany, India, Italy, Japan, South Africa, South Korea, the UK and U.S.</p> <p>From protecting the well-being of employees to shifting products and pricing to creating a sense of community, there are several areas where respondents recognized the need for specific brand action. 71 per cent agree that if they perceive that a brand is putting profit over people, they will lose trust in that brand forever.</p> <p>The results call for value-driven leadership and that brands need to prove that people come first, not profit.</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--1094 paragraph--width--full paragraph--style--58-42"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1091 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Respondents believe that brands can and should make a difference throughout the coronavirus crisis and the majority with 90 per cent globally want brands to do everything in their power to tackle this challenge and actively get involved.</p> <p>There is a clear desire for them to become partners and collaborate with governments (90%) and provide a safety net by stepping where governments cannot respond appropriately to the virus (86%).</p> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-callout paragraph--view-mode--default paragraph--width--full callout-style--a" id="callout-1093"> <div class="paragraph__column"> <div class="callout-body"> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1092 paragraph--width--full" style=""> <div class="paragraph__column"> <p>It is a great expectation that brands must focus their messaging on finding solutions instead of sales. 84% said they want to see how brands help people to cope with pandemic-related challenges.</p> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1095 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Brands also need to consider that people want experts to be associated with messages. 78 % rating medical doctors as credible spokespeople for the brand’s virus-related actions, with celebrities (26 %) and influencers deeply discounted (28 %).</p> <p>Eighty-four per cent of respondents globally said that they want brands to be a reliable news source that keeps people informed. There is more belief in earned media (national media at 64 % and local media at 62 %) than in brand advertising (53 %) and brand social media (51 %).</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--1098 paragraph--width--full paragraph--style--42-58"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--1096 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/394.jpg" width="1732" height="910" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">Image: Pexels</div> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1097 paragraph--width--full" style=""> <div class="paragraph__column"> <p>83 per cent want to see brand messaging that focuses on empathy, compassion and support with the struggles they face. Hearing from brands they use about what they are doing in response to the pandemic is comforting and reassuring to them (65 %). This the chance when brands can create a whole new level of connection with their consumers or in fact, lose their relationship forever.</p> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1099 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Sixty-five per cent of respondents said that a brand’s response in the crisis would have a significant impact on their likelihood of purchasing it in the future. Over one-third of consumers said that they have started using a new brand because of the innovative or compassionate way that it has responded.</p> <p>On the other hand, there is a massive risk to brands that are perceived to be acting unsympathetically. One-third of respondents have already convinced other people to stop using a brand that was not acting appropriately.</p> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-callout paragraph--view-mode--default paragraph--width--full callout-style--b" id="callout-1089"> <div class="paragraph__column"> <div class="callout-body"> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1088 paragraph--width--full" style=""> <div class="paragraph__column"> <p>"At this moment of deepest global crisis, the public wants brands to step up, keep us safe, guide us and help us. Brands that act in the interest of their employees, stakeholders and society at large will reinforce their expertise, leadership and trust and immeasurably strengthen the bond they have with consumers," says Richard Edelman, CEO of Edelman about the new role of brands.</p> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1100 paragraph--width--full" style=""> <div class="paragraph__column"> <p>The full report can be downloaded from the <a href="https://www.edelman.com/research/covid-19-brand-trust-report" target="_blank">Edelman website</a>.</p> </div> </div> <div>Footer</div> Trust Barometer Special Report <div class="field field--name-field-background-style field--type-list-string field--label-above"> <div class="field--label">Background style</div> <div class="field--item">Light</div> </div> <div class="field field--name-field-sponsored field--type-boolean field--label-above"> <div class="field--label">Sponsored?</div> <div class="field--item">No</div> </div> <div class="field field--name-created field--type-created field--label-hidden field--item">May 2020</div> Sat, 09 May 2020 12:06:10 +0000 Szilvia Szabó 86 at https://climatejournal.news