The latest Edelman Trust Barometer reveals a worrying development: many people believe innovation is poorly managed, echoing concerns about insufficient government regulation and a lack of trust in traditional leaders. This sentiment resonates especially in Western democracies like here in Canada, where political polarization tints views on progress.
The report shows that when institutions mishandled innovation, there was a decrease in enthusiasm and an increase in the rejection of emerging technologies. For example, in the case of artificial intelligence (AI), 43% of individuals surveyed indicated they would reject AI if it is mismanaged, compared to 26% who would reject it if it is well managed.
As Richard Edelman, CEO of Edelman, aptly states, “Innovation is accelerating and should be a growth enabler, but it will be stymied if business doesn’t pay as much attention to acceptance as it does research and development.”
But what does this mean for us in the communications industry? We’re the ones tasked with bridging the gap between innovation and society, unraveling its impact for everyone to understand.
Opportunity for businesses to take the lead in restoring trust
The trust deficit between government and business is stark, with business emerging as the more trusted institution, especially in matters of innovation. This presents an opportunity for businesses to take the lead in restoring trust by actively engaging with stakeholders, including government and the public, to demonstrate the benefits of innovation.
CEOs, in particular, are called upon to not only drive innovation within their organizations but also to address broader societal impacts and ethical concerns.
The Trust Barometer report lays out four ways to rebuild trust in innovation, each pointing back to one central theme: communication.
1) Implementation as important as invention
The report underscores the critical role of implementation in innovation. Beyond mere invention, effectively managing the impacts and explaining the underlying science is essential. Here, communication becomes the conduit for translating complex scientific concepts into accessible language, addressing concerns, and fostering understanding among stakeholders.
2) Businesses must partner for change
By engaging in transparent communication, business leaders can effectively bridge the gap between their organizations and stakeholders, including government agencies, non-governmental organizations, and the public.
3) Science must integrate with society
When scientists explain their research, chat with the community, and share peer insights, they’re connecting the dots between expertise and everyday understanding. When we communicate clearly and include everyone in the conversation, we build trust in expert advice, opening doors for new ideas to take hold.
4) Give me control over my future
When people feel in control over how innovations affect their lives, they are more likely to embrace them, not resist them. We just need to listen to their concerns, answer questions, and share info in an easy-to-understand way, to alleviate any fear of the unknown.
Thinking about these four ideas, it becomes clear that communication is not just a supporting element but the cornerstone of restoring trust in innovation. Whether it’s translating complex science, fostering collaboration between institutions, engaging with the public, or empowering individuals, good communication is what ties it all together.