Innovations are the key to economic growth, progress and prosperity. But the current discussion is not just about the groundbreaking technologies themselves, but also about trust in them. At a time when generative “artificial intelligence” and “digital transformation” are omnipresent, it is clear how innovations have the potential to fundamentally change our societies. But what about trust in these innovations?
This is not a minor question, but a key issue in the global super election year, with more than 60 elections looming around the world - including the US presidential election and the European election - the acceptance of innovation plays a crucial role for the future. To answer this question, the Edelman agency conducted its annual “Trust Barometer” and presented the results in the 24th edition. The focus was on innovation, and the results are not only insightful, but also significant for the German economy and our society as a whole.
Key insights were gained from an online survey conducted in November 2023 across 28 countries and including more than 32,000 participants. In an international comparison, Germany ranks 24th when it comes to trust in institutions. This underlines the fact that overall trust in institutions is at a low level. Interestingly, the economy in Germany still enjoys the highest reputation, while the government and media are rated rather low. The media is viewed as trustworthy by 46 percent of respondents, while only 42 percent each have trust in non-governmental organizations and the government.
What is particularly striking, however, is that the government in Germany is perceived as incompetent and acting unethically, while the economy is still viewed as ethical and competent. Nearly half of respondents (49 percent) fear the government is knowingly making untrue or grossly exaggerated statements, and similar concerns exist about business leaders (46 percent) and media professionals (46 percent).
This skepticism towards institutions and innovations is also reflected in the attitude towards new technologies. Artificial intelligence is welcomed by only 17 percent of those surveyed, while 50 percent reject it. When it comes to gene-based medicine, 45 percent of respondents reject this technology, while only 20 percent support it. This shows that trust in innovations is low in Germany, especially when people have the impression that they are not being handled appropriately.
The role of communication experts:
These results call on those responsible in business and politics to strengthen trust in innovations in order to shape a successful and sustainable future. For communication experts in companies and organizations, this means a clear mandate to act. Conceptual innovation communication and the ability to increase trust in technology through strategic communication are crucial.
Transparent communication: Communications experts must ensure that companies communicate openly and understandably about their technologies and their impact.
Sense of responsibility: It is your responsibility to design the development and application of innovations ethically and responsibly.
Partnerships: Collaboration with other stakeholders, including government and NGOs, is crucial to making innovation safe and accessible.
Dialogue and Education: Communications professionals can help promote understanding of technology and its impact through active dialogue with the public and educational initiatives.
Further information in the Edelman "Trust Barometer":