The Prescription for Cynicism is Fairness and Authenticity

A new study by National Public Relations found that Canadians are cynical when it comes to government and business…but are looking for a way out.

More than ever, Canadians are guided by their own set of values when making decisions. To understand not only which values are important to Canadians, but why they’re important, we applied our Belief Based Behaviour research, a unique application of digital ethnographic analysis.  The study serves as a canary in a coal mine to help organizations understand how values influence perceptions. What we discovered is deep cynicism prompting consumer reluctance to trust leaders or brands.

Source: The Prescription for Cynicism is Fairness and Authenticity | NATIONAL.ca

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