It is a fact, supported by multiple studies, that companies and organizations are losing credibility among their audiences as a result of our more demanding and less tolerant society. Nowadays citizens demand proximity, information, commitment and transparency from organisations; they also act much faster and with more communicative power than any public or private organization. Given this reality, Institut Cerdà has developed the CONFIDENCE project, which aims to help companies recover or improve trust and credibility with their target audiences.
CONFIDENCE offers a comprehensive and comprehensive scan of new behaviour patterns and social habits; of new attitudes towards projects, products, business models, brands or services; of how citizens are proactive in protesting about any particular economic activity or in the way they position themselves in relation to a company or project; of what sort of language they use and how they communicate; of what type of spokespersons or influencers are becoming leaders. This broad analysis will allow the companies involved in the project to have common tools to manage these new environments.
CONFIDENCE is a joint project of the Territory and Management Area and the Communication Area of Institut Cerdà. The presentation and selection phase of companies to participate in the project is taking place now and until December 2019. The year-long project will begin in January 2020. CONFIDENCE will also identify any individual problems and requirements needs of the participating companies, proposing tailored solutions for each of them.