Original article by Roy Morgan
Market Research Update – Page: Online : 14-Aug-24

In today’s corporate landscape, trust is not discretionary – it is a critical component of business success. Yet, many Australian company directors and corporate boards struggle with the pervasive issues of distrust and moral blindness. Reversing this requires strategies that go beyond traditional metrics and governance practices. Current metrics like the Net Promoter Score (NPS) focus only on positive sentiment and only on current customers, leaving a significant gap in understanding negative feedback, including broader distrust. To bridge this gap, it is essential to measure negative sentiment. To formulate a ‘Distrust / Moral Blindness’ strategy for company directors and corporate boards in Australia, it is essential to focus on approaches that directly address the root causes of distrust and moral blindness. These include emphasising the importance of Negative Sentiment Measurement, introducing the Net Trust Score (NTS) Framework (which balances positive trust against negative distrust), cultivating a culture of accountability, and developing a Distrust Mitigation Roadmap.

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