By Ewen Haldane

Consumer trust is at an all-time low, so Edelman and other companies tell us – assuming we can trust their data of course.

A frequently touted panacea is some version of radical transparency. McDonalds’ recent ‘Our Food. Your Questions’ campaign being a good case in point.

The problem is that transparency campaigns like this do not lead to trust. Or at least, not in the way it’s usually presented.

One idea behind the move towards radical transparency is that, given that it’s become so easy for customers to uncover what’s happening behind closed doors, businesses may as Read full story ›

Source: The Drum