LATEST research suggests people trust businesses more than they do the government or the media, an author and marketer has pointed out.

Mark Masters says an annual global survey suggests that businesses have never had a better opportunity to build a connection with their audience.

The Edelman Trust Barometer has measured trust in a variety of institutions for 16 years.

Its latest survey was based on fieldwork involving 33,000 respondents in 28 countries last October and November.

Mr Masters, author of The Content Revolution and owner of content marketing consultancy The ID Group at Ashley Cross, said: “The overall message is that this years report recorded the highest levels of public trust in businesses since the survey began.”

“The once reliance on established channels is paving the way for businesses who have a belief and a wider responsibility to have a voice, become responsible and take the lead.”

Mark commented, “If a small business can become the media, meaning an audience are drawn to your belief and you can deliver on a consistent basis via the media channels you have control, then a path can be set out for you.”

The report found 80 per cent of respondents agreed that businesses must lead to solve problems.

Family businesses were also highlighted as the type of business that is most trusted by others.

Jon Dunne, MD of Poole-based GP property advisers Jerrard Keats & Wolley, said: “As a family business, we have to be responsible. A small business has to stand or fail on its reputation for delivering a service.

“If we fail in providing that service, we fail in achieving our reason to be here.”

Mr Maters said distrust in business had been fuelled since 2008 by the financial crisis, brands exaggerating profits and corruption in governing bodies.

He added: “It doesn’t mean that you need to be everywhere, but if people can connect with you at the fraction of the cost it used to be to deliver a message to your marketplace, you are in a position no one has ever had before.”