Home » Kicking off .trust 2020 for the most transparent companies in Switzerland




Kicking off .trust 2020 for the most transparent companies in Switzerland

It has been a tough few months. In times of crisis, the role of corporate communications has never been more important. Maintaining stakeholder trust and confidence is crucial as we move forward in these uncertain times.

In this context, the second edition of .trust – Assessing communications for business, the leading research by Lundquist reserved for top companies that have distinguished themselves for their commitment to transparent communication, begins. This research series is a privileged observatory that measures the quality and effectiveness of the overall corporate communication of the companies included.

Starting from the Swiss companies included in the Webranking research, we have considered the best companies in terms of transparency. These companies will be evaluated based on their ability to tell the story of their brand and business, communicate leadership, and build trust with different stakeholders to stand out on the market.

The goal of this research is to go beyond simple disclosure and to support companies in substantiating their commitments and statements. You can find out more about last year’s results here.

Which companies have been included in .trust?

To forge effective corporate communication and gain the trust of their stakeholders, companies must first tick our transparency checklist and be able to communicate their identity and business effectively. For this reason, the study only evaluates companies that have achieved a good level of transparency in the 2019-2020 edition of the Webranking research (reaching more than 40 points).

The complete list of companies included is available at the end of this blog post.

Evaluation timeline

Evaluations have just started and will close on the 23rd of October, so please notify us of any significant changes made to your site no later than the 21st of October.

The pillars of research

To clarify a company’s corporate identity and the role it holds within its given market, transparent and substantive information (“SUBSTANCE”) is not enough. Transparency must go hand in hand with the creation of a story that is not an end in and of itself but strategic, effective, and engaging: this ability is “DISTINCTIVENESS”.

“SUBSTANCE” and “DISTINCTIVENESS” are the two pillars based on which we evaluate corporate communications in .trust:

What is your style?

The .trust research, organized around two major pillars, offers a new key to understanding the positioning of companies in relation to peers and competitors. Companies’ performance in the two pillars of evaluation (Substance and Distinctiveness) will determine the positioning within four quadrants, which delineate the boundaries of different styles of corporate communication. To learn more, please click here.

What is new in this year’s edition?

The research stems from 17 years of experience acquired by Lundquist, listening to stakeholder needs, and supporting large and small companies in Italy and Europe to help them improve their corporate communication.

This is why .trust is a careful study that takes into consideration yearly trends and events that affect the world of corporate communication. To reflect the tumultuous changes of 2020, we have made some changes to the evaluation criteria in some sections and in particular:

  • We have deepened the assessment of sustainability information, in addition to giving importance to the presentation of key issues, we ask for greater attention to concrete data that demonstrate a commitment to sustainability
  • We have more clearly defined the value of storytelling (editorial content and stories) by also including social media
  • We have strengthened the evaluation of information on Wikipedia

We remind you that companies not included in the ranking may request an informal evaluation according to the search criteria.

For more information on the research contact:

Martina Scapin (martina.scapin@lundquist.it)

2 Adecco
3 Baloise
4 Barry Callebaut
5 Clariant
6 Credit Suisse
7 DKSH Holding
8 Dormakaba
9 Dufry
10 GAM
11 Geberit
12 Georg Fischer
13 Givaudan
14 Helvetia
15 Idorsia
16 Julius Baer
17 LafargeHolcim
18 Lonza
19 Nestlé
20 Novartis
21 Oc Oerlikon
22 Partners Group
23 Philip Morris
24 Richemont
25 Roche
26 Schindler
27 SGS
28 Sika
29 Sonova
30 Straumann
31 Sulzer
32 Swiss Life
33 Swiss Prime Site
34 Swiss Re
35 Swisscom
36 UBS
37 Zurich Insurance Group