Our .trust research for non-listed companies: how it works

The new .trust research evaluates privately held, state- and family-owned companies by examining their website, corporate social media channels and related Wikipedia article. Our evaluation protocol has two pillars and nine sections.

A strong and engaging corporate narrative is essential and digital is the primary channel where this needs to be communicated effectively. But it must be underpinned by transparent, relevant information to gain the trust of stakeholders.

For this reason, our protocol measures companies across two separate pillars: Substance and Distinctiveness. Companies need to score a minimum of 40% of the score available in the Substance pillar (24 points out of 60 – roughly equivalent to the average score) to qualify for an assessment of Distinctiveness (40 points).

Areas covered in the research

The two pillars, Substance and Distinctiveness, are divided into 10 sections that make up the research protocol. Each section contains specific evaluation criteria with specific weights that add up to a total of 100 points.

It is fundamental to note that Distinctiveness follows Substance: a company must first be able to communicate the business.

Four types of communicators: Companies will be mapped into the four quadrants of our communications matrix, with each category representing a distinct narrative.

We then rate companies that have made it into the Narrators quadrant based on overall performance, “the best of the best”: Gold, Silver, and Bronze Classes: