5 Trends for 2024

The age of AI is upon us and in 2024, we see no slowing.

The pace, depth, and breadth of technology are surging. Intelligent machines are acquiring increasing autonomy.

The crucial counterbalance to that?

Trust. A very human, nuanced trait. Whether it’s coworkers, customers, ecosystem partners, or data, trust is essential for success. But how to build it into our organizations and ensure it sticks?
 

Machine intelligence brings trust front and center

All five 2024 trends hinge on trust, but each relates to a different facet of the organization.

Trust proves hard to earn. And even harder to maintain.

Trust has become a differentiator; across the C-suite—81% of executives view security, assurance, and trust as a brand differentiator.

But while executives see the importance of trust, they struggle to gain and sustain it.

Only 55% of CEOs are confident in their organization’s ability to accurately and completely report the information stakeholders demand for data security and privacy.

Consumer trust in corporate sustainability dropped from 48% in 2021 to 20% in 2023.

When choosing a brand, 9 in 10 consumers say trust is the most important deciding factor.

It’s not easy to earn and maintain trust in a world with so many disruptions. Our CEO research over the past decade shows the complex shifts taking place over time.

External forces impacting CEOs over time continually to dramatically shift

Technology factors have emerged over the past several years as the top external force CEOs grapple with from day to day.  It follows that in a world where nuances of human judgment counterbalance and complement deep technology, trust has become the new business currency.

Download our report to learn more about the key trends shaping 2024 - and why trust is core to the conversation.