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Power Essays 2022: In attention we trust – by OMD’s Jessica Machaalani

We’re in the Attention Economy. To garner more of this rare commodity, brands must build trust and act with empathy, says Jessica Machaalani, senior director at OMD UAE

We are in the midst of a trust crisis. Whether it be news, data, tech or big pharma, people are losing faith and becoming increasingly sceptical. The one piece of good news coming from trust surveys is that businesses enjoy the highest levels of trust among all types of organisations, including governments. With this higher level of trust comes a bigger responsibility for creating positive change.

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Combating the trust crisis means that businesses, more than ever, need to list


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