TECHNOLOGY VISION 2017

THE SHORT REPORT

TECHNOLOGY
FOR PEOPLE
The Era of the Intelligent Enterprise
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From the Internet to the advent of

smartphones, the last three decades have
seen people change the way they work
and live to adapt to each new technology
capability coming to market.

Today, changes are still all around us, and are The digital revolution we’re part of today
coming faster than ever. The key point is that isn’t a cold, dystopian future of robots
we are in control. It’s no longer people who are controlling the world. Rather, it’s an age of
adapting to technology – rather, the technology human empowerment. It’s about us designing
is adapting to us. In fact, every time an technology that conforms itself to people,
experience is personalized, or technology putting us firmly in control of our own fate.
anticipates people’s needs and wants, No longer are we waiting and wondering
we are being placed in the driver’s seat to how the latest advances will change things;
realize them. As technology becomes more we’re shaping the world to fit our needs,
sophisticated, it’s not the technology itself large and small.
that’s driving change – it’s us. We’re putting
technology to work to disrupt ourselves.

More than ever before,

we as humans control our
own destiny. But the reasons
why may surprise you.

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At work, we collaborate with artificial intelligence It’s not just businesses that are being
(AI) and machines to do our jobs better: Rhizabot, transformed; technology is empowering
for example, simplifies business analysis by people. Look at the way the evolution of
listening to a question in natural language and video has changed both our view of the world
then translating it into queries that can be run and how we interact with it. Early television
across multiple datasets.1 We use sophisticated broadcasts were carefully scripted to present
communication and collaboration technologies a highly curated picture, forcing us to not
to work with colleagues on the other side of the only share a common worldview, but also
globe, whether they’re human or not, many of to watch on the creators’ terms. In less than
whom we’ll never meet. We see organizations a century, we’ve transitioned to an online
partnering with competitors to create entirely world with billions of viewpoints, coming
new ventures using platform technologies, from governments and businesses, and, more
like Philips and Qualcomm Life working together importantly, from people. We now have a truly
to expand a joint connected health offering. live culture where technologies like Periscope
and Facebook Live mean anyone can broadcast
Areas of practice that once seemed impossible what they want, and tune in when they
to digitize are fundamentally changing because want – on their terms.3
of the impacts of AI, Internet of Things
capabilities and big data analytics, which The digital age isn’t just giving us new tools.
have many potentially positive implications for As we look toward a future where quantum
society. The company known for creating the computing’s near-unlimited processing and
Roomba, iRobot, is now working with marine algorithmic power will solve difficult problems
conservationists to launch an ocean-patrolling in entirely new ways across multiple industries,
intelligent robot to hunt and manage invasive to robots and AI that will work side by side with
species, protecting native fish populations.2 people in every discipline, we are reshaping
And evolved industries like precision agriculture our entire world and ourselves within it.
are ramping up to help meet the food demands And with this tremendous and ongoing change,
of our increasing population. companies have an opportunity to establish
their place in the next evolution of society.

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TECHNOLOGY IS
STILL THE ANSWER,
BUT TO A NEW
QUESTION
Technology holds the key to shaping the world
around us. It’s also giving companies that do it right
an opportunity to weave themselves into the new
digital society. What’s the next step forward?
Use the power of technology to improve our world.
One company that exemplifies this is And CVS Health is even moving into
CVS Health. The healthcare company has preventative care: the company is partnering
transformed from the corner store that fills with IBM’s Watson for data analysis to predict
prescriptions to a provider of affordable basic when a patient will need urgent care.5
healthcare services, deeply embedded in
their customers’ lives. CVS Health is taking Technology has empowered people
a comprehensive approach to healthcare to throughout history, from the printing press
enable this shift, deploying technology to to smartphones. But this time, we’re using
put the individual’s health at the center of it differently. We aren’t just incorporating
their focus. With the company’s smartwatch- technology into our lives; as it becomes
compatible mobile app, customers can exponentially more sophisticated, we are
set personalized reminders for taking embedding humanity into the technology itself.
their medication, snap pictures of their
prescriptions to expedite refills, and scan Think about the technology we use today
their insurance card so that store clerks are compared to that of just a few years ago:
prepared with up-to-date information.4 it’s increasingly interactive, as touch displays,
mixed reality, and natural language processing
At the CVS Health-operated Minute Clinics, make it feel more like us. Advanced technology
customers can receive treatment for minor is now capable of learning, with contextual
illnesses, flu shots, cholesterol screenings, analysis, image recognition, and deep learning
and more than a dozen other medical algorithms that make it seem to think more like
services – all of which can be booked and us. And, perhaps best of all, technology can
paid for online. For people who can’t make now adapt – by constantly aligning itself
it to a physical location, CVS Health is also to our wants and needs.
partnering with various telemedicine services
like Teladoc, so patients can receive care
via phone or video chat.

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This more human technology is paying off As technology aligns to what we want, and
for businesses, both in the workforce and even interacts with us in ways that are naturally
in customer relationships. London-based human, it’s making the world a more human
IntelligentX Brewing Company has developed place. Rather than machines defining our
an AI system to continuously collect and world, they’re putting us squarely in the
incorporate customer feedback, which the driver’s seat. It’s delivering unprecedented
system itself uses to brew new versions of potential that is enabling us to shape our lives,
the company’s beers.6 “Our AI can have a our industries and our society to fit our needs.
conversation with all of our customers, and What could be more human than that?
that gives us the feedback that allows our beer
to evolve,” says Rob McInerney, co-founder
of IntelligentX. “You can talk to the algorithm
whenever or wherever you’re drinking the beer.”

“People’s tastes are changing faster than ever

before…and AI is the perfect way to respond,”
says the beermaker’s co-founder Hew Leith.
This is how businesses will grow their role
in people’s lives, and establish a place in
the future of society: by being more than
just a provider of products and services.
With technology that truly responds to
people based on their wants and needs,
companies can become their partner.

This more human

technology is
paying off for
businesses,
both in the
workforce and
in customer
relationships.

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THE PATH TO
PARTNERSHIP
Going Big and Small
Companies are increasingly enabling people From the eyes of patients, connected
via technology, to build on opportunities that healthcare isn’t an improvement because
are both grand and granular. The power of the of the technology itself. The draw is the
hyper-personalization that technology now empowerment it gives individuals over their
makes possible drives goals both at the level own health, in an industry long associated with
of entire industries, and the level of individuals. impersonal interactions and untenable wait
The digital leaders of the world are already times. Companies like Philips and CVS Health
starting their journey to make the big plays; are leading because their technology strategy
Philips is looking to transform healthcare to a focuses on the needs of the individual patient,
connected, comprehensive experience that’s on their terms. Through apps and connected
both intertwined and accessible throughout devices that integrate into people’s lives,
people’s lives. They’ll succeed by focusing these companies allow doctors and nurses
technology on individuals and their specific to live alongside each patient, build a closer,
needs, responding to people on a human level, more personal relationship, and provide
and helping guide them toward personal goals. comprehensive – not just reactive – care.

The path to leadership is in

amplifying people, on a global
and individual scale.

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By empowering people with more human Changing the relationship with people
technology, businesses will transform the in a digital age means changing their
relationship with them from provider to partner. relationship with technology. If companies
Through this process, they’ll also transform are to be partners, and technology is how
internally. By helping people reach their goals, companies will empower people, then the goal
these new partnerships will help companies is to design technology to be on their side.
cement a place in the next evolution of society. But making this happen also means changing
The path to leadership is in amplifying people, the way companies think about their business
on a global and individual scale. models, and their relationship with both
customers and employees.
As a business, becoming a true partner to
people – both customers and employees
– starts with technology. But there will be
big challenges along the way, starting with
trust: barely half of the public say they trust
businesses to do what’s right, with even fewer
Putting the power
considering business leaders a source of in the hands of
customers and
credible information.7 For people to value these
new partnerships, companies must work to
gain and keep trust at every interaction – and
putting the power in the hands of customers
employees is the
and employees is the best way to do it. best way to do it.

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THE FIRST STEP TO

EMPOWERING PEOPLE
PROVIDING
TECHNOLOGY
THAT WORKS
WITH THEM
Adapting technology
to people
The first pillar of partnership is designing Learning
technology that works for people, not because
of them. That means putting an end to
technology tools with power that is only
unleashed when customers and employees
adapt to them. No longer: technology’s great
new strength is in its growing humanity. Interactive Adaptive
Tools that interact with people, learn from
those exchanges, and adapt for future
interactions make the experience of using
them all the more human. That’s the first
step to empowering people – providing
technology that works with them.

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Aligning goals to Relationship

people’s goals
To put these new adaptive technologies
to use, businesses must adopt people’s
goals as their own. This is a sea change Guidance
for companies that have long sought to
maximize each opportunity for profit: from
the analog business’s perspective, the ideal
Goals
relationship is one where every interaction with
a customer results in an immediate sale. But
these relationships are only as strong as the
customer’s need for products and services.

A partnership, by contrast, is much more powerful – and enduring. To become a true partner,
companies will need to shift their thinking, and replace the immediate sales goals of the past
with the goals that customers and employees have for themselves. Doing so will change the
game: the more goals a company helps people achieve, the more confident they will be in the
partnership, and the relationship will grow stronger with each interaction. When it’s established
that a company truly wants to help people reach their goals, they’ll come to the company first for
as many of the goals that can be addressed. And when people succeed, so does the company.

The People First approach

to business and technology Tech

Making all of this work means dedication

to a People First approach. Whether it’s
customers or employees, their goals and
People
needs must come first. Companies will Company
meet this demand with their technology,
which becomes inherently more focused
on helping people as it becomes more human.
More than ever, technology is an agent of
change – and now it can empower people
in an interactive, collaborative way, on each
individual’s own terms.

When companies truly enable people, they’re contributing to growth at both the individual
level and the societal scale. Leaders have always strived to solve big problems. But the digital
age brings opportunities to attack larger challenges than ever, by combining the strength of
enterprise with the passion and power of individuals. Technology that works for and with people
means it’s possible to have it both ways: companies can empower the individual and the group
at the same time.

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CHANGING
GOALS
MEANS
CHANGING
ROLES

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As technology becomes a trusted

colleague, the line between business
and personal endeavors fades.
Companies will become partners
with customers and employees,
and with the rising ecosystems of
businesses beyond their own walls.
With these reimagined relationships, success is tied not
only to the success of products and services, but also to the
success of partners. Relationships are no longer about keeping
customers or employees happy as the company guides them
toward a goal; they will be about walking with people on a
path that they define, and designing technology to help them
navigate it as they choose. Leaders will empower people –
customers and employees – by transforming technology from
tools they must learn to use, to a powerful partner that will work
with them rather than just for them. When people reach their
goals, so does your company – because they’re now the same.
The reimagined relationship isn’t business. It’s personal.

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2017 VISION TRENDS

TECHNOLOGY
FOR PEOPLE
Every business is digital. But today,
our biggest innovations will not be
in the technology tools themselves,
but in how we design them with
people in mind.
In this year’s Technology Vision, we’ve identified five trends
that underscore the importance of focusing on ‘Technology
for People’ to achieve digital success. Tomorrow’s leaders
are taking these trends on board and executing strategies
to secure their clear digital advantage.

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TREND 1
AI IS THE NEW UI
Experience Above All
Artificial intelligence (AI) is about to become a company’s digital spokesperson. Moving beyond a
back-end tool for the enterprise, AI is taking on more sophisticated roles within technology interfaces.
From autonomous driving vehicles that use computer vision, to live translations made possible by
artificial neural networks, AI is making every interface both simple and smart – and setting a high
bar for how future interactions will work. It will act as the face of a company’s digital brand and a key
differentiator – and become a core competency demanding of C-level investment and strategy.

TREND 2
ECOSYSTEM POWER PLAYS
Beyond Platforms
Companies are increasingly integrating their core business functionalities with third parties
and their platforms. But rather than treat them like partnerships of old, forward-thinking leaders
leverage these relationships to build their role in new digital ecosystems – instrumental to
unlocking their next waves of strategic growth. As they do, they’re designing future value
chains that will transform their businesses, products, and even the market itself.

TREND 3
WORKFORCE MARKETPLACE
Invent Your Future
The future of work has already arrived, and digital leaders are fundamentally reinventing their
workforces. Driven by a surge of on-demand labor platforms and online work management
solutions, legacy models and hierarchies are being dissolved and replaced with open talent
marketplaces. This resulting on-demand enterprise will be key to the rapid innovation and
organizational changes that companies need to transform themselves into truly digital businesses.

TREND 4
DESIGN FOR HUMANS
Inspire New Behaviors
What if technology adapted to people? The new frontier of digital experiences is technology
designed specifically for individual human behavior. Business leaders recognize that as
technology shrinks the gap between effective human and machine cooperation, accounting
for unique human behavior expands not only the quality of experience, but also the effectiveness
of technology solutions. This shift is transforming traditional personalized relationships into
something much more valuable: partnerships.

TREND 5
THE UNCHARTED
Invent New Industries, Set New Standards
Businesses are not just creating new products and services; they’re shaping new
digital industries. From technology standards, to ethical norms, to government mandates,
in an ecosystem-driven digital economy, one thing is clear: a wide scope of rules still needs
to be defined. To fulfill their digital ambitions, companies must take on a leadership role
to help shape the new rules of the game. Those who take the lead will find a place at or
near the center of their new ecosystem, while those who don’t risk being left behind.

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CONCLUSIO

These themes represent the newest expression

of Accenture’s People First view of the changing
digital landscape.
As part of Accenture’s multi-year perspective With our world in a state of change at
on technology’s impact on enterprise, they every level, being a leader isn’t just about
reflect the continuously evolving digital culture incorporating new technologies. It’s about
that creates challenges and opportunities finding a place in the next evolution of
for organizations worldwide. society, by empowering people – your people,
whether they are customers or employees –
Each individual theme from each year highlights and becoming a partner, embedded
the evolution of a key technology. Some of throughout everyday life.
these are already playing important roles in
the strategies of leading companies, while The world will continue to evolve, but leading
others are just beginning to make an impact, enterprises that embrace this deeper dive
or are impacting organizations in unexpected into a People First mindset will find benefits
ways. Viewed as a whole, our Technology at every scale. Across every industry, at every
Vision themes provide a guidepost for the level of business, the one thing every company
way companies must consider their resources, has in common is their people.
responsibilities, and opportunities for
success in the years to come.

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Technology Vision trend evolution

TREND 2 TREND 3
TREND 1 TREND 4 TREND 5
ECOSYSTEM WORKFORCE
2017 AI IS THE
NEW UI
POWER DESIGN FOR
HUMANS
THE
UNCHARTED
PLAYS PLACE

2016 Intelligent Liquid Platform Predictable Digital

Automation Workforce Economy Disruption Trust

2015 Internet
of Me
Outcome
Economy
Platform
(R)evolution
Intelligent
Enterprise
Workforce
Reimagined

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COMPLETING
THE PICTURE
The current three-year set of technology trends
relating to Accenture’s Technology Vision includes
these reports from 2016 and 2015:

Accenture’s Technology Vision comprises a evolutions in technologies, and continue to

three-year set of technology trends. While each master those that have been maturing. These
year we highlight the latest trends, it’s important technologies are quickly becoming the base
to recognize that each trend represents just for how enterprises build their next generation
part of the picture. As companies continue their of business, as well as the catalysts for many
journey toward becoming digital businesses, of the trends that we discuss this year.
they will need to keep up with the latest

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2016
INTELLIGENT LIQUID PLATFORM PREDICTABLE DIGITAL
AUTOMATION WORKFORCE ECONOMY DISRUPTION TRUST
The essential new Building the Technology-driven Looking to digital Strengthening
co-worker for the workforce for business model ecosystems for customer
digital age. today’s digital innovation from the next waves relationships
Leaders will embrace demands. the outside in. of change. through ethics
automation not just Companies are Industry leaders Fast-emerging digital and security.
to take advantage of investing in the tools are unleashing ecosystems – think To gain trust in the
the breakneck pace of and technologies they technology’s power precision agriculture, digital economy,
digital change, but also need to keep pace by developing not the industrial Internet businesses must
to create a new digital with constant change only new technology or smart cities – create possess strong security
world where they hold in the digital era. But to platforms, but also the foundation for and ethics at each
competitive advantage. achieve their ambitious the platform-based the next big wave of stage of the customer
Machines and artificial goals, leaders are business models and enterprise disruption. journey. And new
intelligence will be the refocusing on an often strategies they enable. Digital ecosystems products and services
newest recruits to the overlooked factor: But the technology like these, and the must be ethical-
workforce, bringing the workforce. They are changes are only businesses that power and secure-by-design.
new skills to help looking at technology the beginning. them, are already Businesses that get this
people do new jobs, as not just a disrupter, straddling markets right will enjoy such
and reinventing but also an enabler and blurring industry high levels of trust that
what’s possible. to transform their boundaries. their customers will
people, projects, and look to them as guides
entire organizations for the digital future.
into a highly adaptable
and change-ready
enterprise.

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2015
INTERNET OUTCOME PLATFORM INTELLIGENT WORKFORCE
OF ME ECONOMY (R)EVOLUTION ENTERPRISE REIMAGINED
Our world, Hardware Defining Huge data, Collaboration
personalized. producing ecosystems, smarter systems – between humans
Forward-thinking hard results. redefining better business. and machines.
businesses are creating Intelligent hardware industries. The next level of The push to go digital is
highly personalized is bridging the gap Digital industry operational excellence amplifying the need for
experiences that between the digital platforms and will emerge from the humans and machines
engage and exhilarate enterprise and the ecosystems are latest gains in software to do more together.
consumers without physical world. fueling the next wave intelligence. Business Advances in natural
breaching their trust. As leading companies of breakthrough and technology leaders interfaces, wearable
The companies master the Internet innovation and must now view software devices, and smart
that succeed in this of Things, they disruptive growth. intelligence not as a pilot machines will present
new ’Internet of Me’ are uncovering Rapid advances in or a one-off project, new opportunities for
will become the opportunities to cloud facilities and but as an across-the- companies to empower
next generation of embed hardware and mobility not only board functionality – their workers through
household names. sensors in their digital are eliminating the one that will drive new technology.
toolboxes. These technology and cost levels of evolution and
‘digital disrupters’ know barriers associated discovery, propelling
that getting ahead is with such platforms, innovation throughout
no longer about selling but also are opening the enterprise.
things – it’s about up this new playing
selling results. field to companies
across industries
and geographies.

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ABOUT THE
TECHNOLOGY VISION
Every year, the Technology Vision team partners
with Accenture Research to pinpoint the emerging
IT developments that will have the greatest impact
on companies, government agencies, and other
organizations in the next three years.
The research process begins with gathering These processes weigh the themes for their
input from the Technology Vision External relevance to real-world business challenges.
Advisory Board, a group comprising more Specifically, the Technology Vision team seeks
than two dozen experienced individuals ideas that transcend the well-known drivers of
from the public and private sectors, academia, technological change, concentrating instead
venture capital, and entrepreneurial companies. on the themes that will soon start to appear
In addition, the Technology Vision team on the C-level agendas of most enterprises.
conducts interviews with technology
luminaries and industry experts, as well Themes are prioritized using the
as nearly 100 Accenture business leaders following criteria:
from across the organization. • Actionable today
• H
 ighly relevant to an organization’s
The team also taps into the vast pool
transformation within three years
of knowledge and innovative ideas from
professionals across Accenture, using • H
 aving significant impact beyond
Accenture’s collaboration technologies and any one industry ‘silo’
a crowdsourcing approach to uncover the • D
 isruptive beyond a straightforward
most interesting emerging technology one-for-one replacement of an
themes. The ‘Trend Spotting’ campaign existing solution
encourages global participation from • T
 ranscending any one vendor or
individuals at every level and throughout discrete product technology.
every segment of Accenture. Nearly 3,000
participants actively engaged in the campaign, These tests produce a handful of robust
contributing valuable ideas and voting on hypotheses that are synthesized into the
others’ inputs, and the effort saw a 19% five overarching trends, presented in
increase in the number of people submitting the final report.
ideas compared to the previous year.

As a shortlist of themes emerges from the

research process, the Technology Vision team
reconvenes its advisory board. The board’s
workshop, involving a series of ‘deep-dive’
sessions with Accenture leadership and
external subject-matter experts, validates
and further refines the themes.

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TECHNOLOGY VISION 2017

SURVEY DEMOGRAPHICS
For the third year, we conducted a global survey of more
than 5,400 business and IT executives across 31 countries
to understand their perspectives on the impact of technology
on their organizations, and to identify their priority technology
investments over the next few years. The survey was fielded
from November 2016 through January 2017.

31
ARGENTINA FINLAND JAPAN SINGAPORE UAE
AUSTRALIA FRANCE MALAYSIA SOUTH AFRICA UNITED KINGDOM
AUSTRIA GERMANY NORWAY SPAIN UNITED STATES
COUNTRIES BRAZIL INDIA PORTUGAL SWEDEN
SURVEYED CHILE INDONESIA QATAR SWITZERLAND
CHINA IRELAND RUSSIA THAILAND
DENMARK ITALY SAUDI ARABIA TURKEY

LINE OF BUSINESS HEAD

(NON IT-RELATED) CFO $500–999m $50bn+

CIO/CHIEF
FUNCTION HEAD 8% 8% MOBILITY OFFICER 6% 11% $20–49.9bn
(NON IT-RELATED)
9%
13% 9%
CMO
8% $1–5.9bn 34%

7% COO REVENUE 17% $10–19.9bn

JOB TITLE
(USD)
26% 6%
DIRECTOR, IT CSO
15% 21%

CTO/DIRECTOR $6–9.9bn
OF TECHNOLOGY

11%
10% 10% 10% 10% 10% 10% 10%

INDUSTRY 6%

1% 2% 2% 2% 2% 1% 2%
AEROSPACE
& DEFENSE

AIRLINES

AUTOMOTIVE

BANKING

COMMUNICATION

CONSUMER GOODS
AND SERVICES

ENERGY

HEALTHCARE

INDUSTRIAL
EQUIPMENT

INSURANCE

LIFE SCIENCE

PUBLIC SERVICES

RETAIL

SEMICONDUCTOR

TECHNOLOGY

UTILITIES

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 ABOUT ACCENTURE
Accenture is a leading global professional services company, providing a broad range of
services and solutions in strategy, consulting, digital, technology and operations. Combining
unmatched experience and specialized skills across more than 40 industries and all business
functions – underpinned by the world’s largest delivery network – Accenture works at the
intersection of business and technology to help clients improve their performance and create
sustainable value for their stakeholders. With more than 394,000 people serving clients
in more than 120 countries, Accenture drives innovation to improve the way the world works
and lives. Visit us at www.accenture.com.

ABOUT ACCENTURE LABS

Accenture Labs incubate and prototype new concepts through applied R&D projects that are
expected to have a significant near-term impact on clients’ businesses. Our dedicated team of
technologists and researchers work with leaders across the company to invest in, incubate and
deliver breakthrough ideas and solutions that help our clients create new sources of business
advantage. Accenture Labs is ​​located in seven key research hubs around the world: Bangalore,
India; Beijing, China; Dublin, Ireland; Silicon Valley, California; Sophia Antipolis, France;
Washington D.C.; and Israel.

ABOUT ACCENTURE RESEARCH

Accenture Research shapes trends and creates data-driven insights about the most pressing
issues global organizations face. Combining the power of innovative research techniques
with a deep understanding of our clients’ industries, our team of 250 researchers and analysts
spans 23 countries and publishes hundreds of reports, articles and points of view every year.
Our thought-provoking research – supported by proprietary data and partnerships with leading
organizations such as MIT and Singularity – guides our innovations and allows us to transform
theories and fresh ideas into real-world solutions for our clients.

REFERENCES
1 “Rhizabot Gives Salespeople Immediate Access to Deep Data,” VentureBeat, August 9, 2016.
http://venturebeat.com/2016/08/09/rhizabot-gives-salespeople-immediate-access-to-deep-data
2 “Deep-Diving Robots Zap, Kill Invasive Lionfish,” LiveScience, September 26, 2016.
http://www.livescience.com/56251-lionfish-killing-robot-roomba-makers.html
3 “2016 Internet Trends Report,” KPCB, June 1, 2016.
http://www.kpcb.com/blog/2016-internet-trends-report
4 “CVS Health Launches Five New Digital Health Features, Including an Apple Watch App,” MobiHealth News, November 18, 2015.
http://www.mobihealthnews.com/48603/cvs-health-launches-five-new-digital-health-features-including-an-apple-watch-app
5 “CVS and IBM’s Watson Cloud Pursue Ways to Predict Patient Health,” Forbes, July 30, 2015.
http://www.forbes.com/sites/brucejapsen/2015/07/30/cvs-and-ibms-watson-partner-to-predict-patient-health-needs
6 “Robot Technology Is Making Beer Brewing Better Now,” Time, July 8, 2016.
http://time.com/4399118/robot-beer-brewing
7 Edelman. (21:07:05 UTC). 2016 Edelman TRUST BAROMETER – Global Results. Business.
http://www.slideshare.net/EdelmanInsights/2016-edelman-trust-barometer-global-results

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