In every corner of the world the public mood is shifting, sometimes quietly and sometimes all at once. Climate anxiety, pandemic fears, economic pressure, geopolitical tension and a surge in concern about data security have all reshaped what people expect from companies. For organizations trying to build trust across borders the rules keep changing. What mattered in 2019 did not matter in 2021. What mattered last year may not matter next year. And unless communicators understand these shifts they will miss the signals that determine whether a message lands or falls flat.That is why this conversation with Steve Shepperson-Smith is so valuable. Drawing from Vodafone’s 75,000+ annual reputation data points and RepTrak’s million-strong global dataset, Stephen shares compelling insights on the critical 60/40 split between capability and character, and why the latter matters more than ever in polarized, politicized times.Listen For4:37 What does global data say about what drives reputation today?6:52 Have public views on social and environmental issues shifted?8:41 Are ESG and DEI labels now hurting more than helping?10:57 Why is data security now a top consumer concern?16:38 How can brands stay local in a divided global landscape?20:40 Answer to Last Episode’s Question from Andy WestGuest: Steve Shepperson-Smith, VodaphoneLinkedInRate this podcast with just one click Follow Farzana on SubstackFollow Doug on SubstackCurzon Substack Stories and Strategies WebsiteCurzon Public Relations WebsiteAre you a brand with a podcast that needs support? Book a meeting with Doug Downs to talk about it.Apply to be a guest on the podcastConnect with usLinkedIn | X | Instagram | You Tube | Facebook | Threads | Bluesky | PinterestRequest a transcript of this episodeSupport the show