{"id":624,"slug":"trust-project-mirror-8-point-trust-lift","title":"Trust Project / Reach Plc UK: trust in The Mirror jumped 8% after adding Trust Indicators","kind":"reference","scope":"business","status":"current","audiences":["kevin","smb-owner","candid-team"],"topics":["measurement","trust-signals"],"reference_body":"**Quote (Trust Project):**\n\n> \"Across two surveys, Reach Plc (UK) found that trust in its flagship outlet, **The Mirror, jumped eight percent** after it added the Trust Indicators to its site.\"\n\nAnn Gripper, executive editor of The Mirror:\n\n> \"Our research shows that readers do care about the people and brand providing their news — and giving them that information increases their trust.\"\n\n**Source:** Trust Project — thetrustproject.org; SCU Markkula Center — scu.edu/ethics.\n\n**Confidence:** Verified.\n\n**Companion:** UT-Austin Center for Media Engagement found higher reputation evaluations when Trust Indicators were present.\n\n**For Candid use:** Trust Indicators are a **measurable trust-lifting intervention**, not a vague best-practice. The Mirror result (+8 points) is one of the cleanest single-site demonstrations that visible sourcing/transparency moves the trust metric independently of content quality.\n\n**Pairs with [[edelman-2025-trust-barometer-7-in-10-leaders-mislead]]** — the macro case (readers default to distrust) and the micro intervention (Trust Indicators close the gap).","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"edelman-2025-trust-barometer-7-in-10-leaders-mislead","title":"Edelman 2025 Trust Barometer (n=33,000, 28 countries): 7 in 10 believe government/business/journalists deliberately mislead them","kind":"reference","scope":"business","link_type":"relates-to"}],"incoming":[{"slug":"retraction-correction-playbook","title":"CANDID REFERENCE: retraction/correction playbook — 4 magnitudes from typo to fundamental retraction (adapted from COPE)","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"rule-publish-corrections-log-and-retraction-policy","title":"RULE: Publish a public corrections log + retraction policy. A correction without a process change is theater.","kind":"rule","scope":"business","link_type":"depends-on"},{"slug":"research-brief-confidence-sources-dated-claims","title":"Research brief: Confidence Levels, Sources, and Dated Claims — why every statement on a credible site should be verifiable (piece 15 of 15)","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-05-22T20:51:27.013Z","updated_at":"2026-05-22T20:51:27.013Z"}