Edelman's challenge was to get the GSMA's Digital Declaration signatories and potential signatories at organisations around the world to develop a sense of urgency to tackle the challenges and opportunities of responsible business leadership, by demonstrating why this is now more critical than ever and surfacing best practice industry examples and concrete actions companies can start taking today.


Edelman conducted extensive research of key data sources, as well as an analysis of Edelman’s 2020 Trust Barometer data to inform a robust narrative. We then conducted 15 subject matter interviews with a mix of industry and public sector leaders, to explore what being a responsible leader means in today’s world. The insight was then analysed using qualitative analysis software.


  • An overarching narrative to guide our qualitative research
  • An interim findings report, presenting the key insights  from the research phase, filtered through the lens of the 3 Digital Declaration Pillars of Trust, Inclusivity and Innovation, as well as key world events
  • A 45-page best practice written report, featuring relevant Edelman Trust Data and in-depth interviews with all 15 subject matter experts
  • An Edelman-moderated panel discussion with key signatories featured in the report, as part of a launch event

The campaign prompted valuable discussion among senior business leaders and highlighted best practice examples of how to successfully confront common issues and embrace emerging opportunities. Edelman demonstrated the leading role of the mobile industry in effectively delivering positive change through collaboration, inspiring other industries and tackling today’s biggest leadership challenges.