Thought leadership can help tackle fake news, says latest report by iResearch Services

Key findings:

• 94% of business leaders believe that misinformation poses a danger to their business
• 84% of people believe that thought leadership can be an effective way to combat misinformation when part of a broader strategy

London, 26 April 2023 – According to the latest report from iResearch Services, thought leadership has a critical role to play in the global fight against misinformation.

The report, Leading Lights: harnessing thought leadership superpowers for commercial and cultural success, canvasses the view of 4000 business leaders across 22 different countries on their definitions of thought leadership and its use cases within their organisation.

The report shows that 84% of people who engage with thought leadership believe that it can be an effective way to combat misinformation when part of a broader strategy.

More than half of respondents (53%) say that they are most likely to trust content that is research-led. This is closely followed by content that contains informed opinions (48%) and includes different perspectives (43%).

These findings come at an important time. Nearly all business leaders (94%) believe that misinformation poses a danger to their business, yet only 37% are very prepared to deal with its impact.

Yogesh Shah, CEO of iResearch Services, says: “Fake news is everywhere, it is becoming increasingly sophisticated – especially with the introduction of new AI tools such as ChatGPT – and leaders are starting to recognise the serious knock on effects it can have on their businesses.

“Thought leadership can be an effective tool to neutralise this threat, especially when it is supported by research and backed up by facts. It allows companies to show that they are serious. That when it comes to their business and sector, they know their stuff – and they can prove it.”

About iResearch Services:

iResearch Services is a global data and insight-driven thought leadership agency. Research is at the heart of everything we do, with evidence-based research knowledge empowering brands to connect with their audiences to build digital trust and be respected as thought leaders. Thought leadership enables brands from all sectors to become powerful authorities, helping them to deliver influential, impactful, insight-based opinions. iResearch Services helps clients to unearth customer challenges and tackle topics to drive business and societal change. Our all-encompassing service, from research to thought leadership, to activation and lead generation strategies, makes us the thought leadership partner of choice for clients across technology, financial and professional services.