Only two months into 2025, it is already shaping up to be a year of profound changes and strategic adjustments for companies. In a context marked by polarization, global tensions, and the rapid advancement of AI, organizations face a key challenge: strengthening trust and demonstrating their ability to adapt and innovate in a dynamic environment, always with ethics at the forefront.
According to the Edelman Trust Barometer 2025, companies have experienced a decline in their trust levels, moving away from the peak reached in 2021. This decline has been driven by growing resentment and distrust towards institutions, fueled by a widespread sense of grievance.
There is a perception that these institutions are not adequately addressing social challenges, deepening dissatisfaction and generating the belief that their actions benefit only a few rather than society. This sentiment is summed up in the phrase “your gain is my loss,” fostering a zero-sum view.
Despite this, companies are still perceived as the most ethical and competent institutions and the only ones capable of facing global challenges. This shows that although trust has decreased, their social role remains essential.
This scenario represents an opportunity for companies to strengthen their commitment to society. According to the Edelman Barometer, organizations must not only fulfill their corporate obligations but also create shared value with their stakeholders, promote optimism with actions that benefit everyone, and coordinate with other institutions, such as governments, media, and NGOs, to address the roots of collective discontent and complaints arising from institutional failures.
In this context, business leadership is crucial in decision-making that promotes inclusion, sustainability, and equitable development.
This same approach is key in the framework of measures adopted by the Trump administration in the United States, whose repercussions also impact and challenge companies globally.
Among these measures are the suspension of the application of the FCPA, the most important anti-corruption law globally; the halting of activities by the Consumer Financial Protection Bureau (CFPB), created after the 2008 financial crisis to supervise Wall Street and protect consumers; the order to eliminate Diversity, Equity, and Inclusion (DEI) programs; and the recent suspension of the Corporate Transparency Act (CTA), which requires information on beneficial owners.
While these decisions reduce regulatory oversight, this does not mean companies should relax their controls or abandon their best practices, such as those for corruption prevention and promoting sustainable practices. On the contrary, they must understand that the game’s rules can change at any time, and what truly matters is acting with conviction and staying true to their values and purpose based on corporate governance.
The mantra should be: “I act ethically and responsibly, even if the law is not watching.” Companies that demonstrate consistency between their actions and the environment’s needs will strengthen trust in them and reduce the negative perception they might generate.
Artificial intelligence represents another significant corporate challenge in another area, as its rapid expansion is transforming various industries. This drives organizations to familiarize themselves with this technology and leverage its benefits to optimize productivity.
However, to successfully navigate it and help restore trust, companies must address the associated risks and biases. Proper AI governance will be essential to ensure its responsible and ethical use, ensuring it becomes a true competitive advantage rather than a potential danger.
As we can see, the challenges for 2025 are considerable and will require deep reflection on the values and principles that will guide companies in times of uncertainty. This is because it is not just about reacting to circumstances but about leading with strategic decisions that strengthen the environment and anticipate future adversities.
Therefore, now is the time to define your purpose if you don’t have one, or redefine it if necessary, to positively influence a society experiencing distrust and needs responsible leaders to move forward beyond the ongoing controversies.
Companies have a unique opportunity to lead this change and regain trust. It is time to take on this challenge.
By Susana Sierra
Published in El Mostrador
