Trust is an essential value in our lives as part of a community; it constitutes the foundation of democracy and facilitates effective interaction, both personally and professionally.
Trust is what underpins the faith and expectations we have in our institutions and allows us to make informed decisions, form beliefs and ensure social and political stability. A high level of trust creates an environment of emotional security, providing for mutual understanding and the possibility for reaching solid agreements.
However, trust is declining. The 2025 Edelman Trust Barometer revealed a crisis of grievance against the government, businesses and top wealth holders. In fact, 61% of global respondents have a moderate or high sense of grievance. They believe that government and businesses make their lives difficult, fail to adequately address social challenges and serve the interests of a few.
Following the Covid-19 pandemic, businesses had generally established themselves as the most trusted type of institution globally, replacing governments. But they have experienced a decline in their level of trustworthiness since their peak in 2021. Despite this decline, I still believe in businesses’ ability to be the most ethical and competent institutions—the ones most capable of addressing global challenges. Their social role remains vital, and this presents an opportunity.
What steps, then, should companies take to rebuild trust? This is even more relevant in today’s context of deregulation, where organizations must demonstrate that they act out of conviction, not merely in compliance with the law.
Based on Edelman’s key recommendations, I’d like to build on them and expand from the original four to seven ways to foster a collaborative ecosystem and restore trust:
1. Complaints must be taken seriously and acted upon.
Institutional failures have caused grievances globally. Leading through the crisis requires understanding every stakeholder’s economic reality, defending shared interests and creating opportunities for optimism.
2. Take responsibility and action.
The more strongly people feel their grievances, the more likely they are to perceive companies as neglecting social concerns. To counter this, companies must understand their responsibilities, act in the best interests of their stakeholders and defend their decisions.
3. Utilize collective action.
Businesses, government, the media and non-profits should work together to address the underlying causes of grievances and foster trust, growth and economic well-being. Edelman proposes that these institutions “invest in local communities, quality information and job skills.”
Distrust in institutions seeds discontent and dims prospects. To counter this and increase optimism, trust must be prioritized and rebuilt at all levels of the organization and in local communities.
In addition to Edelman’s recommendations, rebuilding trust requires a firm commitment to a culture of integrity and ethics, from individual to institutional. To achieve this, here are four more principles that build off Edelman’s foundations for building trust:
4. Develop a culture of integrity based on purpose.
Integrity isn’t built on its own. It requires a commitment from companies to their local environment, where not only does the objective matter, but also how that objective is achieved, and how it impacts their stakeholders.
Companies are not mere brick buildings, but rather the people that form them. It is the values of these people that shape a company’s culture and build its corporate purpose—its reason for being.
5. Be faithful to corporate principles.
Corporate principles define a company’s identity and its promise to those around it. Being true to them will allow companies to be resilient and effective in the face of change, especially in a context of deregulation, innovation, and transformation. Acting in accordance with these principles will guide companies toward consistent and ethical conduct, regardless of laws and external pressures.
6. Follow strong corporate governance.
No matter a company’s size, corporate governance is necessary to carry out the strategy, which implies a well-composed board, effective risk and crisis management, incentive policies to keep the organization aligned and responsible leadership to guide it. The tone at the top plays a key role, and leaders’ attitudes and actions have a direct impact on corporate culture.
7. Open up communication.
Effective communication is essential for building trust, yet many companies fail in this regard. It is crucial to maintain full disclosure, not only about what they do, how they do it and why, but also about the challenges they face. In addition to sharing good news, address problems honestly in order to inspire a better understanding of the decisions being made.
Trust elevates businesses’ role in people’s lives—beyond job creation and their contribution to the economy. Leading the way in regaining the public’s trust can not only benefit your reputation and boost your business, it can also allow you to generate brand value and play a key role in building a more just society.
