What's Happening?
Andrew Mildren's column in The Drum discusses how trust has evolved from a soft brand concern to a critical commercial factor influencing growth, collaboration, and competitive advantage. The 2026 Edelman Trust Barometer highlights a shift towards an insular
mindset, with 70% of people hesitant to trust those with different values or backgrounds. This affects innovation, productivity, and growth, as employees may avoid managers with differing values or reduce effort for leaders with different political beliefs. Business is seen as the most competent and ethical institution, providing an opportunity to bridge divides and facilitate trust. CEOs are identified as underused assets, with their posts generating significant engagement. Trust brokering, which involves acknowledging differences and finding common interests, is suggested as a positive step forward.
Why It's Important?
The trust gap has serious implications for business innovation and productivity. As trust becomes more local, global businesses need to adopt a poly-national approach, investing in local jobs and adapting products to regional needs. Trust brokering can help businesses convene complex groups to succeed, addressing risks related to foreign competition and productivity. Marketers can accelerate progress by measuring trust as a commercial metric, respecting generational shifts, and creating opportunities for trust brokering. Trust is now an input into growth, shaping how organizations innovate, collaborate, and make decisions. Brands that succeed will be those that actively bring people together.
