I cover Edelman's Trust Barometer every year.
This year's results came out last week and they did surprise me. Positively.
Trust has changed profoundly in the past year. People have been losing faith in traditional authority figures and institutions to help them navigate a turbulent world and more recently, they are losing confidence in the social platforms that fostered peer-to-peer trust because of fake news or false information being used as a weapon.
We have shifted our trust to the relationships within our control and most notably our employers.
People are now bringing their call for change to the workplace where they have a trusted relationship.
Employees are ready and willing to trust their employers, but the trust must be earned through more than “business as usual" and not simply operational excellence or decisions that would impact jobs. An organisation’s contributions to society, its values and its vision for the future all outweigh operational decisions in terms of earning trust.