What the Last 12 Months of Trust Research Reveals About Corporate Credibility

In boardrooms and communications teams alike, trust has become both a strategic priority and a reputational vulnerability. Over the past 12 months, a series of major global studies has reinforced a consistent conclusion.

Business remains comparatively trusted, yet that trust is conditional, fragile and increasingly dependent on evidence.

For organisations communicating sustainability commitments, the message is direct. Assertions alone are no longer sufficient. Scrutiny is intensifying, and stakeholders are differentiating sharply between credible disclosure and reputational positioning.

Below is a synthesis of the most significant corporate trust research published in the past year and the implications for responsible sustainability communications.

Business Retains a Lead but Confidence Is Narrow

The 2025 edition of the Edelman Trust Barometer, surveying more than 30,000 respondents across 28 markets, reports that business remains the most trusted institution globally, ahead of government and media.

Business recorded an average trust score of approximately 62 percent, compared with 52 percent for government and 50 percent for media. In the United Kingdom, business trust levels hover only slightly above the 50 percent mark.

However, the headline conceals a more complex reality.

Richard Edelman, CEO of Edelman, described the current environment as a “cycle of distrust fuelled by grievance,” pointing to economic anxiety and perceived inequality as key drivers of scepticism. Trust in business may be comparatively higher, but it is neither unconditional nor secure.

Leadership Credibility Is a Critical Weakness

More striking than institutional trust levels is the widening gap between trust in companies and trust in their leaders.

More recent findings from the Edelman research show that roughly two thirds of respondents globally express distrust in business leaders.

A substantial proportion believe executives may mislead stakeholders, particularly when communicating on societal or environmental issues.

This distinction is material. Stakeholders are increasingly separating an organisation’s stated purpose from the perceived sincerity of its leadership. For sustainability communications, this creates a clear exposure. A technically accurate claim delivered without clarity, proportionality or supporting evidence may still be interpreted as opportunistic.

Consumers Are Quicker to Withdraw Trust

Research from Forrester reinforces the behavioural shift underway. Trust, once eroded, is less likely to recover quickly. Forrester’s 2025 consumer research across multiple global markets identifies declining trust across established institutions, technology firms and digital platforms.

The firm cautions that weak governance around emerging technologies, particularly artificial intelligence, could accelerate this trend. Its forward looking analysis suggests that a significant proportion of brands risk eroding customer trust through poorly implemented automation and AI driven services.

The broader signal is structural. Trust is increasingly tied to governance, oversight and demonstrable responsibility, rather than brand equity alone.

Artificial Intelligence and the Governance Imperative

A major global study conducted by KPMG in partnership with the University of Melbourne surveyed more than 48,000 individuals across 47 countries to assess public attitudes toward artificial intelligence.

Among the findings:

• 58 percent of respondents report intentionally using AI tools

• Trust in AI systems has declined in several advanced economies

• Concern about misuse, inaccuracy and lack of oversight has increased

• Trust levels are significantly higher in emerging markets than in advanced economies

KPMG emphasised in its accompanying commentary that trust must be designed and governed, not assumed.

The relevance to sustainability communications is clear.

Claims supported by complex data, modelling or AI assisted analysis will face heightened scrutiny unless accompanied by transparent methodology and accessible explanation.

The Commercial Value of Trust

Beyond perception, trust is increasingly linked to measurable commercial outcomes.

Analysis published by the Institute of Practitioners in Advertising in partnership with the Financial Times highlights a consistent relationship between trusted brands and long term business performance, including resilience during periods of volatility.

Trust functions as a form of risk mitigation. It supports customer retention, strengthens brand preference and provides reputational protection during periods of challenge.

Conversely, unsubstantiated or exaggerated claims introduce regulatory, legal and investor risk. In the United Kingdom, scrutiny from regulators and evolving advertising standards reinforce the expectation that claims must be clear, specific and supported by evidence.

Implications for Sustainability Communications

Across these research streams, several conclusions emerge.

First, trust is conditional. Business retains a relative advantage, yet public confidence is limited and reversible.

Second, evidence is central. Stakeholders increasingly expect accessible substantiation, not aspirational language.

Third, governance shapes credibility. The process by which claims are developed, reviewed and disclosed is now part of the trust equation.

Fourth, transparency reduces risk. Independent assessment, documented evidence and public disclosure frameworks materially strengthen confidence.