The World in 2022: The State of Trust

Trends Briefing: 24th February 2022 | 9am-10am | Register here

Trust is a fragile thing. It takes time to build and effort to maintain. It exists consciously and unconsciously in virtually everything we do – when eating or drinking, shopping, travelling and using any public service. When trust is lost, it is lost quickly, and sometimes for good.

Trends in trust are following an interesting trajectory. In recent decades they have been in near-terminal decline – we’ve been more and more sceptical about what politicians, business leaders and authorities say. But predictably, faced with a terrifying new health threat, that scepticism was temporarily pushed to one side as we deferred to leaders – including politicians – to steer us through that crisis.

As we emerge from the pandemic, trust is once again back on the agenda. A scandal about both rule-breaking and lying about rule-breaking threatens to remove the Prime Minister from office. Confidence in other institutions – from the Metropolitan Police to the Royal Family – is also under threat from scandal. The collapse of trust can snowball rapidly, from institution to institution, sector to sector, as heightened scrutiny exposes more corporate or institutional misdeeds that renew scrutiny and reduce confidence. In this age of the New Morality, trust is set to get scarcer and scarcer.

The future of trust will be different to the past. It will be mediated by data, online information and sophisticated cons, like deepfakes, that challenge our rational assessments and further devalue the currency of evidence. All this creates a new landscape for any business or organisation that communicates with its audience, its customers or its staff.

Join us for our next Webinar, where we explore the implications of a tumultuous era for trust for businesses, brands, charities and policymakers. Trust us, it’ll be worth attending.

Register here.