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The role of business leaders has evolved far beyond profit-making. Today, CEOs are being called upon to address some of the world’s most pressing issues—climate change, inequality, misinformation, and even political instability. The 2025 Edelman Trust Barometer reveals a striking reality: business is now the most trusted institution globally, surpassing governments, NGOs, and media.
But why is this happening? And can businesses truly fill the governance gap left by failing institutions?
Public trust in governments has declined in 17 of 28 countries, according to the Edelman report. This lack of confidence in traditional institutions has shifted societal expectations towards businesses. Here’s why:
Many governments struggle with bureaucracy, corruption, and partisanship, making it difficult to address urgent global challenges. In contrast, businesses are viewed as both competent and ethical, positioning them as problem-solvers.
A growing number of employees and customers expect companies to take a stand on social issues. The Edelman report highlights that 85% believe businesses should provide well-paying jobs in local communities, while 84% want companies to train and reskill workers.
With globalization, many corporations hold economic power comparable to national economies. When companies influence job markets, public policy, and environmental outcomes, staying silent on societal issues is no longer an option.
The debate over corporate activism is complex. On one hand, CEOs are not elected officials, raising concerns about their legitimacy in influencing public policies. On the other, businesses affect millions of lives, making it difficult to remain neutral.
The key is strategic engagement—acting where businesses can make a real impact while balancing corporate interests.
Governments are held accountable through elections and regulations. Businesses, however, are primarily accountable to shareholders. This lack of democratic oversight raises ethical concerns when companies make policy-like decisions.
Addressing social issues often means taking a stance, which can alienate stakeholders. The Edelman report found that 41% of respondents with moderate grievances and 53% with high grievances believe societal gains come at their expense. This “zero-sum mindset” can make corporate activism divisive.
While businesses can fill governance gaps, they cannot replace governments. Their primary role remains economic growth, making it challenging to prioritize societal needs over profitability.
Should a company refuse to do business in a country with human rights violations? Should it regulate free speech on its platforms? Furthermore these dilemmas often place corporations in difficult moral positions without clear answers.
To maintain trust while engaging in social issues, businesses must be authentic, transparent, and strategic. Here’s how:
Companies should engage in issues that align with their mission and operations. For example, a tech company should focus on digital privacy, while a food brand can prioritize sustainability.
Business leaders should listen to employees, customers, and communities before taking a stand. This ensures that corporate activism reflects the needs of those directly impacted.
Empty promises damage credibility. Companies must back commitments with action—whether through policy changes, investments, or measurable outcomes.
Social impact should be a long-term commitment, not a PR stunt. Businesses must stay consistent in their advocacy, even when trends shift.
Companies that master this balance can drive meaningful change while strengthening their brand.
(Read more: Continue communicating and engaging with employees)
The growing influence of business leaders in social and political matters raises an important question: Should they be our moral guides?
The Edelman Trust Barometer suggests that businesses are now the most trusted institution, but trust comes with responsibility. If companies fail to act ethically, they risk losing this trust.
Ultimately, business leaders cannot replace governments—but they can lead where governments fall short. The challenge is doing so responsibly, ensuring that corporate power serves society rather than exploits it.
In the age of misinformation, declining institutional trust, and rising corporate activism, communications professionals play a pivotal role in shaping public perception. The Edelman Trust Barometer serves therefore as an essential tool for PR experts, corporate communicators, and brand strategists, helping them understand how trust dynamics influence public expectations, crisis management, and brand reputation.
Here’s why every communications professional should pay attention to the Trust Barometer:
The 2025 Edelman Trust Barometer reveals a stark reality. Because business is now the most trusted institution globally, surpassing governments, NGOs, and media. This shift means, as a result, that businesses are no longer just economic players; they are expected to take leadership roles in social, political, and environmental issues.
For communications professionals, this means:
As a result, by analyzing trust trends across business, government, NGOs, and media, PR professionals can anticipate public sentiment and craft proactive communication strategies.
Trust is a valuable currency in corporate communications. A company’s reputation is not just about what it does but also how it communicates. The Trust Barometer provides data-driven insights into:
For instance, the 2025 report highlights a growing sense of grievance, with 61% of people believing that businesses and governments serve only the elite. This means that PR teams must prioritize transparency, inclusivity, and ethical leadership in their messaging to maintain credibility.
In times of crisis, understanding trust levels by sector can help PR teams assess risks, predict backlash, and tailor crisis response plans accordingly.
(Read more: My experience with the HR managers at PR firms)
The report shows that CEOs are now expected to act on societal issues, but their legitimacy in doing so depends on context. For communications professionals, this means:
A well-positioned CEO can enhance a company’s credibility if they engage in the right issues at the right time with the right messaging.
CSR is no longer just about philanthropy—it is about responsible business practices that align with public values. According to the Edelman Trust Barometer, people increasingly expect businesses to:
Although for PR and communications professionals, this means that CSR must be woven into brand storytelling, not treated as an afterthought.
The media landscape is becoming more polarized, with increasing distrust in traditional news sources. This challenges corporate communicators to:
With trust in government and media declining, direct communication channels—such as brand-owned content, social media, and corporate blogs—become even more critical.
Therefore, for communications professionals, the Edelman Trust Barometer is not just a report—it’s a strategic guide. By leveraging its insights, PR experts can:
Build trust-first communication strategies.
Align corporate messaging with public sentiment.
Strengthen CEO positioning as a credible thought leader.
Develop CSR initiatives that resonate with stakeholders.
Navigate crises with data-backed responses.
In an era where trust is the most valuable asset, but those who understand and act on trust dynamics will lead the future of corporate communications.
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