Beyond the Backlash Report
Why Corporate Reputation and Trust Still Hinge on Sustainability, Social Impact, and Transparency
Trust in business has never been more critical or difficult to earn. In an era of heightened public skepticism, the role of business in society is under intense scrutiny. ESG initiatives face mounting backlash, and the path to building a strong reputation has become increasingly complex.
Despite these challenges, one truth remains clear: sustainability and positive social impact are cornerstones of trust in business. Consumers worldwide continue to expect businesses to demonstrate genuine leadership on environmental and social issues, making sustainability a non-negotiable element of corporate reputation alongside transparency.
Key insights include:
- The Growing Trust Gap Between Civil Society and Business: Public trust in business continues to lag behind civil society, driven by concerns over profit-driven motives, lack of transparency, environmental harm, ethical labour-related issues, and excessive influence over public policy.
- Sustainability, Social Impact, and Transparency Are Critical Trust Drivers: Even as the business case for sustainability faces increasing pressure, companies that lead on environmental and social issues – and maintain transparency – are significantly more likely to earn and retain public trust.
- Regional Variations in Trust Expectations Call for Localized Approaches: Public expectations of business vary widely across regions, underscoring the need for localized trust-building strategies tailored to different stakeholder perceptions and concerns.
About the Research
Since 2001, GlobeScan has been measuring societal “Thick Trust” in institutions through our annual global public opinion surveys. We ask how much trust people have in institutions like global companies, governments, and others “to operate in the best interest of our society.”
Taking this approach to measuring trust reveals a growing trust gap between civil society and business. We also see a diverse set of public expectations of business that vary from one region to the next, demanding localized approaches to building trust.
Based on over 20 years of global public opinion research, GlobeScan’s findings underscore the pivotal role of sustainability, social impact, and transparency in earning trust.
