Trust in Business is Fragile
From Fragility to Thick Trust: Building Societal Reputation in a Low-trust Era
In an era of heightened public scrutiny, social license to operate can no longer be assumed. Defined as society’s informal permission to do business, it must be actively earned through trust. GlobeScan’s global public opinion research shows that this trust remains fragile, with many large companies and sectors perceived as falling short of their responsibilities to society.
This report distils GlobeScan’s latest public opinion insights into two critical findings for industry leaders – and outlines a practical path forward.
Key Findings
- Trust in Institutions: Global Companies Remain among the Least Trusted
GlobeScan’s long running public opinion tracking reveals a persistent trust gap between business and other institutions. Global companies continue to rank near the bottom of trust measures, underscoring ongoing skepticism about their role and impact in society.
- Sector Performance: Wide Variation in Societal Reputation
Perceptions of how well different sectors act in the best interests of society vary significantly. GlobeScan’s data highlight clear leaders and laggards, pointing to meaningful differences in how industries are viewed in terms of responsibility, transparency, and accountability.
Overall, GlobeScan’s research confirms that trust remains vulnerable across many sectors. Building Thick Trust – through consistent engagement, openness, and alignment between purpose and performance – is essential for strengthening reputation and securing long‑term legitimacy. Organizations that embed these principles are better positioned to manage reputational risk and respond to evolving societal expectations.
