The Trust Factor: Why Corporate Reputation Hinges on Sustainability
As 2025 unfolds, corporate reputation remains a defining factor for success. But trust in global companies is shifting, and the role of sustainability in reputation management is becoming more critical than ever.
GlobeScan’s latest research uncovers three key insights that every business leader, policymaker, and sustainability professional should know.
Insight #1: Trust in Global Companies Varies Dramatically—and Is Declining
Our annual GlobeScan Radar research, based on opinions from over 30,000 people across 31 countries, reveals significant disparities in trust in business.
In Vietnam, net trust in global companies is at +68, while in Italy, it’s at a stark -39. Regions like Asia-Pacific, Africa, and South America generally report higher trust, yet key outliers—such as Japan (1%), Türkiye (0%), Australia (-13%), and Argentina (-16%)—signal complexity. Trust is declining globally: Only five markets have seen an increase in trust in the past year, while 13 have reported significant declines.
?? Implication: Companies must tailor their reputation management, communications, and advocacy strategies to the local context. A one-size-fits-all approach to trust-building won’t work in today’s fractured global landscape.
Insight #2: The Corporate-NGO Trust Gap Is Closing in Developing Markets
When we compare public opinion data on trust in global companies vs trust in NGOs across key countries, we find the greatest gaps reside in developed countries. In 2024, 41 percent of Americans trust global companies compared to 67 percent that trust NGOs, resulting in a -26-point Corporate-NGO Trust Gap; similarly large gaps exist in other developed countries like the UK (-19%), Germany (-20%), and France (-33%).??
However, the gap is much smaller in Brazil (-18%), Nigeria (-13%), China (-6%), and India (-6%). When we compare the Corporate-NGO Trust Gap in 2024 vs 2014, we can see a significant convergence in developing countries toward those in the West.?
?? Implication: Companies must rethink their engagement strategies. In emerging markets, where corporate and NGO trust levels are becoming more aligned, partnerships and collaboration will be essential for maintaining reputation and securing a social license to operate.
Insight #3: Sustainability Is Still the Strongest Trust Driver
Despite ongoing ESG pushback, the data is clear: trust in business is most associated with environmental and social responsibility and transparency.
GlobeScan’s analysis shows that according to consumers, strong trust is associated with being:
Yet, these are precisely the areas where people tend to rate businesses as underperforming. This represents a major opportunity for companies willing to lead on sustainability.
?? Implications: Pulling back on sustainability efforts—either in practice or communication—is a reputational risk. Despite current backpack, companies should prioritize transparency and tangible ESG commitments to maintain and build trust with stakeholders.
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