Anecdotally, I think it is safe to say that trust around us continues to erode. The data confirms what you have already been feeling.
You know you have already felt it – distrust in a government institution you once respected. Looking around in the grocery store, and going “Hmph. I bet THAT person definitely voted for [any name of someone you definitely did not vote for].” Or having to do more digging and research to see if the news you are readying is real.
Here are some critical elements that either enhance or erode trust.
Clarity: Reduce Uncertainty
Being clear is crucial successful communication, and clarity reduces uncertainty. Any time we can reduce uncertainty (especially during highly uncertain times), we can build trust. In times of high change and uncertainty, we may need to shorten our timeline of what we are certain of. For example, in a recent episode of The Daily podcast talking about the future impact of agentic AI, tech reporter Kevin Roose stated he has “stopped trying to predict more than about six months out, because that’s about as far as I can see right now.”
There are plenty of things we cannot be certain of right now, and it would be ill advised to try and commit on the prophecy. And there are plenty of day-to-day things within our locus of control where we can do a much better job communicating clarity right now, rather than using the excuse of chaos around us.
Follow-Through: Do What You Say You Will Do
If you say you will do something, do it. Better yet, be thoughtful before you commit so you know you can follow through. If something changes and you cannot follow through, accountability and communication are your top responsibility. Trust is gained by repeatedly following through.
Consistency: Be Predictable
In the same goal of being reliable to finish something and reducing uncertainty with clear communication, consistency is trust’s friend. When your actions are consistent and predictable, you will earn trust that your pattern of action will likely continue. Be predictable in a way that allows people to exhale and trust, not predictable in a “consistently poor at receiving negative feedback” sort of way.
Shared Understanding: Promote a Shared Identity, Culture, or Values
When people see themselves in others, or can access the humanity in others rather than judging others from a distance, it is much easier to create a shared understanding of how we are alike. Trust is not built in making others’ fit into a certain culture or identity, but instead by learning about each other and finding overlap and agreement in our experiences and values. This is where the outcome “it’s hard to hate up close” comes in.
The Edelman Trust Barometer is one of the more comprehensive measuring tools for trust in the world (I suppose you could say that I trust the data), and this year I focused more on the U.S. report rather than the world because I think we have some unique dynamics at play in trusting our companies, our government and our media this year. The most concerning metric to me? In the U.S., 70% of “people studies say they are hesitant or unwilling to trust someone who is different from me.”
Taking Action
Based on the data, our government has the biggest imperative (the largest trust gap) to build trust. However, businesses are best situated (the smallest trust gap) to positively broker trust. There are many things any individual leader can do to build clarity, follow-through, consistency and shared understanding. It is a choice we can all make as leaders to intentionally build trust and tend to our proverbial plot of land. Start where you are and grown in these four factors, and your team’s trust will inevitably grow.
Read more of the Edelman Trust Barometer here: 2026 Edelman Trust Barometer – U.S.
About the author: Katie Rasoul is a leadership coach, culture expert and keynote speaker. Find her full body of work at www.katierasoul.com.
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