On the eve of the inauguration of the United States’ 47th President, the 2025 Edelman Trust Barometer was released, the annual analysis of public trust and credibility in government, business, media and non-governmental organisations (NGOs).
The headlines make for stark reading – 61% of the 33,000 surveyed hold a moderate or high sense of grievance and feel betrayed by their leaders, believing governments and businesses make their lives harder and serve narrow interests. Optimism is also lacking, just 20% of those from developed countries believe things will get better for the next generation.
Business comes in for direct criticism for not doing enough to address affordability, climate change, job retraining, misinformation and discrimination. Wealthy people are seen to unfairly benefit from the system and hostile activism is increasingly accepted to drive change.
So, how can the aviation and travel industries ensure their communications reflect, and counter, this deepening sense of injustice and dissatisfaction? Here are our recommendations:
A present leader
The Edelman Trust Barometer argues that despite a rise in grievance, respondents still want their business leaders to engage with a societal issue if the company contributed to the problem, the issue harms their stakeholders, they can have a positive impact on the issue, or if taking action would improve the business’s performance.
Business is trusted (and expected) to act, and this must inform strategies for communication. A first step is for CEOs to become more visible in the communities they serve, to be vocal and clear on social media about the actions they take and when communicating with staff. Step away from the confines of the office and get to know the stories of those on your ‘shop floor’.
Importantly, show how your business isn’t just generating money, but is actively giving back through charity work, volunteering, sustainability initiatives or helping the next generation.
Address suspicions around Artificial Intelligence
AI is here, it’s going to continue to change the way businesses operate and, hopefully, improve our lives. And yet, Edelman found that those with a higher sense of grievance were more suspicious of AI and concerned about its impact. Leaders today cannot ignore this fear.
Communication must be authentic and address these grievances, showing awareness of the risks perceived with technology and clearly explaining how they are mitigated or negated. Business leaders and PR strategies must communicate the good of AI, while calming fears about the bad.
Listen
There’s little doubt that restoring lost trust is deeply challenging. However, according to Edelman, business remains the most trusted institution globally, with airlines, technology, hotels and hospitality remaining trusted among their peers. Developing two-way communications strategies and engaging with local communities and stakeholders through town halls, social media, and making CEOs more present is key.
Above all listen. Demonstrate you know what your audience want and need. The old adage of having two ears and one mouth has never been more important.
To find out how 8020 Communications can help you build trust with stakeholders and the communities around you, please contact us today.
