Our thinking

A license to act

31 January, 2025

Now in its 25th year, the 2025 Edelman Trust Barometer underscores a striking paradox: business remains the most trusted institution at a time when overall trust in leadership is at an all-time low. Yet beyond this bleak reality, the Barometer also presents a way forward. 

A key theme this year is the growing expectation that businesses play a more active role in supporting society. Job security is a top concern, particularly fears around AI-driven changes and a lack of preparedness and future-proof skills. A staggering 86% of those with a strong sense of grievance believe businesses should provide well-paying jobs in local communities and see reskilling as a core business responsibility. 

The Barometer also highlights a demand for transparency, honesty, and follow-through from leaders. More people than ever believe leaders mislead the public, and corporate leaders are no exception. Six in ten people feel business and government primarily serve the wealthy, underlining the importance for companies to demonstrate real, measurable impact, particularly around affordability, climate change, and workforce development. 

This moment presents an opportunity for businesses to lead. Today, it’s not just about earning a license to operate; it’s about responsibly using a license to act. Companies that integrate just transition principles into workforce planning, invest in fair wages, and equip employees with the skills to navigate change will foster resilience, strengthen trust, and create long-term value for both themselves and society. 

But businesses are not expected to take on this challenge alone. The Barometer highlights the importance of collaboration, with companies and governments working together to create lasting economic and social impact. By acting responsibly, businesses can drive meaningful change in the communities where they operate, strengthening both society and their own long-term success. 

By Mariana Garcia