People no longer believe working hard will lead to a better life — here’s the reason why.

Trust is one of the most valuable currencies in modern society, yet it has become increasingly difficult to earn — and even harder to keep. Political institutions face mounting criticism for inefficiency and partisanship, while the media wrestles with perceptions of bias and sensationalism. In this environment, many people are left wondering where they can turn for credible information and decisive leadership.

Surprisingly, a global survey conducted by Edelman in 2022 points to an unexpected answer: the workplace. The study, which gathered insights from over 36,000 people in 28 countries, found that individuals trust their own employers more than they trust governments, media organizations, or even non-governmental organizations (NGOs). This shift signals more than a change in opinion — it reflects a fundamental reordering of where people place their confidence and expectations for action.

A Shifting Landscape of Trust

Public faith in traditional institutions is faltering, and the decline is not subtle. According to Edelman’s 2022 Trust Barometer — a comprehensive study involving over 36,000 participants across 28 countries — fewer than half of respondents believe their governments are capable of addressing major societal challenges. Specifically, only 44% expressed confidence in their government’s ability to deliver meaningful results, while the media scored just slightly lower at 42%. These numbers reflect more than dissatisfaction with current leadership; they speak to a growing crisis of credibility, in which institutions that once served as authoritative guides are now regarded with caution or outright skepticism. From the slow pace of political reform to the perception of bias and sensationalism in news coverage, many people are questioning whether these traditional channels can be relied upon to act in the public’s best interest.

Amid this erosion of trust, one institution stands apart: business. The same survey found that 61% of people trust businesses more than non-governmental organizations (NGOs), the media, or governments — a notable shift in the balance of perceived authority. More importantly, this trust becomes even stronger when it moves from the abstract to the personal. At the level of the individual workplace, 75% of respondents said they trust their own employer, making the employer–employee relationship one of the most durable forms of institutional trust in the modern era. This is not simply about believing a company will pay salaries on time or provide safe working conditions; it is about viewing employers as credible sources of information, guidance, and even moral leadership in a period of uncertainty.

This shift may be partially explained by proximity and perceived alignment of interests. While government officials and media commentators may seem distant — both physically and in terms of accountability — an employer exists in a shared, tangible environment where trust can be built through direct communication and daily interactions. In a world increasingly shaped by economic volatility, climate anxiety, and information overload, the workplace has, somewhat unexpectedly, become a stable point of reference. Rather than relying primarily on political speeches or media headlines, many people now turn to their employers for clear explanations, actionable guidance, and reassurance. In this way, the workplace is not only a site of economic activity but also a crucial arena for restoring public trust.

The Expanding Role of Business Leadership

The growing trust in employers is not simply a matter of perception — it is tied to changing expectations about what businesses should stand for. In previous decades, companies were largely judged by their products, profits, and ability to create jobs. Today, those benchmarks remain important, but they are no longer sufficient. Edelman’s survey highlights that people now expect business leaders to address social and environmental challenges alongside their commercial goals. The majority of respondents believe CEOs should be visible and vocal on issues such as climate change, economic inequality, workforce reskilling, and racial justice.

This shift reflects a broader cultural trend where consumers and employees alike are making decisions based on a company’s values. Sixty-four percent of respondents said they would invest in a business whose beliefs align with their own, and 60% indicated they would choose to work for such a company. In this context, silence on pressing global matters can be interpreted as a lack of accountability or vision. For many organizations, taking a stand is no longer an optional gesture for public relations; it has become a central aspect of building and maintaining trust. This is especially true for younger generations, who often prioritize social responsibility over traditional career incentives.

Trust Built from Within

One of the most telling insights from Edelman’s findings is that trust in business does not merely operate on a global or corporate level — it thrives in the day-to-day relationship between employers and their teams. Internal communication channels, such as emails from leadership or company newsletters, are now trusted more than traditional news outlets. According to the survey, 65% of people trust what their employer communicates to them, compared with 57% who trust news reports that cite named sources, and just 38% who trust information found on social media.

This high degree of trust creates both an opportunity and a responsibility for organizations. Transparent communication about company strategy, operational changes, or societal events can strengthen loyalty and morale, particularly during uncertain times. However, the inverse is also true: if businesses fail to meet the expectations they set internally, they risk eroding not only employee trust but also customer and investor confidence. Consistency between a company’s stated values and its actions is critical. Employees who feel informed and respected are more likely to become ambassadors for the organization, reinforcing trust beyond its walls.

The Risks of Inaction

While the trust placed in business is currently high, it is not unconditional. Failure to act on social and environmental issues, or to maintain transparency in communication, can quickly diminish credibility. In an era where public opinion can shift rapidly — amplified by the speed of digital discourse — reputational damage can occur in days or even hours. This is particularly relevant when companies are perceived as engaging in “performative” activism, where public statements are not matched by measurable actions.

The stakes are considerable. Trust influences not only a company’s brand image but also its financial performance. Research has shown that businesses with higher trust scores tend to experience stronger customer loyalty, improved employee retention, and greater resilience during crises. Conversely, a breach of trust can lead to talent loss, consumer boycotts, and investor hesitation. The lesson is clear: trust is an asset that requires active stewardship. Inaction or inconsistency carries a tangible cost.

A Call for Purpose-Driven Action

The current climate of skepticism toward governments and the media has placed business leaders in an unusual position of influence. With that influence comes an opportunity to shape a more stable and ethical public discourse — but only if it is backed by genuine commitment. To meet this challenge, leaders must move beyond profit-focused metrics and embrace a purpose-driven approach that integrates social responsibility into core strategy. This involves not just responding to crises but anticipating societal needs and investing in long-term solutions.

Practical steps can include creating policies that support employee well-being, implementing transparent sustainability goals, and engaging openly on issues that align with both company values and stakeholder priorities. In doing so, businesses can reinforce the trust they have earned and potentially fill the credibility gap left by other institutions. The survey data makes it clear: in an age where trust is scarce, the organizations that lead with integrity, clarity, and courage will not only stand out — they will set the tone for the future.