The major shift from positive to negative opinions about it happened nearly 20 years ago and changed little since then. In addition to that, Ipsos MORI points out that it doesn't appear to be a recent phenomenon. However, although there is a decline on average since the early 1990s, some countries are stable (such as Norway and Ireland), and others even see some improvements, such as in Denmark and the Baltic states. For example, in Germany confidence in major businesses has nearly halved between the early 90s and the late 2000’s, and other countries such as France and Italy have also seen a sharp decline. However, it is also clear that there is no silver bullet or one-size-fits-all approach to build trust and organisations need to have a good understanding of their specific cultural and market context to succeed.Īlthough the narrative of a decline of trust in business seems to be based on some evidence, especially in certain countries, Ipsos MORI warns against easy generalisations. This seems to suggests that improvement is possible is organisations are able to engage with customers and citizens effectively.ĭrivers of trustworthiness that emerge as particularly important to the public are reliability, transparency and responsible behaviour.
However, results show that many people are in a neutral position rather than being actively negative. Governments and the media are particularly low down on the list. Ipsos MORI research shows that governments, public services, media or many industrial sectors are seen as trustworthy only by few people.
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