Not All “Business” Is Trusted Equally — and That Matters

There’s a popular claim that “business is the most trusted institution”. 

 But is that really true? 

Our latest trust survey reveals a stark divide: SMEs rank near the top — just below religious organizations — while large corporations come dead last, even behind Congress. 

That’s not just a ranking. It’s a reality check. 

When we distinguish between small businesses and large corporations — unlike most surveys — the picture gets clearer: size matters. 

SMEs earn trust through proximity, authenticity and community presence.

Large corporations? Often seen as powerful, opaque and politically entangled.  

📉 Low Trust, High Expectations  

This trust deficit is more than a reputational challenge — it’s a strategic liability. 

CEOs at big firms can’t assume trust. They have to earn it, every day. That means: 

• Listening to stakeholders
• Acting authentically
• Avoiding performative purpose 

Take Target. 

Our data shows its DEI backpedalling is costing it reputationally. 

Head here to explore our latest trust survey — and here to learn more about Target’s reputational damage.

🏠 Why IKEA’s Brand-Building Begins with Life at Home 

The latest episode of Always On just dropped — and it’s one of the most powerful ones yet. 

Shahar Silbershatz sits down with Belén Frau, the global communications leader behind one of the world’s most trusted brands: IKEA.  

At the heart of their conversation? How IKEA’s IKEA’s obsession with understanding “life at home” — including through data — shapes everything from product design to brand activism.  

💬 Belén also opens up about: 

• Her journey from finance to the C-suite 

• Why insights and trust are the real engines of brand relevance 

• How communication leaders can gain influence in the C-suite 

🎧 Dive into the full episode to see what every CCO can learn from IKEA’s approach to brand, data, and stakeholder connection.

🧑💼 Talent Gaps and Turnover in Corporate Comms 

Why are CCOs on the move? What’s driving succession planning gaps? And how can communications leaders keep up?  

In a bonus episode of 'Always On', Shahar sits down with executive search veteran Michael Patino, founder of Patino Associates, to unpack the firm's new Global CCO Turnover Study.  

🔑 Here’s what you’ll learn:  

— Why CCO turnover surged after COVID (and what’s behind its stabilization)  

— The story behind 60% of CCO hires being external (and what it means for succession planning)  

— Why AI isn’t replacing CCOs (but those who harness it will stand out)  

— The truth about the “CCO+” trend  🎧 Listen to the new episode

🎙️ Jill Meiburg: Why Purpose Is Still the Ultimate North Star 

Also on our podcast recently, Jill Meiburg, Head of Group Communications and Brand at GEA, warns that AI-generated content risks alienating audiences.  

“You can almost smell it,” she says of synthetic messaging. 

“It's so clear that it's being generated by AI. We’ve got to be very mindful of that. I think we might even see stakeholder preferences in the future — people explicitly asking for human-generated content.” 

Jill also calls for purpose-led communications guided by clarity, consistency and culture. Her advice? Don’t speak out reflexively. Ask instead: 

• Is this topic relevant to our business? 

• Do we have anything meaningful to say? 

• Are we aligned with our values? 

It's a timely reminder that trust and authenticity go hand in hand.

🎧 Listen to the episode 

📚 REPUTATION READS 

Our top picks this month for reputation leaders: