The Edelman Trust Barometer Global Report, released in January, presents new findings regarding the state of trust around the world and within the U.S. It is critical that PR professionals recognize how trust has changed, and that businesses are now the sole institution seen as competent and ethical, sustaining a rise in ethics for a third year. Several strategies are recommended to remain a trusted business navigating a polarized world in 2023.

The four main forces that lead to polarization are economic anxieties, institutional imbalance, mass-class divide, and the battle for truth across the internet. The income gap between the wealthiest and poorest people creates entirely different realities and lifestyles, and is as high as 20+ points in Thailand, the U.S., and Saudi Arabia.

Significantly fewer people believe that their lives will be better in five years, and are worried about job loss, inflation, climate change, nuclear war, food and energy sources. Because of this, business leaders are more likely to be seen as unifiers, trusted before NGOs, media and government entities.

Both government and media fuel the cycle of distrust, one of the biggest drivers of polarization along with weak social fabric and unfairness. Businesses are left to fill in the gap. People are demanding more social engagement from businesses and believe that they are not doing enough to address important societal issues.

Both consumers and employees want to see businesses stand up for them, and 68 percent say brands celebrating our common interest and what brings us together would strengthen social fabric. Sixty-three percent of people surveyed stick with brands that align with their personal values and beliefs. Thus, it is extremely important for businesses to act on the same values over time. Furthermore, 48 percent of people say it is possible for a business to address societal issues without being seen as politicized. In order to do so, be a trustworthy information source, base actions on science, and avoid alliance with one political party.

CEOs also have greater expectations in this world of polarization, including paying fair wages, ensuring home communities are safe and thriving, and paying fair corporate taxes. A full 72 percent of people believe CEOs are obligated to defend facts and expose questionable science used to justify bad policy, and 71 percent believe CEOs are obligated to pull advertising money from platforms that spread misinformation.

To successfully be a trusted business in 2023 comes with greater risk. It is of the utmost importance that you promote unity. As the Edelman Trust Barometer suggests, in this polarized world, your business should “advocate for the truth, restore economic optimism, collaborate with government entities, and continue to lead.”

Mckenzie Papa is a senior journalism major with an emphasis in strategic communications. She currently works as a social media coordinator at the Reno Housing Authority. She has also held positions with Washoe CASA and is on the university’s 2023 Bateman Team.