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Four Questions to inspire decision-makers to build personal and company trust: M.E.M.O.® Map, Execute, Measure, and Optimize—The Framework for Trust and Governance.
The 2025 Edelman Trust Barometer, launched at the World Economic Forum in Davos, reveals that trust in business is now 16 points higher than in government and 20 points higher than in media. However, 71% of respondents expect CEOs to address societal issues like misinformation, workplace collaboration, and economic inequality. Trust remains conditional, with stakeholders increasingly looking for companies to align their Trust Pillars—core values and strategies—with visible actions and measurable outcomes.
For Boards and CEOs, the challenge lies in using their Trust Pillars to navigate these heightened expectations while staying aligned with their business objectives and stakeholder needs.
Have Boards used the company’s Trust Pillars to identify the societal issues most relevant to stakeholders, ensuring alignment with corporate strategy and long-term goals?
02.Execute:
Are governance frameworks leveraging Trust Pillars to guide CEOs in addressing societal challenges through initiatives that balance business priorities with stakeholder demands?
03.Measure:
What KPIs are being used to evaluate the success of initiatives tied to Trust Pillars, such as improvements in stakeholder sentiment, employee engagement, or progress on sustainability commitments?
04.Otimize:
How are Boards using lessons from Trust Pillars-related initiatives to refine governance strategies and ensure ongoing trust-building across stakeholder groups?
*Trust Pillars are the core values and strategies that align your company’s objectives with stakeholder expectations, ensuring transparency and accountability.
Trust is the currency of sustainable business—lose it, and the cost is more than financial.
Benchmarks: Unilever’s Sustainability Strategy: Demonstrating how businesses can address societal challenges while reinforcing brand trust. Microsoft’s AI Ethics Framework: A model for engaging with complex societal issues transparently and ethically. Starbucks’ Employee-Centric Activism: Insights on balancing workforce collaboration with corporate values.
What’s your organization’s approach to integrating Trust Pillars into societal engagement strategies? Share your thoughts.
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Gui Athia—Mentor, Keynote Speaker, and Advisor. Author of Get the M.E.M.O.
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