In recent years, trust in traditional institutions such as governments, mainstream media, and public organizations has dramatically declined. A combination of political instability, misinformation, and perceived bias has led people to question the credibility of these entities. In contrast, a significant shift has occurred: employees increasingly view their workplace and company leadership as the most reliable source of information. This transformation places a profound responsibility on employers and leaders to be transparent, ethical, and trustworthy sources of information.

Source: 2024 Edelman Trust Barometer Special Report: Trust at Work

One of the main reasons behind this shift is the erosion of confidence in traditional media. With the rise of social media and alternative news sources, the lines between fact and opinion have blurred. Sensationalism, clickbait journalism, and politically motivated narratives have made it challenging for the public to discern objective truth. Similarly, trust in governmental institutions has weakened due to political divisions, inconsistent policies, and scandals that have fueled public skepticism. As a result, people are turning to their employers as a more stable and accountable source of information.

An increased responsibility for leaders

The high trust level in employers comes with an increased responsibility for corporate leadership. Organizations are now expected to provide clear, unbiased, and fact-based communication not only about business operations but also on broader societal issues. Employees seek guidance from their leaders on matters such as economic trends, health and safety policies, and social justice initiatives. This trend underscores the importance of ethical leadership, corporate transparency, and open communication. Companies that fail to meet these expectations risk losing employee engagement, morale, and ultimately, productivity.

Additionally, the role of business leaders has expanded beyond traditional corporate responsibilities. Employees now expect their leaders to take a stand on social and political issues, which further elevates the need for credibility and trustworthiness. A company’s values, mission, and ethical stance have become key factors in employee retention and motivation. Organizations that successfully build and maintain trust foster stronger workplace cultures, increased loyalty, and a deeper sense of purpose among their workforce.

Similar trends in Central Europe

In Central Europe, the global trend of the “shift of trust” is also becoming increasingly relevant. While traditionally trust was placed in institutions such as governments, media, and religious organizations, recent years have seen a steady erosion of confidence in these pillars — a pattern now visible across the region. In their place, employers have emerged as one of the most trusted institutions in people’s lives. Especially in times of uncertainty and rapid change, employees look to their workplace not only for financial security but for clarity, stability, and truthful communication. This growing reliance elevates the role of corporate leadership: Central European business leaders are now expected to serve not only as economic decision-makers but as credible, values-driven sources of information and reassurance. The implication is clear — trust is no longer earned solely through performance, but through purpose, empathy, and consistent, transparent dialogue with employees. This shift marks a new era of leadership responsibility across the region.

Conclusion

In conclusion, as trust in traditional institutions continues to wane, companies and their leaders must rise to the challenge of becoming credible sources of information. This shift is not just an opportunity but a responsibility—one that requires commitment to transparency, ethical leadership, and authentic communication. In a world where misinformation is rampant, businesses have the power to restore confidence and provide employees with the trust and guidance they seek.

The article was written by György Leitner, Managing Faculty and Program Director of the Advanced Leadership Program.