The Purpose Mandate: Why Business Must Lead.

In a world where institutional trust is fractured and a deep-seated "Crisis of Grievance" has taken hold, a new leader has emerged: business. As the

2025 Edelman Trust Barometer reveals, business is now the only institution viewed as both competent and ethical. This unique position gives brands a clear mandate to fill the void left by a public that is losing faith in traditional leaders, from governments to NGOs.

The Unprecedented Rise of Business

The data from the report's 25-year timeline is a testament to this shift. In 2020, at the height of the COVID-19 pandemic, business tied with and then surpassed NGOs as the most trusted institution.

This was a pivotal moment where the public's perception of business moved beyond a focus on profit alone. The report also notes the link between competence and ethics, a critical combination that few other institutions now possess.

While governments have faced declining trust since the Iraq Invasion in 2003 , and NGOs are no longer seen as strong unifiers, business has a unique and enduring credibility. This credibility comes from its perceived ability to get things done, to innovate, to create jobs, and to provide solutions, all while being held to a higher ethical standard.

Carrying the Purpose Mantle

In this environment, brands can no longer afford to be silent. The public is not only looking to them for products and services but for guidance and leadership on the most pressing societal issues. When governments and NGOs are perceived as failing, brands have an opportunity to become the new champions of purpose.

This leadership requires authenticity. It's not about public relations campaigns or empty promises, but about genuine action that is core to the brand's values.

By leveraging their competence and ethical standing, brands can lead on issues such as environmental sustainability, social equity, and economic fairness, proving that they are a force for good in the world.

This approach not only builds trust with consumers but also strengthens the brand's social license to operate.

Bottom Line

The 2025 Edelman Trust Barometer Global Report sends a clear message: the most trusted institutions are the ones that take action.

With governments and NGOs falling short, brands are uniquely positioned to carry the purpose mantle.

By acting with competence and ethics, they can build a new social contract with the public and lead the charge toward a more trusting and stable future.