Building Trust: The strategic path to growth

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“Trust is the ultimate currency between a business and its stakeholders.” – Richard Edelman

And that currency is under pressure.

The 2025 Edelman Trust Barometer shows trust slipping across institutions, with 61% of people holding a moderate or high sense of grievance, meaning they believe business (and government) serve narrow interests and make life more difficult. That skepticism reshapes how audiences interpret everything a company says and does.

When trust is already fragile, audiences become more sensitive to inconsistencies and far less forgiving of shortcuts. Automation without intention – like generic AI noise, unclear policies, and subscription traps – can chip away at confidence. People want clarity. They want consistency. They want to believe a company means what it says.

A McKinsey survey found that companies most committed to digital trust are 1.6x more likely to see revenue and EBIT growth of at least 10% annually. Gartner indicates that 81% of customers refuse to buy from a brand they don’t trust, even when alternatives are limited.

Trust is strategic; it’s a growth strategy.

5 practices that build trust.

1. Consistency. People trust what feels steady. Deloitte notes that brands that show up consistently can earn up to 3× higher loyalty. Consistency signals focus, alignment, and operational maturity.
2. Clarity. Plain language. Clear offerings. Honest expectations. Salesforce reports that 87% of customers expect clear, empathetic communication and will switch providers if they don’t receive it.
3. Quality. In a market saturated with low-effort content, quality stands out. It communicates seriousness. It shows respect for your audience’s time. It also sets an internal bar for how teams show up.
4. Accountability. Closing loops. Owning mistakes. Being transparent about decisions. According to PwC, 93% of business executives agree that building and maintaining trust improves their bottom line, though the majority also report facing challenges in establishing trust with stakeholders.
5. Human connection. People respond to communication that sounds like people, not process manuals. McKinsey notes that humanized communication is a top driver of brand preference and long-term loyalty.

These aren’t complex ideas. But they do require discipline. Trust grows when companies behave the same way in every interaction: clear, consistent, aligned, and helpful.

The question isn’t “Can we afford to invest in trust?” It’s: “Can we grow without it?”

Strengthening trust isn’t a single initiative, it’s an ongoing practice. It shows up in how clearly you communicate, the quality of what you put into the world, how aligned your teams are, and the partners you bring in to help you stay consistent as expectations evolve.

Over time, this kind of discipline becomes a signal that people notice. It shapes whether customers believe your message, how teams rally around your decisions, and how durable your relationships are when things get uncertain. Trust grows out of clarity, consistency, and the confidence you show day after day.

How will you build trust?

⧉ Where you focus, energy flows.

📝 From Erin Joslin - HR and Talent Management Innovator, Architecting People & Culture for Transformational Results

Early in my relationship with my husband (now my partner of twenty-five years), he shared advice that’s stayed with me far beyond the trails where it started. We spent weekends cycling together. He, a lifelong mountain biker raised on Utah’s rugged terrain; and me, a Chicago suburban rider used to cracked sidewalks. My mantra (while critical to riding in the city) was a warning: Watch where you’re going. His was wisdom: Don’t stare at your front tire. Look ahead, toward where you want to go.

Simple. Transformative.

Over time, that line became more than just biking advice – it became a mindset. I was reminded of it recently on the Upspiral podcast: Where you focus, energy flows.

That idea feels even more relevant now. As AI accelerates what’s possible, it pushes us to look ahead – not with fear, but with curiosity and intention. When we use AI mindfully, it doesn’t replace our humanity – it supports it. It gives us more room to look ahead, and focus on creativity, empathy, and the deeply human work that really matters.

And whether you’re growing in your role, exploring new paths, or just taking a moment to reset, a few truths stay constant:

1. You’re a human being, not a human doing. Presence and authenticity matter more than output.
2. Focus on possibility and the energy will follow.
3. Growth isn’t linear. It’s the twists and turns that often hold the magic.

When we look up – grateful for the path behind us, intentional about where we’re headed, and open to new approaches (like AI) that can help us go farther – the journey becomes smoother and the view more beautiful, one turn at a time. 

⧉ Recently at Integreon...

The New Consulting Engine: How AI Is Transforming Operations and Delivery

Last month, during the Future of Consulting Summit, Murray Joslin spoke with Faheem Moosa about how AI is transforming operations and delivery for consulting firms. If you're thinking about how to modernize workflows, scale insight, or strengthen your delivery model, this is worth a watch.

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Murray Joslin | Editor in Chief | Executive Vice President, Creative & Business Solutions

Emily Watkins | Executive Editor | Senior Marketing Manager, Creative & Business Solutions