It is companies’ turn: building trust through closeness and action

1. Productivity at Risk: Distrust Brings Everything to a Standstill

One of the findings from the 2026 Barometer that deserves particular attention is the impact of insularity in the workplace. Forty-two percent of employees say they would rather change departments than report to a leader with different values, and 34% say they would put less effort into helping their boss succeed if that person held different political beliefs. This internal cultural fragmentation directly undermines productivity, collaboration, and innovation.

For companies, this means rethinking organizational culture: creating spaces for dialogue, strengthening a sense of shared purpose, and developing leaders who can manage diversity with empathy. Internal communication becomes a key tool for bringing diverse teams together and fostering safe environments where differences add value, rather than divide—as seems to be happening today.

2. A trend is gaining ground in public relations: the growing power of “what feels close.”

In a context of growing disinformation and polarization, institutions seem to be losing ground, while “micro-power” is gaining prominence: family members, friends, neighbors, and colleagues are now more influential sources of trust than government or business leaders. This further reshapes the corporate engagement landscape, which had already been moving in this direction.

One especially revealing finding is that among people with an insular mindset, the CEO and a neighbor reach the same level of trust (61%), surpassing government leaders and journalists by 13 percentage points, as they rank significantly lower. This finding has deep implications for public relations strategies: close, authentic business leadership has greater power to connect than traditional institutional voices.

Companies must build internal spokespersons and external allies within their communities, engage employees as brand ambassadors, and create meaningful conversations grounded in active listening. At Komunika, we see this every day: the brands that thrive are the ones that understand that trust is built through consistency, coherence, and, above all, everyday actions.

3. The role of companies: far beyond business results, they are a pillar of trust

The study reveals a paradoxical and powerful finding: companies are the only institution that has maintained—and even increased—its levels of trust. But this trust should not be interpreted as a blank check. On the contrary, it comes with a demand: to lead in ways that help address major social challenges.

In a world where governance is faltering, the global order is being reshaped, human rights seem to have been pushed into the background, and disinformation is proliferating, companies are expected to act ethically, promote truthful information, and commit to the common good.

As the WEF 2025 noted, cross-sector collaboration and ethical leadership are essential conditions for ensuring stability and progress. It is no coincidence that the theme of that year’s Forum was precisely “Collaboration for the Intelligent Age,” emphasizing that only through dialogue and effective coordination across sectors will we be able to rebuild trust and respond to global challenges.

4. Rebuilding trust: a shared challenge. Recommendations for companies

In times of uncertainty and distrust, companies have a historic opportunity: to become platforms for social articulation, catalysts for dialogue, and engines of hope. At Komunika Latam, we believe that communication is transformation, and that every reputation strategy must begin with a deep conviction: leadership is only possible when trust is built.