(Newsletter #22) Trust: the one thing to stake everything on?
It is a phrase that has been repeated so often that it almost blinds us to its true roots and implications: ‘Trust cannot be decreed.’ This month, our professors offer essential insights into macroeconomic instability and the apparent volatility of consumers, helping us to better understand the relationship between trust and ethics, emotions and accounting - among others.
For businesses, however, this concept sparks almost philosophical questions: What defines trustworthiness, and what paths lead to its development (or its erosion)? Can trust be cultivated, even through unexpected means? Might a company’s emergency response carry as much weight as the crisis itself? And in the face of today’s crisis of crises - the ecological emergency - could trust be an essential key?
This month, our professors have gathered their knowledge and latest research on this topic. They offer essential insights into macroeconomic instability and the apparent volatility of consumers, helping us to better understand the relationship between trust and ethics, emotions and accounting - among others.
Happy reading!
Trustworthy business in an unstable world
By Wim Vandekerckhove (EDHEC)
In a world of overlapping crises, trustworthiness could be seen as the ultimate ethical compass. It's demanding more than good intentions, but a delicate balance of competence, integrity, and genuine care. And it is being scrutinised differently by internal and external stakeholders. To Wim Vandekerckhove, "the important point is that it is not trusting that is the matter of ethics, but to be trusted is an ethical matter". A delicate but essential challenge to be tackled with students in particular ... Read the full article
Rebuilding trust: the role of accounting in holding society together
By Theresa Harrer (EDHEC)
Confidence in institutions, but also in businesses, is in a state of turmoil. Accounting quietly pulls the strings: its metrics and reports don’t just reflect reality, as, in a way, they define what we perceive as truth, risk, or responsibility. Yet, Theresa Harrer stresses that this power cuts both ways: while standardised numbers can build confidence, they can also amplify distrust when they feel detached from people’s lived experiences. In other words, Accounting is not a practical tool like any other, it has powerful social implications... Read the full article
Restoring and renewing trust: why brands must once again become benchmarks in an uncertain world
By Patrick Longuet (EDHEC)
Clearly, consumers now demand more than quality or clever marketing: they want evidence of integrity, from ethical AI and data transparency to alignment with their values. Yet trust isn’t absolute: some brands succeed with "just enough" trust by leveraging price or convenience, while others collapse under the weight of inconsistencies (greenwashing, silence, opacity... to name but a few). Patrick Longuet offers here a detailed analysis of these various topics. To him, trust is no longer about what you say, but what you prove, in every interaction, crisis response, and behind-the-scenes decision... Read the full article
A decade after Paris: trust misplaced, trust betrayed — and the struggle to reclaim it
By Frédéric Ducoulombier (EDHEC, EDHEC Climate Institute)
Ten years after the Paris Agreement, transparency was meant to build trust, align markets with climate goals, and unlock stronger policy action. Yes, emissions growth has slowed, disclosures have multiplied, but “this is not enough”: investment lags, and political momentum is faltering. Why did the promise of transparency fall short? And under what conditions could finance, policy, and public trust still reinforce each other at the scale Paris required? Frédéric Ducoulombier examines the past decade, dissects the mechanisms and paradoxes at work, and looks ahead to the future… Read the full article
How companies can reduce negative emotions in the aftermath of a crisis
By Paolo ANTONETTI (EDHEC)
When crises hit, organisations often focus on managing anger through apologies, explanations or compensation. But stakeholders’ reactions go far beyond anger. Emotions like disgust or contempt can profoundly shape how people judge a company’s integrity and competence and whether trust can be rebuilt. Paolo Antonetti explores why so many crisis responses miss these deeper reactions and what it takes to prevent lasting reputational damage. He offers practical insights that address both the harm done and concerns about the organisation’s character and competence… Read the full article
Header - Illustration by Anne Moreau (2025)
