Steps for Organizations to Build Trust and Succeed
Actionable guideposts to inspire confidence, foster real-world connections, and cultivate lasting optimism.
For the past decade, America has been at war with itself. Despite a relatively incredible quality of life, Americans are getting sadder, and as our faith in public institutions (and the country) has eroded, we have become more and more self-centered. The toll on mental health and life satisfaction has been heavy.
Derek Thompson offers a thoughtful explanation for the causes of American sadness:
American sadness this decade has been forged by the fact of, and the feeling of, a permanent unrelenting economic crisis, amplified by a uniquely negative news and media environment, and exacerbated by the rise of solitude and the declining centrality of trusted institutions.
I think he’s spot on, and his thesis also gives us a solid jumping-off point as we contemplate what guideposts might anchor us moving forward. Here’s what I believe will differentiate successful organizations from collapsing ones.
Organizations that build and prioritize trust
Successful organizations will do this by:
Maintaining reasonable transparency and regularly giving the public a look under the hood to verify ethical conduct.
Example: Patagonia publishes “The Footprint Chronicles” so that consumers can trace their supply chain.
Providing a visible purpose statement and demonstrating proof of mission-alignment with measurable, documented outcomes.
Example: Ben & Jerry’s is loud and clear about organizational values and activism on their website.
Publicly acknowledging mistakes and explaining deliberate decisions to grow from them.
Example: 80,000 Hours has a whole page on their website dedicated to explaining their mistakes.
Gathering feedback from various stakeholders and using it as evidence to drive cultural responsiveness.
Example: Airbnb engaged civil rights leaders and activists to help them create their Community Commitment and address discrimination.
Reducing “sludge”: excessive or unjustified friction that makes it difficult for people to achieve their goals, access benefits, or cross a finish line—such as redundant paperwork, complex forms, and bureaucratic hurdles (Sunstein & Thaler, 2021).
Example: The UK Government Digital Service is dedicated to removing “sludge” from government websites.
Improving the lives of others and sharing a quantifiable commitment to community service.
Example: Salesforce created the 1-1-1 model, or the 1% Pledge, which “provides a simple, flexible framework for setting aside a percentage of staff time, product, profit, and/or equity for social impact.”
Organizations that connect people through real-life experiences
Successful organizations will do this by:
Facilitating real-life experiences rather than making them less likely to occur.
Example: Meetup “creates possibilities to find and build local communities,” moving people from their online platform to in-person gatherings.
Making people feel more connected and less isolated, and measuring this sentiment.
Example: The AARP Foundation and its Connect2Affect initiative, which offers tools to overcome social isolation while sharing relevant research.
Not seeking to profit on the manipulation of people.
Example: Signal is a noteworthy non-profit that honors privacy without using people’s information to control and exploit them.
Not permitting incivility and antisocial behavior.
Example: Pixar fosters a culture of psychological safety to promote innovation and collaboration.
Prioritizing relationships, fostering a relational workspace and way of doing business.
Example: Southwest Airlines distinguished themselves by focusing on relationships and cultivating a positive experience for everyone involved.
Organizations that cultivate peace and optimism
Successful organizations will do this by:
Not operating with righteous anger.
Example: Kindness.org conducts research and develops programs and products “which lead to better outcomes in people’s personal lives, at work, and in society at large,” rather than blaming bad actors.
Not seeking to spark outrage.
Example: The Pew Research Center consistently offers empirical, transparent data without relying on sensationalism.
Being mindful of economic hardship and other insecurities and showing compassion to those experiencing them.
Example: Ally Bank eliminated overdraft fees during the COVID-19 pandemic to support those who were most financially vulnerable.
Investing in professional, personal, and communal development, dedicating time and resources to positive growth.
Example: The Starbucks College Achievement Plan provides 100% upfront tuition coverage to partners seeking a first-time bachelor’s degree through Arizona State University’s online program.
Responding to local, national, and international crises within reason and with the intention of easing suffering.
Example: Chobani regularly supports communities in times of need (such as the 2024 LA fires and the pandemic) and has a history of hiring refugees.
Setting and maintaining high standards for ethical conduct while providing both support and accountability.
Example: Johnson & Johnson took responsibility for tampered Tylenol bottles, setting the bar for taking extreme ownership while putting the public interest first.
My sincere hope is that organizational leaders see the qualities on this list as transformative opportunities to connect and do meaningful business. This is not a catalog of social compliance burdens. On the consumer end, this should be the kind of behavior we expect from organizations, at least the ones we choose to do business with. For all of us, the marriage of peace and prosperity depend upon mindful interactions with one another.