Edelman's 2023 Trust Barometer reveals that a lack of faith in societal institutions triggered by economic anxiety, disinformation, mass-class divide and a failure of leadership has led to a deeply and polarised world, with only 20% of people saying they would be willing to work with someone who disagreed with their point of view. Against this backdrop, business emerges as the only institution seen as competent and ethical but the report notes that as people want business to do more on social issues, it risks being politicised when engaging on contentious issues. 

Key findings include that employees say career advancement, personal empowerment, and societal impact are all strong expectations or dealbreakers when considering a job and a large majority say it is more important than ever that employers rethink what work means to employees. The report also spotlights the impact of Gen Z and Millennials - who prioritise work-life balance, involvement in societal issues - and are redefining the meaning of work for all generations.