In the wake of the pandemic, a strong level of trust with customers is going to prove hugely important for recovering businesses. As Europe starts to finally open up again, this can already be seen by the manner in which many airlines are allowing passengers to alter future changes to their bookings free of charge.
Before the pandemic, there was a major gulf in levels of trust in businesses across different countries. When Edelman researched their Trust Barometer in late 2019, they found that people in India and China had the highest levels of trust in business globally at 82 percent. Interestingly, the United States, United Kingdom, France, Germany, Japan and South Korea all had trust levels of 50 percent or lower. Trust in business was even lower still in Russia at just 35 percent.