What does it take to build trust? With Ed Williams and Shauna Robinson

Trust influences everything. It helps shape decisions, drives loyalty, and defines reputation. It’s the foundation of strong leadership, lasting relationships, and long-term success, across all areas of society.

But in today’s world, trust is harder to earn – and easier to lose. And at times, it can feel like a balancing act due to shifting values and high expectations. 71% of people say they’re more likely to buy from a brand they trust – and 78% will recommend one. Trust shapes the businesses we choose to work with, buy from and believe in. And with many organisations learning to navigate the ‘trust crisis’, being seen as trusted has never been so important for businesses and leaders alike. So what does it really take to build trust? How do leaders do it best – and what breaks it down? And when trust is damaged, can it ever be rebuilt? That’s what we’re exploring in this episode of The Green Room with Ed Williams, President, International at Edelman, and Shauna Robinson, Lead Partner for Public Policy at Deloitte UK, as we ask: What does it take to build trust?  Tune in to find out:

• How trust is measured and the key elements that build it
• What businesses should focus on to build trust with diverse audiences
• How we’re all impacted by the trust crisis and how to navigate it
• Why leaders need to be human in a technologically driven world  

Enjoyed this episode? Check our website for our recommendations to learn more about this topic: deloitte.co.uk/greenroompodcasts 

You can also watch our episodes over on YouTube: youtube.com/@DeloitteUK

Find out more about Scope here: Disability charity Scope UK Read Edelman’s 2025 Barometer Report here: 2025 Edelman Trust Barometer

Guests: Ed Williams, President, International at Edelman, and Shauna Robinson, Partner for Public Policy and Risk at Deloitte UK Hosts: Stephanie Dobbs and Annie Wong Original music: Ali Barrett