Credibility and Trust

Credibility is the foundation of trust. Both are becoming increasingly important and at the same time increasingly questioned, when considering global surveys such as the “Edelman Trust Barometer” (Edelman (2022) Edelman Trust Barometer. The Cycle of Distrust. https://www.edelman.com/trust/2022-trust-barometer . Download: 1.12.2022). What is the reason for this? What is trust based on? What are parameters of credibility? And what can a company and organization do to strengthen trust? At which level must one start? This chapter answers these and many other questions.