Trust: When actions meet words
16 November 2025
In today’s competitive market, a company’s reputation isn’t built on perks or slogans, it’s built on trust. Employees, candidates and stakeholders notice quickly when words don’t match actions. People need to believe what organisations say, and more importantly, see it reflected in how they operate every day. Trust drives engagement, retention, and advocacy and, ultimately, business performance. It shapes how your people talk about your organisation, both inside the office and across social networks. Without it, even the most polished brand can feel hollow.
In this edition, we bring you our latest stories and insights: a tech giant that lost trust, an advertisement with direct implications for reputation and performance, a stylish collaboration between Claude × Air Mail, a deep dive into decoding the youth of today, and the question on everyone’s mind…“why can’t we just ask AI to write this?”
