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

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

Author: Deloitte UK September 16, 2025 Duration: 38:09

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


In The Green Room: Questions That Matter Most In Business, conversations move beyond surface-level trends to examine the underlying forces reshaping the commercial landscape. Hosted by Deloitte UK, this award-winning podcast creates a space where complex, pressing questions are met with clarity and depth. Every discussion is built around a single, significant inquiry, bringing in leading voices from across various sectors to unpack it. What you'll hear is not just commentary, but substantive strategic analysis and expert insights designed for leaders and professionals who need to understand the 'why' and the 'how'. The dialogue consistently returns to critical, interconnected areas like digital transformation, the practical implications of AI and technology, evolving leadership models, and the realities of the future of work. It also delves into core business strategy, the pathways to genuine innovation, and the urgent demands of sustainability and climate action. This podcast functions as a dedicated forum for thought leadership, where each episode provides a focused lens on the topics that define success and responsibility in modern business. The aim is to equip listeners with perspectives that are both broad and deeply relevant, turning abstract concepts into actionable understanding. It’s a resource for anyone looking to engage with the substantive ideas that are currently challenging and changing organizations worldwide.
Author: Language: English Episodes: 100

The Green Room: Questions That Matter Most In Business
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