According to Paul Zak, humans have a biological urge to trust one another, which occurs because of a need to cooperate with one another.

Experiments show that we are more likely to show trustworthiness towards others if we feel that we are trusted first, or in return. This evolutionary predisposition to trust explains the trusting behaviour that has economic rationalists mystified. It is a well-established paradox that people trust others with their money more than makes any sense rationally.                              

Trust levels vary greatly between nations. Studies point out that those with low trust levels, risk falling into desperate poverty because it is such an important basis of a functional society.

Trust influences business too. Many years ago, a Watson Wyatt global consulting study showed that the return to shareholders in high trust organisations is triple that of low trust organisations. This finding has been replicated recently.

The 2024 Edelman Trust Barometer reveals trust in companies from global powers is in decline. Worry over societal threats and establishment leaders misleading us is growing, while peers are as trusted as scientists for information on new innovations.

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