But trust is the undergirding of all commercial relationships simply because we cannot account for every contingency nor can we rely on the courts to right the wrongs. Court is long and costly and even then, it’s all open to interpretation. So your best approach is to do business with organizations and individuals you have trust in. So while it is accurate to say trust with my money, you also look for firms that will do the right thing- with your money. Integrity is a driver of trust and is essential for the smooth execution of our business relationships and transactions.

Which brings me onto my second issue – trust to do what? To do the “right thing” according to Edelman – well what does that mean? Trust isn’t absolute, it is conditional. I remember marking a dissertation earlier this year where the student researched trust among parents in relation to entertainment brands (like Disney). The main focus of the parents related to trust in the products that such companies sold, rather than thinking about the higher level aspects of CSR, CEO reputation, etc, etc.

Isn’t that really our level of trust? If I give you money, do I get in return what I’ve paid for? Despite the economic climate, most businesses are still in business. In 2008, we weren’t quite so sure that would be the case. If I ordered a new car, would the company still be around by the time it was delivered? If a few more big concerns go pop – our level of trust could still revert.

Surely that is more to do with “trust with my money” than to “do the right thing”.