Why proving integrity matters more than ever for corporate reputation
Trust in corporate communications is harder to earn than ever. Organisations that can back up their claims with evidence will be better placed to build lasting credibility.
The gap between what organisations say about themselves and what audiences believe is widening. For PR professionals, closing that gap is becoming one of the biggest communications challenges.
Trust in corporate communications is becoming harder to earn. The 2026 Edelman Trust Barometer found that 70 per cent of people are unwilling or hesitant to trust someone whose values or background differ from their own. For communicators trying to build corporate credibility across increasingly diverse audiences, that is the reality.
The commercial consequences are significant. Research published by Harvard Business Review suggests that more than two-thirds of a brand's value comes from intangible assets, with reputation accounting for a substantial proportion. Meanwhile, PwC's 2025 CEO Global Pulse found that 84 per cent of executives ranked brand and reputation risk as their biggest external concern, ahead of cyber security and regulation.
Trust needs evidence
Reputation is no longer a soft measure; it has become a business asset. Yet the traditional approaches to building trust are becoming less effective. AI-generated content has made brand messaging easier to produce, but often harder to believe. Purpose-led language has become so widespread that many audiences now approach corporate claims with scepticism.
The legal environment is tightening too. Greenwashing court cases more than doubled in recent years, while regulators are taking a tougher approach to misleading environmental and sustainability claims. Organisations are increasingly expected to demonstrate what they say, not simply say it. For PR professionals, that means treating evidence as a communications asset.
Showing not telling
The organisations building durable reputations are not those with the best stories. They are the ones whose claims stand up to scrutiny. That means using third-party validation, transparent reporting and credible evidence that can withstand questions from journalists, regulators, investors and customers alike.
A 2026 Ipsos study found that 86 per cent of consumers expect brands to demonstrate accountability through their actions rather than statements alone. Almost half said they had stopped buying from a company after discovering a gap between its stated values and its documented practices.
For PR professionals, this changes the job. Rather than asking, "How do we frame this?", the question becomes, "What can we prove?" That requires a different mindset, but it also creates a stronger foundation for reputation when organisations come under scrutiny.
The next competitive advantage
Communicators who understand how to turn verified evidence into compelling stories will become increasingly valuable. In an environment where audiences question corporate claims and AI can amplify both accurate and inaccurate information, reputation depends less on what organisations say and more on what they can demonstrate.
Being good is no longer enough. Being able to prove it is what will set organisations apart.
Charlie Martin is the founder and CEO of the Anti-Greenwash Charter and truMRK, initiatives that help organisations strengthen the credibility of their sustainability communications. He also hosts The Responsible Edge podcast, where he speaks with leaders about how ethics, responsibility, and sustainability are reshaping business.
Further reading
How charities can strengthen their brand without losing their purpose
Beyond AI hype: How communicators can build trust with stakeholders