Trend The currency of trust

Summary

EY argues that trust is becoming the defining intangible asset of the next economic era. Trust has always mattered, but what is changing is how scarce it is, and scarcity is what raises its value. Accelerating technological disruption, persistent misinformation and fragile institutions are all eroding it. EY places trust after data and attention as the third intangible resource to drive competitive advantage, noting that the pursuit of engagement in the attention economy is itself what depleted trust. It expects organisations that invest in, measure and protect trust deliberately to navigate disruption better and unlock growth their competitors cannot reach.