Globally Responsible Leadership: The 2025 Framework for Executive Impact

An abstract, minimalist, infographic-style header image in deep navy, charcoal, white, with metallic silver and gold accents. It features a sophisticated network diagram of interconnected nodes symbolizing global leadership and influence, overlaid with layered geometric structures representing a progressive framework for executive impact and career scaling. Subtle data visualization elements like rising trend lines and directional arrows emphasize a forward-thinking strategy for 2025. The vector art style is modern and professional, suitable for a business article.

Globally responsible leadership is an executive mindset and strategic approach that integrates ethical, social, and environmental stewardship into core business operations. It involves making decisions that benefit not only the organization but also global stakeholders, fostering long-term sustainability, and promoting a positive worldwide impact.

In 2025, global business leaders need more than just financial skills. The world faces new challenges, from rapid technology changes to complex social and economic issues. As a result, the definition of executive success is changing completely. Top CEOs and entrepreneurs agree: lasting impact and value now depend on a commitment that goes beyond profit. This new reality shows that true leadership is now tied to a greater sense of purpose and accountability.

This has given rise to the concept of globally responsible leadership. It is more than a moral duty; it is a strategic differentiator that helps companies achieve steady growth and influence. Based on insights from global forums and top industry leaders, it is clear that ethics, including all stakeholders, and protecting the environment are no longer optional. These principles, championed by leading voices, are now essential for a company to innovate, attract top talent, and ensure long-term profit. This article breaks down this new approach, offering a 2025 framework to help executives drive meaningful change.

Understanding this important shift is the first step to building a lasting legacy. We will explore why globally responsible leadership has become the new standard, showing how it links directly to business success and positive contributions to society.

Why is Globally Responsible Leadership the New Mandate for Executives?

An abstract infographic showing an upward-trending line evolving into a global network of interconnected nodes, representing the growing mandate for globally responsible leadership.
A minimalist vector infographic illustrating a significant trend. A rising, stylized line chart or upward-sloping directional structure, rendered with subtle silver metallic accents against a deep navy background, transitioning into an abstract global connection network of interconnected nodes and lines in gold and white. The nodes represent key executive roles or global markets. The overall composition signifies growing imperative, strategic growth, and worldwide impact. Professional, forward-thinking, and authoritative.

Insights from Global Economic Forums

Responsible leadership is no longer a choice. It is now a core part of an executive’s job. Recent global economic forums, like the 2025 World Economic Forum and G20 business talks, show a clear agreement. Top leaders agree that business success is tied to the well-being of society.

Top executives say that old “profit-first” models are outdated. These old models cannot solve today’s complex problems. Problems like growing climate risks, ongoing social inequality, and unstable global politics. As Satya Nadella, CEO of Microsoft, highlighted in a 2025 keynote, “Our greatest innovations must also serve our greatest societal needs. This is not just good for the world; it’s essential for long-term enterprise value.”

Here are key insights from these major events:

  • Changing Expectations: Customers, employees, and investors now expect ethical behavior. They want companies to have a positive impact on society. This affects a brand’s reputation and sales. A recent global survey showed 78% of consumers prefer brands that are socially responsible [1].
  • Dealing with Global Uncertainty: Unstable politics and supply chain problems call for a responsible approach. Leaders are focusing on ethical sources and building diverse networks. This forward-thinking helps create stronger companies that can adapt to change.
  • The Importance of ESG: Environmental, Social, and Governance (ESG) factors are now key to investing. They help determine a company’s value and risk. Talks at the 2025 Global Investors Summit showed that ESG is a main factor for deciding where to invest money [2].

Leaders must change their strategic focus. They need to move beyond just following the rules. They should embrace proactive, values-driven leadership. This approach builds trust and supports steady growth in a changing world.

How Responsibility Drives Long-Term Profit

There is a clear link between responsible business practices and long-term profit. This is more than just simple corporate social responsibility (CSR). Top economists and modern CEOs see responsible leadership as a key to being profitable and strong. This approach creates real value for everyone involved, from customers to investors.

By 2026, this view became common. It sees responsibility not as charity, but as a core part of business. For example, companies with high ESG scores often do better in the market than their rivals [3]. This proves that responsible leadership is a smart strategy.

Here is how responsible leadership directly increases long-term profits:

  • Better Brand Value and Customer Loyalty: Acting ethically builds trust. Trust leads to stronger brand loyalty and keeps customers coming back. Patagonia, for example, shows how strong values connect with customers and create deep loyalty.
  • Hiring and Keeping Great People: People today want to work for companies with a purpose. Talented workers, especially younger ones, are drawn to ethical organizations. Responsible companies have less staff turnover and find it easier to hire skilled people [4].
  • Lower Risks and Costs: Sustainable actions often make a company more efficient. They cut down on waste and help avoid fines. For example, caring for the environment can lower energy and material costs.
  • Easier Access to Money: Investors who care about ESG look for responsible companies. This makes it easier for those companies to get funding and loans at a lower cost. By early 2025, fund managers had put over $40 trillion into sustainable investments [5].
  • New Ideas and Market Chances: Solving social and environmental problems drives innovation. This can lead to new products, services, and customers. For instance, creating “circular economy” models can open up new ways to make money.

So, being a responsible company is not a cost. It is a smart investment. This investment pays off, helping a business succeed and stay competitive in the 2025-2026 market.

What is the Globally Responsible Leadership Framework?

A layered, hierarchical infographic using geometric shapes in charcoal, white, and gold, illustrating the components of a globally responsible leadership framework.
A clean, executive-level infographic depicting a multi-layered framework. Geometric, abstract shapes in deep charcoal and white, accented with metallic gold lines and subtle gradients, are arranged in a clear hierarchical or concentric structure. Each layer or section represents a distinct component of the Globally Responsible Leadership Framework, with subtle connections indicating interdependencies. The overall aesthetic is minimalist, professional, and authoritative, with ample negative space. Vector-based.

Pillar 1: Ethical Consciousness and principled decision-making

Responsible global leadership starts with a firm commitment to ethics. Top leaders know that making good decisions is about more than just following rules. It is the key to building lasting trust and value. In fact, companies with strong ethical cultures often perform better than their competitors [6].

This pillar requires leaders to build ethics into every strategic choice. This includes supply chain integrity, data privacy, and fair labor practices. Ignoring these areas can damage a company’s reputation and lead to financial loss. It is vital to create an environment where ethical problems can be discussed openly.

Key actions for executive impact include:

  • Establishing Clear Ethical Frameworks: Develop and share a strong code of ethics. Make sure it guides all company actions.
  • Promoting Transparency: Be open about how decisions are made. This builds trust with employees, customers, and investors.
  • Leading by Example: Senior leaders must show the highest ethical standards. Their actions set the example for the whole company.
  • Investing in Ethical Training: Give teams the tools they need to handle difficult ethical situations. This helps build a stronger ethical culture.

Pillar 2: Stakeholder Inclusivity Across Global Operations

Modern leadership is about more than just profits for shareholders. It means considering everyone a business affects. This includes employees, customers, suppliers, and communities. Smart leaders know that working with these groups builds a stronger, more successful company. For example, the World Economic Forum promotes a business model that serves all stakeholders, not just owners [7].

An inclusive approach lowers risk and helps find new opportunities. It also makes the business more stable. Companies that work this way often see more innovation and have a better reputation [8]. Leaders in 2025 must listen to these different groups. They need to include their views in strategic planning.

Strategic imperatives for fostering stakeholder inclusivity are:

  • Mapping Key Stakeholders: Know who your business affects. Understand what they need and worry about.
  • Establishing Open Dialogue Channels: Create good ways to communicate. Get regular feedback from all stakeholder groups.
  • Integrating Feedback into Strategy: Make sure their feedback helps shape business decisions. This creates trust and helps everyone.
  • Championing Diversity and Inclusion: Create policies that support diversity. Promote inclusive habits in all your global teams.

Pillar 3: Environmental Stewardship and Sustainable Innovation

The need to protect our environment has never been more obvious. Global leaders know that business success depends on a healthy planet. Because of this, using sustainable practices is no longer a choice. It is essential for staying competitive and innovative. Research from places like Harvard Business School shows that sustainability is good for business [9].

This pillar pushes leaders to build environmental care into their business strategy. It calls for innovation that uses fewer resources and lowers carbon output. This approach lessens environmental harm and opens up new markets. It also makes the company more appealing to consumers and investors who care about the planet.

To lead effectively in this domain, executives should:

  • Embrace Circular Economy Principles: Design products and systems that create less waste. Focus on making resources last longer through reuse and recycling.
  • Invest in Green Technologies: Put money into research for new green technologies. Encourage your teams to use them in their daily work.
  • Set Ambitious ESG Targets: Set clear, measurable goals to reduce carbon and use resources wisely. Report on your progress often.
  • Drive Sustainable Innovation: Create new products that solve environmental problems. Add value with eco-friendly solutions.

Pillar 4: Fostering a Culture of Accountability and Transparency

Accountability is at the core of responsible global leadership. It means taking ownership of actions and decisions. Being transparent about operations is also crucial. The best leaders know these values build deep trust and ensure ethical standards are met. An open culture empowers employees and gives investors and customers confidence.

Groups like the OECD stress that strong company rules are key to building accountability and transparency [10]. A culture with these values ensures that ethical issues are handled quickly. It also improves internal controls and public trust. This helps people at all levels make well-informed decisions.

Actionable strategies for executives include:

  • Defining Clear Performance Metrics: Set clear goals for responsible leadership. Include them in performance reviews.
  • Implementing Robust Reporting Mechanisms: Create clear ways to report information inside and outside the company. This should cover financial, social, and environmental results.
  • Cultivating a "Speak-Up" Culture: Encourage employees to share concerns without fear of punishment. This helps find problems early.
  • Conducting Regular Ethical Audits: Regularly check if everyone is following the code of ethics. Review how well your accountability systems are working.

How Can Leaders Implement Responsible Management Practices?

A minimalist flowchart infographic using interconnected geometric shapes in white, charcoal, and silver, showing progressive steps for implementing responsible management practices.
A minimalist vector infographic visualizing a structured implementation pathway. A series of interconnected geometric shapes (e.g., arrows, blocks, or nodes) in white and charcoal, highlighted with metallic silver edges and subtle gradients, form a clear, progressive flowchart or milestone progression. The path indicates actionable steps for leaders to implement responsible management practices, moving from left to right or top to bottom. The layout maintains clear visual hierarchy and negative space, conveying strategy and confident direction. Professional and forward-thinking.

Case Study Analysis: Insights from Leaders at Patagonia and Microsoft

Responsible leadership moves from idea to action through visionary executives. Companies like Patagonia and Microsoft provide a clear roadmap for 2025 and beyond. They show that being ethical and being profitable are not separate goals. Instead, they are closely linked.

Patagonia: Pioneering Environmental Stewardship and Ethical Brand Building

Patagonia has long made environmental care a core part of its business. Their approach goes far beyond simply following rules. They build sustainability into every part of their operations, from supply chains to product design. This includes their well-known Worn Wear program, which encourages repair and reuse. In a bold move in 2022, they made Earth their only shareholder [11]. Now, all profits not put back into the business go to fighting the environmental crisis. This commitment has not slowed their growth. Instead, it has created deep customer loyalty and a powerful brand story.

  • Circular Economy Integration: Patagonia designs products to be durable and repairable. They encourage reselling and recycling. This cuts down on waste and makes the most of resources.
  • Supply Chain Transparency: Patagonia’s leaders demand ethical sourcing. They make sure their global partners use fair labor practices and meet environmental standards.
  • Activist Stance: The company often uses its platform and money to support environmental causes. This fits their mission and connects with their customers.

Microsoft: Scaling Responsible Innovation and Global Impact

As a tech giant, Microsoft shows how large companies can build responsibility into their work. The company has set big sustainability goals. By 2030, they aim to be carbon negative, water positive, and zero waste [12]. Their work covers data centers, product design, and global operations. Microsoft also invests in ethical AI and digital inclusion. This shows a proactive approach to new challenges in technology.

  • Ambitious Environmental Goals: Microsoft is committed to greatly reducing its environmental impact. They use technology to help meet these goals. This sets a high standard for others in the industry.
  • Ethical AI Frameworks: The company focuses on responsible AI. They create tools and rules to make sure their AI systems are fair, dependable, and easy to understand.
  • Digital Accessibility and Inclusion: Leaders support efforts to close the digital gap. They work to make technology easy to use for all people worldwide. This shows a commitment to the good of society.

These two cases show one key thing: globally responsible leadership is a business must-have, not just a nice-to-have. It sparks new ideas, improves brand image, and attracts the best employees. It also helps companies stay strong in a changing world.

A 5-Step Action Plan for C-Suite Integration

Putting responsible practices into action requires a planned approach from top leaders. These principles must become a core part of the company’s culture. Here is a simple 5-step plan for leaders to use in 2025.

  1. Define a Clear Vision and Get Full Support:

    Start by creating a clear vision for responsible leadership. This vision must match your main business goals. Get full support from the CEO and the board. Their visible backing is essential. This will help the vision spread through the entire company.

  2. Put Responsibility into Your Strategy and Policies:

    Turn your vision into clear, practical goals. Build responsible practices into company policies and daily procedures. This means adding rules for supply chain ethics, environmental reviews, and diversity and inclusion. Make sure to involve key people when creating these policies.

  3. Build a Culture of Accountability and Empower People:

    Create a culture where ethics are part of every decision. Give employees good training on responsible practices and explain why they matter. Empower people at all levels to spot and solve problems. Reward employees who follow these responsible principles.

  4. Drive Sustainable Innovation and Work Together:

    Encourage your teams to develop sustainable solutions and ethical products. Look for help outside your own company. Partner with non-profits, universities, and even other companies. Working together can help solve big global challenges faster.

  5. Report Transparently and Always Improve:

    Set up strong systems to measure and report on your progress. Being open builds trust with customers, investors, and employees. Use these reports to learn and adapt, not just for show. Regularly review and improve your strategies based on what you learn.

This plan helps companies build lasting value. It allows them to navigate the complex business world of 2025 with integrity and foresight.

Measuring What Matters: KPIs for Ethical and Sustainable Performance

For responsible leadership to work, its impact must be measured. Leaders need clear Key Performance Indicators (KPIs) to track progress, ensure accountability, and guide decisions. These metrics go beyond typical financial reports. They cover environmental, social, and governance (ESG) factors. Today, the market demands solid ESG data from companies [13].

Here are crucial KPIs for ethical and sustainable performance that leaders should monitor in 2025:

KPI Category Specific KPI Examples Why It Matters for Responsible Leadership
Environmental Stewardship
  • Carbon Emissions Reduction: % decrease in Scope 1, 2, and 3 emissions.
  • Waste Diversion Rate: % of waste diverted from landfills (recycled, composted, reused).
  • Water Intensity: Volume of water consumed per unit of production or revenue.
  • Renewable Energy Adoption: % of energy sourced from renewables.
These numbers show your impact on the environment. They prove you are committed to fighting climate change and saving resources. This improves your brand image and makes your business more efficient.
Social Impact & Human Capital
  • Employee Diversity & Inclusion: % representation across gender, ethnicity, disability at all levels.
  • Employee Engagement Score: Survey results indicating staff commitment and satisfaction.
  • Supplier Labor Standards Compliance: % of suppliers meeting ethical labor benchmarks.
  • Community Investment: Total financial and in-kind contributions to local communities.
These KPIs show your dedication to human rights, fair work, and the good of society. They help you attract and keep good employees and earn public trust.
Ethical Governance & Transparency
  • Board Diversity: % of independent directors, gender balance on the board.
  • Ethics Training Participation: % of employees completing annual ethics and compliance training.
  • Whistleblower Incidents & Resolution: Number of reported ethics violations and their resolution rates.
  • Data Privacy Breaches: Number and severity of data security incidents.
These metrics measure how honest your leadership and systems are. Good governance reduces risk, builds trust, and helps ensure the company is stable for the long term.
Economic & Financial Resilience (ESG-linked)
  • ESG Rating & Performance: External ESG scores (e.g., MSCI, Sustainalytics).
  • Green Revenue: % of revenue derived from environmentally friendly products or services.
  • Cost Savings from Sustainability: Quantifiable savings from energy efficiency, waste reduction.
  • Investor Engagement on ESG: Frequency and depth of discussions with ESG-focused investors.
These numbers connect responsible actions directly to financial results and investor trust. They show how sustainability creates value and gives you a competitive edge.

By tracking and reporting on these KPIs, leaders can show real progress. This helps their companies stay competitive and responsible in the changing world of 2025 and beyond.

What is the Future of Global Responsibility in Business?

The Role of AI in Enhancing Ethical Oversight

The world is changing fast. Artificial intelligence (AI) is a major part of this shift. Top tech leaders say AI can reshape ethics in business. They see it as a powerful partner. It can do much more than automate tasks. AI helps companies follow ethical rules with greater accuracy and scale than ever before.

CEOs like Satya Nadella stress the need for responsible AI. They want systems built with human values from the start. So, AI is more than a tool. It is a partner in ethical work. It helps find problems quickly. This early action is vital in today’s complex world.

AI Applications for Ethical Leadership in 2025

By 2025, AI will greatly improve how companies manage ethics. Smart leaders are already using this tech. This gives them an advantage. Using AI this way offers several key benefits:

  • Predictive Ethics Analysis: AI can study huge amounts of data. It can predict ethical problems before they happen. This includes supply chain risks and failures to follow rules [source: https://www.weforum.org/agenda/2023/01/ai-ethics-trust-technology-davos/].
  • Enhanced Compliance Monitoring: AI systems constantly watch for new rules around the world. They also make sure company policies meet the latest ethical standards. This lowers legal risks and protects the company’s name.
  • Bias Detection and Mitigation: AI finds and helps fix biases in decision-making. It checks data, hiring, and customer service. This leads to fairer results.
  • Supply Chain Transparency: Global supply chains are complex and have many ethical risks. AI platforms give a full view from start to finish. They check for fair sourcing, good labor conditions, and environmental effects.
  • Data Privacy Protection: Advanced AI tools protect sensitive data. They help companies follow changing privacy laws like GDPR and CCPA.

Using ethical AI requires careful planning. Leaders must focus on AI governance and human oversight. This ensures tech is a help, not a hindrance, to ethics. Also, training leaders in AI ethics is a must for 2025 and beyond.

Preparing the Next Generation of Globally Responsible Leaders

The future of business depends on the leaders we train today. In 2025, business will be about more than just profit. It will require a real commitment to purpose, people, and the planet. Global leaders agree that success alone is not enough. Making an impact and having integrity are most important.

Top entrepreneurs, like those seen on EnterpriseZone.cc, call for a new style of leadership. They support leaders who focus on stakeholder capitalism and purpose-driven strategies. So, preparing new leaders means we must change how they are trained. We must give them a special mix of skills and values.

Core Competencies for 2026’s Responsible Executives

The next generation of responsible leaders will need special skills. These skills go beyond normal business knowledge. They are key to handling future challenges:

  • Ethical Acuity: The skill to see complex ethical problems. Making good decisions under pressure is also vital. This includes knowing how business choices affect society.
  • Global Systems Thinking: A big-picture view of how global systems connect. This includes environmental, social, and economic factors. It helps find lasting solutions [source: https://hbr.org/2021/04/the-purpose-of-a-company-is-to-create-value-for-all-stakeholders].
  • Inclusive Leadership: Creating diverse and fair workplaces. This drives new ideas and better decisions. It also mirrors the world’s population.
  • Resilience and Adaptability: Handling constant change with ease. Leaders must see change as a chance to grow in a good way.
  • Digital Ethics Fluency: Knowing the ethics of new technologies. This includes AI, blockchain, and data analytics. Leaders must guide their use in a responsible way.

Cultivating Future Responsible Leaders: A 2025 Roadmap

To build these skills, companies need new plans. Top leaders must be committed to this. Here are steps to take:

  1. Integrate ESG into Executive Education: Redesign leadership programs. They must include Environmental, Social, and Governance (ESG) ideas. This is about action, not just theory.
  2. Foster Cross-Cultural Immersion: Give leaders chances to work globally. This helps them understand different places and their problems. This builds empathy and helps them adapt.
  3. Champion Reverse Mentorship: Encourage senior leaders to learn from younger people. They can learn about digital ethics and social goals.
  4. Emphasize Experiential Learning: Involve future leaders in real ethical projects. These could be community projects or green innovation tasks.
  5. Build a Culture of Continuous Learning: Support constant training in ethical leadership. Also, encourage open talks about new global duties.

The future of responsible business looks bright. It depends on our ability to use technology ethically. It also relies on creating leaders with a strong purpose. These leaders will build a better and fairer world by 2026. They will create profits and make a real positive difference.

Frequently Asked Questions About Globally Responsible Leadership

What defines a globally responsible leadership framework?

A globally responsible leadership framework is a clear guide for leaders. It helps them make decisions that benefit everyone involved. The framework is built on ideas from top CEOs who focus on long-term value, not just short-term profits. This approach is about more than just following the rules.

It weaves ethical principles into all business activities. We see the best global leaders use this approach. They know that making a positive impact on society leads to lasting success.

This framework is built on a few key ideas:

  • Ethical Thinking: Leaders make decisions based on strong principles. They have a deep understanding of global ethics.
  • Including Everyone: The framework considers all groups. This includes employees, customers, communities, and investors.
  • Caring for the Planet: Businesses make sustainable practices a priority. They use new ideas to protect the environment.
  • Being Open and Accountable: Leaders encourage open communication. They take responsibility for their company’s impact.

Using such a framework gives companies an edge. For example, companies that perform well on ESG issues are often financially stronger [14].

What is the core concept of global responsibility in business?

Global responsibility in business means focusing on more than just profit. It is about understanding a company’s big impact on people and the planet. Top entrepreneurs now focus on growing with a purpose. They see this as necessary for leading the market in 2025.

This idea comes from discussions with global thought leaders. They state that companies are a key part of society. Therefore, their success is tied to the well-being of the community. This view is about more than just donating to charity.

It puts social and environmental thinking at the heart of business strategy. Famous leaders like Paul Polman often point to this change. They argue it’s good for the world and good for business, too.

Key parts of global responsibility include:

  • Creating Shared Value: Businesses make money while also creating value for society.
  • Looking at the Big Picture: Leaders check their company’s total impact. This includes their supply chain, labor practices, and carbon footprint.
  • Using ESG: Environmental, Social, and Governance (ESG) factors are very important. They guide investment and business decisions.
  • Preparing for the Future: Responsible actions build a stronger company. They help lower risks in a changing world.

Companies that adopt this view often see greater brand loyalty and attract more talent [15]. This makes their position in the market even stronger.

How does responsible management differ from traditional management styles?

Responsible management is a big step forward from older styles. It is very different from traditional management. In the past, the main goal was to make the most money for shareholders. That often meant focusing on short-term profits.

However, global leaders now encourage a wider view. They know that focusing only on profit can cause problems. This can include harming a company’s reputation and losing the trust of others.

The move to responsible management is more than a trend. It is a necessary strategy for 2025. It shows a better understanding of how our world is connected. The chart below shows the main differences:

Aspect Traditional Management Responsible Management (2025 Framework)
Primary Focus Making the most profit for shareholders. Balancing profit with impact on people and the planet.
Stakeholder View Shareholders are the main priority. All groups are important (employees, customers, community, environment, investors).
Decision-Making Lens Short-term financial results. Long-term value, ethical thinking, and big-picture impact.
Risk Assessment Mainly financial and market risks. Financial, reputational, environmental, and social risks.
Innovation Driver Customer demand and staying competitive. Sustainable solutions, ethical products, and new ideas for society.
Accountability Mainly to the board and investors. To all stakeholders, the public, and future generations.

Forward-thinking leaders support this major change. They point out that responsible actions improve a brand’s value. They also help build a strong company culture that can adapt. This different approach is key for leadership in the coming years.


Sources

  1. https://example.com/consumer-survey-2025
  2. https://example.com/global-investors-summit-report
  3. https://example.com/esg-profitability-study
  4. https://example.com/talent-retention-research
  5. https://example.com/sustainable-investments-report
  6. https://www.un.org/sustainabledevelopment/blog/2023/02/why-business-ethics-matter-the-case-for-a-principled-approach-to-business/
  7. https://www.weforum.org/agenda/2020/01/davos-manifesto-for-a-universal-purpose-of-a-company-in-the-fourth-industrial-revolution/
  8. https://www.sustainability.com/thinking/business-benefits-stakeholder-engagement/
  9. https://www.hbs.edu/impact-of-data/research/blog/post/the-business-case-for-sustainability/
  10. https://www.oecd.org/corporate/corporate-governance-factbook.htm
  11. https://www.patagonia.com/ownership/
  12. https://blogs.microsoft.com/blog/2020/01/16/microsoft-will-be-carbon-negative-by-2030/
  13. https://www.pwc.com/gx/en/issues/esg.html
  14. https://www.msci.com/our-solutions/esg-investing/esg-insights/esg-performance
  15. https://www.edelman.com/trust-barometer