As we enter 2025, public confidence in business stands at a crossroads. The 2025 Page-Harris Poll Confidence in Business Index reveals a troubling reality: only 26% of the global public feels very confident that businesses can make a significant positive impact on critical societal issues. This confidence gap signals both a challenge and an opportunity for CCOs to lead the way in rebuilding trust and fostering stronger connections with stakeholders.
Our public opinion study, conducted in partnership with The Harris Poll, was fielded in 14 markets asking about how important people feel it is that companies act on a range of 16 different societal issues - from economic growth, environmental issues and mental health to racial and gender equality, AI and polarization in society - and how confident they are that businesses can have a positive impact on these.
Of the range of issues tested, six topped the list as those regarded as of greatest importance, indicating these are the “essential” issues on which companies should focus.
- Economic Stability and Growth: Stabilizing the economy and securing financial well-being.
- Job Creation and Workforce Skills Development: Equipping the workforce for the future: Urgent investment in skills development.
- Addressing Corruption: Demanding ethical practices of transparency and accountability and building foundations of trust and ethics.
- Environmental Issues: Taking critical action to combat climate change and protecting the future through sustainable practices.
- Research and Technological Innovation: Harnessing technology responsibly and innovating ethically for a better future.
- Mental Health Issues: Prioritizing mental well-being in the workplace and beyond.
Economic stability and growth and job creation and workforce skill development topped the list and both have relatively strong degrees of public confidence at 31% each. The greatest confidence was associated with research and technological innovation. These results are fairly intuitive given the obvious commercial role of business. More surprising is the prevalence of corruption as an important issue (we should note we did not define this term in the study so it’s open to interpretation by the respondent) as are environmental and mental health issues. Both of these were also popular topics discussed at Davos this year. While AI is also an ever-present topic, public concerns about it remain relatively low at this point.
The Global Confidence Gap
Despite businesses making strides in various areas, the public perceives a lack of both meaningful action and clear context around societal issues, with an average or only 20% reporting having seen both across the set of issues. What is clear is that neither action nor communication alone is enough to earn public confidence; when both are present, confidence is significantly higher.
Confidence is notably shaped by generational and geographical dynamics. Younger generations, particularly Gen Z, demonstrate higher expectations of business, prioritizing issues like mental health, gender equality, and racial equity. In contrast, Boomers focus more on corruption and economic stability. These differences underscore the need for tailored engagement strategies that resonate with diverse audiences as communicators are operating in multigenerational workforces more than ever.
While environmental issues rank high globally, countries with rapid economic growth, like India, may place greater emphasis on job creation and workforce skills development. Similarly, markets like France prioritize issues such as income inequality and gender equality more heavily than others.
A Call to Action for CCOs
For CCOs, these findings reinforce the imperative to prioritize fewer but more impactful initiatives. In our Davos session releasing the study, the participants were optimistic that addressing these key areas would help restore confidence in business, but companies must avoid jargon and acronyms in addressing them. By focusing on the six essential issues and pairing actions with authentic, transparent narratives, communication leaders can help their organizations emerge as trusted voices in an increasingly skeptical world. The public isn’t just looking for progress; they’re looking for purpose.