The media’s coverage of trust is gaining momentum -- but the headlines are still fuzzy. It's not hard to find examples that talk about trust as an adjective, verb, and noun, but that all fail to frame or define for readers what the word “trust” really means.
Consider the following headlines from just a couple of days in February:
When Chicagoans Don’t Trust Police, the City Suffers, Chicago Tribune, February 3, 2016
Do You Trust Taco Bell Enough to Blindly Pre-Order a Mystery Item From Them? Probably Not. Paste Magazine, February 3, 2016
In Flint water crisis, the biggest problem to fix may be trust, Christian Science Monitor, February 1, 2016
Are Chicago’s police officers untrustworthy, or is it just that Chicago’s citizenry are scared -- or both? Do you trust Taco Bell to use high quality ingredients enough to order a “mystery item?” With which stakeholders is Flint attempting to fix trust?
It's easy to see from these examples why failing to be clear in defining trust has consequences for real people, and for stakeholder understanding.
Our three headlines don't all point to the same problem. One might be a subject for corporate communications, others are societal, issues of brand loyalty, or ethics and compliance. But they all show that if we’re not clear in our definitions of trust, its easy to end up talking nonsense, while assuming we're making sense and that others understand us perfectly.
Here's a sampling of definitions of trust (the noun) from The World Database of Trust compiled by Harvey S. James Jr., PhD. He provides three pages of academic definitions, from which I've selected just three definitions, based on the global reputation of the author, their frequency of use, and my familiarity with the author’s work:
“Trust is the expectation that arises within a community of regular, honest, and cooperative behavior, based on commonly shared norms, on the part of other members of that community.” - F. Fukuyama, Trust: The Social Virtues and the Creation of Prosperity, New York, NY: Free Press, 1995, p. 26
Trust is “the willingness of a party to be vulnerable to the actions of another party based on the expectation that the other will perform a particular action important to the trustor.” - R.C. Mayer, J.H. Davis, and F.D. Schoorman, “An Integrative Model of Organizational Trust,” Academy of Management Review, 20(3), 1995, p. 712
Trust more narrowly defined is “the expectation that a partner will not engage in opportunistic behavior, even in the face of short-term opportunities and incentives, in the absence of control.” - B. Nooteboom, “Social Capital, Institutions and Trust,” Review of Social Economy, 65(1), 2007, p. 37
Here are two additional, albeit simple, definitions. I developed these to use in connection with both individual and organizational relationships:
Trust is a natural byproduct of strong core values,
Trust is the outcome of promises kept.
Regardless of whether you're a compliance and ethics practitioner, scholar, consultant, author, mother, father or Joe the Plumber, if you are going to talk or write about trust, it'll always be helpful to start by clarifying what you mean by trust.
Here's a glossary compiled with Charles H. Green of Trusted Advisor Associates that defines the various relational components of trust. While some may believe a glossary adds unnecessary complexity, the definitions can be an important reference when we talk about trust.
Trust: (the noun) is a relationship between trustor and trustee, in the case of individuals. “The level of trust is down.” In its simplest form, some might define it as the outcome of promises kept.
Trust: (the verb): To trust, or not to trust, the decision to trust, the risks of trusting. “I trust him (or her) (or them).” The field of psychology focuses on this definition.
Trustor: (noun): The one taking the risk, the one choosing to trust -- or not to trust. “He trusts them; me, I’m usually more hesitant about it.”
Trustee: (noun) One to whom something is entrusted or the acceptor of the trust. “She’s the one in the group to trust.”
Trustworthy: (adjective) Deserving of confidence based on ethics, competence, dependability and reliability. “He’s highly trustworthy.” “That company is trustworthy.”
Trusting: (gerund) the trust action taken by the trustor. “I’m nervous about trusting them.”
Propensity to trust: An inclination to trust people or institutions. “I leave my car unlocked in the driveway.” “I trust my doctor with my life.” The fields of sociology and group psychology focus on this definition.
(Readers may also find Seth Godin’s recent thoughts on relational trust useful.)
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Your suggestions about how we can improve this glossary are welcome.
Barbara Brooks Kimmel is the CEO and cofounder of Trust Across America-Trust Around the World whose mission is to help organizations build trust. Now in its sixth year, the program’s proprietary FACTS® Framework ranks and measures the trustworthiness of over 2000 U.S. public companies on five quantitative indicators of trust. She's also the editor of the award winning TRUST INC. book series and the executive editor of TRUST! Magazine. She can be contacted at Barbara@trustacrossamerica.com.