The pandemic’s significant impacts on society are clear in the 2021 Edelman Trust Barometer findings. In the last year, business became the most trusted institution, with government, nonprofits, and the media falling behind. Communications from an employer were trusted more than those from the government or any media.

But trust in business is also at risk of eroding. In May 2020, half of respondents polled for Edelman’s special report on the COVID-19 pandemic believed business was doing poorly, moderately, or completely failing at putting people before profits. Employees fear losing their jobs, and economic inequities continue to grow. More than ever, companies must be both competent and ethical. “This is a moment of reckoning for business, which must now deliver on the promise of stakeholder capitalism,” the special report said.

What concrete steps can help your company build trust during the pandemic? Here are examples of how companies are taking action and suggestions that might make it easier to implement three of Edelman’s ideas:

1. Help people deal with specific challenges of life in the pandemic.

 
Turning Edelman’s advice into action:

Example: Verizon increased cell data allowance for customers, understanding that they would need to communicate digitally much more.

Idea: Buy gift cards to local businesses around your company’s location to support their long-term sustainability. Distribute the gift cards to frontline employees and workers who have borne the brunt of challenges associated with the new normal.

2. Foster a sense of community.

 
Turning Edelman’s advice into action:

Example: Salesforce held a small-hands meeting where employees read books to other employees’ children.

Idea: You know that big travel budget you haven’t spent? Use it to give your employees DonorsChoose, GlobalGiving, or Kiva gift cards so they can allocate those funds to communities in need.

3. Extend empathy and support to those affected by the pandemic.

 
Turning Edelman’s advice into action:

Example: More than 400 companies are helping their employees who’ve experienced catastrophic disasters and financial hardship by establishing assistance funds through organizations like Emergency Assistance Foundation and E4E Relief.

Idea: Still have funds left in that travel budget? Make a grant to a local organization that is impacted by COVID-19. GlobalGiving has more than 800 COVID-19 projects in 102 countries to choose from and can help you identify one that’s right for your company.

This is a moment in history everyone will remember. Help your company build trust during the pandemic and make sure your actions—how you cared for employees, customers, suppliers, and your community—represent you in the way you want to be remembered.