Bridging the Trust Gap: Insights from Edelman Canada’s Indigenous Peoples & Trust Study
Trust is foundational, yet fragile. As businesses and institutions navigate Reconciliation with Indigenous communities, understanding trust is more important than ever. In 2024, to coincide with National Day for Truth and Reconciliation, Edelman Canada launched its Indigenous Peoples & Trust Study. This research uncovers how trust is experienced differently among Indigenous peoples, highlighting opportunities for change.
Trust has always been at the core of Edelman’s research, and this new study is no different. By diving into the trust dynamics specific to Indigenous peoples in Canada, the findings provide a framework for how businesses, governments, and other institutions can approach Reconciliation with purpose and authenticity.
Why Does Studying Trust Matter?
Trust is a forward-looking measure, offering a glimpse into how individuals and communities will engage with businesses and institutions in the future. For over 25 years, Edelman has been studying trust across the globe, and what we’ve consistently found is that trusted organizations are better equipped to thrive. They are more resilient in crises, have more engaged consumers and employees, and generally outperform their competitors. However, for many Indigenous communities, the reality of trust is more complex, especially when dealing with institutions that have historically failed them.
The study emphasizes the importance of trust in the process of Reconciliation. Reconciliation cannot move forward without trust between Indigenous peoples and the institutions that serve them. Yet, the data reveals a stark trust gap between Indigenous peoples and many of the key institutions in Canadian society. This raises the stakes for organizations aiming to build meaningful relationships with Indigenous communities. Without trust, efforts to heal and move forward will always fall short.
The Trust Gap: A Closer Look
The report reveals that Indigenous respondents show significantly lower trust in most Canadian institutions compared to the general population. For example, while 49% of the general population trusts the government, only 28% of Indigenous respondents do. This disconnect highlights the broader historical context that has left Indigenous peoples feeling marginalized. This gap is echoed across other key institutions, including media and NGOs, where trust levels among Indigenous peoples are similarly low.
Trust is not easily given, especially when past experiences have often been characterized by exploitation and exclusion. The data shows that most institutions receive less than 50% trust levels from Indigenous respondents, with many falling into the "distrust" category.
Percent trust among Indigenous Peoples (IP)
However, there are some exceptions. The Assembly of First Nations (AFN) stands out as a trusted institution, with 63% trust levels among Indigenous respondents. The AFN’s role in advocating for Indigenous rights likely contributes to its higher trust levels. This highlights the importance of Indigenous-led governance and its potential role in building bridges.
The Role of Businesses in Reconciliation
One of the key takeaways from the study is the opportunity for businesses to step into a more active role in Reconciliation. Interestingly, despite their relatively low trust ratings, businesses are seen as more adaptable and aligned with the future than governments. Indigenous respondents believe that businesses are more honest (by a margin of 10 points) and have a better vision for the future (by 14 points) than their government counterparts. This shows that businesses may be better positioned than they realize to make a meaningful impact—if they take the right steps.
Percent who agree Business and Government fall on the positive end of the scale, among Indigenous Peoples (IP)
So, how can businesses take a stronger role in Reconciliation?
While the federal government is often seen as the primary actor in Reconciliation efforts, businesses are also crucial partners. While businesses generally enjoy more trust than government institutions among Indigenous respondents (39% vs. 28%), only 12% of Indigenous respondents see businesses as positive actors in Reconciliation, compared to 25% who view government as playing a positive role. This discrepancy highlights an untapped opportunity for businesses to get involved in ways that go beyond the bottom line.
Economic Reconciliation is a particularly important area where businesses can lead. By focusing on hiring Indigenous employees, partnering with Indigenous-owned suppliers, and investing in Indigenous communities, businesses can contribute to the economic empowerment that is so essential to Reconciliation. Trust takes time to build, especially when trust has been broken in the past. Businesses must be committed to long-term engagement, letting go of short-term metrics in favor of deeper relationships with Indigenous communities.
Another critical aspect is transparency and accountability. As businesses look to play a larger role in Reconciliation, they must be prepared to answer difficult questions. This requires accepting criticism and being ready to adapt. Indigenous peoples are highly aware of when institutions fall short, and trust will only grow if businesses demonstrate that they are willing to learn and evolve.
What Indigenous Peoples Want to See: Communication and Action
While trust in institutions is low, the desire for Reconciliation remains high. Three in four Indigenous respondents expressed a desire to learn more about what the government is doing to advance Reconciliation. Indigenous communities want to see real, tangible efforts that go beyond symbolic gestures.
Respondents were clear: more communication, more direct engagement, and more actions are needed. It’s not enough for organizations to acknowledge Indigenous land or issue statements of support. Real progress requires working with Indigenous communities to address systemic issues like poverty, lack of access to clean drinking water, and the lasting trauma of residential schools.
The Road Ahead
So, what’s next? The findings of this study make it clear that Reconciliation is not a passive process. It requires active participation from all sectors of society, including businesses. The opportunities are there for those willing to take them, and the potential rewards—increased trust, stronger relationships, and more resilient organizations—are substantial.
For businesses, the message is simple: get involved. Trust won’t build itself. By investing in long-term relationships with Indigenous communities, demonstrating transparency, and focusing on economic Reconciliation, businesses can play a crucial role in moving the needle on trust.
To dive deeper into Edelman’s findings and understand what they mean for your organization, explore the full report, Indigenous Peoples & Trust – An Edelman Canada Study, now available online.
The future of reconciliation starts with trust — now is the time to act.
Standard research and surveying practices often pose challenges in effectively engaging Indigenous peoples in quantitative surveys. While this sample reached across regions, genders and ages, due to the difficulty of accessing certain groups, such as those that live on-reserve, and those without internet access, it is difficult for research panels to reach a representative sample of the Indigenous Population of Canada. As such, this data is not fully representative of Indigenous Peoples across Canada.
The Innu- & Naskapi-owned railway connecting Schefferville. Image source: Sam Lessard, 2023.