Having spent two decades in the healthcare field, particularly over ten years in crisis support, I’ve gained profound insights into the inherent distrust that often pervades the mental health landscape. Building trust with clients can be challenging—sometimes even seemingly impossible—especially when working with individuals who’ve been let down or traumatized by the very systems intended to help them. This persistent trust deficit has consistently posed a barrier to delivering the care that those who need it most require.

Today, this concept of a trust deficit is not confined to healthcare; it extends across every facet of our lives, including the business world. Research reveals the importance of trust in the business world: a survey by Stackla discovered that 86% of consumers believe authenticity is critical when choosing the brands they support. This underscores the idea that businesses prioritizing genuine connections and transparent interactions are more likely to cultivate lasting consumer loyalty. Similarly, a study by Deloitte found that 61% of consumers are more likely to remain loyal to brands that align with their values and foster trust, highlighting the vital role of kindness and ethical practices in nurturing strong customer relationships.

So, how can we actively work to rebuild trust in the business environment? The answer is simple yet powerful: we must appeal to our customers’ humanity. This recognition transcends mere transactions, allowing us to forge deeper connections.

I firmly believe that businesses that successfully cultivate trust are those that genuinely care about their clients. Throughout my experience in healthcare, I’ve discovered that one of the most impactful ways to build rapport is through the art of listening—being fully present and engaging genuinely with others. The rewards of this practice are immense; people have incredible stories to share, and by creating a space that encourages active listening, we demonstrate that we truly care about our customers.

Whether you’re an owner of a boutique, a restaurant, or financial firm prioritizing your customers’ needs, wants, and aspirations isn’t just good practice—it’s essential. When we take the time to understand what truly matters to our clients, the capacity to earn their trust and serve them effectively naturally emerges.

It’s time to turn the die on the rust deficit-et’s commit to building a culture of empathy and understanding in our businesses. The foundation of trust rests on these qualities. We can and should create lasting connections that not only benefit our clients but also elevate our businesses and ultimately the communities in which they are rooted.