This document discusses a growing "trust crisis" where trust in institutions like politics and media is declining. It notes that while 78% of people say you can trust most people, 22% say you can never be too careful. Trust in politicians has dropped by around 20% and trust in the intentions of politicians is split between thinking they work for the common good versus being self-interested. The document explores concepts like Wikileaks and transparency activism as responses to lack of trust in organizations. It argues that transparency has become unavoidable and that trust will be increasingly important for economies, markets, democracy, business and brands going forward.