The Troubling Topic For Trust In Business

Julie Starr • April 19, 2022

Trust is a topic that has been focused on in a number of different conferences, articles, and management books. Trust is claimed to be some almost magical economic elixir that explains everything from enhanced happiness to productivity gains. However, in reality, it is just as challenging and complicated to measure at an organizational, individual, and team level. Luckily, there have been discoveries in neuroscience that have provided us with actionable, peer-reviewed, rigorous, and fresh insight into what trust is, how to measure it, and most importantly, how businesses can create and enhance trust to improve their performance. 



In this blog post, will take a look at the science behind trust and how leaders can cultivate it by giving more in business. 

Understanding trust

There is only one place to begin, and this is by understanding what trust is. In 2001, Steve Kanck and Paul J. Zack released a biologically based model that provided us with the first comprehensive mathematical derivation of trust. It showed us that we can lower the transaction expenses that are linked with investment decisions through sheer trust. It was all about improving the confidence in what the other party would do. This involved using 41 different countries, and the outcome was that the strongest predictor economists had ever found was trust. Since then, trust was deemed an economic lubricant, which lowered the friction that usually happened during economic activity. This same relationship can be applied to organizations when it comes to describing interpersonal interactions between the workforce.

Oxytocin

One of the turning points when it comes to trust in business and in leadership was the discovery of oxytocin and the role it plays. This is where the neuroscience of trust really comes into play. Oxytocin is a neurochemical , and trustworthiness is predicted by the amount of oxytocin produced. Therefore, the study of this chemical enabled us to understand things from a different perspective. One study involved giving synthetic oxytocin to patients. In this research, it found that those participants were twice as likely to show optimal trust by sending all of their money to someone else and they also trusted strangers with 17 percent more money. There has since been further research into this chemical that shows that it works by increasing our empathy and emotional connection to someone else, which again, increases trust. After all, we are motivated to help other people when our empathy is enhanced. So, what does this mean for your business? Well, it is all about creating an environment whereby trust is high, and this means an environment whereby more oxytocin is created. 

Start by reducing stress

One of the most important elements when it comes to creating reciprocity within the working environment, which of course, enhances productivity is to lower stress . This is because there are a number of neurochemicals that either inhibit or promote the brain’s release of oxytocin. One of the chemicals that inhibits oxytocin from developing is epinephrine, which is a stress hormone. When we are experiencing periods of high stress, epinephrine will spike the blood pressure and heart rate, which stops us from connecting to other people and feeling empathy. Therefore, in high-stress environments, creating the trust that is needed for your business to flourish is impossible. Interestingly, though, oxytocin release increases when there are moderate levels of stress, and so it is all about finding a balance. We like a challenge and we will often turn to others to assist us. If you create a workplace that is challenging without tipping people overboard, you can create the perfect environment for trust. People will feel the need to lean on one another and help one another, which will promote autonomy, which in turn promotes innovation to build a strong team. 

Building a high trust culture

When you take all of this into account, building a high trust culture whereby reciprocity lies at the core of productivity is all about designing a work environment whereby oxytocin can be released a lot of times throughout the day. Therefore, you can put together a set of actionable ways to design a business culture that bolsters and sustains interpersonal trust by understanding the brain circuit that oxytocin activates. This should include the likes of recognizing accomplishments through price, enabling participative decision-making and celebrating mistakes as opportunities to learn, and stimulating oxytocin through timed group challenges.

It does not matter whether you run an insurance company, like West Point Insurance Services , or you have a retail clothing store, you need to make sure that there is trust across your business. Trust will enable other areas of your business to flourish as a consequence. You will find that your workforce is more productive because they will not be second-guessing everything they do. Instead, they will be able to do their jobs with full confidence, and the difference that this can make is truly astounding. 

Remember that trust takes time to build but it can take seconds to destroy

While we are on the subject of trust, it is imperative to realize that while trust can take a while to build, it can also be destroyed in just a matter of seconds. This is why you cannot afford to take your eye off the ball when it comes to this area of your company. No one wants to have to embark on the process of rebuilding trust, as it is definitely not something that is easy to do. 

Final words on the troubling topic of trust in business

All things considered, we hope that this blog post has helped you to get a better understanding of the power of reciprocity in business and workplaces. There is no denying that this plays a critical role. However, trust is something that is incredibly difficult to measure and understand, which is why you need to look at it from a neuroscience point of view. 

6 Things All Modern Businesses Need in 2025

By Julie Starr • April 22, 2025
If you’re starting your own business, then you know all too well that it’s equally an exciting and overwhelming time. There’s so much to think about, and you want to get it right from day one. But it doesn’t have to be as overwhelming as you might think. Let’s go through everything your new business needs to hit the ground running this year. A Clear Business Plan Before anything else, take the time to figure out your game plan. This doesn’t need to be a long, boring document that you’ll never look at again. Think of it as a simple guide that answers three key questions: Who are you selling to? What are you offering? And how are you going to get noticed? Once you’ve written that down, you can always tweak it as your business grows. From a communications standpoint, clarity on your audience and value proposition also sets the foundation for authentic brand storytelling—something Taiga Company helps clients refine at every stage. Responsible Financial Management Money is one of those things that can make or break a business. The good news is you don’t need a finance degree to get it right. Start with a simple budget. Know how much is coming in, what’s going out, and what you’re setting aside. Think about things like stock, marketing, bills and wages if you’re hiring. Keep it realistic and keep it updated. Doing this from day one will make life much easier later. Reliable Cloud Services In 2025, storing everything on your laptop isn’t really a safe bet. Files go missing, computers break, and you don’t want to lose important stuff. That’s where cloud services come in. They keep your files secure, backed up and easy to access from anywhere. Whether it’s documents, customer info or creative work, having it all saved online gives you peace of mind. And when you're building a business in a digital-first world, having secure, accessible assets also means your team can collaborate more efficiently across channels—essential for strong communications. Flexible Payment Options Most people don’t carry cash anymore, so if you’re only accepting it, you’re going to lose sales. Get yourself a card reader that takes all the usual stuff like debit cards, credit cards, contactless and Apple Pay. The easier you make it for someone to pay you, the more likely they are to buy. Simple as that. A Basic Website Even if you’re not selling online, you still need a website. It doesn’t have to be fancy. Just something that tells people who you are, what you do, and how they can contact you. Think of your site as your digital front door. If someone hears about your business, chances are they’ll look you up online. Make sure what they find actually helps them. A clear website is also one of the most powerful communication tools your business has. We work with clients to ensure their digital presence reflects their story, purpose, and value. A Way to Spread the Word You can’t rely on people just stumbling across your business. You’ve got to put yourself out there. Social media is a great start, but don’t stop there. Think email newsletters , posters in your local area or even just chatting about your work whenever it comes up naturally. The more you talk about your business, the more others will too. Starting a business in 2025 is a big move, but it doesn’t have to feel impossible. Get the basics in place, stay flexible and keep learning. With the right tools and the right message, you can build momentum and create connection. Taiga Company helps growing businesses translate operational essentials into brand trust and long-term impact.

How Outsourcing Services Can Help Your Business Advance Sustainability Goals

By Julie Starr • April 20, 2025
Sustainability is no longer a nice-to-have—it’s a business imperative. From shifting customer expectations to regulatory momentum and investor pressure, today’s competitive landscape demands more than short-term cost savings. Companies are being called to demonstrate leadership by embedding sustainable practices across their value chain. For many organizations, this transformation can feel overwhelming. But it doesn’t have to be. Strategic outsourcing can unlock both environmental benefits and operational efficiency—helping your company do more with less while strengthening its sustainability performance. By partnering with service providers who specialize in sustainability, you can streamline operations, reduce environmental impact, and build trust with customers, employees, and investors alike. Below are some key areas where outsourcing can support your sustainability journey. Green Energy Consulting Services Are you wondering how to lower energy consumption without impacting business performance? Green energy consultants specialize in reducing carbon footprints through practical, scalable solutions. These experts analyze your energy usage and identify opportunities like switching to renewables, upgrading to energy-saving systems, or adopting smart technologies. Outsourcing initiatives such as solar panel installation or wind-powered electricity procurement signals your organization’s long-term commitment to environmental leadership. And as with many sustainability investments, the result is not just impact—it’s also efficiency and cost savings. Framed in the right way, these actions can become powerful stories that demonstrate your company's values to customers and stakeholders. Sustainable Supply Chain Management A sustainable supply chain is essential for companies aiming to lead in today’s circular economy. Third-party logistics providers and supply chain consultants can help in auditing your supply chain to uncover inefficiencies, and recommend improvements aligned with eco-conscious goals. By outsourcing this function, you gain access to experts who help embed sustainability into procurement practices—using local materials, reducing waste, and improving freight efficiency. Many providers can also connect you with suppliers that share your environmental standards, enabling a cohesive approach to sustainable sourcing. These supply chain enhancements not only reduce emissions and waste—they also reinforce your brand’s environmental credibility across the stakeholder ecosystem. Eco-Friendly IT and Cloud Computing Running a tech-intensive business? Traditional on-site data centers are energy-intensive. Outsourcing IT infrastructure to green cloud providers can dramatically lower your environmental impact. Cloud vendors who use renewable energy for data storage and server operations offer an efficient alternative to on-premise solutions. They also reduce hardware waste and improve system performance—making them both eco-friendly and future-ready. For organizations prioritizing digital sustainability, this move can be a cornerstone of your environmental strategy—and a strong signal of innovation to your stakeholders. Sustainable Junk Removal Services Sustainable operations include responsible waste management. Outsourcing junk removal to companies that prioritize recycling and charitable donations keeps unnecessary items out of landfills and extends the life cycle of materials. These services allow businesses and individuals to declutter responsibly, supporting both environmental and community well-being. It’s a simple but visible action that can reinforce your sustainability message both internally and externally. Carbon Offsetting Services Not all emissions can be eliminated—but many can be offset. Specialized outsourcing firms help companies calculate, track, and neutralize their carbon emissions through strategic reforestation projects , renewable energy, or community resilience projects. These providers simplify the path to carbon neutrality, enabling your business to meet emissions targets without overwhelming internal resources. When shared transparently, these efforts can build credibility and show stakeholders your commitment to real climate action. Green Building and Facility Services For organizations with a physical footprint, outsourcing to green building service providers supports both environmental and business performance. Whether you're retrofitting with energy-efficient systems, reimagining interior layouts for LEED certification, or upgrading lighting and HVAC, retrofitting to eco-friendly office design supports long-term thinking. Outsourcing this expertise ensures you’re not only meeting today’s expectations—but also building for tomorrow’s workforce and market needs. Outsourced R&D for Sustainable Products Developing greener products doesn’t need to be done in-house. By outsourcing R&D to sustainability-focused experts, your company can bring innovative ideas—like biodegradable packaging or low-impact materials—to market faster. These partnerships inject creativity and specialized knowledge into your product development pipeline, helping you stay ahead of regulatory shifts and consumer demand. More importantly, they support a brand narrative rooted in innovation and responsibility. Conclusion: Aligning Profit with Purpose Sustainability isn’t just about compliance—it’s about competitiveness, resilience, and leadership. Outsourcing to sustainability-minded providers allows your business to focus on core strengths while accelerating progress toward environmental and ESG goals. From energy and IT to supply chain and product development, these partnerships offer a smart path forward—one that balances operational efficiency with lasting impact.  At its best, sustainable outsourcing isn’t a sideline strategy. It’s a meaningful part of how forward-thinking companies align profit with purpose—and demonstrate what’s possible when businesses lead with values.