Trust is now more important than ever. In uncertain times, the desire for trust is greater, and putting your trust in someone or something is more difficult. And these are extremely uncertain times. Megatrends of the 21st century such as globalisation, digitisation and climate have changed our world and promise much more change for the future. In doing so, they erase many old certainties. Scandals have eroded trust in institutions, and we are encouraged by some politicians to distrust traditional news sources. People look for security in segregated news bubbles in which their own opinion is confirmed. Distrust easily spills over into (consumer) activism or even rebellion. In the meantime, organisations have become much more vulnerable due to their size, geographical spread and the data they have gathered.