In its 2020 survey, the Edelman Trust Barometer identified a paradox: ‘despite a strong global economy and near full employment, none of the four societal institutions that the study measures – government, business, NGOs and media – is trusted’.1 This is a rather grim sounding paradox. One can try to resolve it in a variety of ways. An obvious way would be to argue that when we measure trust, we are measuring a rather uninformative quantity. After all, trust can be considered good and a loss of trust would accordingly be bad only if and insofar as trust is placed in something or someone actually worthy of our trust. So, the true problem, one could argue, is not the loss of trust but the loss of trustworthiness – and this has not been measured.2 Whether trust is a good proxy for trustworthiness has yet to be established.