How American Companies Can Retain Trust OverseasSKIP TO CONTENTHarvard Business Review LogoHarvard Business Review LogoBusiness and society|How American Companies Can Retain Trust OverseasSubscribeSign InLatestMagazineTopicsPodcastsStoreReading ListsData & VisualsCase SelectionsHBR ExecutiveSearch hbr.orgSubscribeLatestPodcastsThe MagazineStoreWebinarsNewslettersAll TopicsReading ListsData & VisualsCase SelectionsHBR ExecutiveMy LibraryAccount SettingsSign InExplore HBRLatestThe MagazinePodcastsStoreWebinarsNewslettersPopular TopicsManaging YourselfLeadershipStrategyManaging TeamsGenderInnovationWork-life BalanceAll TopicsFor SubscribersReading ListsData & VisualsCase SelectionsHBR ExecutiveSubscribeMy AccountMy LibraryTopic FeedsOrdersAccount SettingsEmail PreferencesSign InHarvard Business Review LogoExecutive Agenda NewsletterHow American Companies Can Retain Trust Overseas by Adi IgnatiusMarch 27, 2026Shana Novak/Getty ImagesPostPostShareSavePrintSummary.   Leer en españolLer em portuguêsPostPostShareSavePrintWelcome to the HBR Executive Agenda for March 26, 2026.Adi Ignatius is the editor at large at Harvard Business Review and its former editor in chief.PostPostShareSavePrintRead more on Business and society or related topics Government, Government policy and regulation, Tariffs, International relations, Social and global issues, Society and business relations, Business management, Crisis communication, Corporate communications, Leadership and ManagementSubscribe to HBR ExecutiveHBR Executive delivers trusted insights and actionable strategies to guide leaders through consequential decisions. Practical tools, and forward-looking perspectives cut through the noise to equip you to navigate uncertainty, stay ahead of emerging trends, and plan for a stable future.Exclusive BenefitsPlaybooksConcrete strategies, tactics, and solutions to real challenges from your peers and other experts. Published every 2 weeks. All Playbooks (Opens a new page)MasterclassesOn-demand sessions with top experts to help you strengthen your leadership. Posted every 2 weeks. All Masterclasses (Opens a new page)AgendaA weekly newsletter of timely insights that interpret today's business climate and help you chart a path to what's next. All Agenda (Opens a new page)LiveMonthly candid conversations with top business thinkers on topics you care about. All Live Sessions (Opens a new page)The Strategy LabAn AI-powered platform purpose-built to help C-suite leaders develop, communicate, and align their business strategies. Explore The Strategy Lab (Opens a new page)Customer ServiceExecutive For Your TeamOther SubscriptionsPartner CenterStart my subscription!Explore HBRThe LatestAll TopicsMagazine ArchiveReading ListsCase SelectionsHBR ExecutivePodcastsWebinarsData & VisualsMy LibraryNewslettersHBR PressHBR StoreArticle ReprintsBooksCasesCollectionsMagazine IssuesHBR Guide SeriesHBR 20-Minute ManagersHBR Emotional Intelligence SeriesHBR Must ReadsToolsAbout HBRContact UsAdvertise with UsInformation for Booksellers/RetailersMastheadGlobal EditionsMedia InquiriesGuidelines for AuthorsHBR Analytic ServicesCopyright PermissionsAccessibilityDigital AccessibilityManage My AccountMy LibraryTopic FeedsOrdersAccount SettingsEmail PreferencesHelp CenterContact Customer ServiceExplore HBRThe LatestAll TopicsMagazine ArchiveReading ListsCase SelectionsHBR ExecutivePodcastsWebinarsData & VisualsMy LibraryNewslettersHBR PressHBR StoreArticle ReprintsBooksCasesCollectionsMagazine IssuesHBR Guide SeriesHBR 20-Minute ManagersHBR Emotional Intelligence SeriesHBR Must ReadsToolsAbout HBRContact UsAdvertise with UsInformation for Booksellers/RetailersMastheadGlobal EditionsMedia InquiriesGuidelines for AuthorsHBR Analytic ServicesCopyright PermissionsAccessibilityDigital AccessibilityManage My AccountMy LibraryTopic FeedsOrdersAccount SettingsEmail PreferencesHelp CenterContact Customer ServiceFollow HBRFacebookX Corp.LinkedInInstagramYour NewsreaderHarvard Business Review LogoAbout UsCareersPrivacy PolicyCookie PolicyCopyright InformationTrademark PolicyTerms of UseHarvard Business Publishing:Higher EducationCorporate LearningHarvard Business ReviewHarvard Business SchoolCopyright ©2026 Harvard Business School Publishing. All rights reserved. Harvard Business Publishing is an affiliate of Harvard Business School.

American companies operating internationally face a significant challenge: rebuilding and maintaining trust with foreign governments, businesses, and consumers. As articulated by Adi Ignatius in “How American Companies Can Retain Trust Overseas,” the erosion of this trust stems from a confluence of factors, primarily rooted in recent geopolitical tensions, trade disputes, and a perceived shift in American foreign policy. The article posits that a proactive and multifaceted approach is necessary for U.S. firms to navigate this complex landscape and foster sustainable, positive relationships abroad.

The core argument centers on a shift in expectation. Historically, American businesses benefited from a global environment characterized by relative stability and a generally accepted role for the U.S. as a leading economic power. However, the rise of protectionist policies, trade wars, and accusations of unilateral action have fundamentally altered this dynamic. Governments are now markedly more skeptical of American companies, viewing them with heightened scrutiny regarding potential national security risks, intellectual property rights, and adherence to local regulations. Consequently, companies must demonstrate a tangible commitment to understanding and respecting the values and priorities of the nations in which they operate.

Specifically, Ignatius outlines several key strategies. First, companies need to invest heavily in robust local engagement. This goes beyond superficial gestures and demands genuine partnerships with local stakeholders – governments, business leaders, and community groups – to gain a deep understanding of local concerns and build goodwill. Active participation in local dialogues and supporting local initiatives can demonstrate a commitment to long-term value creation, rather than simply exploiting market opportunities. Second, companies are urged to strengthen their compliance programs, particularly regarding regulations related to human rights, labor standards, and environmental protection. Transparency and demonstrable adherence to international norms are crucial for regaining credibility, particularly in nations where these issues are prominent. A clear commitment to ethical conduct, as evidenced by robust internal controls and independent audits, can mitigate concerns about potential exploitation or abuse.

Furthermore, the article stresses the importance of proactive communication. Companies must articulate their values and strategies clearly and consistently, addressing potential concerns before they escalate. Strategic public relations efforts, tailored to specific regional audiences, can play a vital role in shaping perceptions and building trust. Embracing local perspectives in messaging and demonstrating a willingness to engage in open dialogue can foster a sense of mutual respect. It is essential to acknowledge past shortcomings and take responsibility for any negative impacts, demonstrating a commitment to learning and improvement.

Finally, Ignatius suggests a recognition that “trust is built over time and can be easily lost.” He argues against a short-term, transactional approach to international business, advocating instead for a long-term commitment to building genuine relationships based on mutual benefit and shared values. This entails embracing a patient and persistent strategy, recognizing that rebuilding trust in a challenging environment will require sustained effort and a willingness to adapt to evolving geopolitical realities. The article emphasizes that American companies must shift their mindset – moving away from simply seeking access to markets and towards becoming responsible and valued members of the global community.