It’s a 9th century Russian proverb, westernized and popularized by Ronald Reagan during arms control talks in the 80s. (He got it from a Russian historian who advised him for years, including during the 1986 Reykjavik summit with Mikhail Gorbachev.) It means, trust but verify, and even that adage itself can’t be entirely trusted. Recent research into trust says once your vigilance turns up danger signs, monitoring likely will replace trust. In other words, is it even possible to both trust and simultaneously verify? Our lives runs mostly on delegated trust. We purchase and consume foods and supplements, follow workout regimens and submit to medical procedures, not because we have the expertise to evaluate the science, but because we trust the source. These days we trust the wisdom of the crowd for restaurant and hotel reviews, travel advice, online shopping, you name it. I’ll give you a recent personal example. In keeping with my Buy Canadian mantra, I have been purchasing a couple specific supplements from Arcwell, a pharma producer in Victoria, BC. Just last week I received an email from them inviting me to try a new product, Fisetin. Here’s a bit from the attached blog: Aging is something we usually notice from the outside: changes in energy, strength, recovery, or appearance. But some of the most important changes associated with aging happen much deeper—at the cellular level… Cellular senescence has become one of the most intriguing areas of healthy-aging research. Now, fisetin—a naturally occurring plant flavonoid—is moving from laboratory studies into human clinical research. Here’s what we know, what we’re still learning, and why Arcwell® is helping advance the science… I ordered the product knowing full well that a one-month trial won’t show me any appreciable results, nor will I be able to be tested in any significant way, so why bother? I’ve been trying to figure that out and in doing so, have come up with some markers of trust and triggers that did their magic ON ME. First off, I was immediately reminded of a scientist who gave a lecture here in my town, where she said, “ageing is a reversible disease”. She went on to discuss it through a lens of cellular biology. I connected new information with information that impressed me and stuck in my head from a decade ago. Secondly, I had previously written to Arcwell asking if they had any research into effects I was noticing after taking one of their products for some months. The Chief Science Officer wrote to me promptly and cited a docking trial (computer modelling rather than human trial) which supported my lived experience. Thirdly, candour builds trust and the email about Fisetin was straightforward in saying the clinical evidence is thin but promising. Fourthly, their slogan, We don’t simply want to follow healthy-aging research. We want to help advance it, aligns with my values and explains why I volunteer for health and ageing related studies. An introductory article from the 2026 Journal of Trust Research, “Trust in our divided world” (as an intro to related research) says in our fragmented and polarized world, trust is taking a shit-kicking. Mistrust of people who are not just like us is exacerbated by a steady diet of traditional and social media. They quote one study which found that: …individual feelings of political trust shape perceptions of economic risk, a deviation from the more common assumption that risk shapes trust. Thus, losing trust appears to have important implications via decreasing our individual – and, potentially, collective – ability to cope with the risks produced by economic, social, and political life. Low trust is not the same as distrust and sometimes, low trust is simply prudence. It’s when distrust solidifies that we begin to look at people and actions, even those of high integrity, as being manipulative or self serving. “You only saved that baby from the bear so you would look good to the neighbours.” As trust erodes, divisiveness increases and the whole mess spirals out of control to the point where it may never be regained. How long will it take Canada, or the rest of the world, to trust the US government? Realistically, what are the chances the various players in the middle east will ever trust and move beyond violent conflict? Most human communication runs on a truth-default which means we’re hardwired to believe what people tell us although trust requires an additional, cognitive, step, sort of like the trust but verify advice. I came across an interesting piece about teens online which found that their default is to accept online information as true because overcoming or assessing it takes cognitive effort, an effort that is made with alarming infrequency, and not just on the part of adolescents. In other words, we trust because we mostly can’t verify and don’t want to weigh and judge and expend the cognitive calories that can be hoarded in favour of flopping out on the couch with Netflix. Summarizing my own experience with Fisetin supplements, we trust based on perceived expertise, integrity and benevolence. When trust is lost it doesn’t just disappear. Like energy, it has to go somewhere and often it goes to those who we see as being more like us, more benevolent towards us. It’s an interesting wrinkle that for all the anti-vax rhetoric coming out of the Kennedy camp, statistics show most people, even those who agree with him, still trust their own doctors far more. KFF, a US non-profit health research organization, reports that six out of ten Republicans trust Kennedy for health information. They also found a slim majority of parents who identify as MAGA or MAHA supporters say they trust Kennedy on vaccines, but more of them trust their child’s pediatrician. So, in a weird but contemporaneously viable way, people kept on trusting their own doctor while also trusting a political figure who appears to attack “the system”, one who became a standard bearer for a particular kind of identity politics. As I speak with groups of CEOs in workshops and in executive education and leadership programs, the state of trust in the world comes up often, especially in the context of leadership and how to be someone who others, be they employees, shareholders, customers, will trust in a world where trust has become elusive and fragile. People don’t know who to trust. How can you trust this is a real person? I have lost trust in my doctor/mechanic/accountant/lawyer/spouse/friend etc. How can I make people trust me? Can I trust the data? If you pay close attention to current affairs, it’s easy to assume we are in a massive trust deficit, an El Nino of mistrust. Not all recent statistics agree that is the case and trust me (ha!) I looked high and low to support my personal view of trust erosion. Edelman’s Trust Barometer surveys 34,000 respondents in 28 countries. Bear in mind, this is an online survey so skews to people with unfettered internet access. Also, Edelman is a PR firm which is selling its solutions to a lack of trust to its clients. With that proviso, here’s what their latest survey says: “Insularity has emerged as the next crisis of trust,” said Richard Edelman, CEO of Edelman. “Over the past five years, we have seen a descent from fear to polarization to grievance and now to insularity. People are retreating from dialogue and compromise, choosing the safety of the familiar over the perceived risk of change. We favor nationalism over global connection and individual gain over joint progress. Our mentality has shifted from ‘we’ to ‘me.’ As a result, trust is increasingly concentrated among those closest to us, including My CEO (66 percent), My fellow citizens (64 percent) and My neighbors (64 percent), while nearly 7 in 10 fear institutional leaders are deliberately misleading the public.” The survey found insularity manifests as a resistance to foreign companies and products, even if it costs us more to stay domestic, and we’re certainly seeing that in Cana… This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit joannapiros.substack.com/subscribe