Acceleration and change create uncertainty and sometimes fear. 2020 shook markets across all industries in a way that is second to none.

In addition to accelerated digitization and automation, the challenges of climate change and changing global structures, we have experienced true disruption with a pandemic. The effects of 2020 will only become clear in the next few months or years; an easing of the situation is currently not reliably foreseeable.

This study aims to find out how companies and entrepreneurs position themselves in this situation and how they deal with uncertainty and doubt. What creates trust in the future of the company? Who is it that generates trust and what role do the company’s special characteristics play in it?