Research reveals profession is cornerstone of trust in a volatile world

The latest Trust Research from Chartered Accountants Worldwide highlights the depth of trust placed in the profession to guide, advise and safeguard in uncertain times, writes Níall Fitzgerald

When Chartered Accountants Worldwide first commissioned Edelman Data and Intelligence (Dxi) to measure trust in the profession in 2018, the picture was one of quiet strength resting on fragile foundations.

At the time, 77 percent of financial decision-makers— senior management and directors who were not accountants themselves but engaged professional services or employed and worked with Chartered Accountants—said they trusted accountants to “do the right thing”.

Yet reported failures in ethical behaviour, and concerns about transparency and self-regulation, risked undermining that trust if not addressed.

Five research waves later, the latest Trust Research reveals how far the profession has come in the years since.

Through challenges of regulation, reputation, COVID-19, Brexit, the cost-of-living crisis, and now the disruptive forces of artificial intelligence and misinformation, Chartered Accountants have retained, and in some cases strengthened, their trusted status.

Eighty-three percent of financial decision-makers surveyed in the new Chartered Accountants Worldwide Trust Research, published in September, now trust Chartered Accountants to “do the right thing”.

Consistent trust findings

The levels of trust outlined in this new report are consistent with those revealed in 2023, when the previous research wave was conducted.

The Chartered Accountant is ranked as the third most trusted professional globally, sitting above scientists and narrowing the gap between doctors and engineers, the top two most trusted professions cited by respondents.

In an era when public trust in so many institutions is volatile, this stability is significant.

It suggests that businesses and wider society increasingly see Chartered Accountants not just as trusted experts and advisors, but as anchors of reliability in a volatile world.

Custodians of data

Perhaps the most striking finding in 2025 is the evolution of the role of Chartered Accountants as custodians of data.

According to the research, this role extends to maintaining confidentiality, ensuring the accuracy of information and verifying the credibility of financial performance in an environment in which misinformation spreads fast and AI tools can both clarify and distort.

Three in four financial decision-makers already rely on Chartered Accountants to ensure the integrity of their data, up six points from 2023.

More than 80 percent now explicitly expect Chartered Accountants to serve in this custodial role and view it as increasingly important given the growth of misinformation.

Here, the trust placed in the Chartered Accountant as trusted custodian involves validating AI-generated outputs, assuring sustainability reporting and safeguarding sensitive financial information.

It is a natural extension of the traditional professional role and values of the Chartered Accountant, and one that places our profession at the heart of one of today’s biggest business challenges—ensuring decisions are based on trustworthy information.

Trusted advisors in an uncertain economy

The 2025 Chartered Accountants Worldwide Trust Research reinforces a theme consistent with earlier waves—Chartered Accountants show up in a crisis.

Following the UK’s 2016 Brexit vote, and during the more recent COVID-19 pandemic, organisations turned to Chartered Accountants for resilience planning, supports and cost-cutting advice.

In 2023, our profession was critical in helping businesses navigate the cost-of-living crisis.

Now, as global economic uncertainty persists, three in four financial decision-makers say their organisation relies on Chartered Accountants for strategic guidance, and 85 percent agree that Chartered Accountants play a vital role in helping businesses adapt to new challenges.

These findings are about more than technical problem-solving. Chartered Accountants are relied upon not only for financial reporting and assurance, but also for strategic guidance in turbulent markets, new ways of doing business and evolving regulatory landscapes.

Chartered Accountants are consolidating their position as indispensable partners in resilience.

Purpose as a driver of trust

Another consistent thread spanning the five Trust Research waves is the rising importance of purpose.

In 2018, integrity and transparency were already the top drivers of trust. By 2023, sustainability was becoming more prominent.

In 2025, purpose is growing faster than any other driver of trust. Purpose is seen as balancing commercial and public interests, speaking out on societal issues and helping businesses achieve sustainability goals.

Yet, performance is lagging. While 67 percent of financial decision-makers say purpose is very important in building trust in accountants, just 60 percent say Chartered Accountants are performing very well in this area.

To remain relevant, the profession must not only deliver technical excellence but also step confidently into conversations on sustainability and societal issues.

While some good work is already underway here within the profession, more could be done to strengthen Chartered Accountants’ relevance and impact on purpose.

The island of Ireland

On the island of Ireland, both North and south, the newest Trust Research findings echo global trends, while adding local flavour.

In Northern Ireland, trust in Chartered Accountants has surged, with financial decision-makers increasingly looking to our profession for guidance on challenges relating to data integrity and misinformation, as well as AI adoption.

Eighty-three percent cite data accuracy as a key concern for their business, and 80 percent say Chartered Accountants are essential in advising and driving AI adoption in their business.

In the Republic of Ireland, trust in Chartered Accountants has grown steadily, particularly in relation to ensuring data integrity, guiding businesses to adapt to new challenges and providing reliable strategic guidance.

Eighty percent of financial decision-makers say that while AI can process data, they continue to rely on Chartered Accountants to provide critical analysis for informed business decisions. Trust in the profession’s ability to measure and report sustainability information and drive sustainable practices has also increased 15 points since 2023.

For Chartered Accountants in both the North and south, the message is the same: To remain resilient, Chartered Accountants must adapt their roles continually in areas ranging from compliance and strategy to reporting and purpose-led impact.

Implications for Ireland’s Chartered Accountants

The Trust Research measures trust in Chartered Accountants, whether they are working in practice or in business, so what do the results mean across these different spheres?

• In practice: Chartered Accountants continue to be relied upon by businesses, but the research highlights increasing expectations and opportunities to lead in assurance over AI systems and their ethical use, data integrity, sustainability reporting, and advising businesses on how to navigate uncertainty and increase resilience.

• In business: Chartered Accountants remain highly valued team members and are increasingly relied upon to provide strategic advice in uncertain times. From guiding boards through economic volatility to shaping responsible AI use strategies, their role as trusted advisors in an organisation has never been more visible.

Across both cohorts, there is a common responsibility to ensure the profession does not rest on past gains in trust, but continues to earn credibility through transparency, independence and ethical leadership.

Trust earned daily

Reflecting on the five waves of Chartered Accountants Ireland Trust Research, a consistent picture emerges.

From 2018 to 2025, the drivers of trust have remained remarkably stable: ability, integrity, dependability and purpose. What has changed is how these values are applied.

Chartered Accountants have adapted and, in many cases, exceeded our traditional roles.

Notwithstanding that these traditional roles remain highly valued, Chartered Accountants have earned high levels of trust as crisis navigators, resilience-builders, strategic advisors and data custodians.

The profession has shown it can adapt and expand its role; but one constant is that the badge of trust is earned in actions, and it requires daily polishing through the ethical choices we all continue to make as Chartered Accountants.