As this issue reaches your mailbox, we will be weeks away from heading to the polls for the midterm elections. Political consultants, media commentators and campaign strategists will spend the next several weeks debating issues, polling data and turnout models. But beneath all the noise is a larger trend that should matter to everyone in business, including those of us in the roofing industry.
The defining characteristic of today’s electorate (or today’s broader population at large) may be neither ideology nor party affiliation. It may be trust.
I was at a conference recently where former Assistant U.S. Commerce Secretary Bruce Mehlman spoke (he’s also spoken at several Roofing Day in D.C. events). He brought research showing the ongoing degradation of trust. Recent research shows Americans hold substantially less trust in many major institutions than they did several decades ago.
Confidence has eroded across government, media and many of the organizations that shape public life. For decades, Gallup has been surveying people about how much they trust nine national-level institutions, and the trend across most of them is down significantly. However, at the same time, people continue to place greater trust in local institutions and organizations they know personally. Only 9% of Americans trust Congress, yet your local congressman is overwhelmingly likely to be reelected next month. People universally hate “Congress,” but many love their congressman. Similarly, only 17% of people trust “big business,” but 67% feel the same way about “small business.”
As former longtime Speaker of the House Tip O’Neill famously said: “All politics is local.” In short, Americans increasingly trust what they can see, touch and experience for themselves. So, too, is it with business.
This observation should resonate with roofing contractors.
In an environment where many people are predisposed to question motives, credibility cannot be assumed
Most roofing companies do not have headquarters in Washington, D.C., or Wall Street. They operate from Main Street. You live in the communities you serve. Your employees coach youth sports, support local charities, attend local schools and belong to local civic organizations. When a homeowner needs a roof system replacement after a storm or a facility manager needs a trusted commercial partner, they are not evaluating a national institution. They are evaluating a local business and the people behind it. For leaders like you, this creates a challenge and an opportunity.
The challenge? General skepticism does not stop at the doors of government. Public concerns about institutions can spill over into attitudes toward corporations, industries and even individual businesses. In an environment where many people are predisposed to question motives, credibility cannot be assumed. And for an industry such as roofing where periodic bad apples are featured in a local television news story about harming a needy customer, it’s essential you show up every time ready to do the job right. (Local news is far more trusted than national news, by the way.)
The opportunity is trust can still be earned. And because trust is increasingly local, it presents a unique opportunity. Trust is built through personal interactions, consistent performance and visible community engagement. Roofing contractors understand this better than most. Every completed project is a public demonstration of quality. Every customer conversation is an opportunity to strengthen confidence. Every commitment honored contributes to a reputation that cannot be manufactured through advertising alone. This creates a level of local connection many national institutions cannot replicate. We need to recognize that connection. Take pride in it, lean into it and own it.
As we approach election season, it is worth remembering frustration with institutions often reflects a broader desire for accountability and responsiveness. People in the U.S., regardless of party, are frustrated and cynical. Many are struggling, and they want leaders who listen and work for them. They want organizations that follow through. They want transparency about decisions and outcomes.
These same expectations apply to business. Whether we are talking about elected officials, national organizations or local companies, people increasingly judge credibility based on experience rather than messaging. They want proof before promises.
The coming election will undoubtedly generate strong opinions and vigorous debate. But regardless of who wins or loses, one truth is likely to remain: Americans place their greatest confidence in the people and organizations that earn it every day through action. The roofing industry is uniquely positioned to meet this moment.
MCKAY DANIELS
CEO
NRCA
