In the Blink of an Eye – The Neuroscience of Trust

Trust influences all forms of social relationships, from an individual’s interaction with a stranger to the collaboration of nations.  Research by Paul J. Zak, a neuroeconomist, has found that organizations that foster a culture of trust have employees who are more productive, collaborate more effectively, and experience less stress than those in companies with low-trust cultures. 

The Our World In Data organization, a non-profit based in the United Kingdom, published a report in 2024 that showed the relationship between GDP (gross domestic product) per capita and trust. Their data analysis found evidence of a causal relationship, indicating that trust drives economic growth.

What is Trust?

Trust has been described as a feeling of security and safety, a prediction of another’s behavior, a complex neurological process, an abstract thought, and the outcome of a cognitive decision process. Trust can be absolute or context-dependent. A meta-analysis published in 2023 by PA Hancock and others stated, “Trust is one of the principal forces which binds society together. All forms of social interaction involve at least some degree of implicit or explicit trust…”

Whether in individual relationships or national affairs, trust is the mortar that binds human relationships, fosters social bonding, and promotes collaboration. Humans are social creatures; we feel more at ease when we belong to a group. How do we determine who to trust? Most people believe they make a cognitive decision regarding who to trust. However, the research proves the opposite.

Heuristics and Trust

Neuroscientists estimate that 95% of our thoughts, behaviors, actions, beliefs, and emotions are driven by a part of the brain to which we have no access, the unconscious. The unconscious mind is designed to be fast, efficient, and predictive. It generates heuristics or rules between infancy and ages five to six that drive our behavior throughout life. The rules for who and when to trust are created at an early stage in life.

Infants as young as six months make assessments about the behavior of their caregivers. If caregivers are consistent in meeting the child’s needs, the infant develops a sense of trust that others are dependable and reliable. If caregivers are inconsistent or neglectful, the infant learns to mistrust the world, believing it to be unpredictable and that people are unreliable. Those assessments are not conscious decisions.

Trust Happens in Less Than a Second

In a 2006 study, Willis and Todorov discovered that humans make decisions about trustworthiness in under 100 milliseconds, the time it takes to blink. Participants were asked to judge pictures of strangers for likeability, competence, attractiveness, and trustworthiness. Even when allowed more time to gaze at photos of strangers, participants in their study didn’t change their assessments; in fact, they felt more confident in their decisions.

These first impression decisions happen so rapidly that the brain’s cognitive processes don’t have time to influence the assessment. Todorov found that our intuition about attraction and trust is formed the fastest. So, what happens neurologically when we determine someone is trustworthy?

The Trust Hormone – Oxytocin

Multiple neuroscience research studies have indicated that a neuropeptide (oxytocin) produced by the hypothalamus influences physiology and social behavior. Historically, oxytocin was associated with maternal bonding behavior. However, oxytocin is found in both sexes, helping to reduce anxiety and physical responses to social stressors. 

During times of low stress, individuals with strong social bonds experience a sense of well-being due to the presence of oxytocin. Conversely, during times of felt isolation (e.g., the isolation during the pandemic), oxytocin is also released. The assumption is that this may lead people to seek out social contact. 

Humans regularly balance two conflicting impulses mediated by oxytocin: the desire to be open and trusting, and the need to be hesitant and cautious to protect themselves. When we bond with others, more oxytocin is pumped into our systems. Think about a time when you’ve connected deeply with a friend during a conversation and how you felt during and after the engagement. That feeling is the result of oxytocin. (I personally get goosebumps.)

Activating The Release of Oxytocin

It would be wonderful if we all had access to the synthetic oxytocin that neuroscientists use in experiments.  However, we can intentionally activate the sense of well-being that oxytocin provides. Physical touch can release oxytocin; shaking hands, giving someone a high five, hugging a friend, getting a massage, giving yourself a mini-massage, or practicing self-soothing techniques (e.g., placing your right hand on your heart and your left hand on your belly, focusing on your breath).

Other techniques to release oxytocin include dancing with others (e.g., swing, square, or ballroom dancing) or watching movies or videos that evoke positive emotions. It is said that laughter makes the world go around. When you laugh with another person, it also increases your oxytocin level. One activity that raises oxytocin but may require some practice is gazing into the eyes of another person for a minute or more, without speaking (if it is appropriate for your culture).

Conveying Trustworthiness 

Okay, the neuroscience of trust is interesting, but as a coach, how do I operationalize this information? The human brain is designed to connect with others; however, in our world of remote working environments, our connections are often limited to digital platforms and rarely involve face-to-face interactions, let alone an opportunity to shake hands. As such, paying attention to the small details of engagement is critical.

How can a coach immediately signal that they are trustworthy?  First, remember that the brain will assess trustworthiness in less than a second by scanning your face, especially the micro-expressions, those involuntary expressions outside of your control. Take the time to check out your first impression.

Record yourself on video saying hello to a potential client or a new client. (Perhaps enroll a friend to play the client.) Pay attention to the lighting, background, and acoustics of your space. What does your smile convey? What is the tone of your voice? How rapidly do you speak? Speaking slowly can help you appear more trustworthy. What is your body language?  Are you leaning forward or away from the screen?

I realize these are the basics; however, it is the small details that the unconscious mind notices. Ask yourself how you want that potential client/client to feel when they first engage with you on the video. How can you create that spark of connection that oxytocin provides?

The Little Things That Matter

It is also essential to pay attention to your mental and emotional state. The world has become increasingly chaotic due to wars, politics, tariffs, and a resulting decline in global collaboration. Professor and entrepreneur Virginia Cha uses the term VUCAH (volatile, uncertain, complex, ambiguous, and hyperconnected) to describe the global environment. I’m aware that I’ve been experiencing an undercurrent of anxiety that is reminiscent of the pandemic, and so are many of my clients. 

Pay attention to your self-care regimen; if you are experiencing stress, your unconscious mind will likely signal to your client that something is wrong.  Over the past few months, I’ve paid extra attention to my self-care habits, including exercise, sleep, journaling, and diet, to ensure I’m healthy in all aspects. One sure way to be perceived as untrustworthy is to be incongruent or to leak unintended emotions.

To engender trust, be open and vulnerable, in those first few minutes, share something about yourself. Maintain an open, relaxed body posture. It is through our nonverbal behavior, including our words, gestures, and tone of voice, that we convey our trustworthiness. Entering into a coaching relationship can be a risk for some clients. The more you understand the neuroscience of trust, the more intentional you can be about influencing that 100-millisecond decision to trust.