Even before COVID, professional services firms were starting to think more deeply about the topic of trust—and the question of what it means to create a trusted consulting brand. Now, those conversations seem more urgent than ever. While some firms have been able to navigate the crisis with their reputation intact, others have run into scandals that may prove to have a lasting impact on client perceptions. As public attitudes towards the consulting industry shift, firms will have to be proactive in establishing a new degree of trust between service providers and their clients.