Study reveals private sector as top trust leader in Honduras

The private sector in Honduras has consolidated its position as the country’s most trusted institution, according to the study Reputation in Central America 2025: The Value of Trust. The findings reveal a remarkable surge in credibility for businesses, with the trust indicator among the Informed Public (PI) nearly tripling in the past three years, reaching 83.1%.

This high level of confidence is echoed in the Leaders segment, where trust in business leaders climbs to 86.7%, far surpassing figures observed in other Central American nations. These results reaffirm the growing perception of the private sector as a stabilizing and reliable force in Honduran society.

Private Enterprise as a Pillar of Institutional Confidence

Following the private sector, the most trusted institutions among the Informed Public: 

• Catholic Church (3.9%)
• Universities (2.2%)
• and the Evangelical Church (2%). 

Notably, 6.2% of respondents indicated that “none” of the institutions earn their trust,  a percentage that rises to 15.2% among the General Public (PG).

Among the General Public, however: 

• The Evangelical Church emerges as the top source of trust (20.9%)
• Followed by Universities (15.2%)
• Private Enterprise (13.9%)
• and the Catholic Church (10.8%). 
• Government institutions, the judiciary, media, and NGOs receive less than 6% each, underscoring a regional pattern of declining trust in public entities.

Financial and Retail Companies Lead the Trust Rankings

The 2025 study by DATOS Group highlights that Hondurans continue to see companies as key anchors of confidence, particularly those in finance and retail, which are perceived as dependable allies for managing money and providing stability.

Among the Informed Public, the Top 10 most trusted companies include:

• BAC
• Diunsa
• Banco Atlántida
• Espresso Americano
• Ficohsa
• Supermercados La Colonia
• Tigo
• Cervecería Hondureña
• Walmart
• Farmacia Simán.

For the General Public, the ranking is slightly different: 

• Supermercados La Colonia
• BAC
• Walmart
• Banco AtlántidaDiunsa
• Banco de Occidente
• Claro
• Supermercados Colonia
• Banpaís
• Ficohsa.

DATOS Group notes that in the PI ranking, three of the top five spots are held by financial institutions,  BAC Honduras, Banco Atlántida, and Ficohsa,  while Diunsa stands out as a major retail brand in second place. Among the General Public, retailers dominate the top tier, with Supermercados La Colonia, Walmart, and Diunsa occupying the first, third, and fifth positions, respectively.

The Most Trusted Business Leaders

According to the survey, Camilo Atala, José Simán, and Jorge Faraj are the three most trusted leaders among the Informed Public. For the General Public, the top names are Camilo Atala, Leonel Giannini Kafie, and Jorge Faraj.

The 2025 edition introduces five types of trust, allowing for a deeper understanding of the values respondents associate with companies and leaders: Technological, Cognitive, Behavioral, Social, and Affective Trust.

Understanding How Hondurans Define Trust

The study reveals distinct trust patterns between the Informed and General Publics.For the Informed Public: 

• Technological Trust leads with 25.3%
• Followed by Cognitive Trust (22.4%)

While among the General Public, Cognitive Trust ranks highest (23.4%).

Technological Trust highlights leaders perceived as innovative and visionary, while Cognitive Trust reflects confidence rooted in results and sound business management.

Camilo Atala, the top-rated leader in both groups, stands out for his Social Trust among the PI and Behavioral Trust among the PG, reflecting consistent credibility across audiences.

Corporate Trust Profiles in Honduras

Among companies, the Informed Public associates:

• BAC, Banco Atlántida, and Espresso Americano with Behavioral Trust,
• Diunsa with Affective Trust, and
• Ficohsa with Social Trust.

For the General Public, Supermercados La Colonia and Walmart Honduras represent Behavioral Trust, while BAC and Diunsa are linked to Technological Trust. Banco Atlántida, meanwhile, earns Cognitive Trust.

DATOS Group also highlights a gender trend: female business leaders such as Cristina Ronsky and María Selman are gaining greater recognition, particularly among millennial voters, who associate them with empathetic and transparent leadership.

The Rise of Technological Trust

One of the most notable findings of Reputation in Central America 2025 is the growing value Hondurans place on Technological Trust, ranked as the second most important trust dimension among the Informed Public, exceeding the regional average.

This underscores how innovation, digital transformation, and access to technology are now viewed as key indicators of credibility in the business ecosystem.

The Private Sector as a Catalyst for Stability and Progress

The Honduran private sector is not only driving economic growth but also strengthening the country’s institutional credibility. By fostering transparency, reliability, and technological innovation, companies are redefining what trust means in a modern economy.

As Hondurans increasingly look to the business community for leadership, the private sector stands out as both a pillar of confidence and a catalyst for national development,  a reflection of its growing influence in shaping the country’s economic and social future.