Building public trust has always been important for corporations. But the stakes seem higher now than ever before as companies are under increasing pressure to do the right thing, whether it be protecting the environment, taking stances on difficult social issues or making real efforts to address inequality.

Trust is paramount. On that much in-house leaders and institutional investors can agree. But it seems that they have some very different views on how companies should go about building trust, especially when it comes to diversity, according to a new study from the Association of Corporate Counsel and global communications firm Edelman.