This text is an analysis of the crisis in relations between managers and businesses. As a result of several interviews, he tries to analyse the ongoing crisis as a conflict of identities, raison d’être, values and purposes between managers and businesses. In the first part, he outlined the empirical lessons from the interviews: there are tensions and ethical contradictions. In a second part, tensions and contradictions are analysed in the context of the sociology of conventions and dialectics of trust: a conflict of ‘worlds’ emerges and, subsequently, the foundations of a crisis of trust and regulation. In a final part, the text attempts to show the consequences of the ongoing crisis for the evolution of the category and to identify the resulting new ethical postures.