Psychology: Everyone believes that everyone else has problematic ways of thinking about superheroes, and attempts to change that thinking by convincing (manipulating) others of that opinion. Winston and Evelyn’s different ways of thinking about supers is the source of the entire conflict of the film. From Evelyn’s perspective, her parents’ wrong thinking about superheroes was what led to their deaths, and this becomes her central motivation in secretly opposing Winston. Winston, meanwhile, believes if he can just get heroes better PR (i.e. change the public’s problematic thinking about supers), lawmakers will change the law and bring supers back. This attempt at getting better public relations is what draws Helen and the Incredibles into the story.
Trust: The trust that Winston and Evelyn’s parents put into the supers was what lead to their deaths (according to Evelyn). Winston puts his trust in Helen when he throws her out there with a camera on – essentially he says “just be super” and trusts that whatever she does will play well with public opinion. Meanwhile the Parrs trust Winston which leads them to get involved in the first place, in a scene that kind of screams “wait, why would you trust that guy?” (Seriously? That’s your plan? Hm, what could possibly go wrong?) And of course Helen trusts Evelyn. And I forgot - everyone is trying to get people to trust the supers again.