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2025 Edelman Trust Barometer: Special Report - Trust and Health
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25 Years of Trust
Featured How Brands Can Stay Visible in an AI-Driven Search World In the era of AI search, brands must adapt to stay visible and trusted. The emerging practice of Generative Engine Optimization (GEO) can help brands take control of how they are showing up in AI responses. KEEP READING The Golden Age of Earned Earned media is emerging as the key driver of trust and visibility in an AI-led search era. KEEP READING Trust and Health: A Parallel Ecosystem for Gen Z COVID reshaped Gen Z’s health habits. Peer advice, social media, and politics now rival doctors. Discover key insights from the Edelman Trust Barometer. KEEP READING Explore All Insights

2025 Edelman Trust Barometer

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NEWSROOM

Press Release
Edelman Names Ginger Porter Chief Operating Officer for U.S.
AI
How Brands Can Stay Visible in an AI-Driven Search World
Richard Edelman's 6AM Blog
The Golden Age of Earned

NEWSROOM

Press Release
Edelman Names Ginger Porter Chief Operating Officer for U.S.
AI
How Brands Can Stay Visible in an AI-Driven Search World
Richard Edelman's 6AM Blog
The Golden Age of Earned

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EDELMAN TRUST BAROMETER

25 Years of Trust

Edelman has been at the forefront of understanding this intangible force of society, observing seismic shifts in institutional trust over the past 25 years.
REPORT

AI Creators You Need To Know

As AI reshapes industries and redefines innovation, Edelman presents AI Creators You Need to Know—a groundbreaking list of 50 rigorously vetted, brand-safe creators driving the global AI conversation.

Our Work

For more than 70 years, we have led campaigns with real impact on consumers, society, and the bottom line.
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DP World: The Move to -15
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Dove: Code My Crown
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Allegra: Allegra Airways
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Ajinomoto: #CancelPizza
Hidden Codes

Xbox: Hidden Fan Codes
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IKEA Canada: SHT
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The Social Swap

Gen Z Lab

A dedicated consortium of 250+ GenZers around the globe, poised and ready to help marketers and brand leaders engage their generation effectively.

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Longevity Lab

Your source for understanding and engaging the influential 55+ demographic. This generation is redefining aging and holds substantial economic power, making them a critical audience for brands.

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2025 Trends Report: Tipping Points

Equip leaders to act in 2025's high-stakes world by cutting through noise, spotting cultural tipping points, and navigating AI, politics, and polarization.

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Our Climate Commitments

We believe climate change is the biggest crisis we face as a society. Addressing this challenge requires creative solutions, unprecedented collaboration and innovation to drive positive change.

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