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2025 Edelman Trust Barometer: Special Report - Trust and Health
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25 Years of Trust
Featured The Me Era: Rethinking Brand Engagement & Relevance Brand purpose isn’t dead—it’s personal. Discover how emotional intelligence, relevance, and trust now define brand success in Edelman's 2025 Trust Barometer. KEEP READING The New Role for Brands: From Change the World to Change My World Discover why trust is now equal to price and quality. Edelman's 2025 report reveals how brands must shift from societal purpose to personal relevance. KEEP READING In Times of Economic Turmoil, B2B Advertisers Should Double Down on Thought Leadership Amid tariff uncertainty, geopolitical instability, and growing concerns about a potential recession, advertisers are being forced to navigate tough decisions. According to The New York Times, leading brands are taking a more cautious approach — scaling back budgets and pausing campaigns in response to an increasingly unpredictable landscape. In a climate like this, it's understandable that brands are seeking stability and re-evaluating how to best connect with their audiences. KEEP READING Explore All Insights

2025 Edelman Trust Barometer

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NEWSROOM

Edelman Trust Barometer
The Me Era: Rethinking Brand Engagement & Relevance
Edelman Trust Barometer
The New Role for Brands: From Change the World to Change My World
B2B
In Times of Economic Turmoil, B2B Advertisers Should Double Down on Thought Leadership

NEWSROOM

Edelman Trust Barometer
The Me Era: Rethinking Brand Engagement & Relevance
Edelman Trust Barometer
The New Role for Brands: From Change the World to Change My World
B2B
In Times of Economic Turmoil, B2B Advertisers Should Double Down on Thought Leadership

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REPORT

Special Report - Brand Trust, From We to Me

Brand trust has shifted from societal purpose to personal relevance—today, consumers seek optimism, support, and emotional connection from the brands they choose.
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.

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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Flags Of Unity
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Mayo Exchange

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Out Of Home

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Encore Hours

Water for the People

The Dehydrating Book
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You Craved, We Crumbl’d
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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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