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    Featured In an Insular World, Trust Is Earned — and Expanded — Through Creators The 2026 Edelman Trust Barometer reveals a shift toward insular trust. Discover how creators help brands build credibility within trusted communities. KEEP READING A Visit to Halas Hall Edelman is working with the Chicago Bears on their quest for a new stadium. CEO Richard Edelman reflects on his visit with club President and CEO Kevin Warren at Halas Hall, the team headquarters named for team founder George Halas. KEEP READING WPP Makes PR the Supporting Cast WPP’s decision to place Burson within WPP Creative underscores a wider shift to positioning PR in support of advertising-led models. Richard Edelman explains why this opens space in reputation management and Earned First communications—and how Edelman is investing in earned media and trust to lead the next era of communications. KEEP READING Explore All Insights

    Our Podcasts

    Trust is the ultimate currency in the relationship that all institutions — businesses and brands, governments, NGOs, media — build with their stakeholders. Trust enables an organization to operate, lead and thrive. Join The TrustMakers (A podcast from Edelman and Advertising Week), where listeners connect with global experts to learn what it takes to build trust in today’s society. 

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    All Podcasts

    The Trustmakers

    LEGO Education's Sean Tindale On What Kids Really Think About AI

    Sean Tindale, Head of Brand at LEGO Education, joins Amanda Edelman, General Manager of Chicago & COO of the Gen Z Lab at Edelman, to explore how LEGO Education is approaching AI through a filmed social experiment with kids. They discuss the critical importance of brand trust, the path to AI literacy, and how companies can step into polarizing topics with authenticity and long-term accountability.

    The Trustmakers

    Experts On How to Build Trust Amid Uncertainty

    Sandra Sucher, Professor of Management Practice at Harvard Business School, and David Bersoff, Head of Research at the Edelman Trust Institute, join Justin Blake, Executive Director of the Edelman Trust Institute, to discuss their recent article from HBR.org on what it takes for leaders to build stakeholder trust amid heightened uncertainty. The conversation examines why stakeholders increasingly look to business for stability, how transparency and shared sacrifice can reduce anxiety, and why trust brokering has become an essential leadership skill.

    The Trustmakers

    RE-AIR: The New York Times' A.G. Sulzberger on the New Playbook for Modern Journalism

    A.G. Sulzberger, Publisher of The New York Times, joins Richard Edelman at Cannes Lions for a conversation on the role of journalism in rebuilding trust. They discuss the global rise of misinformation, the decline of local news, and why independent reporting remains essential to democracy. A.G. reflects on how The Times is adapting to new formats while staying rooted in truth, empathy, and accountability, and shares what he feels is the most underexamined construct in modern media.

    The Trustmakers

    Devex’s Raj Kumar On the Trust Test Facing Global Development

    Raj Kumar, President and Editor-in-Chief of Devex, joins Justin Blake, Executive Director of the Edelman Trust Institute, for a recap of their time at the World Economic Forum Annual Meeting in Davos. Raj and Justin discuss the state of trust in NGOs, shifts in development finance, the impact of misinformation, and how AI could reshape the capacity to deliver in underserved communities.

    The Trustmakers

    'Career Ladder's' Max Klymenko On Trust, Careers and Creators

    Max Klymenko, Creator of “Career Ladder,” joins Edelman Trust Institute Executive Director Justin Blake at the World Economic Forum in Davos to discuss how trust is formed in the creator economy. Max offers his perspective on findings from the 2026 Edelman Trust Barometer, shares stories behind his YouTube success, and talks about the responsibility creators face in addressing misinformation and bridging divides in an insular world.

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