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The 2026 Edelman Trust Barometer will reveal what’s driving belief, skepticism, and influence in today’s polarized environment, uncovering how leaders can bridge divides and use trust to drive growth, credibility, and impact.

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

The Edelman Trust Institute collects data, publishes insights, and fosters partnerships to advance the study and measurement of trust in society.

Times are tough for B2B marketers. At any given moment, a staggering 95% of business clients say they are not actively seeking goods or services.

For more than 25 years, we have studied the influence of trust across society — government, media, business, and NGOs — to shape conversation, drive results and earn action.

Cannes Lions 2025 marked a standout moment for Edelman - a week of creativity, collaboration, and recognition.

The 25th report shows rising support for aggression driven by polarization and grievance.

The realities of climate change are evident with more frequent and devastating weather events impacting people all over the world.

Divisions deepen as trust falters; business must lead with competence and ethics.

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