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At its core, trust is forward-facing. It’s hard to trust if you don’t know where you’re going.

Without intervention, we will see a continued move from a crisis of institutional trust to a crisis of interpersonal trust.

Over the past three years, four institutions – business, media, government and NGOs – have been profoundly tested as they responded to a world careening from crisis to crisis.

Whether it’s uncovering a corporate brand’s meaningful purpose in people’s lives, galvanizing the employer brand, or unleashing the power of a product brand to innovate and influence, Edelman connects across your multi-stakeholder audience. We are in the business of brands, driving action and shifting behavior.​

The following is a summary of remarks Robert Casamento, Edelman’s global climate chair, and I delivered to employees today in an all employee townhall.

The 2023 Edelman Trust Barometer reveals that business is now viewed as the only global institution to be both competent and ethical.

It is now clearer than ever that trust is a key determinant of health, central to both individual and public healthcare decisions.

Our study finds that while most executives expect their company could face a crisis, fewer than half feel well-prepared to respond.

Edelman Trust Barometer research is a globally deployed online survey of the general population. Designed by our research team, the survey questionnaires are programmed, translated, localized, and completed in up to 28 countries around the world, with respondent samples selected to reflect the demographics of each population.

At a time when the world has been challenged by geopolitical conflict, economic uncertainty, climate threats and social inequalities, the stakes for business failing to take a stand and engage on societal and geopolitical issues has never been higher.