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- Africa (EN)
- Australia (EN)
- Belgium (EN)
- Brasil (PT)
- Canada (EN)
- Canada (FR)
- China (CN)
- France (FR)
- Germany (DE)
- Germany (EN)
- Hong Kong, China (EN)
- India (EN)
- Indonesia (EN)
- Ireland (EN)
- Italy (IT)
- Italy (EN)
- Japan (JP)
- Korea (KR)
- Latin America (ES)
- Malaysia (EN)
- Middle East (EN)
- Netherlands (EN)
- Spain (ES)
- UK (EN)
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The New Role for Brands: From Change the World to Change My World
Trust in brands has soared in recent years, with brands now more trusted than any traditional institution we study. In an environment of economic pain, geopolitical turbulence, and cultural upheaval, consumers are looking to brands they trust to provide stability in their lives.
The landscape has changed, and so has what people expect from brands. Our data shows that trust isn’t won with purpose statements – it’s earned through relevance, responsiveness, and relentless clarity of action. To be a trusted brand today is to have purpose beyond profit and to authentically show up in culture and community.
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The new reality: Purpose has evolved from we to me
Brands need to start with the personal. Today, 80% of people trust brands they use, which is more than those who trust in business, media, government, NGOs, and their employer (among employees). While brands have been expected to promote their values through social causes they champion, consumers today want something different: economic hope and personal stability. They are looking to brands for safety, to feel calm, confident, inspired. They want optimism, education, and even a sense of community from brands.
Trust is the currency of consumer power
Trust is as much of a purchase consideration as quality and price. More than an emotional connection, it is strategic to the relationship brands have, or want, with their customers. Trust is not only an aspiration in the buying journey; it is another lever for consumers to use in exerting power and influence over the brands they choose to engage with.
Staying silent speaks volumes
In today’s complex and politically charged environment, staying silent on certain issues could make a brand’s position worse. If a brand ignores its obligation to act, most consumers will assume the worst – that you’re complicit, or you are hiding something. The potential fallout isn’t just a moral question, it can be a business risk too, especially for 60% of the economically powerful boomer generation (aged 61+), who say they would be less likely to buy if a brand ignores its obligation to address a societal issue.
Discover the Trust insights shaping brands in 2025
A full look at this year’s findings — and what they mean for businesses, leaders, and society.
Edelman's Voices on the Findings
Top 10 Findings
From the growing advantage of domestic brands to the power of generative AI in shaping brand perception, explore the top 10 findings that define how trust in brands is being earned, challenged, and redefined today.
01
Brands need to move from SEO to GEO
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Among the 55 percent who use generative AI platforms, 91 percent say they use them for shopping in some way, including researching brands, comparing products, and summarizing reviews. What shows up in AI is shaped by reputation, relevance, credibility, and clarity – it’s fueled by earned.
02
Homegrown brands win trust
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Across global markets, trust in domestically headquartered brands outpaces foreign counterparts by an average of 15 points. Germany and Canada show gaps of 30 and 29 points respectively. Consumers are looking inward for familiarity and stability.
03
Cultural relevance drives brand trust
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Seventy-three percent of people say their trust in a brand would increase if it authentically reflected today’s culture. Similar sentiment is seen across age groups and political views. Only 27 percent say their trust in a brand would increase when it ignores culture and focuses solely on products, demonstrating that cultural connection is key to credibility.
Methodology
The 2025 Edelman Trust Barometer Special Report: Brand Trust, From We to Me is in its 7th year. The research was produced by the Edelman Trust Institute and consists of 30-minute online interviews conducted between April 24-May 5, 2025.
15,000
Respondents
15
Countries
1,000+
Respondents / Country
From brands that promise to brands that participate
Purpose is personal
Purpose should speak to real human needs rather than vague social goals. In this time of tumult, brand leadership means bringing stability, optimism, and community into consumer lives.
Brands fill the trust void
Brands have earned trust while it stays stagnant for institutions. While trust is a powerful band differentiator, it also comes with greater responsibilities. Brands must act in my world and the world to maintain their edge.
Silence is not a safe play
Playing it safe by staying silent feels low risk but comes with its own dangers. Inaction invites commoditization. To act with intention, map out the dimensions of your brands obligation to the issue at hand.
Active brands participate with me
To meet consumers on their terms, brands must be active in culture and in their world. Local voices and earned media, feeding into AI, are key places to start.
Discover the Trust insights shaping brands in 2025
A full look at this year’s findings — and what they mean for businesses, leaders, and society.