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Explore Edelman’s 100-Year Life Report to see how longevity and the 55+ consumer are reshaping markets, culture, and brand growth.

Explore the 5th annual Edelman Trust Barometer Special Report - Trust and Health. Discover how societal change, leadership shifts and rising public expectations are transforming the global health landscape. Sign up for early access.

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.

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.

Discover Edelman’s Power of 55 – a curated list of trusted 55+ creators shaping longevity marketing and helping brands reach today’s high-spend older consumers.

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.

Distrust grows; business faces rising expectations to lead amidst faltering government, media trust.

Edelman’s Gen Z Lab is a dedicated advisory comprised of 250+ Edelman Gen Zers from around the globe designed and equipped to help brands future-proof their business for the next generation of consumers.

Edelman’s GEOsight ensures your brand shows up accurately, authoritatively, and ahead of the competition when it matters most.