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I have just returned from China, Japan and Korea, where I visited our offices and clients to mark the 25th anniversary of the Edelman Trust Barometer. I had not been to China or Korea for five years, and to Japan for two-and-a-half years. Here are my findings by market.

Edelman Smithfield is a global financial communications boutique that specializes in the financial markets and strategic situations.

Read Edelman UK's Anti-Slavery and Human Trafficking Statement, outlining our commitment to ethical practices, transparency, and compliance with the UK Modern Slavery Act.

Every year, SXSW provides a moment to take stock of where we are, where we’re headed, and what’s changing at breakneck speed. 2025 was no exception. AI isn’t coming, it’s here. Work isn’t evolving, it’s already changed. The future? It’s not something we’re preparing for anymore; we’re living it.

With technology front and centre of modern life and success in adulthood more uncertain than ever, parents and educators are understandably emphasising academic success and achievement to prepare children for what lies ahead.

Leveraging our extensive expertise in understanding the dynamics of trust—establishing, earning, and maintaining it— we empower organizations to effectively harness the potential of AI as a reliable and trust-building tool.