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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.

There was real energy and dynamism at The Drum’s 2025 B2B WorldFest this month, as marketers convened to shape the future of the industry.

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.

As climate fears worsen and government, business, and media are not trusted to do what is necessary to respond, global cooperation will be imperiled, according to our latest research.

While product innovation and competence have powered Tech’s high trust levels in years’ past, our latest research shows that increasing geopolitical challenges, a growing divide between developing and developed markets and a lack of societal leadership in the sector are putting Tech’s high trust at risk.

Despite enduring one of the greatest workplace disruptions amid an increasingly polarized world where economic uncertainty thrives and trust in institutions has eroded, ‘My Employer’ remains an anchor of trust and stability.

In a social-first world, people are feeling an intense urgency for action that makes progress against the most pressing issues of our time — issues mounting in number, intensity, and seemingly on their doorstep, raising the stakes for brands to act.