We have studied trust for more than 20 years and believe that it is the ultimate currency in the relationship that all institutions—companies and brands, governments, NGOs and media—build with their stakeholders. Trust defines an organization’s license to operate, lead and succeed. Trust is the foundation that allows an organization to take responsible risk, and, if it makes mistakes, to rebound from them.

For a business, especially, lasting trust is the strongest insurance against competitive disruption, the antidote to consumer indifference, and the best path to continued growth. Without trust, credibility is lost and reputation can be threatened.

Edelman’s primary trust research, the Edelman Trust Barometer, turns the deep data we collect into real-world insights; our independent research center and learning laboratory, the Edelman Trust Institute, researches and publishes data-driven insights that inform leadership, strategy, policy and sustained action across institutions; and our trust consulting platform, Edelman Trust Management, interprets those insights to help our clients plan, make decisions and take action; and our research institute and learning laboratory, Edelman Trust Institute, publishes data-driven insights that inform leadership, strategy, policy and sustained action across institutions.


Trust, the New Brand Equity

Now brands will need to operate at the intersection of culture, purpose and society. Brands need to be for the people, and guided by the people. Why? Because brand trust ranks higher than brand love.

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2021 Trust Barometer Spring Update: A World in Trauma

Our Spring Update report has exposed a world fraught with feelings of anxiety and fear over the Covid-19 pandemic’s lasting effects: increased job loss and mental health issues, fear of a new outbreak around the corner and a widening inequality gap.

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Edelman Trust Management

Edelman Trust Management is a suite of powerful analytical tools and advisory services that interpret and measure the power—and implications—of trust.