Societal leadership is now a core function of business.
We have studied trust for more than 20 years and believe that it is the ultimate currency in the relationship that all institutions—business, governments, NGOs and media—build with their stakeholders. Click here to learn more.
The 2022 Edelman Trust Barometer is our 22nd annual trust and credibility survey. The survey was powered by Edelman Data & Intelligence (DxI) and consisted of 30-minute online interviews conducted between November 1 and November 24, 2021.
Nearly 1 out of 2 respondents view government and media as divisive forces in society
Vicious cycle of distrust fueled by government and media
We find a world ensnared in a vicious cycle of distrust, fueled by a growing lack of faith in media and government. Through disinformation and division, these two institutions are feeding the cycle and exploiting it for commercial and political gain.
Business’ societal role is here to stay
We see an even greater expectation of business to lead as trust in government continues to spiral. But this is not a job business can do on its own. Business must work with all institutions to foster innovation and drive impact.
Business is not doing enough to address societal problems.
All stakeholders hold business accountable
Will buy or advocate for brands based on their beliefs and values
Will choose a place to work based on their beliefs and values
Restore belief in society’s ability to build a better future: show the system works.
3. Focus on long-term thinking
Solutions over divisiveness; leadership must focus on long-term thinking over short-term gain.
4. Provide Credible Information
Trustworthy, consistent and fact-based information is critical to breaking the cycle of distrust.
Virtual Launch Event
On January 18, 2022, Richard Edelman unveiled findings from the 2022 Edelman Trust Barometer during our global virtual launch event, alongside a panel of esteemed leaders, including moderator Gillian Tett, U.S. editor-at-large of the Financial Times; Enrique Lores, CEO, HP Inc.; Becky Frankiewicz, President, ManpowerGroup; Oliver Bäte, CEO, Allianz SE; Dr. Ajay Mathur, Director General, International Solar Alliance (ISA) and Dr. David Nabarro, Special Envoy for Covid-19, World Health Organization.