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Despite the buzz, AI isn’t a daily tool for most employees. Real adoption depends on easing fears, strengthening trust, and helping people use it in small, meaningful ways.
Edelman has been at the forefront of understanding this intangible force of society, observing seismic shifts in institutional trust over the past 25 years.
Data from over 25,000 nationally representative respondents to an online survey conducted in 22 countries were analyzed to understand the predictors and potential mitigators of political polarization.
Executives need guidance about managing their organizations’ engagement with societal issues—including hot-button topics such as gender, climate, and racial discrimination.
An analysis of the reports we published this year reveals some clear themes for how institutions and their leaders can make it more likely they will earn trust.
Presented in partnership with GLAAD, these key findings highlight the importance of U.S. businesses speaking out in support of LGBTQ+ people and issues.
Explore the characteristics of a trusted CEO, based on data from a 2023 Edelman Trust Barometer Special Analysis.
This analysis, produced in collaboration with Harvard Business School’s Institute for the Study of Business in Global Society, focuses on the unique role that employers hold in today’s highly polarized society.
Research
Latest data from the annual Trust Barometer and special reports
Insights
Experts and leaders within and outside of Edelman offer observations and applications for building and earning trust based on our research and their real-world experience.
Partnerships
The Trust Institute collaborates with global experts, scholars, and researchers to inform, enhance, and action our studies on trust.
Harvard Business School Institute for the Study of Business in Global Society
Examining the evolving role of business in society and new expectations for leaders to navigate critical societal issues.
The Vaccine Confidence Project
Insights on trust in institutions and leaders in the face of future emergencies.
GLAAD
Highlighting the importance of U.S. businesses speaking out in support of LGBTQ+ issues.
Our partners and collaborators are affiliated with academic and nonprofit organizations around the world:
Sean Tindale, Head of Brand at LEGO Education, joins Amanda Edelman, General Manager of Chicago & COO of the Gen Z Lab at Edelman, to explore how LEGO Education is approaching AI through a filmed social experiment with kids. They discuss the critical importance of brand trust, the path to AI literacy, and how companies can step into polarizing topics with authenticity and long-term accountability.
Experts On How to Build Trust Amid Uncertainty
RE-AIR: The New York Times' A.G. Sulzberger on the New Playbook for Modern Journalism
Devex’s Raj Kumar On the Trust Test Facing Global Development
Join The TrustMakers (A podcast from Edelman and Advertising Week), where listeners connect with global experts to learn what it takes to build trust in today’s society.
Newsletters
The Trust Report provides information, context, and applications for trust in business and society
A New Perspective on Social Purpose
February 27, 2026
As CSR evolves, it becomes an essential component to building trust.
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About the Edelman Trust Institute
The Edelman Trust Institute is a think tank that advances the study of trust in society. We produce the Edelman Trust Barometer and disseminate insights based on its findings via partnerships and content.
The Trust Institute builds on over two decades of global research to drive data-informed decisions around the imperative of trust. Edelman launched its first Trust Barometer in 2001 as a direct response to the “Battle in Seattle,” when non-governmental organizations stormed the World Trade Organization to protest globalization as an unfair distribution of wealth. In the decades since, Edelman has studied the dynamic shifts in trust across institutions, geographies and society writ large, substantiating that trust is essential to future success on a societal and company level.
Advisory Board
Experts from academia, business, policy, and media shape the Edelman Trust Institute’s research, programming, and editorial agenda.
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If you are a researcher or member of the academic community who would like to access our data for non-commercial purposes, please reach out using the contact form below.
When citing the Edelman Trust Barometer, please refer to this APA style template:
Edelman Trust Institute. (YEAR OF PUBLICATION). FULL TITLE OF REPORT. PDF URL