Global (EN)

Edelman Trust Barometer

 

Our work as a global communications firm is built on earning the trust of our clients’ stakeholders through reputation management, commerce and brand advocacy. For more than 20 years, we have studied the influence of trust across society — government, media, business, and NGOs — to shape conversation, drive results and earn action. Our work has proven that an organization’s ability to succeed or fail is defined by trust in their mission and leadership, and our industry-leading research explains why.

WHY DO WE STUDY TRUST?

2023 Edelman Trust Barometer

Navigating a Polarized World

Lack of faith in societal institutions triggered by economic anxiety, disinformation, mass-class divide, and a failure of leadership brought us to where we are today — deeply polarized.

Explore the Findings

SPECIAL REPORTS

Specialized analyses on a range of timely and relevant topics to study the implication of trust on the issues of the day.

Report

Special Report — Trust and Climate Change 2023

November 15, 2023

The realities of climate change are evident with more frequent and devastating weather events impact...

Report

Special Report — Trust at Work 2023

September 6, 2023

The meaning of work has shifted, and employees across generational divides are demanding a reset....

Report

Special Report — Brand Trust 2023

June 18, 2023

In a volatile world rife with pressures on consumers, from health and the economy to challenges to r...

Report

Special Report — Business and Racial Justice in America 2023

May 17, 2023

More Americans than last year say they are concerned about systemic racism and see little to no prog...

Report

Special Report — Trust and Health 2023

April 18, 2023

The mass-class divide revealed in the 2023 Edelman Trust Barometer: Navigating a Polarized World is ...

Report

2022 Special Report: Trust and Climate Change

November 3, 2022

As climate fears worsen and government, business, and media are not trusted to do what is necessary ...

Report

2022 Special Report: Trust in Technology

October 18, 2022

While product innovation and competence have powered Tech’s high trust levels in years’ past, our la...

Report

2022 Special Report: Trust in the Workplace

September 1, 2022

Despite enduring one of the greatest workplace disruptions amid an increasingly polarized world wher...

Report

2022 Special Report: Healthcare Institutional Investors

August 17, 2022

Investors are facing a challenging landscape for growth as global economies face headwinds from infl...

Report

2022 Special Report: The New Cascade of Influence

June 20, 2022

In a social-first world, people are feeling an intense urgency for action that makes progress agains...

Report

2022 Special Report: Business and Racial Justice in America

June 9, 2022

Two years after the murder of George Floyd sparked nationwide demand for systemic change, America's ...

Report

2022 Special Report: The Geopolitical Business

May 23, 2022

At a time when the world has been challenged by geopolitical conflict, economic uncertainty, climate...

Report

2022 Trust Barometer: Food and Beverage

April 27, 2022

Food is a human rights issue, a social justice issue, a climate issue, and a matter of life or death...

Report

2022 Special Report: Trust and Health

March 9, 2022

It is now clearer than ever that trust is a key determinant of health, central to both individual an...

Report

Special Report: Institutional Investors

November 17, 2021

The report identifies pivotal issues shaping global investment criteria and outlines the ways in whi...

Report

Special Report: The Belief-Driven Employee

August 31, 2021

The report examines the new employee-employer contract, requiring business to take a much more ambit...

Report

Special Report: Trust, the New Brand Equity

June 21, 2021

Now brands will need to operate at the intersection of culture, purpose and society. Brands need to ...

Report

Trust and the Food and Beverage Sector

April 27, 2021

The triple crises of the Covid-19 pandemic, the related economic downturn, and the urgent need to ad...

Report

Special Analysis: The U.S. Latinx Community and Trust

September 14, 2021

The special analysis on the Hispanic community reveals that while the U.S. Latinx community is optim...

Article

Special Report: Addressing Racism in the U.S.' Financial System

August 4, 2021

Over the past year, Edelman has conducted three studies on the nature of systemic racism in America ...

INSIGHTS

Expert views on the political, social and economic factors influencing trust in society.

Article

Trust and Brands: The Collapse of the Purchase Funnel

June 18, 2023

Edelman’s most recent Trust Barometer special report, The Collapse of the Purchase Funnel, finds tha...

Article

Three Mandates Marketers Must Adopt to Build Brand Trust in 2023

June 18, 2023

When we ask ourselves, what has really changed in the last year? The truth is that everything has. C...

Article

Gen Z Harnesses Vulnerabilities, Asking Brands to Stand Up for All Consumers

June 18, 2023

The Edelman Trust Institute sat down with Bianca Brown, Senior Account Executive and a U.K. Ambassad...

Article

Executives Are Disconnected from Their Employees on Racial Justice Progress

May 17, 2023

We need a clear framework for measurement and progress on racial justice and DEI. Without that, we w...

Article

America’s Executives Are Out of Touch with the Lived Reality of Race in the Workplace

May 17, 2023

Three years after the collective wake-up call wrought by the murder of George Floyd, new Edelman dat...

Article

Trust Reveals Fractures in the Health System

April 18, 2023

Economic fears, expansive expectations, and systemic concerns combine for inverse realities in healt...

Article

Addressing the Economics of a Health Crisis

April 18, 2023

It should come as no surprise that the macroeconomic landscape is profoundly impacting health realit...

Article

Maintaining Trust as the Definition of Health Evolves

April 18, 2023

Health has become multifaceted, and those who can bring solutions forward have a responsibility to s...

Article

Trust and Climate Change: From Reporting to Rallying

November 2, 2022

To succeed in the decade ahead, we need to move global institutions from reporting to rallying, to m...

Article

Business Must Meet the Moment to Help Save Our Planet

November 3, 2022

The message is clear: Business must step up to close its trust deficit....

Article

People think sustainability is joyless. That’s a huge opportunity for business.

November 3, 2022

Almost half of people aged 18 to 34 think that adopting a sustainable lifestyle will mean giving up ...

Article

Tech Leads All Sectors on Trust. Will it last?

October 19, 2022

Innovation has powered trust in technology for years....

Article

My Employer: The Last One Standing

September 1, 2022

The workplace is now viewed as the crucible for solving societal problems. ...

Article

Brand Trust; The Gravitational Force of Gen Z

June 19, 2022

Edelman has been following brand trust for the past six years. Our most important finding is the eme...

Article

On racism, the time for business to lead is now

June 14, 2022

Just over two years ago, Corporate America found itself at a crossroads. As Americans rose up in the...

Article

The Geopolitical Business

May 23, 2022

Business has emerged in the past three years as the most trusted institution in the Edelman Trust Ba...

Article

Trust and Food: What Divides and Unites Us

April 27, 2022

Food is serious business, especially when you don’t have enough....

Article

Trust: A Determinant of the Health Economy

March 17, 2022

“Virtually every commercial transaction has within itself an element of trust… much of the economic ...

Article

Business and Health Authorities: Harnessing Trust Post-Pandemic

March 17, 2022

As we gradually move toward a post-pandemic world, the health sector’s engagement with health author...

Article

Shaping Health Policy Through Trusted Information

March 16, 2022

The start of the third year of the pandemic is a sobering reminder of the devastating toll COVID-19 ...

Article

In A Pandemic, Trust Saves Lives

March 16, 2022

As the world grapples with one crisis after another, there is little doubt about the role of governm...

Article

Drafting a new social contract for pharma

March 14, 2022

Tracking among the study’s global average of nine countries, the survey saw trust in healthcare comp...

Article

Health’s Missing Link is Trust; Trust’s Missing Link is Information

March 10, 2022

Our study, conducted in February, found trust is a determinant of health, essential not only for per...

Article

Trust: A Key Determinant of Health

March 10, 2022

This month, we mark the second anniversary of the lockdown ordered by Western governments to prevent...

Article

Breaking the Vicious Cycle of Distrust

January 18, 2022

The world is failing to meet the unprecedented challenges of our time because it is ensnared in a vi...

Article

Trust in China

January 18, 2022

Fraught U.S.-China relations will continue entering 2022. This year, leaders of both countries will ...

Article

The Stabilizing Force of Business

January 18, 2022

In many respects, 2021 was a year of suspended animation as the world struggled to regain its balanc...

Article

Defaulting Back to Trust

January 18, 2022

We enter the new year in the long shadow of an enduring pandemic, with Omicron yet another gut check...

Article

Trust in Government: A Stark Divide

January 20, 2022

If you care what people think, and most politicians do, this is a miserable time to be pursuing a ca...

Article

Distrust and the Media: What Business Can Do

January 24, 2022

On January 6, 2021, I could not believe what I was seeing and hearing. Before wall-to-wall coverage ...

EVENTS, PODCASTS

Hear from Edelman executives and leading voices about navigating the shifting dynamics of trust.

EVENT

2022: TRUST BAROMETER GLOBAL LAUNCH EVENT

 

January 2022 - Global virtual launch event, alongside a panel of esteemed leaders.

WATCH EVENT

EVENT

2021: TRUST BAROMETER GLOBAL LAUNCH EVENT

 

January 2021 - Global virtual launch event, alongside a panel of esteemed leaders.

WATCH EVENT

EVENT

2021 SPECIAL REPORT: TRUST, THE NEW BRAND EQUITY LAUNCH EVENT

 

June 2021 - Global virtual launch event, alongside a panel of esteemed leaders.
 

WATCH EVENT

PODCAST

THE TRUST MAKERS
 

 

Join The TrustMakers, where listeners connect with global experts to learn what it takes to build trust in today’s society.

LISTEN

REPORTS ARCHIVE

Complete access to more than 20 years of data, research and insight into the factors shaping societal trust.

2022 EDELMAN TRUST BAROMETER
The Cycle of Distrust
2021 EDELMAN TRUST BAROMETER
Declaring Information Bankruptcy
2020 EDELMAN TRUST BAROMETER
Trust: Competence & Ethics
2019 EDELMAN TRUST BAROMETER
Trust at Work
2018 EDELMAN TRUST BAROMETER
The Battle for Truth

CONTACT US

Interested in learning more? Get in touch with our Trust team.