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2025 Edelman Trust Barometer: Special Report - Trust and Health
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25 Years of Trust
Featured President Biden, Prostate Cancer, and the Necessity of Testing How Brands Can Stay Visible in an AI-Driven Search World In the era of AI search, brands must adapt to stay visible and trusted. The emerging practice of Generative Engine Optimization (GEO) can help brands take control of how they are showing up in AI responses. KEEP READING The Golden Age of Earned Earned media is emerging as the key driver of trust and visibility in an AI-led search era. KEEP READING Explore All Insights
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Our Podcasts

Trust is the ultimate currency in the relationship that all institutions — businesses and brands, governments, NGOs, media — build with their stakeholders. Trust enables an organization to operate, lead and thrive. 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. 

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The Trustmakers

Thomson Reuters Foundation's Antonio Zappulla on Threats Facing Journalists

Antonio Zappulla, CEO of the Thomson Reuters Foundation, joins Edelman’s Justin Blake to explore the urgent challenges facing independent journalism in today’s volatile information landscape. From the rise of autocracies to the flood of online misinformation and the rapid evolution of AI, Antonio discusses how media organizations can uphold integrity, adapt to disruption, and cut through the noise. “We’re living in a post-truth society,” he says, emphasizing the need for credibility in modern journalism.

The Trustmakers

Oxford Professor Karthik Ramanna on ‘The Age of Outrage’

Karthik Ramanna, Professor of Business & Public Policy at University of Oxford Blavatnik School of Government, sits down with Edelman’s Satyen Dayal to talk about his latest book, ‘The Age of Outrage’, and how business leaders can build trust amid an era of global societal grievance. “You build trust by actually being able to do what you say you’ll do,” Karthik says.

The Trustmakers

United Way's Angela Williams on the Power of Partnerships

Angela Williams, President and CEO of United Way Worldwide, joins Edelman’s Alex Heath for a conversation on how nonprofits can be successful in today’s environment and the power of partnerships. “Trust is key, partnership is currency,” says Angela.

The Trustmakers

Futurist Amy Webb on Why We Need to Stop Fearing the Future

Amy Webb, CEO of Future Today Strategy Group, sits down with Edelman’s Brooks Miller to talk about her work as a quantitative futurist, the biggest threats facing institutions today, and how businesses and brands can improve their strategic foresight. “We all have agency…The future is not pre-determined and that is a good thing because it means we have the ability to shape it,” Amy says.

The Trustmakers

Mindy Barry of Mars Pet Nutrition on Redefining Brand Purpose and Reef Restoration

Live from SXSW, this special episode of The TrustMakers features Mindy Barry, Global Vice President, Marketing – Mars Pet Nutrition, SHEBA® Brand, on how the popular cat food brand is turning purpose into action. Just announced, the “Reef Builders” documentary, presented by SHEBA, spotlights the inspiring stories of the people behind the Sheba Hope Grows program – part of one of the world’s largest coral reef restoration programs. Mindy shares her playbook for building authentic brand purpose—rooted in accountability, partnerships, and long-term impact. She explains why brands that embrace progress over perfection, and act with humility, will be the ones to earn consumer trust in the future.

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