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2025 Edelman Trust Barometer: Special Report - Brand Trust, From We to Me

The New Role for Brands; From Change the World to Change My World

Trust in brands has soared in recent years, with brands more trusted than any traditional institution we study. In an environment of economic pain, geopolitical turbulence, and cultural upheaval, consumers are looking to brands they trust to provide stability in their lives.

The landscape has changed, and so has what people expect from brands. Our data shows that trust isn’t won with purpose statements – it’s earned through relevance, responsiveness, and relentless clarity of action. To be a a trusted brand today is to have purpose beyond profit and to authentically show up in culture and community.

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The new reality: Purpose has evolved from we to me

Brands need to start with the personal. Today, 80% of people trust brands they use, which is more than those who trust in business, media, government, NGOs, and their employer (among employees). While brands have been expected to promote their values through social causes they champion, consumers today want something different: economic hope and personal stability. They are looking to brands for safety, to feel calm, confident, inspired. They want optimism, education, and even a sense of community from brands.

Trust is the currency of consumer power

Trust is as much of a purchase consideration as quality and price. More than an emotional connection, it is strategic to the relationship brands have, or want, with their customers. Trust is not only an aspiration in the buying journey; it is another lever for consumers to use in exerting power and influence over the brands they choose to engage with.

Staying silent speaks volumes

In today’s complex and politically charged environment, staying silent on certain issues could make a brand’s position worse. If a brand ignores its obligation to act, most consumers will assume the worst – that you’re complicit, or you are hiding something.

Discover the Trust insights shaping brands in 2025

A full look at this year’s findings — and what they mean for businesses, leaders, and society.

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From brands that promise to brands that participate

Purpose is personal

Purpose should speak to real human needs rather than vague social goals. In this time of tumult, brand leadership means bringing stability, optimism, and community into consumer lives.

Brands fill the trust void

Brands have earned trust while it stays stagnant for traditional institutions on average. While trust is a powerful brand differentiator, it also comes with greater responsibilities. Brands must act in my world and the world to maintain their edge.

Silence is not a safe play

Playing it safe by staying silent feels low risk but comes with its own dangers. Inaction invites commoditization. To act with intention, map out the dimensions of your brands obligation to the issue at hand.

Active brands participate with me

To meet consumers on their terms, brands must be active in culture and in their world. Local voices and earned media, feeding into AI, are key places to start.

Methodology

The 2025 Edelman Trust Barometer Special Report: Brand Trust, From We to Me, is in its 7th year. The research was produced by the Edelman Trust Institute and consists of 30-minute online interviews conducted between April 24-May 5, 2025

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15,000
Respondents

15
Countries

1,000+
Respondents / Country

We can help you become an Active Brand

Contact Edelman’s Brand strategists to learn how your company is doing as an Active Brand.

25 Years of Trust

25 Years of Trust

The New Role for Brands; From Change the World to Change My World

Trust in brands has soared in recent years, with brands more trusted than any traditional institution we study. In an environment of economic pain, geopolitical turbulence, and cultural upheaval, consumers are looking to brands they trust to provide stability in their lives.

The new reality: Purpose has evolved from we to me

Trust is the currency of consumer power

Staying silent speaks volumes

From brands that promise to brands that participate

Purpose is personal

Brands fill the trust void

Silence is not a safe play

Active brands participate with me

Methodology

We can help you become an Active Brand