In business we trust: 25 years of Edelman’s Trust Barometer

The Edelman Trust Barometer is an annual global survey that measures public trust in four key institutions: business; government; media; and NGOs (non-governmental organisations).

Now in its twenty-fifth year, I wanted to investigate what the big changes have been over the past quarter of a century – which happens, coincidentally, to be pretty much the same period of time as I’ve been in the workforce.

Over the last 25 years, Edelman’s work has evolved into one of the most comprehensive studies of global trust dynamics. But what exactly does it focus on?

• Trust index: A composite score measuring overall trust in the four institutions.
• Thematic insights: The report often focuses on issues such as misinformation, societal polarisation, and the roles of business and government in addressing global challenges.
• Global comparisons: Highlights differences in trust levels across regions, such as developing versus developed nations.

Media faces a crisis of credibility, with 63% unable to distinguish trustworthy news from misinformation

So how have things changed in the past quarter of a century? (I really need to stop saying it like that, I feel old.)

2025 continues the trend

• Businesses are, once again, the most trusted institution globally, with a 62% trust index in 15 of the 28 surveyed countries. Employees and wider society believe that business has a role to play in addressing societal challenges and maintaining stability amid widespread institutional distrust.
• The rise of societal polarisation and inequality will not come as a surprise for many. Interestingly, though, trust levels are higher in developing nations such as China and India, while major developed economies like Japan, Germany, the US, and the UK report low trust scores.
• Continuing the downward trend, trust in media continues to erode, with a disturbing 63% of respondents finding it increasingly difficult to discern credible news sources from misinformation, reflecting a growing crisis of credibility.
• Optimism about the future varies significantly by age, with younger generations expressing greater discontent and scepticism about societal progress compared to older generations.
• Despite concerns about job security, employees view their employers as the most trusted entities, with a 75% trust rating. This underscores the importance of workplace trust as a foundation for community and stability.

What this means for professional communicators

The role of communication professionals has never been more critical, as society increasingly expects businesses to drive positive change and bridge trust gaps in a divided world.

Fact-checking and combating misinformation are essential, even in the face of the likes of Meta, who have controversially deemed fact-checking ‘political’. (Facts, surely, are facts?)

Communication professionals must support leaders with tools to listen, understand concerns, and align actions with values, as credibility is hard won but easily lost. (If you’re interested in reading more about credible leadership, I highly recommend Jenni Field 's Nobody Believes You: Become a Leader People Will Follow.)

Storytelling remains a powerful way to demonstrate trustworthiness through action, not just words.

With Millennials dominating the workforce and Gen Z rapidly entering, reducing scepticism and fostering belief is crucial. Storytelling remains a powerful way to demonstrate trustworthiness through action, not just words.

As trends persist, communication professionals will find an increasing amount of their time is spent helping leaders and organisations to maintain trust and use their influence positively – as Uncle Ben once told Peter Parker, “With great power comes great responsibility”.

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