The Power of Trust: Key Insights from the Latest Edelman Trust Barometer

Trust is the currency of modern business. It underpins consumer loyalty, drives employee engagement, and ultimately forms the foundation of a company's economic capital. Without trust, credibility erodes, reputations falter, and long-term growth becomes a distant dream.

The latest Edelman Trust Barometer, a globally recognized report on trust across institutions, offers invaluable insights into the state of trust today and highlights critical challenges and opportunities for businesses.

This year’s findings are both eye-opening and thought-provoking, underscoring the importance of trust as a driver of success in an increasingly polarized world.

Key Findings from the 2025 Trust Barometer

1. Trust in Business Surpasses Government and Media: Business remains the most trusted institution in 15 out of 28 markets surveyed. While trust in governments and media continues to falter, businesses have emerged as a beacon of reliability, often filling the void left by other institutions.
2. Media Distrust Is Alarmingly High: Trust in media has fallen below 60% globally, with 50% of the surveyed markets expressing outright distrust. This decline can be attributed to the proliferation of misinformation, polarized reporting, and perceived biases within traditional and social media channels.
3. Financial Services Hold Steady at Over 60% Trust: Despite global economic uncertainties, trust in financial services remains resilient at over 60%. This is a testament to the sector's efforts to enhance transparency, prioritize customer-centric practices, and adopt sustainable finance principles.
4. A Global Grievance Gap: One of the most concerning findings is that 61% of people globally report a moderate or high sense of grievance. This means a majority of individuals believe government and business make their lives harder and serve narrow, elite interests.

Implications for Businesses: Trust as Economic Capital

The Edelman Trust Barometer makes one thing abundantly clear: trust is not a static asset. It is earned through consistent actions and can be lost quickly through missteps.

Here’s what businesses can do to build and sustain trust in today’s environment:

1. Commit to Authentic Leadership: People want leaders who are authentic, empathetic, and courageous. CEOs must not only articulate their company’s values but embody them in decision-making and communication. Authenticity builds credibility, and credibility fosters trust.
2. Enhance Strategic Communication: As trust in media declines, businesses must take proactive measures to communicate directly with their stakeholders. Strategic communication has never been more critical for proactive and reactive reputation management. This includes:
3. Prioritize Societal Impact: Companies that lead with purpose and demonstrate a commitment to societal good are more likely to earn and sustain trust. Initiatives that focus on sustainability, diversity, and community impact resonate strongly with stakeholders and position businesses as forces for positive change.
4. Invest in Employee Advocacy: Employees are some of the most trusted advocates for a company. By fostering a culture of inclusion, engagement, and empowerment, businesses can turn their workforce into powerful ambassadors for trust.
5. Prepare for Crisis Management: In a world of constant disruption, businesses must have robust crisis communication strategies in place. Trust is often tested during times of crisis, and how a company responds can make or break its reputation.

The Role of Strategic Communication in Trust Building

Strategic communication is the linchpin of trust-building efforts. It supports organizations in navigating an increasingly complex landscape where misinformation spreads rapidly, stakeholder expectations are rising, and reputations can be threatened overnight.

Businesses must adopt a dual approach:

• Proactive Communication: Establishing clear, consistent messaging that aligns with the company’s values and reinforces trust over time.
• Reactive Communication: Responding swiftly and transparently to crises or challenges to preserve credibility.

The Edelman Trust Barometer findings highlight that trust must be reinforced continuously through communication that is transparent, empathetic, and aligned with stakeholder expectations.

The Path Forward

The 2025 Edelman Trust Barometer underscores that trust is no longer just a "nice to have" but a critical business imperative. Businesses that invest in trust - through authentic leadership, strategic communication, and a commitment to societal impact - will be well-positioned for sustainable growth.

At the same time, the findings also serve as a warning. Institutions that fail to adapt to these shifting dynamics risk losing their credibility and damaging their reputations.

Introducing "The Trusted Leader"

As businesses grapple with the evolving dynamics of trust, I am excited to announce the upcoming launch of my new book, "The Trusted Leader: How to Build Relationships That Last," on 31 July this year. This book dives deep into the principles of trust-building, offering actionable strategies for leaders to strengthen their credibility, connect with stakeholders authentically, and navigate the complexities of modern leadership.

The insights from the Edelman Trust Barometer align closely with the key themes of the book, reinforcing that trust is not just a leadership skill but a strategic advantage. In "The Trusted Leader," I share real-world examples, research-backed strategies, and practical frameworks to help leaders inspire confidence, foster loyalty, and achieve sustainable success.

A Call to Action

The future belongs to leaders and organizations that prioritize trust as their most valuable asset. Let us commit to fostering trust within our teams, industries, and communities—because trust isn’t just good business; it’s the foundation of a better world.

Stay tuned for updates on the book launch, and let’s continue this important conversation. How are you building trust within your organization? Share your thoughts in the comments below!