A Look At The 25 Year Journey Of Edelman Trust Barometer

As Edelman marks the 25th anniversary of its Trust Barometer, the 2025 report takes center stage at the World Economic Forum in Davos. From growing distrust in governments and institutions to the erosion of confidence in media, the Edelman Trust Barometer offers a powerful lens into the evolving dynamics of trust. What inspired the creation of this influential tool, and what are its implications for governments, businesses, and individuals navigating the complexities of the modern era?

During the launch of the 25th edition of the Edelman Trust Barometer Report at the World Economic Forum 2025, Davos, Financial Times columnist Gillian Tett remarks: “For years, journalists threw brickbats at business leaders, but now we’re on the same level of distrust” to panel chair Alyson Shontell, editor-in-chief of Fortune.

Trust is more than an abstract concept—it is a fundamental driver of progress. It enables collaboration, fuels innovation and ensures long-term success. 

According to Edelman’s findings:

“Organisations with high levels of trust are six times more likely to enjoy customer loyalty, seven times more likely to command premium prices, and eight times more resilient during crises.”

Is it not interesting? 

As simple as it sounds, Edelman Trust Barometer 2025 highlights a rapid erosion of people’s trust in the media, in addition to growing distrust for governments and corporations. 

Edelman Trust Barometer: The journey that began in 1999

The journey of Edelman Trust Barometer began in 1999, inspired by the anti-globalisation protests at the World Trade Organisation Ministerial Conference in Seattle, commonly known as the "Battle of Seattle." These protests, marked by violence and opposition to global trade policies, raised questions about the public’s perception of institutions, particularly non-governmental organisations (NGOs) compared to businesses, governments, and the media.

Edelman posed a simple yet profound question: “How much do you trust each institution to do what is right?” 

The results were unexpected—NGOs emerged as the most trusted institution in most countries. 

This revelation hinted at a deeper dissatisfaction with the traditional pillars of capitalism and democracy and signalled the fragility of the perceived global consensus on governance and economic progress.

As the Trust Barometer evolved over the years, it became a critical tool for tracking public sentiment and revealing the factors shaping trust. 

During the early 21st century, events like the Iraq War shattered the optimism and belief in inevitable global peace and prosperity. Based on dubious premises of nuclear threats and democratisation, the war eroded public trust in governments and marked the beginning of a steep decline in institutional credibility.

 The 2008 financial crisis, fueled by deregulation and corporate scandals like Enron and Arthur Andersen, dealt a severe blow to trust in capitalism and financial institutions. The fallout was catastrophic—10 million Americans lost their homes, millions plunged into poverty, and public faith in the banking system collapsed. CEOs, once symbols of stability, faced significant distrust.

Beginning in 2012, populism surged across the globe, driven by deindustrialisation, inequality, and a growing sense of disenfranchisement. Populist leaders like Donald Trump, Jair Bolsonaro, and Viktor Orbán rose to power, offering simplistic solutions to complex problems and rejecting the traditional elite. 

Movements such as Brexit, Gilets Jaunes, and the Canada Freedom Convoy brought in a broader disillusionment with mainstream politics.

In 2020, the COVID-19 pandemic was a seismic event, with nearly 7 million deaths worldwide and widespread economic and social disruption. Measures like lockdowns and vaccination mandates fueled public scepticism about government competence and scientific advice. 

Topping all this, the rampant spread of misinformation during the pandemic deepened societal divisions and distrust in media and healthcare institutions.

In recent times, geopolitical tensions have further destabilised global trust. The U.S.-China rivalry, Russia’s invasion of Ukraine, and conflicts in the Middle East have fragmented international cooperation, emphasising a multipolar world fraught with uncertainty.

Research analysis by Edelman Trust Barometer

The Edelman Trust Barometer is a globally recognised annual research initiative designed to assess public trust in institutions such as government, business, media, and non-governmental organisations (NGOs). 

The survey, conducted across up to 28 countries, offers a comprehensive understanding of trust dynamics within diverse populations. The research employs demographically representative samples to ensure an accurate reflection of societal attitudes and opinions.

Fundamentally, the Edelman Trust Barometer seeks to uncover the underlying reasons why people hold certain views, leveraging in-depth questioning and sophisticated data analysis. By tracking evolving attitudes and examining how personal perceptions influence broader societal trends, the Barometer provides critical insights into the state of trust worldwide. 

The Trust Barometer adheres to global research standards such as the Insights Association Code of Standards and Ethics and ESOMAR’s Code and Guidelines, ensuring the integrity and reliability of its findings. 

The research process is transparent and begins with a carefully designed questionnaire that is localised and translated for different regions, reflecting cultural and contextual nuances. 

The Edelman Trust Barometer prioritises making its data clear and accessible, offering validated insights that inform decision-makers across industries. 

Beyond the annual report published each January, the initiative provides thematic reports throughout the year, exploring trust trends in specific areas such as generational shifts, geopolitics, and industry-specific dynamics like technology and healthcare.

Over the past 25 years, the Edelman Trust Barometer has revealed significant shifts in public trust across institutions.

A widening mass-class divide became evident in 2012, revealing stark disparities in institutional trust based on income levels. High earners exhibited significantly more trust in institutions compared to their lower-income counterparts. 

This divide has expanded globally; today, 22 out of 28 surveyed countries report double-digit gaps in trust between income groups. Developing markets such as Thailand, Saudi Arabia, and the UAE exemplify the extremes of this inequality, contrasting sharply with the relatively narrower divides of earlier years.

The battle for truth has intensified, with the media becoming the least trusted institution by 2020. Social media, in particular, has been a contested ground for misinformation since 2016. The proliferation of biased or sensationalist content, combined with generational shifts in media consumption, has complicated trust in information sources. 

For instance, Gen Z Americans increasingly rely on platforms like TikTok for news, creating challenges for traditional journalism and raising questions about the credibility of digital-first content.

In 2021, businesses overtook NGOs as the most trusted institution, being recognised for both its ethical and competent leadership. With a 49-point advantage over governments in perceived competence, businesses are now expected to lead on societal and economic issues. 

The Trust Barometer also highlights a correlation between trust and economic growth. Countries like Saudi Arabia, the UAE, and India consistently demonstrate high trust levels owing to their economic stability and institutional confidence. In contrast, democracies facing economic and political challenges, such as Germany, Japan, and South Korea, experience lower trust levels. 

Historical events like Japan’s Fukushima nuclear accident in 2011 have further strained institutional credibility in these nations.

Edelman Trust Barometer 2025: Key insights 

Media distrust crisis: The 2025 Edelman Trust Barometer paints a sobering picture of the media landscape, revealing that trust in journalism remains at alarmingly low levels. According to the Trust Barometer, two-thirds of respondents reported difficulty distinguishing between facts and misinformation. 

“Media’s got to put facts first, avoid ideology and stop chasing clicks”, says Richard Edelman, CEO of Edelman. 

Experts note that it is time to find new ways to engage audiences, particularly Gen Z to preserve credibility and trust. With the advent of the digital age, the world consumes knowledge in an entirely different manner. “They read headlines first, then comments, and only engage with content if it aligns with their tribe”, explains Tett.

Lingering distrust post-COVID: The aftermath of COVID-19 continues to erode trust in institutions, with unresolved grievances about pandemic-era misinformation. The 2025 Trust Barometer suggests a need for a "truth and reconciliation commission" to address public resentment and misinformation. 

Tett called for a more scientific approach to communication, proposing the use of “error bars” to indicate uncertainty in statements. This transparency, she argued, could restore public confidence in both the government and the media.

The panel also emphasised the importance of institutional collaboration to establish standards for truth. Brad Smith, Vice Chair and President, Microsoft emphasised: “It’s not just about the media – it’s about all institutions working together to rebuild credibility.” 

Grievance and Hostile Activism: A striking finding of the report is the rise of grievance-driven behaviour. 40% of respondents endorsed hostile activism and 20% supported violence as a means to address frustrations. 

Dolf van den Brink, CEO and Chairman, Heineken N.V., called this a wake-up call for businesses and media alike. “We need to re-engage with society and rebuild economic optimism,” he said. “If people don’t see hope for a better future, grievance will only deepen.”

Takeshi Niinami, President and CEO, Suntory Holdings Ltd., echoed this sentiment, urging businesses to focus on creating value for society. “In Japan, we’ve seen how distrust grows when corporations prioritise dividends over wages. Business must become indispensable to society,” he said.

How Edelman Trust Barometer paves the way in the AGI era

The erosion of trust in the media has contributed to societal divisions and polarisation. The Edelman Trust Barometer calls for urgent, multi-stakeholder efforts to improve information literacy, support high-quality journalism, and restore confidence in the media ecosystem.

Another key insight from Edelman’s research is the enduring strength of local trust sources. Employers, educators, and community leaders consistently emerge as trusted voices. Companies can harness this trust by empowering local subsidiaries, engaging with communities, and tailoring initiatives to align with cultural contexts. Trust, when localised, becomes a powerful tool for connection and impact.

As technology continues to reshape industries, the ethical deployment of artificial intelligence (AI) becomes paramount. Trust in AI will hinge on transparency, fairness, and accountability—areas that Edelman’s research identifies as critical. Institutions that prioritise these principles can unlock AI’s potential while mitigating societal concerns.

In a world facing economic, technological, and societal shifts, trust remains the foundation for progress. By rebuilding credibility, leveraging local connections, and ensuring ethical innovation, organisations can not only navigate challenges but thrive in an ever-evolving landscape. This is the promise of trust, and its importance has never been greater.