Today’s Edelman Trust Barometer 2025 delivers critical insights into the world's trust deficit. This report follows up on and confirms the findings from the World Economic Forum’s Risk Report for 2025, which confirms the growing risks the world is experiencing and how people are reacting to and shaping their views and opinions.

Edelman’s report offers actionable pathways for businesses, governments, and investors to navigate the fractured landscape in which we live and work.

Businesses and governments must work hard to regain trust and rebuild their reputations. This work needs to involve more than communications; it must involve actionable strategic decisions that improve the quality of people’s lives worldwide.

Edelman’s Key Findings: Trust Under Pressure

A Crisis of Grievance

The Edelman report identifies a “crisis of grievance,” with 61% of respondents expressing moderate to high dissatisfaction with institutions. This issue is not new but has been growing for a number of years. It stems from widespread perceptions that the actions of businesses and governments disproportionately benefit elites while neglecting broader societal needs and communities.

Trust inequality persists and has entrenched itself, with low-income groups showing significantly lower trust levels than high-income groups. For instance, the trust gap between these groups exceeds 20 points in some nations, deepening societal divisions.

Business Remains the Most Trusted Institution

Yet, despite these challenges and the world's current situation, business is the most trusted institution, with 62% trust globally. This positions the private sector as a pivotal force in rebuilding societal confidence.

Notably, respondents increasingly see businesses as ethical, marking a 19-point improvement in perceived business ethics since 2020.

However, trust is fragile and varies by region. For example, business trust in high-income countries like Japan (39%) and the UK (43%) lags far behind emerging markets such as India (75%).

Misinformation Undermines Trust

A stark 70% of respondents worry about being misled by business or government leaders. Moreover, 67% believe news organisations prioritise ideology over public interest, amplifying mistrust in media. These findings underscore the corrosive impact of misinformation on societal trust and push people onto alternative platforms from where they get their news and are at greater risk of the misinformation they want to avoid.

Strategic Recommendations for Rebuilding Trust

For Businesses: Lead with Purpose

Businesses are uniquely positioned to address the grievances that people across society have. To rebuild trust, the report suggests that they must:

Take Responsibility for Societal Issues

Edelman reveals that 73% of respondents believe CEOs are justified in addressing societal challenges if their actions create meaningful change.

To demonstrate their commitment to the public good, companies should focus on climate change, misinformation, and workforce reskilling.

Businesses face a challenge balancing returns on investment and addressing climate change, issues that should not be mutually exclusive.

Invest in Workforce Development

Economic insecurity drives grievance, with 85% of respondents expecting businesses to provide reskilling opportunities for employees.

Upskilling, especially given the disruption that AI will cause across certain labour market disciplines, can reduce mistrust. Prioritising fair wages, training, and job security can help.

Fight Misinformation

Misinformation poses a key threat to businesses' reputations and their perceptions.

Businesses must actively counter misinformation by collaborating with trusted partners and ensuring clear, factual communication with stakeholders. Proactively addressing false narratives can prevent reputational harm.

For Governments: Restore Legitimacy

The Edelman report finds government trust stagnating at 52%, with grievances linked to perceived inequality and inefficiency.

To rebuild confidence, governments must:

Deliver Tangible Benefits

Policies that improve quality of life, address affordability concerns, and invest in public infrastructure can bridge trust deficits. These policies are actionable, and people can see and experience them beyond headlines and announcements.

Partner with Business

Public-private partnerships are critical for tackling complex issues like climate change, misinformation, and unemployment. Joint initiatives and ventures can enhance credibility and deliver visible results.

Learning from the private sector can deliver efficiencies and improve how policies are rolled out into actions that deliver change that the public can experience.

For Investors: Prioritise Reputational Capital

Investors wield significant influence over corporate strategy.

Edelman highlights the growing expectation that investors focus on ethical practices and stakeholder impact:

Support ESG Initiatives

While some leaders are retreating from ESG and other ethical initiatives, prioritising investments in companies that align with environmental, social, and governance (ESG) principles builds trust with both stakeholders and the public.

Engage with Local Communities

Investments that demonstrate tangible benefits for communities, such as job creation and infrastructure development, can reduce grievances and foster goodwill.

Again, action over announcements is what will give people trust and confidence.

The Misinformation Challenge

Edelman’s findings on misinformation highlight its power and influence on eroding trust across institutions. With 70% of respondents expressing concern about being misled and 67% doubting the neutrality of news organisations, misinformation presents a systemic risk.

To combat this:

• Businesses and governments must prioritise transparency and factual accuracy in their communications.

• Media organisations should adopt stricter editorial standards to regain public confidence. The Reuters Institute for the Study of Journalism report examined this issue in more detail.

Turning Insights into Action

The 2025 Edelman Trust Barometer underscores a critical truth: trust is not granted; it is earned through action and leant to organisations by people and other stakeholders.

Businesses, governments, and investors must work collaboratively to address societal grievances, combat misinformation, and rebuild reputational capital.

By focusing on transparency, fairness, and shared value creation, institutions can restore trust and unlock opportunities for sustainable growth. In a world rife with challenges, trust remains the foundation for progress.

Get in touch if your business or investments need counsel and strategic communications support and advisory. Strategic communication and stakeholder engagement are central to my expertise, and I’m here to share knowledge or explore potential collaborations.

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