The 2025 Edelman Trust Barometer reveals a pivotal moment for organizations across every sector. With 61% of respondents reporting a moderate or high sense of grievance, and trust declining across business, government, media, and NGOs, the need for authentic, strategic communication has never been greater or more valuable.
This isn’t a crisis. It’s an opportunity.
What is the Edelman Trust Barometer?
The Edelman Trust Barometer is an annual global survey that measures public trust in the four institutions that shape society: business, government, media, and non-governmental organizations (NGOs).
This year’s theme, Trust and the Crisis of Grievance, reveals that grievance has become the dominant lens through which people view these institutions. But here’s what matters most: the survey also provides a roadmap for organizations ready to lead with transparency, authenticity, and purpose.
Understanding the Shift
The data paints a clear picture of what’s happening:
Across 28 countries, trust in institutions is fragmented, with people struggling to identify reliable sources of information amid AI-generated content, partisan messaging, and clickbait headlines.
Survey results reveal heightened concerns about discrimination, declining optimism for the next generation, and fears about globalization, recession, and technology.
Organizations are being evaluated not just on what they say, but on whether their actions align with stakeholder values and address real economic realities.
Why This Matters for Your Organization
In an environment where skepticism runs high, organizations that invest in strategic communication and genuine stakeholder engagement will stand out. The public is hungry for:
- Authenticity over polish: Real stories from real people resonate more than corporate speak
- Local connection: Communities want to see how organizations are investing in their neighborhoods
- Transparency: Behind-the-scenes access and honest communication build credibility
- Positive impact: People need reasons to be optimistic about the future
How Strategic Communication Creates Trust
This is where public relations professionals become invaluable partners. We help organizations navigate this complex landscape by:
Telling authentic stories: Using real people, local voices, and trusted individuals to create genuine connections with your audiences.
Providing credible sources: Ensuring every piece of communication is backed by quotable, trustworthy sources and verifiable facts.
Creating transparency: Giving stakeholders that behind-the-scenes look that makes them feel included in your journey.
Eliminating noise: Cutting through partisan messaging and clickbait to deliver straightforward, meaningful communication.
Championing optimism: Highlighting the positive impact your organization has on communities, employees, and the world.
The Path Forward: Four Pillars of Trust
The Trust Barometer provides a clear framework for organizations ready to lead:
- Address grievances directly: Understand the economic realities of your stakeholders, champion shared interests, and create tangible opportunities for optimism.
- Take action with purpose: Recognize where you have obligations, act on behalf of your stakeholders, and advocate authentically for your organization’s values.
- Collaborate across sectors: Business, government, media, and NGOs must work together. Invest in local communities, quality information, and job skills development.
- Lead with trust: When trust is prioritized, optimism eclipses grievance. Rebuild trust across your organization and within your local communities to create lasting positive change.
The Opportunity Is Now
While headlines may focus on declining trust, we see something different: a massive opportunity for organizations that are ready to communicate with purpose, authenticity, and optimism.
The world is searching for “feel good” initiatives, positive stories, and reasons to believe in a better future. Your organization has those stories. You just need the right strategy to share them effectively.
Political, economic, and environmental challenges will always dominate news cycles. But the organizations that break through are those that invest in strategic communication, address stakeholder concerns genuinely, and contribute meaningfully to their communities.
Let’s Build Something Better Together
This moment calls for communicators who understand how to bridge the trust gap and transform grievance into hope. Organizations that partner with strategic communication professionals who can navigate these dynamics won’t just survive this shift, they’ll thrive.
Ready to position your organization as a trusted leader? Let’s talk about how we can help you tell your story in a way that builds lasting trust and creates genuine optimism.