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21 January 2025

Trust plummets in government, businesses, and the rich

The 2025 Edelman Trust Barometer report reveals a troubling decline in public trust in businesses, fuelled by growing economic frustrations. 

The Edelman Trust Barometer is an annual global survey that measures public trust in government, business, media, and NGOs. It provides data-driven insights on trust trends, highlighting issues like transparency, ethics, and misinformation, to help organisations build credibility and address stakeholder expectations.

2025 Edelman Trust Barometer, page 17

According to this year’s report, which surveyed 33,000 people across 28 countries, six in ten respondents feel economically disadvantaged, and worryingly, some people believe hostile actions – even violence – may be necessary to create change.

The findings point to a deep sense of alienation, with many believing that both businesses and governments prioritise the wealthy over ordinary people. Younger generations are especially disillusioned, with over half of those aged 18 to 34 supporting the idea of taking drastic measures to force societal shifts.

For businesses, this is a wake-up call. The report highlights the need for companies to step up and actively rebuild trust. This means addressing economic inequalities by ensuring fair pay, investing in workforce training, and engaging with local communities. It also calls on businesses to be leaders in providing reliable information, promoting respectful dialogue, and challenging misinformation to help create a more connected and informed society.

Richard Edelman, the CEO of Edelman – a leading global public relations and marketing firm – said:

“The Edelman Trust Barometer 2025 finds a dissent into grievance. It’s been a progression from fears to polarisation. and now into grievance. [People feel that] there is a lack of quality information, a deep sense that the political system is broken, and lastly, a belief that, in fact, their family will not be better off in five years. 60% of respondents say that they’re aggrieved. They don’t believe the system is working. They feel pressed in terms of their bills. They actually find it difficult to navigate this world of misinformation, and they have no hope for the future.

“The question is, how to fix this? Trust has to be restored in order to do that. What does business do in this context? The default in the last couple of years has been, because business is so competent and ethical, let’s go to business. It’s a mistake to have business as the sole player here. Business is supposed to focus on things they can do really well –  skilling jobs with good pay, making sure that we have affordable products, but also sustainability. 

“But the other institutions have to step up. The government has to deliver on the matters to improve lives. NGOs are the healing force for the social fabric. And the media has to come back to the centre and give us facts we can rely on. If we can get to a place where there is optimism, it can overwhelm grievance, and then we can have a clear path to a belief in the future.”

From a PR perspective, the takeaway is clear: deeds, not words. Businesses must go beyond words and show real, measurable actions. Transparent communication, genuine community engagement, and a focus on societal impact will be crucial for restoring trust and addressing the growing divide.

Read more on the 2025 report and current trends here.

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