Edelman’s annual trust check-in is here, surveying 33,000+ people across 28 countries. The verdict? Grievance is widespread, trust is fragile and optimism is scarce. Here’s your cheat sheet to the 78-page Edelman Trust Barometer:
🚨 Grievance overload: 61% of respondents feel excluded, unheard and underserved, believing government and business primarily benefit the wealthy and powerful. In 23 of 26 countries, the majority report moderate to high grievance, showing the social contract is at risk. Those with high grievances are twice as likely to adopt a zero-sum mindset — what helps others hurts me.
🔥 Hostile activism normalized: 40% now view hostile activism (yes, even violence and disinformation) as a valid way to demand change. The most radical? Gen Z and Millennials, with 53% endorsing such tactics.
🤥 Leaders lie: 69% believe government officials, CEOs and journalists intentionally mislead the public with falsehoods or exaggerations — up 11-12% since 2021.
😟 Prejudice panic: 63% fear discrimination, racism or prejudice — a sharp 10-point jump in just one year, with double-digit increases recorded in 15 of 28 countries. The largest spike? White respondents in the US... 🤔
📉 Fading hope: Only 36% believe life will improve for the next generation. In wealthier countries, that drops to just one in five.
So, what now? Businesses can no longer afford to sit on the sidelines. Tangible action — not authority — is the true currency of trust. High-grievance individuals feel companies aren’t doing enough in key areas: affordability (64%), climate action (62%), retraining (56%), tackling misinformation (55%) and addressing discrimination (53%). Are you? 👀
Amid rising discourse and division, the opportunity lies in fostering inclusion and benevolence. Address inequality authentically, support grassroots change, and offer a brighter vision of tomorrow. A hopeful future may be people’s last lifeline. ✨