In a divided world, how can foreign brands win local trust?

The redefinition of globalization continues to present unique challenges for international B2C brands. Geopolitical tensions and ever-increasing polarization make operating globally more of a tightrope act than ever, and multinationals seeking to win consumer trust need to ramp up their multi-local approach — without compromising their brand values.

So, what are the best routes to establishing local trust? The 2024 Edelman Trust Barometer Special Report: Brands and Politics surveyed over 15,000 people in 15 countries. When respondents were asked to pick one or more ways "a foreign brand will earn my trust", their answers lined up as follows:

🏢 Creates good jobs locally (49% agree this earns trust)

📜 Follows local laws (47%) and respects government policies (33%)

🤝 Works with local suppliers (44%)

🌍 Addresses societal challenges (31%)

🎨 Adapts products to local cultures — consumers in India (49%), South Africa (45%), Indonesia (45%), Brazil (43%), and the UAE (43%) particularly interested in this

One common thread? The Global South craves recognition. Historically underrepresented and stereotyped, these regions increasingly see their cultural capital as a source of pride. Brands aiming to resonate with consumers in these markets need to move far beyond a one-size-fits-all approach by adapting to, celebrating and empowering (hyper)local communities. One example of a brand getting it right? Adidas partnering with Mexican artisans to create hand-embroidered national soccer jerseys.