2025 Edelman Trust Barometer: how can companies address the new trust divide caused by grievances?

Marking its 25th anniversary, the 2025 Edelman Trust Barometer paints a sobering picture of a world gripped by a deepening crisis of trust. This year’s headline is clear: a growing sense of grievance is overtaking traditional trust as the dividing line in societies around the world.

During a recent webinar hosted by the Institute of Public Relations, communication leaders from the healthcare, technology, and financial industries explored the main insights of the report, providing valuable viewpoints on their implications for businesses, communicators, and society. Their conversation emphasized practical strategies for building trust, managing polarization, and leading with purpose in a divided world.

Despite numerous national elections and leadership changes in 2024, institutional trust remains stagnant or in decline. Only two countries—Argentina and South Africa—saw significant improvements in trust. In contrast, developed economies like Germany, the UK, and Japan continue to face high levels of distrust across government, media, NGOs, and even business.

The report finds that 61% of people globally now feel a moderate to high level of grievance. This sentiment is rooted in the belief that institutions primarily serve the wealthy and powerful, leaving ordinary people behind. Those with lower incomes are far more likely to distrust institutions and far less optimistic about the future. Trust inequality between high- and low-income groups continues to widen, especially in fast-growing economies.

Compounding the problem is the erosion of trust in leaders. Seventy percent of respondents believe that government officials, journalists, and CEOs purposely mislead the public. For the first time in years, trust in employers has also declined, as workers grow increasingly anxious about job security, automation, and lack of retraining.

While business remains the most trusted institution, it is not immune to the trust penalty brought by public grievance. People still expect business leaders to take action on societal challenges—especially when they can make a meaningful impact or when their company has contributed to the problem.

The report concludes with a clear message: trust must be rebuilt through shared purpose, economic empowerment, and collaboration. If institutions fail to act, grievance will continue to grow—threatening not just trust, but also the possibility of a more hopeful and stable future.

Sources:

Edelman Trust Barometer official website - https://www.edelman.com/trust/2025/trust-barometer

Institute of Public Relations - https://instituteforpr.org/events/ipr-webinars/