Trust in Brands: Insights from the 2025 Edelman Trust Barometer
Brand trust is on the rise, as revealed by the latest findings from the 2025 Edelman Trust Barometer. This comprehensive survey showcases the evolving perception of brands across the globe and how they’re increasingly viewed as reliable sources amid societal complexities.
A Snapshot of Brand Trust
According to the survey, over 15,000 individuals from 15 countries shared their insights, highlighting interesting trends in brand trustworthiness. A staggering 80% of respondents affirmed that they view brands as credible, with only a slight difference in trust attributed to “my employer” at 79%. This is followed by businesses (65%), NGOs (60%), media (55%), and government (54%).
The Brand Advantage: A Growing Trend
Rising Trust Levels
The latest data shows a notable increase in trust towards brands, with 68% of participants expressing general confidence — a jump from 56% in June 2022. This trend underscores a growing societal reliance on brands compared to other institutions, which have stagnated at a trust rate of 55% for the past three years.
Domestic vs. Foreign Brands: The Trust Divide
However, trust isn’t uniformly distributed across the branding landscape. Factors like trade wars and tariffs play a crucial role. A significant 76% of individuals from the surveyed nations anticipate higher living costs, with the fear being most prominent in South Africa (89%) compared to Germany’s lesser concern (64%). Notably, 67% of respondents in the U.S. share similar fears.
The Preference for Domestic Brands
Interestingly, trust levels shift when considering whether brands are local or foreign. 75% of respondents express greater faith in domestic brands, while only 60% trust those from outside their nation. The disparity is most pronounced in Germany (70% vs. 40%) and least so in the UAE (85% vs. 81%).
Understanding Consumer Expectations
A Personal Touch Matters
Consumers increasingly desire personal connections with brands. The Trust Barometer indicated strong preferences in areas where brands can contribute positively. Key insights include:
- 68% want brands to "make me feel good"
- 62% wish for brands to "give me optimism"
- 61% expect brands to "help me do good"
- 51% desire a sense of community
Additionally, a remarkable 64% of respondents indicated that their purchasing decisions are guided by their personal beliefs. A whopping 73% prefer brands that authentically reflect today’s culture, which significantly enhances trust.
The AI Factor in Brand Engagement
In 2025, the role of artificial intelligence (AI) cannot be overlooked. The Trust Barometer reveals that a profound 55% of respondents utilize generative AI platforms, while 91% report engaging with AI in their shopping experiences. This interaction signals a crucial pivot towards technology-driven consumer engagement.
Conclusion: Branding in a Changing Landscape
The 2025 Edelman Trust Barometer presents essential takeaways for brands navigating a complex and evolving landscape. With a rising trust in brands and a clear demand for personal engagement, businesses must adapt and prioritize authentic interactions. As we move forward, understanding these dynamics will be vital for brands aiming to foster lasting relationships with their consumers.
For more insights and detailed analysis, visit the full Edelman Trust Barometer.
