In 2024, the Edelman Trust Barometer surveyed tens of thousands of people around the world. We focused our special reports on trust in innovation, health, brands, and workplaces, as well as on business and racial justice in the U.S. When I reflect on the year, there are a few statistics that continue to stand out to me and will inform our research in 2025 and beyond:
- Demand for public-private partnership grows: Over the past decade, there has been a 15-point increase in the percentage of respondents who say they would trust business more with innovation if it partnered with government – rising from 45 percent in 2015 to 60 percent today.
- Brand choices define social identity: About 6 in 10 Gen Z and Millennials feel a connection with people who use the same brands that they do. Nearly half say they judge others on their brand choices. At a time when ideology and identity are intertwined, this increases the risk that brands will be enlisted in culture wars.
- Number of people in the U.S. experiencing racism is rising: Since September 2020, the percentage of respondents who say they or someone in their families have experienced racism has jumped 9 points (from 41 percent to 50 percent).
The 2025 Edelman Trust Barometer, which marks Edelman's 25th year studying trust, will examine the persistent challenges of political and income-based polarization and empower leaders to restore trust. We invite you to join our launch event in January and be one of the first to explore the new findings. Please take a look at the invitation below for more information and to sign up.
Thank you for following the Trust Barometer and utilizing the data to build trust in your own organizations and communities. I wish you a happy holiday season and look forward to all that’s to come in 2025.
Justin Blake
Executive Director, Edelman Trust Institute
