Edelman Trust Barometer 2025: Consumers’ Negative Outlooks

Published 30 January 2025

Author
Nienke Creemers
2 min read

Global consultancy Edelman has released its annual Trust Barometer survey, which investigates how consumers from 28 countries perceive businesses, governments, non-profits and media. In 2025, feelings of inequity and mistrust loom large. We explore how brands can contend with these negative outlooks.

Key Stats

Edelman Trust Barometer 25

36%

Globally in 2025, only 36% of consumers believe that today’s youth will be better off in the future. But there are vast differences between countries – 69% of people in Saudi Arabia and China think the next generation will be better off than today’s, compared to only 9% in France and 14% in Germany

13 pp

Globally in 2025, trust levels vary significantly between income groups. Overall, 48% of people in the bottom 25% income bracket trust that businesses, governments, media and NGOs “do what is right”, compared to 61% of those in the top 25% income bracket – a 13 percentage point difference

6 in 10

Sixty per cent of people worldwide have grievances against business, government and the rich, believing “business and government serve the select few”; “business and government actions hurt me”; “the system favours the rich”; and “the rich are getting richer”

69%

Globally in 2025, 69% of people worry that government leaders purposely mislead people by saying things they know are false or gross exaggerations, up 11 percentage points from 2021

68%

In 2025, 68% of people worldwide worry that business leaders purposely mislead people by saying things they know are false or gross exaggerations, up 12 percentage points from 2021

70%

Globally in 2025, 70% of people worldwide worry that journalists and reporters purposely mislead people by saying things they know are false or gross exaggerations, up 11 percentage points from 2021

67%

In 2025, the majority of people worldwide believe the wealthy take more than their fair share; 67% say they don’t pay their fair share of taxes, and 65% say their selfishness causes many of the world’s problems

4 in 10

The number of people globally who see hostile activism as a viable means to drive change – including attacking people online (27%), spreading disinformation (25%), threatening or committing violence (23%), and damaging public or private property (23%). Notably, one in two (53%) of people aged 18-34 approve of hostile activism

51.3%

On average, about half (51.3%) of global consumers say that businesses don’t do enough to address affordability issues

53%

The average percentage of global consumers who say companies should do more to combat climate change

77.6%

On average in 2025, 77.6% of global consumers say that chief executives are justified in addressing a societal issue if doing so can make a major impact

71%

Of global consumers, 71% think chief executives are justified in addressing a societal issue their businesses have contributed to (2025)

63%

The percentage of people globally who feel a looming recession could threaten their jobs – up three percentage points in 2025 compared to 2024

58%

The percentage of people globally in 2025 who believe their job security is threatened by automation and lack of training in technical skills

85.6%

The average percentage of global consumers who think businesses are obliged to provide well-paid jobs in their local communities in order to ensure a better future, while an average of 84.6% say businesses should train or upskill employees (2025)

  • Fear & Resentment: Globally, only 36% of consumers believe today’s youth will be better off in the future, reflecting widespread mistrust in businesses, governments and the wealthy to “do what’s right” and address societal problems (Edelman, 2025). Fear of disinformation is at an all-time high: 69% distrust government leaders (up 11 percentage points (pp) from 2021), 68% distrust business leaders (up 12 pp), and 70% distrust the media (up 11 pp).

    Six in 10 feel these organisations serve a select few, agreeing with statements like “business and government actions hurt me”, and “the rich are getting richer”. Additionally, 67% think the wealthy don't pay their fair share of taxes, and 65% believe their selfishness is the cause of many of the world’s problems.

  • Attitudes Towards Change: With trust dwindling and resentment rising, four in 10 people globally view hostile activism – which includes spreading disinformation, threatening or committing violence and damaging property – as a viable way to drive change. Notably, 53% of 18- to 34-year-olds approve of such methods.

  • The Role of Brands: On average, about half (51.3%) of consumers say that businesses don’t do enough to address affordability issues, and 53% say companies should do more to combat climate change.

    Nevertheless, brands are best positioned to reassure consumers: businesses are the organisations most likely to be viewed as competent and ethical. Most people believe companies can tackle societal issues – 77.6% say chief executives are justified in addressing such problems if they can make a positive impact, while 71% think business leaders should tackle problems their companies have contributed to. Additionally, on average, 6% want businesses to invest in local communities by providing well-paid jobs, and 84.6% want them to upskill employees to ensure a better future.

 

See Safety in a Turbulent World for more on consumers overwhelmed by existential anxieties.