The 2025 Edelman Trust Barometer reveals a troubling shift in public sentiment, highlighting a growing sense of grievance that has replaced previous fears and polarisation. The report underscores the mass-class divide, widespread misinformation, and an increasing belief that future generations will not be better off. Sixty percent of respondents feel dissatisfied with the political system, struggle to manage their finances, and face an overwhelming amount of false information, leading to a deep sense of hopelessness about the future.
For B2B marketers, these findings present a critical challenge: How can businesses navigate this environment and rebuild trust with their audiences?
The Importance of Business in a Distrusting World
The report suggests that businesses are seen as the most competent and ethical institutions, with the potential to restore trust. However, relying solely on business to address these grievances is a mistake. While businesses can play a crucial role in offering reskilling opportunities, providing well-paying jobs, ensuring affordability, and prioritising sustainability and anti-discrimination, the responsibility for addressing systemic issues must also fall on other institutions.
Governments must deliver policies that genuinely improve people’s lives, while the media must return to providing reliable, factual information. These efforts, alongside business initiatives, can help mend the social fabric and restore optimism in the future.
A Call to Action for B2B Marketers
For B2B marketers, the 2025 Edelman Trust Barometer offers valuable insights into the shifting landscape. Restoring trust requires businesses to go beyond the transactional relationship and engage in meaningful ways that contribute to societal well-being. This includes focusing on transparency, ethical practices, and contributing to public good. Marketers should consider positioning their brands as trusted, responsible leaders that not only offer quality products but also actively support positive change.
As businesses look to connect with increasingly sceptical consumers, the challenge is to provide clear, reliable value while supporting efforts to address the broader societal issues that have led to this crisis of trust. By doing so, businesses can foster optimism and create a path toward a more hopeful, trusting future.
