The Cycle of Distrust
We have studied trust for more than 20 years and believe that it is the ultimate currency in the relationship that all institutions—business, governments, NGOs and media—build with their stakeholders. Click here to learn more.
The 2022 Edelman Trust Barometer is our 22nd annual trust and credibility survey. The survey was powered by Edelman Data & Intelligence (DxI) and consisted of 30-minute online interviews conducted between November 1 and November 24, 2021.
We find a world ensnared in a vicious cycle of distrust, fueled by a growing lack of faith in media and government. Through disinformation and division, these two institutions are feeding the cycle and exploiting it for commercial and political gain.
We see an even greater expectation of business to lead as trust in government continues to spiral. But this is not a job business can do on its own. Business must work with all institutions to foster innovation and drive impact.
Will buy or advocate for brands based on their beliefs and values
Will choose a place to work based on their beliefs and values
Will invest based on their beliefs and values
People want more business leadership, not less.
Restore belief in society’s ability to build a better future: show the system works.
Solutions over divisiveness; leadership must focus on long-term thinking over short-term gain.
Trustworthy, consistent and fact-based information is critical to breaking the cycle of distrust.