Media Distrust Forces Brands to Act as Category Truth Tellers.
Edelman 2025 shows media distrust entrenched; brands that publish verifiable facts gain loyalty.
Trust Is the New Currency
In a world filled with information, misinformation, and competing claims, trust has become the most valuable currency for brands. It is no longer a soft, feel-good metric, it is a tangible driver of consumer behavior and a key determinant of brand success.
The 2025 Edelman Trust Barometer Special Report: Brand Trust, From We to Me serves as a stark reminder of this reality, revealing how brands are increasingly seen as personal anchors in a turbulent world.
Trust Is a Deciding Factor in Brand Engagement
Based on an online survey of over 15,000 respondents in 15 countries, the Edelman report shows that trust is paramount for brands. A significant 76% of consumers globally agree that trust in a brand is "as important as the quality of its products/services and price." This finding puts trust on equal footing with traditional purchase considerations, making it a non-negotiable part of a brand's strategy.
The report also highlights the power of brand action, finding that consumers are highly motivated to take action when a brand demonstrates a commitment to solving problems. Specifically, 77% of consumers are more likely to buy a brand that is perceived as trying to solve a societal problem, while 76% will buy a brand that is trying to solve a problem in their personal life.
Proof, Not Promotion, Earns Trust
The report finds that consumers need to see "proof" before they fully trust a brand. "When it comes to the brands I buy or use, [trust] is important or a deal breaker," the report states. The study shows that 64% of consumers say they need to see verifiable evidence when a brand makes a claim about its products or services.
This need for proof means brands must go beyond simple promotion and provide tangible evidence of their actions and claims. The Edelman report shows that consumer trust is heavily influenced by:
"Your direct, personal experiences with using the brand’s products or services".
"What your family and friends say about the brand".
"What people are saying in reviews about the brand and its products or services".
The report's analysis reveals that trust in brands now outpaces trust in institutions, with trust in "brands I use" at 80%, compared to trust in business at 65%, NGOs at 60%, media at 55%, and government at 54%.
Bottom Line
The 2025 Edelman Special Report reinforces that brand trust is a consumer mandate. As the report concludes, "I trust brands I use [more than I trust] institutions".
Brands that understand this can convert credibility into growth by actively addressing consumer needs and backing up their claims with tangible evidence and clear actions.
Source: 2025 Edelman Trust Barometer Special Report: Brand Trust, From We to Me
