Edelman Trust Barometer Archives

The Edelman Trust Barometer: From Innovation Anxiety via Grievance to Insularity

by Thomas Wieberneit | Feb 6, 2026 | Blog |

The 2026 Edelman Trust Barometer is out. What do its results mean from a #CX angle? Based on the trajectory from Innovation Anxiety (2024) to Grievance (2025) and finally Insularity (2026), we can see five critical impacts on Customer Experience (CX). The data suggests that CX strategies must pivot from purely functional service delivery to acting as engines of trust, fairness, and local connection, i.e., become more strategic (pun intended). The Shift to “Polynational” CX: Localizing the Experience The 2026 report identifies a sharp rise in “Geopolitical Insularity,” where consumers (i.e., people) significantly distrust foreign companies compared to domestic ones. Source: Edelman Trust Barometer 2026, p6 Impact: Global brands cannot rely on a one-size-fits-all customer journey anymore. They must adopt a “polynational” model where the brand feels deeply local. Actionable CX Strategy: To overcome the distrust of foreign entities, companies must demonstrate long-term commitment to local communities. This includes hiring customer support staff from the local community (38% say this earns trust) and investing in long-term local projects (27%) rather than just transactional interactions. MyPoV: Zoho does something very right with its strategy of transnational localism. Many companies, including enterprise software vendors should have a hard look at this book. AI Implementation Must Be “Vetted” and “Inclusive” The reports reveal a deep divide in how customers perceive technology. In 2024, acceptance of innovation hinged on it being “vetted by scientists” and understood by the public. By 2026, a new fear emerged: 54% of low-income respondents believe they will be “left behind” by generative AI rather than realize its benefits. Source: Edelman Trust Barometer 2026, p12 Impact: Implementing AI in...

Trust in Crisis – Customer Experience is the Way Out

by Thomas Wieberneit | Feb 27, 2017 | Blog |

Trust is eroding. Not only in governments and media as we could clearly observe but also in independent organizations like NGOs and businesses. And in business leaders, experts, even into the famed ‘people like me’. According to the recently published 2017 Edelman Trust Barometer NGOs and businesses are barely not distrusted. Especially businesses are now on the brink of distrust. They are often seen as part of the problem: While Automation may be good on a society level there are vital job concerns for individuals. Wealth distribution becomes increasingly unequal. While societies improve economically this is not felt on an individual level. In fact, amongst those who think that the current social-economic system is failing only NGOs are not actively distrusted. On the other hand amongst those who are uncertain about the current system businesses are the most trusted entities. So there is a way! Source: Edelman Trust Barometer 2017 A Focus on Customer Experience Guides on the Way The trust barometer lists as the 5 most important actions that businesses can take: Treat your employees well Offer high-quality products/services Listen to your customers Pay your fair share of taxes Engage into ethical business best practices Although one doesn’t need to fully agree with these findings, which are partly overlapping, the points have two things in common: They are key ingredients of a positive brand image and of good customer experience. These five points are also about company values and the culture lived by the company – as opposed to the one that is written down. A positive brand image is a result of good customer experience. And here...