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2025 Edelman Trust Barometer: Special Report - Trust and Health
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25 Years of Trust
Featured In Times of Economic Turmoil, B2B Advertisers Should Double Down on Thought Leadership Amid tariff uncertainty, geopolitical instability, and growing concerns about a potential recession, advertisers are being forced to navigate tough decisions. According to The New York Times, leading brands are taking a more cautious approach — scaling back budgets and pausing campaigns in response to an increasingly unpredictable landscape. In a climate like this, it's understandable that brands are seeking stability and re-evaluating how to best connect with their audiences. KEEP READING Tech Podcasters; The New Option for PR Richard Edelman explores how tech leaders now prefer podcasts like Lex Fridman, TBPN, and All-In over traditional journalism. Here's why that matters. KEEP READING Creativity That Doesn’t Fit In a Box (And Why That’s the Goal) Discover why creativity that breaks the mold drives deeper impact—and why that’s exactly the goal at Cannes Lions 2025. KEEP READING Explore All Insights
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  • Our Podcasts

Our Podcasts

Trust is the ultimate currency in the relationship that all institutions — businesses and brands, governments, NGOs, media — build with their stakeholders. Trust enables an organization to operate, lead and thrive. Join The TrustMakers (A podcast from Edelman and Advertising Week), where listeners connect with global experts to learn what it takes to build trust in today’s society. 

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All Podcasts

The Trustmakers

General Mills' Doug Martin on Human-Centred Brand Strategy

Doug Martin, CMO of General Mills, joins Edelman’s Amanda Edelman to discuss how brands can stay personal in a fragmented digital world. He shares how General Mills is shifting from mass messaging to individualized experiences and using data and empathy to meet consumers where they’re at, especially in everyday moments like dinnertime. Doug emphasizes the importance of knowing your brand’s role, staying curious, and delivering real joy without performative action.

The Trustmakers

Dove's Marcela Melero on Building a Brand People Believe In

Marcela “Mele” Melero, Chief Growth Officer of Dove Personal Care North America and Dove Masterbrand, joins Edelman’s Smita Reddy to explore the ways brands can stay relevant in the modern age. Mele discusses how Dove is shifting power from the brand to the people by widening the definition of beauty and adapting to societal shifts, such as the rise of AI. She reflects on her own career journey, the importance of taking risks, and how consistency and cultural relevance can drive lasting trust.

The Trustmakers

Thomson Reuters Foundation's Antonio Zappulla on Threats Facing Journalists

Antonio Zappulla, CEO of the Thomson Reuters Foundation, joins Edelman’s Justin Blake to explore the urgent challenges facing independent journalism in today’s volatile information landscape. From the rise of autocracies to the flood of online misinformation and the rapid evolution of AI, Antonio discusses how media organizations can uphold integrity, adapt to disruption, and cut through the noise. “We’re living in a post-truth society,” he says, emphasizing the need for credibility in modern journalism.

The Trustmakers

Oxford Professor Karthik Ramanna on ‘The Age of Outrage’

Karthik Ramanna, Professor of Business & Public Policy at University of Oxford Blavatnik School of Government, sits down with Edelman’s Satyen Dayal to talk about his latest book, ‘The Age of Outrage’, and how business leaders can build trust amid an era of global societal grievance. “You build trust by actually being able to do what you say you’ll do,” Karthik says.

The Trustmakers

United Way's Angela Williams on the Power of Partnerships

Angela Williams, President and CEO of United Way Worldwide, joins Edelman’s Alex Heath for a conversation on how nonprofits can be successful in today’s environment and the power of partnerships. “Trust is key, partnership is currency,” says Angela.

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