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2025 Edelman Trust Barometer: Special Report - Trust and Health

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25 Years of Trust

Featured How Brands Can Stay Visible in an AI-Driven Search World In the era of AI search, brands must adapt to stay visible and trusted. The emerging practice of Generative Engine Optimization (GEO) can help brands take control of how they are showing up in AI responses. KEEP READING The Golden Age of Earned Earned media is emerging as the key driver of trust and visibility in an AI-led search era. KEEP READING Trust and Health: A Parallel Ecosystem for Gen Z COVID reshaped Gen Z’s health habits. Peer advice, social media, and politics now rival doctors. Discover key insights from the Edelman Trust Barometer. KEEP READING Explore All Insights
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Richard Edelman's 6AM Blog

Richard Edelman's weekly blog, "6 A.M.," covers politics, current topics, and his personal insights, offering a deep dive into the dynamics of public relations and the workings of Edelman.

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Richard Edelman's 6AM Blog

Trust and Health: A Parallel Ecosystem for Gen Z

April 24, 2025

COVID reshaped Gen Z’s health habits. Peer advice, social media, and politics now rival doctors. Dis...

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Richard Edelman's 6AM Blog

Finally, a Good News Story

April 15, 2025

Discover the fifth cohort of Generation17, young leaders from five countries driving sustainability ...

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Richard Edelman's 6AM Blog

From Multinational to Poly-national: A Bottom-up Corporate Strategy for American Companies in a Tariff-Tangled World

April 8, 2025

President Donald Trump’s tariffs pose a serious challenge for U.S.-based multinationals. CEOs must n...

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Richard Edelman's 6AM Blog

Two Weeks in Asia

March 31, 2025

I have just returned from China, Japan and Korea, where I visited our offices and clients to mark th...

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Richard Edelman's 6AM Blog

The Unseen Impacts of COVID

March 10, 2025

Explore the unseen long-term impacts of COVID-19 on trust, business, and society in the 2025 Edelman...

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Richard Edelman's 6AM Blog

A Tough Year for PR: Challenges and Opportunities Ahead

February 27, 2025

The communications sector faced a tough year in 2024, driven by various challenges. Many PR firms, i...

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Richard Edelman's 6AM Blog

A Close Encounter

February 20, 2025

On Sunday morning in Cabo San Lucas, I headed to the beach for an early workout. To my utter amazeme...

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Richard Edelman's 6AM Blog

COVID-19 Five Years On

February 15, 2025

Richard Edelman and Lori Lightfoot discuss COVID-19’s impact five years on at PRovoke 2025, calling ...

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Richard Edelman's 6AM Blog

Advice to CEOs; The Grievance Storm Will Not Pass

February 6, 2025

Business leaders must take decisive action to rebuild trust by addressing economic and social grieva...

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Richard Edelman's 6AM Blog

Report from Davos

January 30, 2025

It was a business-dominated Davos this year, with revived animal spirits and confidence in a stronge...

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Richard Edelman's 6AM Blog

Holocaust Remembrance Day

January 27, 2025

I am in Berlin today for the launch of the Edelman Trust Barometer in Germany. It is also Holocaust ...

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Richard Edelman's 6AM Blog

The Meta Decision; Ramifications for CCOs

January 9, 2025

Meta has ended its third-party fact-checking program in the U.S. in favor of a Community Notes progr...

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