We’ve analyzed the 78-page Edelman Trust Barometer from the Challenger Brand POV so you don’t have to.
Conducted between October 25 and November 16, this year’s global survey of 33,000 people across 28 countries reveals stark shifts in public opinion, with economic fears deepening and a growing sense of grievance among respondents.
Trust in business leaders has dropped, with many people feeling misled by corporate messaging.
As these trends continue to evolve, one thing is clear. Challenger brands that can earn and maintain trust will emerge as the winners in 2025.
1. People increasingly believe leaders lie.
The Data: Fear that business leaders deliberately lie jumped 12 points this year. People increasingly believe leaders mislead with false or exaggerated claims.
What This Means for Challenger Brands:
- Trust must be earned. Avoid hyperbolic marketing. Facts, clarity, and proof are key.
- Authenticity matters. If your brand takes a stand, make sure your actions match your words.
- Pull back the curtain. Show behind-the-scenes processes to build credibility.
- Leverage independent validation. Certifications, independent testing, and social proof build confidence.
The more transparency you can offer, from sourcing to supply chain, the stronger your brand trust will be.
2. Employees are losing faith in their employers.
The Data: Trust in “my employer to do what’s right” dropped 3%. Employees are watching closely and demanding more from leadership.
What This Means for Challenger Brands:
- Be transparent: Leaders should be open about company decisions, the rationale behind them, and any challenges faced. Regular updates on company performance, financial health, and goals can help build trust.
- Ask & act. Encourage a culture of feedback and ensure employee voices are heard at every level. Create ways to make this happen like working groups or regular surveys. Caution: listening alone is not enough, you must act.
- Make your vision clear and actively align. Ensuring that the company’s mission, vision, and values are clearly communicated is the first step. The second critical one is to integrate these throughout evey decision making process.
A strong internal culture translates to external brand trust. Lead with integrity, and your employees will champion your mission.
3. Trust inequality is growing.
The Data: Since 2012, the trust gap between high-income and low-income groups has widened by 7%.
What This Means for Challenger Brands:
- Trust isn’t universal. Challenger brands expanding globally must understand how trust varies by region.
- Localized strategies matter. One-size-fits-all messaging won’t work across different markets.
- Talk to your customers! How are they feeling overall and related to the brand? How can you genuinely help them?
4. People value empathy over power.
The Data: Influence today is earned through compassion, not authority. Consumers trust those who understand their needs, not those who demand respect.
What This Means for Challenger Brands:
- Revisit your 2025 personas. What do your customers uniquely need from your brand?
- Ditch corporate-speak. Personalized, human-centric messaging builds stronger relationships.
- Show, do not just tell. Trust isn’t about statements—it’s about how you treat customers, employees, and partners every day.
- Create an open dialogue. Engage directly with your audience through interactive content, Q&As, and community discussions.
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5. Social media is the least trusted industry.
The Data: Trust in social media is at an all-time low with trust at 42 (compared to 63 for search engines for example). People are questioning the credibility of what they see online.
What This Means for Challenger Brands:
- Go beyond social. Email, partnerships, owned platforms, and earned media are becoming more valuable.
- Align content with trust-building. Focus on credibility over pure performance marketing.
- Lean into earned media. Community engagement will stand out more than paid ads. How do you encourage conversation by real customers?
6. The rise of zero-sum.
The Data: People with a high sense of grievance are twice as likely to believe that helping others comes at their own expense. This fuels social and political divisions.
What This Means for Challenger Brands:
- Don’t play into division. Avoid messaging that pits groups against each other.
- Community-driven storytelling wins. Brands that champion collaboration and inclusion will thrive.
- Position your brand as a force for shared success. Highlighting mutual benefits fosters customer trust and long-term loyalty.
- Create meaningful partnerships. Work with organizations and communities to drive real impact.
7. Business is still the most trusted institution.
The Data: Despite a decline in leadership trust, business remains the most trusted institution. People are looking to brands for leadership where governments and media fall short.
What This Means for Challenger Brands:
- People want brands to lead. But words alone won’t cut it—action is what builds lasting trust.
- Lead like a Challenger. Now is the time to stand for something and deliver real impact.
- Make trust your competitive edge. The brands that actively earn trust daily will win big in 2025.
- Measure and share impact. Track your progress and communicate tangible results with your audience.
Why This Matters for Challenger Brands
This is an opportunity, not a crisis. Legacy brands struggle to pivot, but Challengers can move faster, be more transparent, and connect more authentically.
2025 is the year to turn trust into your competitive advantage. The brands that commit to honesty, action, and accountability will thrive.
What’s your next move to continue to earn trust? Every. Single. Day.
