The 2026 Edelman Trust Barometer shows business emerging as a bridge builder, at a time when people are retreating into the bunker of the familiar and rejecting difference. In this climate of growing insularity, business stands out as a key institution capable of brokering trust and reconnecting fractured communities. Below are seven insights and actionable steps drawn from the views of more than 33,000 respondents across 28 countries.
1. Business is the most trusted global institution
Insight: Business leads trust rankings with a global confidence level of 64%, surpassing government and media.
Action: Companies should consistently act in an ethical and transparent manner to honour the trust placed in them.
Action: Companies should consistently act in an ethical and transparent manner to honour the trust placed in them.
2. Society expects business to heal social divisions
Insight: 73% of respondents believe businesses should broker trust across opposing groups, but only 47% think companies deliver on this expectation, creating a major performance gap.
Action: Act as a mediator, highlighting common ground rather than aggravating conflict.
Action: Act as a mediator, highlighting common ground rather than aggravating conflict.
3. People want companies to stay apolitical yet solution‑driven
Insight: When society is divided on contentious issues, people prefer companies to promote cooperation and multilateral solutions — not partisan positions.
Action: Remain apolitical and solution-oriented rather than tying your brand to a single perspective.
Action: Remain apolitical and solution-oriented rather than tying your brand to a single perspective.
4. Domestic brands have a trust advantage
Insight: Consumers trust domestic brands more than foreign competitors, especially in Canada and Germany, increasing the importance of strong local roots.
Action: Earn trust in target markets with long-term investments and high-profile local hires.
Action: Earn trust in target markets with long-term investments and high-profile local hires.
5. Employees trust their employers more than any other institution
Insight: Employers enjoy 78% trust from their employees, ranking business highest in 27 of 28 countries.
Action: Scale trust by promoting a shared identity, building cross-value teams, and providing dialogue training.
Action: Scale trust by promoting a shared identity, building cross-value teams, and providing dialogue training.
6. Many low‑income earners fear an AI‑driven future
Insight: Globally, 54% of low‑income respondents worry they will be excluded from AI benefits and opportunities.
Action: Address AI transparently, consult diverse perspectives, and democratise AI advantages.
Action: Address AI transparently, consult diverse perspectives, and democratise AI advantages.
7. Economic status strongly predicts trust levels
Insight: High‑income individuals show significantly higher trust in businesses and other institutions, with the US displaying a 29% trust gap between income groups.
Action: Invest in diverse local communities and practice open engagement with underrepresented groups.
Action: Invest in diverse local communities and practice open engagement with underrepresented groups.
FAQ
Why is business considered the most trusted institution in 2026?
Because it consistently outperforms the government and media on competence, stability, and perceived problem‑solving capacity.
How can companies act as bridge builders?
By remaining politically neutral, focusing on cooperation, engaging diverse groups, and investing long‑term in local communities.
What does the 2026 Edelman Trust Barometer reveal about AI fears?
Lower‑income groups worry AI will exclude rather than empower them, highlighting the need for inclusive AI strategies.
