The 2022 Edelman Trust Barometer is our 22nd annual trust and credibility survey. The survey was powered by Edelman Data & Intelligence (DxI) and consisted of 30-minute online interviews conducted between November 1 and November 24, 2021.
Nearly 1 out of 2 respondents view government and media as divisive forces in society
Vicious cycle of distrust fueled by government and media
We find a world ensnared in a vicious cycle of distrust, fueled by a growing lack of faith in media and government. Through disinformation and division, these two institutions are feeding the cycle and exploiting it for commercial and political gain.
Business’ societal role is here to stay
We see an even greater expectation of business to lead as trust in government continues to spiral. But this is not a job business can do on its own. Business must work with all institutions to foster innovation and drive impact.
Business is not doing enough to address societal problems.
All stakeholders hold business accountable
Will buy or advocate for brands based on their beliefs and values
Will choose a place to work based on their beliefs and values