With concerns about globalisation, economic pressures and the impact of technology on jobs rife, many people globally believe the system is rigged against them.
This is the finding of the 2025 Edelman Trust Barometer, which surveyed around 33,000 people in 28 countries about their perceptions of the credibility, competence and ethics of government, business, the media and non-governmental organisations.
The survey revealed that 61% of people worldwide have a moderate or high sense of grievance. This is defined as a belief that government and businesses make their lives harder and serve the interests of only a select few. The system favours the rich and the rich are getting richer.
Furthermore, this sense of grievance is eroding trust in our institutions, which has dropped to an average of 56% globally across business, government, media and non-governmental organisations. This falls to as low as 49% in Australia, 47% in the US and 37% in Japan (the least trusting nation among those surveyed).
Most people globally also worry that they are being lied to, with an average of 69% of respondents worried that government officials, business leaders and journalists deliberately mislead them by saying things that are untrue or grossly exaggerated, up 11 points since 2021. Almost two-thirds (63%) of those surveyed believe it is becoming harder to tell if news is from a respected media source or someone trying to deceive them.
Edelman’s report also found that the widespread sense of grievance is negatively impacting economic optimism. For instance, just 36% of people worldwide believe the next generation will be better off economically. In most developed countries, including the UK, Australia and Japan, less than one in five people say the next generation will be better off.
These findings highlight the importance for organisations to build and maintain trust.
Building trust through high-quality content
Trust has always been an essential part of business success. However, with customers now having access to more information and exercising more choice than ever, earning and maintaining trust is even more critical. This involves putting your customers at the centre of your business, prioritising meaningful, personalised customer experience, and embracing sustainable and ethical business practices. It also includes having a strong content strategy.
Consumers expect authenticity, transparency and consistency from the brands they engage with, and creating relevant, high-quality content plays a critical role in delivering these qualities.
This includes communicating openly about your products, services and values. Customers appreciate brands that are honest with them, even when addressing the challenges they face. A brand that acknowledges its mistakes and explains how it plans to improve – rather than glossing over them – demonstrates integrity.
Customers are also more likely to trust organisations that demonstrate expertise or leadership in their industry. Creating thought leadership content, such as research reports, white papers and blogs, for instance, helps position you as knowledgeable and dependable. Similarly, offering practical information such as how-to guides, FAQs and ebooks rather than sales pitches can help position your business as a trusted adviser to clients and enhance customer loyalty.
Consistency is also essential for building and maintaining trust. Brands that communicate regularly and maintain a steady content stream show they are active and engaged. Beyond frequency, maintaining a clear, helpful and consistent brand voice across platforms and content types helps reinforce brand identity.
Using a mix of content formats helps ensure you cater to different audience preferences and consumption habits. Here are four types of content you should publish regularly to build trust effectively.
- Thought leadership content: For businesses targeting B2B clients or industry professionals, thought leadership is one of the most effective ways to provide customers with information, demonstrate your expertise and build credibility. Articles and blogs published on your website, LinkedIn or industry publications, as well as white papers, research reports and ebooks, allow you to explore industry trends, share expert opinions and provide solutions for customers’ challenges.
- Case studies: No one can promote your business as well as your customers. Case studies build trust in your organisation by showcasing real examples of your products and services in action. A detailed case study allows you to show potential clients how you can help them to problem solve and achieve better business outcomes.
- Testimonials: Customer testimonials, reviews and endorsements are among the most effective ways to build trust. Featuring positive media coverage, industry awards and partnerships with trusted organisations on your website can also reinforce your credibility.
- Social media posts: Social media platforms provide a dynamic environment for improving your brand’s visibility and building trust through direct engagement. Maintaining an active presence and interacting transparently with your audience demonstrates approachability and reliability.
Maintaining trust through continuous improvement
However, simply creating a steady stream of content isn’t enough. Building trust also requires ongoing evaluation and improvement. Tracking engagement metrics, such as page views and social shares, can help you to assess the effectiveness of content. High engagement suggests your content is working, while low interaction indicates you might need to fine-tune your approach. Similarly, gathering customer feedback through surveys, reviews and social media will help you understand your customers’ preferences and adapt your strategy.
Whatever content it is that you’re creating, ensure it is accurate, well-researched and well-written. This means always checking facts, citing reliable sources and avoiding misleading claims and clickbait headlines. And don’t forget to proofread content before publishing it. Typos might not make you look untrustworthy, but they can give the impression of sloppiness.
Ultimately, there’s no one-size-fits-all solution for building and maintaining trust with customers but having a robust content strategy can help. By consistently delivering transparent, high-quality and customer-centric content, businesses can strengthen trust over time.
By Ylla Watkins, Senior Writer and Editor
