The 2024 Edelman Trust Barometer is the firm’s 24th annual trust and credibility survey. The research was produced by the Edelman Trust Institute: an online survey sampled more than 32,000 respondents across 28 countries.

The results reveal a new paradox at the heart of society. Rapid innovation offers the promise of a new era of prosperity, but instead risks exacerbating trust issues, leading to further societal instability and political polarisation.