Trust hasn’t disappeared – it’s just gotten personal

The 2026 Edelman Trust Barometer is in, and the findings confirm what many comms professionals have felt bubbling under the surface for a while now: trust is getting harder to earn, easier to lose, and far more personal than it used to be. 

It's a reminder that our job is changing. Shaping and amplifying messages is not enough; we need to help people make sense of the world around them. 

Here's what stood out to us and what it means for your comms strategy. 

 

We're more hesitant to trust each other 

Globally, 70% of people are reluctant to trust anyone who doesn't share their values, beliefs or sources of information. That doesn't just impact politics, it impacts brand storytelling, too. 

The idea of 'one message for all' doesn't work. Communications need to feel relevant, local and culturally aware. That might mean adjusting tone and content for different audiences or platforms or choosing different messages altogether. 

 

Fewer people are consuming diverse media 

Only 39% of people say they regularly engage with news from outside their own political perspective. That's a big drop. It means fewer people are being exposed to ideas they disagree with, or even just unfamiliar ones. 

For us, this means we can't rely on a single media hit or blanket coverage to do the heavy lifting. Messages need to land in the places and voices that audiences already trust. 

 

Trust is shifting away from institutions 

People are placing more trust in 'someone like me', whether that's friends, colleagues, even CEOs, than they are in governments or major media outlets. But there's a trust gap: while CEOs are seen as more credible than many public figures, they're also seen as falling short of expectations. 

Leadership comms should be visible, consistent and clear. Now more than ever, the credibility of the message depends on who's delivering it. 

 

Employers top the trust charts 

In 27 out of 28 countries surveyed, 'my employer' is the most trusted institution. It's a powerful reminder that internal comms and employee advocacy aren't just internal matters, they're among your most influential PR tools. If your people trust you, they'll advocate for you. 

 

Anxiety is shaping perceptions 

Just 32% of people believe the next generation will be better off. In the face of economic uncertainty and concerns about AI, messages that ignore these realities risk sounding tone-deaf or disconnected. 

Brands don't need to be bleak, but they do need to be real. Empathy, practicality and a sense of purpose resonate more than sugar-coated optimism. 

 

Businesses are expected to help, not divide 

People trust business more than other large institutions, but they don't want brands to take sides on divisive issues. The most trust-building thing a business can do is to encourage cooperation and respectful dialogue. 

That means thinking carefully before jumping on reactive commentary or 'purpose' campaigns. Focus on action over opinion. 

 

Trust brokering is the next big comms skill 

Edelman describes this as the ability to 'facilitate understanding between groups that distrust each other.' That's not spin, it's interpretation, empathy and long-term relationship building. 

PR is no longer just about what you say – it's about the space you create for others to listen and be heard. 

 

At Black Vanilla, we believe comms can cut through if it's the right message from the right voice to the right audience with the right tone. That's why we tailor strategies to your specific audience, across Guernsey, Jersey, the UK and beyond. 

From leadership comms and employee engagement to community messaging and campaign planning, trust is the golden thread running through it all. 

If your strategy needs a refresh, or a rethink, we're here to help. 

Find out how we can help by emailing chloe.price@black-vanilla.co.uk