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The Edelman Trust Barometer is the agency’s annual trust and credibility study. Now in its eighteenth year, the survey samples more than 33,000 respondents across 28 markets, and is the most robust study of its kind.

In 2018, trust in Australia continued to decline across all four key institutions: media, business, government and NGOs. This has resulted with Australia sitting just four percentage points above the world’s least trusting country, Russia. Although these data paint a chilling picture of trust in Australia, we can hardly be surprised following a tumultuous year for the four institutions. What we’re seeing from the Trust Barometer in Australia is that the global swell of fake news could be leading Australians to look deeper who and what they trust. In a world where media confusion is causing a churn of trust, voices of authority, including experts and CEOs, are once again regaining credibility. Across Australia, a new wave of proactive CEOs is standing up for causes and corporations have been given licence to stand up for societal issues, speaking for, and with, the people.

The research is conducted by Edelman Intelligence, our global insight and analytics consultancy.

Earned Brand

Ideology dominates the cultural conversation. Around the globe, consumers are putting their personal convictions front and center. From the grocery aisle to the car dealership, they’re buying on belief.

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