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2025 Edelman Trust Barometer

Trust and the Crisis of Grievance

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Crisis of grievance puts pressure on trust

The 25th anniversary edition of the Edelman Trust Barometer has revealed that Australia has slipped into distrust territory with a profound global shift to acceptance of aggressive action and deepening fears giving rise to a widespread sense of grievance.

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Majority hold grievances against government, business, and the rich

In Australia, 62 percent have a moderate or high sense of grievance, which is defined by a belief that government and business make their lives harder and serve narrow interests, and wealthy people benefit unfairly from the system.

 

Hostile activism is seen as a legitimate tool to drive change

Thirty-one percent of Australians support at least one or more of the following actions: attacking people online, intentionally spreading disinformation, threatening or committing violence, damaging public or private property. This sentiment increases to 1 in 2 for Australians aged 18-34.

 

Widespread grievance is eroding trust across the board

Those with a high sense of grievance distrust all four institutions (business, government, media, and NGOs).

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Restoring trust and building optimism

 

 

1. Grievances must be addressed

The institutional failures of the last 25 years have produced grievances in Australia, stifling growth and innovation. With greater trust in our institutions, we see grievance dissolve and economic optimism flourish.

 

2. Business has a license to act

Those with a higher sense of grievance are more likely to believe that business is not doing enough to address societal issues. To navigate these expectations, understand where you have obligations, act on behalf of your stakeholders, and advocate for your organisation.

 

3. Business can’t act alone

Restoring trust requires cooperation between business and NGOs. Australians believe NGOs have the best ability to fight divisiveness and repair societal fractures, however, are also seen as being ineffective without broader institutional support.

 

4. With trust, optimism overpowers grievance

When institutions can’t be trusted to do what is right, grievances fester and outlooks darken. By prioritising transparency and community engagement, institutions can rebuild trust and foster optimism for the future.

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Fear of discrimination surges
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1 in 2 Australian respondents worry about experiencing prejudice, discrimination, or racism – up 8 points in the last year and with significant increases across women, ages 18-34 and 55+.

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Majority lack optimism for the next generation 
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Less than 1 in 5 Australians believe that things will be better for the next generation. This pessimism for the future sits in front of only five countries in our study; France, Germany, Japan, The Netherlands and Italy, whilst on par with the UK.

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Australians who feel a high level of grievance expect more from business, not less 
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Among those with a high sense of grievance in Australia, business is seen as 95 points less ethical and 30 points less competent than among those with a low sense of grievance.

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Methodology: The 2025 Edelman Trust Barometer is the firm’s 25th annual Trust survey. The research was produced by the Edelman Trust Institute and consists of 30-minute online interviews conducted between October 25 and November 16, 2024. Learn more >

33,000
Respondents

28
Countries 

±1,150
Respondents/Country

This crisis of grievance must be solved

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