2026 Edelman Trust Barometer: Trust Amid Insularity.
Edelman's 26th annual survey of almost 34,000 people in 28 countries finds societies moving from grievance to insularity. People are reluctant to trust those unlike themselves, and employers are the most trusted institution. The UAE ties for the highest trust score in the survey.
By Edelman · Jan 18, 2026
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Edelman's 26th annual survey of almost 34,000 people in 28 countries finds societies moving from grievance to insularity. People are reluctant to trust those unlike themselves, and employers are the most trusted institution. The UAE ties for the highest trust score in the survey.
Key findings
- Around 70% of respondents globally are unwilling or hesitant to trust people with different values, backgrounds or information sources.
- 'My employer' is the most trusted institution at 78%, ahead of business (64%) and government (53%). Trust in 'my CEO' is 66%.
- The UAE and China have the highest Trust Index (80 each), followed by India (74). Japan (38), France (42), Germany and the UK (44 each) are lowest.
- 42% of employees would rather switch departments than report to a manager with different values, and domestic companies are trusted much more than foreign ones.
- Among people who trust a food or lifestyle influencer, 62% would trust or consider a distrusted company that influencer vouched for.
Why it matters
It shows brands that trust now travels through employers, local identity and trusted creators more than through mass messaging. The UAE's top-tier score is useful context for GCC marketers.
About this report
Published by Edelman, 2026-01-18. Free to download. Get the full report from Edelman