The most trusted voice is yours
The 2026 Edelman Trust Barometer confirms a major shift in how and where people place their trust.
Communities are polarised, often misinformed and uncertain. As a result, trust has turned inward. It’s local, personal and conditional.
According to the research, 70% of us now hesitate - or are downright unwilling - to trust someone who’s different from us.
We no longer believe global voices or big government. We’ve turned our focus much closer to home. “My employer” and “my neighbours” are the most trusted sources of information.
What does this mean for you as a leader?
You can’t delegate the role of chief communicator – it has to be you. Your teams, clients and community are hungry for personal, grounded communication, not generic messaging or vagueness.
People are placing their trust in their direct leaders, particularly those who communicate clearly, consistently and tell the truth while acknowledging real-life pressures.
This creates both opportunity and responsibility for senior leaders. Your voice matters more than ever, especially in moments of pressure or uncertainty.
Edelman describes it as “trust brokering”, a defining leadership skill that helps people “navigate difference and move them forward with shared purpose.”
The old model of top-down control won’t build trust. Instead, your approach must reflect people’s everyday concerns and values.
Speak directly to what matters. Discuss issues before they grow, address discomfort rather than avoiding it.
Be seen. When others are unsure, be the calm, credible centre even if you don’t have all the facts. Give certainty about what you know and be clear on what you don’t.
Be consistent. Many leaders take a “fireworks” approach to communication – big bursts followed by empty silence. Maintain a consistent cadence of connection.
The research shows people aren’t looking for leaders who claim to have the answers. They’re desperate for leaders they know – at a deep level - they can believe.
