15% average trust gap favoring domestically headquartered brands over foreign counterparts
Here's a stat that'll make you rethink how you're doing business.
What this actually means for you
The real story here
The 2025 Edelman Trust Barometer reveals a 15 percentage point trust gap favoring domestically headquartered brands over their foreign counterparts, representing a significant shift in consumer brand preferences. This trust differential reflects growing nationalist sentiment and economic uncertainty that drives consumers to place greater confidence in locally-based companies. The research indicates that this trust advantage is particularly pronounced during periods of geopolitical tension or economic instability, when consumers perceive domestic brands as more aligned with local interests and values.
What this means for your brand
Why you should care
Ignore this at your own risk. Smart brands use insights like this to get ahead (and stay there).
Get this right and you're golden. Get it wrong and... well, let's not go there. The good news? Now you know what to focus on.
Make a choice
Get on board or get left behind
Act on this and watch good things happen: more engagement, better conversions, customers who actually stick around. Ignore it? Your competitors won't.
Making it happen
Knowing is half the battle. The other half? Actually doing something about it. Smart brands turn insights like this into action plans that work.
Fair warning: this isn't a one-person job. You'll need your whole team on board—from the folks designing your stuff to the ones talking to customers.
Here's how we can help
We've got the tools and know-how to turn this stat into your competitive advantage. (Yes, really.)
Brand Strategy
Figure out what makes you different and why people should care. (Spoiler: You're more interesting than you think.)
- Finding your sweet spot
- Getting to know your people
- Checking out the competition
- Saying it right
Brand Architecture
Organize your brand family so it actually makes sense. (No more family dysfunction.)
- Family tree that works
- Sub-brand harmony
- Smart growth plans
- Portfolio that purrs
Community Building
Turn customers into fans, and fans into family. (The kind that actually likes each other.)
- Belonging blueprints
- Connection catalysts
- Champion cultivation
- Gathering greatness
Ready to put this insight to work?
Let's chat about how to use what you just learned to make your brand impossible to ignore.
Let's talk