Edelman’s 2026 Australian Trust Barometer reveals trust in business, government, media and non-government organisations (NGOs) has increased, but remains fragile:
• Trust increased from 49% in 2025 to 54% in 2026, reflecting a shift from distrust to neutral.
• There is now a 19% gap in trust between high and low-income earners, the biggest gap reported since 2021.
• 22% believe the next generation will be better off, against a global average of 32%.
• 44% would support reducing the number of foreign companies operating locally even if it meant higher prices, a figure 10% higher than the global average.
• A majority believe governments, business, media and NGOs are obligated to build trust.
March 25, 2026 – AUSTRALIA - While Australians are slightly more trusting of our leading institutions (business, government, media and NGOs) in 2026, up 5% year-on-year, Edelman’s Trust Barometer finds nearly three quarters (73%) of the nation now have an insular mindset, and distrust those who see the world differently.
Edelman’s Australian Trust Barometer, released today, identifies that while trust is increasing, it remains fragile. Trust in media grew the most, up 8%, followed by governments (6%) and business (5%). This increase in trust is driven in part by key demographic groups such as men and younger Australians; however, little improvement has been seen among some groups, such as low-income earners, further accentuating clear societal divides.
“In Australia, we’re witnessing the emergence of opposing institutional realities. This means that, across demographics, we’re seeing levels of competence and efficacy in business, governments, NGOs and media, and the leaders of these sectors, differ widely,” says Tom Robinson, CEO of Edelman Australia.
“In 2026, we’ve recorded the largest gap in trust (19%) between high- and low-income earners since the pandemic hit (2021). Therefore, while trust is up, this confidence is felt unevenly.”
Optimism has taken a hit, as economic and geo-political factors compound, as less than a quarter of Australians believe the next generation will be better off, against the global average of 32%. Trade and tariff concerns are also at an all-time high, with 60% of Australians worried about how this might impact their work and half (54%) concerned about job loss as a result of a looming recession.
“Ultimately, these fears are causing consolidation in who we trust. There is a shift towards deeper trust in more localised sources including community and grassroots, and this is contributing towards a national retreat into a more insular mindset,” says Mr. Robinson.
73% of Australians now have an insular mindset, meaning they are unwilling or hesitant to trust someone who lives by different core values or beliefs, wants to address societal problems differently, or is from a different culture, background or lifestyle to them.
An insular mindset was also found to influence business outcomes, with 42% of Australians admitting they would prefer to move departments than report to a manager who holds different values. A third (33%) agreed they would put less effort into supporting a project run by colleagues with different political beliefs, and 44% would support reducing the number of foreign companies operating locally, even if it meant higher prices - a figure 10% higher than the global average.
“These divisions create clear challenges for institutions, as the population sees the leaders of these sector leaders who are different to them as particularly distrusted. There is a correlation between insularity and a sense of grievance against businesses, governments, media, and the rich.
“The good news is that Australians hold the view that insularity needs to be addressed, with the clear majority (74%) agreeing this mutual distrust is a moderate or crisis level problem,” says Mr. Robinson.
In addressing insularity, eight-in-ten Australians think governments have the highest obligation. This expectation is far from the perceived reality; however, just over a third of respondents (36%) believe governments are doing a good job of bridging divides and building trust.
Employers are also seen to hold a strong obligation, as Australians rated their employers to be the best at building trust, with only a 17% gap reported between expectation and performance. There is an opportunity for CEOs to do more to bridge divides though, with 72% of Australians agreeing this group is obligated to play a role, while only 36% believe leaders are fulfilling this role.
“Usually when we think about addressing divides, we try to eliminate differences. However, in trying to navigate a world populated by insular groups, we need to be willing and able to work across these differences. This involves surfacing common interests, translating perspectives, and creating conditions for co-operation without requiring agreement.
“For Australians, what this expectation looks like in practice is, NGOs helping groups to understand each other, governments setting the tone and modelling civility, media de-escalating tensions and making space for different viewpoints, while businesses are expected to bring people together to create dialogue across difference, and to provide this support across income groups,” says Mr. Robinson.
ENDS
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About the Edelman Trust Barometer
The 2026 Edelman Trust Barometer is the firm’s 26th annual trust survey. The research was produced by the Edelman Trust Institute and consists of 30-minute online interviews conducted between October 23 to November 18, 2025. The 2026 Barometer was conducted in 28 countries, gathering data from a sample of 1,200 respondents via an online survey, ensuring it is representative on the basis of age, gender, region, and ethnicity/nationality.
The report covers a range of timely and important societal indicators of trust among business, media, government and NGOs, shaping conversation and setting the agenda for the year ahead. For more information, visit https://www.edelman.com/trust-barometer
About Edelman
Edelman is a global communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations. With 6,000 employees across over 60 offices, Edelman develops communication strategies that build client confidence and stakeholder trust. The firm boasts an array of accolades, including PRWeek’s Agency Dynasty of the Past 25 Years and Global Agency of the Year (2023) and Cannes Lions Independent Agency of the Year for the Good Track (2024 & 2022). Recognized as a standout agency by AdAge (2023) and honored with multiple Cannes Lions, including Titanium, Grand Prix and seven Gold Lions since 2021, Edelman consistently sets the industry standard. Since our founding in 1952, we have remained an independent, family-run business. Edelman owns specialty companies Edelman Data x Intelligence (research, data), Edelman Smithfield (financial communications), and UEG (entertainment, sports and lifestyle).
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