Name: Richard Edelman on How Global Brands Can Rebuild Consumer Trust
Uploaded: 2026-06-22T13:55:00Z
Duration: 5 min 41 s
Description: Edelman chief executive Richard Edelman discusses why consumer trust is plummeting amid rising nationalism and fears surrounding artificial intelligence.

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Edelman chief executive Richard Edelman discusses why consumer trust is plummeting amid rising nationalism and fears surrounding artificial intelligence. Photo: WSJ Leadership Institute

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Edelman chief executive Richard Edelman discusses why consumer trust is plummeting amid rising nationalism and fears surrounding artificial intelligence.

Richard Edelman on How Global Brands Can Rebuild Consumer Trust

I'm here with Richard Edelman, the famous Richard Edelman. We're gonna talk about trust because you have really, over the course of the last, what, 25 years, you have measured it, but made it, made people understand how it important trust is to making business successful. How did you know that trust was going to become the problem that it is today?

Well, I saw the Battle in Seattle in 1999 with the World Trade Organization and NGOs storming the meeting...

Yeah.

And complaining about globalization. And we've just kept...

And going after big brands. McDonald's.

And going after big brands. Exactly.

Coke, whatever.

Throwing chairs through windows and things like this.

Yeah.

And so here we are at Cannes and we've just done a trust study about brands. Insularity now applies to the brand marketing side, and it's important that CMOs understand that two-thirds of people now self-identify as insular. And when you're insular, you literally reject brands that are sold to different people.

So global brands have a challenge.

Massive, and it's also evident that there's a big spike in nationalism. 80% of the people across these 15 markets said, I eliminate purchases from one or more countries just on the basis of national origin with the US and China being the two most prevalent.

So what do you do if you're a global brand? I mean, look, you walk up and down the Croisette, you see global brands on both sides of you at all times. What, how does a global brand build trust in that kind of an environment?

The first thing is to recognize that after price and quality, trust is the third horseman. And you have to pay real attention to anything from local sourcing, local faces in a way, as we talked about in Davos, being poly-national. At the same time, you have to really reconsider your definition of relevance. Relevance for marketers has always been utility of the product, that it works well, but also being in pop culture. Not sufficient. Today it's about identity and tribalism, and it's also about community connection. And so you've got to put your brand in a way to solve the marketer's paradox, which is: sell to me, but be relevant to the bulk of people.

Who, that's easy to say, hard to do. Who's doing it well? Give me a couple of examples of companies that are doing it well.

I think one example is Dove, which has had this Campaign for Real Beauty for 25 years, and it applies to everyone. It has applicability.

So you do you be you.

Exactly. You be you, but you be you in Thailand or in New York or wherever. Also...

We found this on the web.

I think it's critical that you see how your competition is actually pop up e-commerce brands, you've gotta be fast and as clever as they're. I think you've gotta market from the bottom up, Alan. You've gotta have ideas that work with creators that, in effect, you're not owning. I don't expect...

That has huge organizational consequences, right? You have to decentralize, you have to give power to the field. You run different campaigns in different markets.

Yes. But it also rejects this PESO model that's been put forward by a lot of the ad agencies, this paid flywheel, which is, to me, a top-down theory where influencers are part of a media distribution machine. Wrong. Creators are newsmakers and are as important as part of the framework now for 40 and under as the Journal and others. And therefore, treat them as news outlets. Give them a chance to talk directly to the audience.

We're talking a lot here about AI and how AI is changing the creative businesses, but really every business. How does AI affect trust?

There are three big fears that people have. The first is job displacement because of AI. The second is inflation, and the third is disinformation. I don't know who to believe. Literally in April, we had a study that showed that more than half the people say, "Oh, well, raw milk or vaccine, disacceptance, non-acceptance is the right way. People who have more information are more inclined to be badly informed.

Distrust.

And distrustful. So I think two of those key topics are trust-oriented.

Yeah.

So we have to have trustworthy communication, which again, to my mind is the pastors and people like me, the person on the line. Top-down information doesn't work. This is a real legacy of COVID. People distrust experts. We've got to make sure that the average person has enough knowledge, particularly employees, to talk outwards.

And what does that mean? If you're running a large global company, what do you have to do that you weren't doing before?

First of all, you've gotta empower your local management. Let them speak.

Yep.

Second, you have to have local faces.

Yep.

Third, I believe deeply in this idea of a creator news network, trusted creators, and that you not simply try to control the message. The message can't be controlled. It's beyond that. It is shared and you co-create.

Yeah. Richard Edelman, as I said, the trust is so fundamental to what's going on right now, and you've really cornered the market on trust. Good advice. Thank you for taking the time.

Thanks for having me.