Toronto, March 4, 2025 – The 2025 Edelman Trust Barometer Canada Report reveals a deepening crisis of trust, with growing economic grievances, skepticism toward leadership and heightened fears of misinformation on the rise. Now in its 25th year, the report highlights a widening trust gap in Canadian society, with institutions facing mounting pressure to rebuild confidence and credibility.
Key Findings:
Business Remains the Most Trusted Institution – With a trust score of 55, business is the most trusted institution in Canada, outperforming NGOs (53), media (52), and government (50). However, this trust is fragile as economic pressures and inequality concerns intensify.
Financial Struggles and Grievance on the Rise – 73 per cent of Canadians believe the wealthy do not pay their fair share of taxes, while 61 per cent say that the wealthy’s selfishness is a root cause of many societal issues.
Job Security and Economic Fears Intensify – Over half of Canadian workers worry about offshoring (50%), international trade conflicts (53%), and automation (52%) threatening their employment.
Distrust in Leadership at an All-Time High – 67 per cent of Canadians believe government leaders mislead the public, while 62 per cent say business leaders do the same. Canadians exhibit a strong trust in scientists (78%), which is more than double the trust placed in CEOs (37%).
Lack of Optimism for Future Generations – Only 36 per cent of Canadians believe the next generation will be better off than today, with pessimism especially high among older age groups.
Support for Hostile Activism Among Young Canadians – To effect change, 40 per cent of Canadians approve of at least one form of hostile activism, including online attacks, intentional dissemination of misinformation, threats or acts of violence, and damage to property. This sentiment is most prevalent among respondents ages 18-34, where 67 percent approve of at least one form of hostile activism.
“Canadians expect businesses to provide well-paying jobs, invest in reskilling employees, and uphold civility in the workplace," said Bianca Freedman, Chief Executive Officer, Edelman Canada. "Trust is not a passive asset—it is earned through both ethical leadership and demonstrable competence at every level, from individuals to executives to organizations. It is not merely about perception but about sustained action."
About the Edelman Trust Barometer
The Edelman Trust Barometer is an annual global survey that measures trust in business, government, media, and NGOs. The 2025 study surveyed 1,150 Canadians between October 25 and November 16, 2024, as part of a 28-country global survey with over 33,000 respondents. For more details, visit edelman.ca/trust/2025/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).