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  Trust and the Crisis of Grievance

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  • 2025 Edelman Trust Barometer (EN)

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Crisis of grievance puts pressure on trust

The 25th anniversary edition of the Edelman Trust Barometer has revealed a profound shift to acceptance of aggressive action, with political polarization and deepening fears giving rise to a widespread sense of grievance.

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Majority hold grievances against government, business, and the rich

Sixty-two percent of Canadians have a moderate or high sense of grievance, which is defined by a belief that government and business make their lives harder and serve narrow interests, and wealthy people benefit unfairly from the system.

 

Hostile activism is seen as a legitimate tool to drive change

To bring about change, 4 in 10 would approve of one or more of the following forms of hostile activism: attacking people online, intentionally spreading disinformation, threatening or committing violence, damaging public or private property. This sentiment is most prevalent among respondents ages 18-34 (67 percent approve of at least one).

Widespread grievance is eroding trust across the board

Those with a high sense of grievance distrust all four institutions (business, government, media, and NGOs) as well as CEOs.

 

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Restoring trust and building optimism

 

 

1. Grievances must be addressed

Decades of institutional failures have fuelled grievances across the country, stifling growth and innovation. To lead through this crisis, organizations must acknowledge economic realities, champion shared interests, and create opportunities for optimism.

 

2. Business has a mandate to act

Canadians with a heightened sense of grievance increasingly believe that businesses are failing to address pressing societal issues. To meet these expectations, businesses must clarify their role, take meaningful action for stakeholders, and advocate for solutions that foster trust.

 

3. Business can’t act alone

No single institution can address the root causes of grievance alone. Business, government, media, and NGOs must work together to rebuild trust, drive economic prosperity, and ensure sustainable growth. This requires investing in local communities, strengthening access to credible information, and equipping people with skills for the future.

 

4. With trust, optimism eclipses grievance

When institutions fail to earn trust, grievances deepen, and confidence in the future erodes. To counter this, organizations must prioritize transparency, accountability, and tangible results that strengthen trust across society.

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Top Findings

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Feeling of being lied to surges
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Two thirds of respondents worry that leaders from government, business and media are purposely lying to them – up by respectively 21, 16 and 13 points from last year.

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Majority lack optimism for the next generation
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Only 21 percent of respondents believe that things will be better for the next generation. Among people aged 55+, that number falls to 17 percent.

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Concerns over credibility of news sources
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62 percent of Canadians say it is becoming harder to differentiate if their news comes from a respected media or from a dubious source.

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Methodology: The 2025 Edelman Trust Barometer is the firm’s 25th annual Trust survey. The research was produced by the Edelman Trust Institute and consists of 30-minute online interviews conducted between October 25 and November 16, 2024. Learn more >

33,000
Respondents
(2,100+ in Canada)

28
Countries 

±1,150
Respondents/Country

 

 

This crisis of grievance must be solved

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