The latest Edelman 2026 Australian Trust Barometer shows trust in business, government NGOs and media has risen to 54 per cent (up from 49 per cent last year), but trust in each other is declining.
Beneath the surface lies a more concerning reality for marketers, brands and media owners – a combination of rising insularity, widening inequality in trust, and falling optimism about the future.
Nearly three quarters (73 per cent) of Australians now distrust people who see the world differently – whether based on values, politics or background – marking a cultural shift with real implications for how brands connect.
“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,” Tom Robinson, CEO of Edelman Australia said.
“In 2026, we’ve recorded the largest gap in trust (19 per cent) between high- and low-income earners since the pandemic hit (2021). Therefore, while trust is up, this confidence is felt unevenly.”
That divide is clear: a 19-point gap between high- and low-income Australians – the widest since 2021 – continues to grow, with trust among lower-income groups largely stagnant.
Media saw the biggest gain (+8 per cent), followed by government (+6 per cent) and business (+5 per cent), driven largely by younger Australians and men.
At the same time, optimism is sliding. Just 22 per cent believe the next generation will be better off – well below the global average of 32 per cent – while economic anxiety rises, with 60 per cent worried about trade impacts and 54 per cent fearing job loss.
“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,” Robinson said.
The research shows insularity is actively influencing workplace dynamics and commercial attitudes:
- 42 per cent would rather switch departments than report to a manager with different values
- 33 per cent would put less effort into projects led by colleagues with different political beliefs
- 44 per cent support reducing foreign companies operating in Australia – even if it drives up prices
“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 per cent) agreeing this mutual distrust is a moderate or crisis level problem,” says Mr. Robinson.
Australians increasingly expect institutions – and particularly leaders – to step up and bridge these divides, but few believe they are delivering.
Eight in 10 say government holds the greatest responsibility, yet only 36 per cent think it is doing a good job. CEOs and business leaders face a similar credibility gap, with 72 per cent expecting action but just 36 per cent seeing it delivered.
Employers emerge as the strongest performers, with the smallest gap between expectation and delivery (17 per cent), positioning workplaces as a critical arena for rebuilding trust.
“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,” Robinson said.
