Aussie optimism bucks global trust trends
Edelman Australia CEO Tom Robinson on why its "worth pausing and taking a step back" against negative headlines
The CEO of Edelman Australia has highlighted unexpected optimism in the local market, with Australia recording the biggest improvement in trust among Western economies.
Tom Robinson, who will unveil the Edelman Trust Barometer 2026 for Australia at CommsCon on 25 March, flagged the nation as a standout for its rise in institutional trust, despite what media headlines might suggest.
While local findings are yet to be released, Australia emerged in Edelman’s recent global Trust Barometer as gaining a stronger sense of unity following last year’s federal election, moving from a “state of distrust” toward “neutral territory.”
Speaking to Mumbrella, Robinson said: “You can’t look past the recent Bondi attack, but both that and last year’s federal election point to Australians rallying together and supporting each other. It was surprising to see Australia record the highest improvement in trust of any Western economy, up five points. It’s a reminder that when certain headlines grab attention, it’s worth pausing and taking a step back.”
Released annually, the Edelman Trust Barometer examines how trust shapes institutions, leadership, and behaviour. This year’s focus spans the redefinition of work, influence, and societal expectations, alongside ongoing concerns about AI and geopolitical tensions.
Despite a broader sense of global insularity — defined by Edelman as a retreat into narrower circles of trust — Robinson said there remains an opportunity for brands to act as “trust brokers,” especially by connecting communities at a grassroots level.
“Brands should invest in reaching communities that may feel underrepresented or that they don’t normally engage with. Insularity doesn’t mean closing off. Indeed, businesses remain the most trusted institution overall.
“This year’s report also showed a greater sense of trust in people’s local communities. That was reflected in brands and businesses with reach across all sections of society, especially from metropolitan to regional areas.
“Sectors such as retail, hospitality, and even medical professions like doctors consistently show the highest levels of trust, and that remains the case.”
Meanwhile, despite the downturn in regional journalism, demand for local news is strong. Robinson said:
“I recently spoke to the Local and Independent News Association (LINA). Interest in local journalism has never been higher, and its membership growth reflects that. The demand is definitely there, but the commercial model remains the challenge.”
Robinson will close the Mumbrella Commscon conference on 25 March, following sessions by Hannah Ferguson, CEO of Cheek Media, Daniel Klug, director of new media at Omnicom and Hayley Saddleton, head of business marketing at Reddit ANZ, plus many more.
A full list of speakers, plus tickets to the conference and awards can be found here.
