The trust crisis in B2B - insights from Edelman's Trust Barometer report

In this first episode of the Trust & Influence in B2B podcast, host Joel Harrison speaks with Andrew Mildren, Managing Director of Edelman Business Marketing for EMEA about the agency's 2025 Trust Barometer report, which is an indepth evaluation of the state of trust in society and has compelling implications for B2B marketers. Edelman is one of the world's largest integrated communications agencies and has established itself as a leading authority on thought leadership and trust in business. With decades of experience working with major brands like Shell, Microsoft, and Samsung, Andrew shares valuable insights on how B2B companies can leverage thought leadership to build trust and drive business growth.

Topics Covered

• The six key components of effective thought leadership: white space, relevance, vision, trust, brevity, and attribution
• How businesses can measure and demonstrate ROI from thought leadership initiatives
• The impact of AI on content quality and the growing importance of credibility
• Why businesses are currently more trusted than government, media, and NGOs
• Edelman's approach to B2B marketing and the evolution of thought leadership
• Case studies of successful thought leadership campaigns, including DP World's "Move to Minus 15" initiative and Halion's Health Inclusivity Index

Key Conclusions

1. Trust as Business Currency: Trust functions as the fundamental currency of B2B relationships. As Andrew notes, "Trust is what helps you get invited to bid more often. It's what helps you close deals, helps you cross and upsell, helps you charge a better margin for your products and services." Well-executed thought leadership is one of the most effective tools for building this trust.
2. Thought Leadership's Evolving Measurement: While many companies struggle to measure thought leadership effectiveness (only 30% link sales leads to specific content), those who implement proper measurement see "double digit differences" in both brand impact and sales performance. This includes improved ability to break into new markets, define new categories, and reach new buyers.
3. Business as Trust Leader: In today's polarized environment, businesses have emerged as one of society's most trusted voices. This presents a significant opportunity for companies to fill the trust vacuum through authentic, purposeful thought leadership that addresses real challenges faced by their audiences.

For more insights on building trust through thought leadership, download Edelman's latest Trust Barometer and Thought Leadership Impact Study, and subscribe to the Trust and Influence in B2B Marketing podcast for future episodes exploring this critical topic.