A brand saying it is trustworthy differs from a customer seeing reasons to trust it. Edelman's 2026 report emphasizes validation through customers, peers and experience, beyond the brand's own message.
In the demo, a policy, an experience and an independent voice attach to a broad promise. In practice, check whether each claim has genuine supporting evidence.
The trust bar is illustrative. Reviews and certifications still require source, scope and recency checks.
When to use
Use before making broad trust, safety or quality claims in a campaign.