In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Andrew Mildren, MD of Edelman Business Marketing for EMEA, to dig into the 2026 Edelman Trust Barometer — based on nearly 34,000 responses across 28 countries. The headline finding is sobering: 70% of people globally now hold what Edelman calls an insular trust mindset, retreating into familiar circles and becoming reluctant to trust those who hold different views or values. And yet, businesses have held the title of most trusted institution since 2021. So what's driving this contradiction — and what must B2B marketers do about it?
➡️ Andrew brings Edelman's 26 years of trust expertise to the table and offers both clear diagnosis and practical direction. He explains the concept of "trust brokering" — where businesses act not as side-takers, but as facilitators bridging divided groups — and highlights examples from Microsoft and IKEA doing this credibly. He breaks down why insularity is no longer just a societal issue but a bottom-line business problem, affecting productivity, retention, and leadership. The conversation also explores local versus global trust dynamics, AI's growing impact on how content and companies are discovered, and closes with five concrete actions B2B marketers should be taking now — including treating trust as a commercial metric and building a GEO (generative engine optimization) strategy.
Chapters:
00:00 - Introduction to the Edelman Trust Barometer
01:16 - What You'll Learn in This Episode
02:14 - The Secret Behind 26 Years of Trust Research
04:36 - Evolving Themes: From Polarization to Insularity
07:59 - The Insular Trust Mindset: What's Driving It
10:51 - Why Business Is the Most Trusted Institution
14:56 - Trust Brokering: What It Means in Practice
17:21 - Navigating Divisive Issues in B2B
21:00 - Local vs. Global Trust: Going Poly-National
24:47 - Insularity as a Bottom-Line Business Issue
27:06 - AI's Role in Shaping Trust
32:19 - Five Things B2B Marketers Should Do Now
35:32 - Closing Thoughts & Where to Find the Report
Follow Andrew Mildren,
https://linkedin.com/in/andrewmildren/
https://edelman.com
If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership — whether you're a content creator, strategist, or brand leader.
🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/
💬What do you think comes first — rebuilding trust from the inside out, or leading with bold external communications? Let us know in the comments below.
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📲Follow Joel Harrison and Trust & Influence in B2B across the web:
LinkedIn ▶ https://linkedin.com/in/joelharrison/
Podcast ▶ https://trust-influence-in-b2b.captivate.fm/
Instagram ▶ https://instagram.com/joelharrisonb2b/
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