As a follow up from the Edelman’s twelfth Trust Barometer launch in January 2012 members of the EMEA leadership team have written a series of essays to share their thoughts on the current state of Trust in their market or area of expertise. Trust on the Brink provides an interesting – though not entirely uplifting – collection of observations and ideas from around the region.

The outcome of the essays suggest that trust is on the brink – indeed, it may have toppled right over the edge, and is now merely clinging on by its fingertips. (Our new data for 2013, to be published at the end of January next year, may confirm that hypothesis.) Why is the outlook for trust so bleak? Partly this reflects the difficult economy that has emerged from the wreckage of the great financial crisis. World weariness, reinforced by cynical media, has taken hold. But has trust gone for good? Or can it be regained?

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