How We’re Using the Edelman Trust Barometer to Shape Small Business Strategy for 2026
Strategies to consider for a strong 2026
The 2026 Edelman Trust Barometer was released yesterday, and we were especially eager to get our hands on it—because January is strategy season, and increasingly, AI is powering how strategy gets done.
As small business owners plan for 2026, the questions feel bigger than ever:
How do we build trust?
How do we stay relevant in a rapidly changing market?
And how do we plan with confidence amid economic uncertainty, cultural division, and accelerating technology?
This year’s Edelman report—“Trust Amid Insularity”—offers important signals for leaders navigating exactly these questions.
📊 You can explore the full report here: https://www.edelman.com/trust/2026/trust-barometer
At Logan PR, we’re seeing these insights come to life every day through our Brand & Build strategy sessions, Brandcamp, and AI-powered planning work. The data confirms what many small business owners already feel: trust is no longer just a value—it’s a strategic asset.
Below are 7 key takeaways from the Edelman Trust Barometer 2026, and what they mean for small businesses planning for the year ahead.
1. Trust Has Gone Local—and Small Businesses Benefit
The report shows that 7 in 10 people are hesitant to trust those who feel different from them. As fear and uncertainty rise, trust narrows—and becomes more personal.
People are more likely to trust:
Their employer
Local businesses
People they interact with regularly
What this means:
Small businesses don’t compete on scale—we compete on presence, proximity, and relationships. Being visible, consistent, and human is a competitive advantage.
2. Community Building Is Now a Strategic Priority
As trust in large institutions weakens, people turn to smaller circles and peer networks for stability and reassurance.
That makes:
Business networking
Partnerships
In-person and virtual community spaces
not “extras,” but trust infrastructure.
A Milestone Worth Celebrating
January also marks the one-year anniversary of the Alignable Alliance of Prince George’s County, which we launched last January to create a consistent, trusted space for small business owners to connect and grow.
In just one year, the Alliance has grown to over 1,000 business owners—clear proof that community is not a “soft” strategy, but a competitive advantage.
3. Bridge Builders Earn More Trust Than Loud Brands
One of the most important findings in the report: when businesses address divisive or high-stakes issues, people trust companies most when they encourage cooperation and shared solutions, rather than taking sides.
What this means:
Small businesses don’t need to be culture warriors. We earn trust by staying focused on shared goals, practical outcomes, and community well-being.
4. Employees Are the Most Trusted Messengers
Trust in “my employer” is higher than trust in government, media, or NGOs.
Employees don’t just represent your business internally—they extend trust outward to customers, families, and communities.
What this means:
Internal culture directly impacts external credibility. Clear communication, shared purpose, and leadership transparency matter more than ever.
5. Economic Anxiety Is Shaping Customer Behavior
Only about one-third of people believe the next generation will be better off. Job insecurity, rising costs, and rapid change are shaping how people buy, engage, and commit.
In moments like this, customers don’t respond to hype. They respond to:
Clarity
Competence
Stability
What this means:
Businesses that explain how they’re adapting—and why they’re reliable—build long-term loyalty.
6. AI Literacy Is Now a Leadership Skill
The Trust Barometer highlights growing fear of being left behind by AI—especially among small businesses and workers without access to guidance.
AI isn’t just a technology issue.
It’s a trust issue.
When leaders understand and use AI transparently, it:
Reduces fear
Improves decision-making
Frees time for creativity and relationship-building
That’s why we integrate AI into strategic planning through Brand & Build Sessions.
and immersive experiences like Brandcamp—not as a replacement for human insight, but as a tool that strengthens it.
7. Small Businesses Are the New Trust Brokers
Edelman introduces the concept of trust brokering—helping people work across differences by listening, translating, and focusing on shared goals.
Small businesses already do this every day:
Across industries
Across cultures
Across communities
What this means:
Every collaboration, networking event, and learning space is an act of trust building.
Strategy Season Checklist: What to Review for 2026 Planning
External reports matter—but strong strategy also comes from your own data.
As you plan for 2026, we recommend reviewing:
Market & context
Edelman Trust Barometer
Other business publications
Industry and local economic reports
Your performance data
Website traffic and conversions
Social media engagement
Email performance
PR visibility and partnerships
Sales and lead sources
Audience & operations
Customer feedback and objections
Team capacity and skill gaps
Processes AI could streamline
Pairing these insights with AI-powered analysis helps turn information into clarity.
Community + Learning in Action at Logan PR
At Logan PR, we believe trust is built through connection and competence.
That’s why we invest in:
Strategic education
AI-powered planning
Community-building for small businesses
🗓 Tuesdays | Live on Zoom
💻 The Branded Business Series (with A.I. Demo)
👉 https://www.alignable.com/groups/alignable-alliance-of-prince-georges-county-md/events/the-branded-business-series-w-a-i-demo-jan-2026-12
🎉 Thursday, January 22
📍 E-Life Restaurant
🎂 Logan PR’s First-Year Anniversary & In-Person Networking Event
A Question for 2026 Planners
As you work on your strategy for the year ahead:
What environmental factors are you watching most closely—and what reports, data, or expertise do you trust to guide your decisions?
We’d love to learn what’s shaping your thinking.
Let’s Build Your 2026 Strategy Together
If you’re ready to move from insight to action, we’d love to work with you.
At Logan PR, we support both:
Business branding, PR, and strategic communications, and
Personal branding for founders and leaders building trust alongside their companies
You can explore our full suite of offerings here:
👉 https://store.loganpr.com
Whether you’re refining your brand, planning your growth, or learning how to use AI with confidence, strategy works best when it’s intentional—and built in community.
COUNTDOWN TO THE OFFICIAL LIVE EXPERIENCE
TRAPPED IN is out now — but the real celebration happens live at The Go-Go Museum. Doors open at 6:30 PM
— Special opening performance by Cameryn, the newest artist signed to Jimmy Mac Entertainment. Then, experience TRAPPED IN like never before — in the city that shaped it, with the people who made it possible.
Friday, August 15 | 6:30 PM Doors | 7:00–9:30 PM Event
Ground Your Branding Opinions in Your Data
It all begins with an idea.
In today's fiercely competitive business environment, branding has emerged as a sophisticated science grounded in strategy, measurement, and continuous improvement. Yet, many businesses still operate under the illusion that their branding efforts are effective, even when they lack the critical metrics needed to substantiate this belief. Without proper metrics, branding is guesswork, not strategy.
The Pitfalls of Data Neglect
Over the past four years, I have encountered numerous clients navigating their branding efforts without the essential data to guide them. What do a lot of folks rely on? What they know. What they think. And if you're doing online advertising without conversion tags - Whyyyyyy? You're paying money and you still don't know? Most folks have an “It’s my business and I love it the most so I know it the most” view. (myself included ha!)
Oooookay but hear me out. If 0 people came to your website and you sold 0 products then I can see your problem is around awareness. If 2,000 people come to your website and you sold 0 products, I have questions about other parts of the process. With just those two numbers we have a conversion rate. See how the strategy comes into focus?
We’ve set up Google Analytics for a number of clients. If you don’t have it, you’re missing out on invaluable insights into visitor behavior. Others had extensive email lists but lacked the tools and knowledge to analyze engagement metrics. This absence of data-driven decision-making can lead to misguided strategies, wasted resources, and missed opportunities.
The Power of Data-Driven Branding
When businesses prioritize data, they unlock the ability to make informed decisions, optimize their strategies, and achieve tangible results. For instance, understanding website traffic patterns through Google Analytics can reveal which content resonates most with your audience, guiding future content creation. Analyzing email open and click-through rates can help tailor your messaging to better engage subscribers.
Moreover, metrics provide the foundation for iterative improvement. By continually testing, measuring, and refining your branding efforts, you can adapt to changing market conditions and consumer preferences, ensuring sustained growth and relevance. This forward-looking perspective is essential for any business aiming to establish a strong, enduring brand.
A Call to Action for Data-Driven Branding
It's time to dispel the notion that branding can be successful without metrics. If the proper data do not inform your opinions about your business, you don't know how well you're actually doing or where the problem lies. Metrics are not just numbers; they are the pulse of your branding strategy, providing the insights needed to thrive in a competitive landscape. Figure out what to measure for your brand and do it.
At LPR, we help small businesses implement effective brand measurement systems, empowering them to make data-driven decisions and achieve their branding goals. Don't leave your branding to chance—prioritize data and measurement to transform guesswork into strategy.
Reach out to us today to learn how we can help you harness the power of metrics and elevate your branding efforts to new heights. Together, we can turn your branding aspirations into measurable success.
Madia
Chief Branding Officer & Founder
Logan PR
---