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<span id="hs_cos_wrapper_name" class="hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text" style="" data-hs-cos-general-type="meta_field" data-hs-cos-type="text" >Study Highlight: The 2025 Edelman Trust Barometer for Australia</span>

Study Highlight: The 2025 Edelman Trust Barometer for Australia

The 2025 Edelman Trust Barometer for Australia has been released, marking the 25 th edition of the report.

This year’s report, "Trust and the Crisis of Grievance" reveals that Australia has again slipped into distrust territory, with an overall Trust Index of 49 (average per cent trust in business, government, media, and NGOs). The report also identifies a rising fear of discrimination, affecting one in two Australians, and reveals a belief that hostile activism is a legitimate course of action for change.

Key findings:
  • 62 per cent of Australians feel moderately or highly aggrieved.
  • Feelings of grievance are tied to beliefs that:
    • Government and business serve the select few.
    • The system favours the rich, and the rich are getting richer while regular people struggle.
  • One in three Australians see hostile activism as a viable means to drive change.
  • More than half of Australians aged 18 to 34 approve of hostile activism (e.g., online attacks, spreading disinformation, violence, or property damage).
Global grievance factors:
  • Mass-class trust divide: Low-income respondents trust institutions 13 points less than high-income respondents (Trust Index: 48 vs. 61).
  • Lack of faith in institutional leaders: 69 per cent of global respondents worry that leaders deliberately mislead them, up 11 points since 2021.
  • Confusion over credible information: 63 per cent of respondents struggle to distinguish credible news from deceptive sources.
Trusted institutions:
  • Business is seen as outperforming government in competence (48 points better) and ethics (29 points better).
  • In Australia, there is a belief that business is not going far enough to address major societal issues.
  • NGOs are seen as the most trusted institution in Australia, best placed to address divisiveness and rebuild societal trust.
  • Media is the least trusted institution in Australia, with many believing media prioritises commercial interests and ideology over facts.
  • Australia ranks third globally in terms of distrust of media.
​​​Tom Robinson, CEO of Edelman Australia, said: "The 25 th anniversary of our trust study is an opportunity for us to mark this moment in time and consider the next 25 years. With an impending Australian Federal election, our data presents a warning sign to our leaders.

"Australians are simply not feeling optimistic about our future prosperity and this lack of hope is one of the key factors driving a sense of grievance. Only 17 per cent of Australians believe that the next generation will be better off compared to today.

"With trust, economic optimism grows, and grievance dissipates. The report points to how we can create a future where trust in institutions isn't necessarily the antidote, but rather acts as the proverbial canary in the mine, pointing to whether we as a country are heading in the right direction. The antidote lies in Australia's sense of equity and fairness, that economic prosperity is available and accessible to the many."

Other key Australian findings from the 2025 Edelman Trust Barometer include:
  • Lack of trust in top economies: Australia (49) joins five of the largest 10 global economies as being among the least trusting nations on the Trust Index, ahead of France (48), the US (47), the UK (43), Germany (41), and Japan being the least trusting at 37.
  • Australians feel misled: 64 per cent of Australians worry government leaders are lying, 66 per cent worry business leaders are lying, and 68 per cent worry journalists and reporters are lying.
  • Geopolitics inciting job fears: Fears of job insecurity due to the impacts of international trade conflicts are a top concern for Australian employees, with 51 per cent of employees worried - other factors causing job worries are foreign competitors (46 per cent), a looming recession (51 per cent), and automation (48 per cent).
  • Women and Australians aged 55+ see greatest increases in fear of discrimination: Since last year, fear of experiencing prejudice, discrimination or racism has gone up 14 points among women and 13 points among those aged 55 or older.
  • The wealthy are seen as the problem: A majority believe the wealthy avoid paying their fair share of taxes (72 per cent), and 60 per cent blame their selfishness for many of our problems.
Read the full report here.
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AI’s
Feature

AI’s integration into PR and comms in 2025

Over the past few years, mentions of AI within the industry haven't toned down - if anything, they've been ramping up. Looking back at Telum's 2024 Year Ahead and PR Tech in 2025 pieces, it's interesting to see how attitudes have shifted. What began as a period of experimentation - playing with prompts, dabbling in ideation, and speculating about job replacement - has solidified into a structural transformation within the profession.

AI has moved from a nice-to-have to a non-negotiable; from a fringe tool to a core strategic capability. 2025 is the year PR and comms practitioners stopped asking, “What can AI do?” and began asking, "How do we lead with it?”.

Integration of AI tools in the industry
Early adoption of AI centred around basic prompting and inspiration. In 2025, however, practitioners in the PR and comms space have unlocked more of its capabilities.

We saw many organisations develop their own AI offerings across APAC and the Middle East, ranging from AI visibility services and training tools to crisis solutions. These include PIABO GEO, Ogilvy ANZ’s Generative Impact, Golin’s First Answer, TEAM LEWIS' Training for Trust, and FINN Partners' CANARY FOR CRISIS.

The narrative around job replacement has also softened. Rather than replacing humans, the industry is now embracing AI as an enhancer.

As Natacha Clarac, Director General of Athenora Consulting in Brussels and former President of PRGN, said following PRGN's launch of Précis Public Relations: "The introduction of Précis Public Relations showcases the potential of AI to enhance rather than replace the strategic value PR professionals offer."

GEO / LEO and search transformation
One trend that we have seen in 2025 was the decline of traditional search behaviour. AI assistants, such as ChatGPT, Gemini, and Perplexity, increasingly replaced clicks with instant answers.

As Nichole Provatas, Executive Vice President and APAC Head of Integrated Marketing and Innovation at WE Communications, noted: "Around 69 per cent of Google news searches now end in zero clicks as AI Overviews rise."

This reality raises the stakes for inclusion in AI answers, as Rob van Alphen, Managing Director of Polaris Digital, warned: “…if your brand or leadership isn’t part of the AI answer, you’re invisible.”

Jack Barbour, EVP and AI Lead at Golin New York, and Nichole both highlighted how earned media is key in making brands discoverable, with at least 90 per cent of AI search results coming from earned citations. Brian Buchwald, Edelman’s President, Global Transformation and Performance, emphasised the same point: "You can't buy your way to the top of an AI-generated answer...brands must proactively shape how they appear in LLM outputs or risk being misrepresented, misunderstood, or missed entirely."

AI platforms are relying on reputable journalism, corporate blogs, and expert commentaries - flipping the paid-dominated marketing playbook on its head.

This shift fuelled the rise of GEO (Generative Engine Optimisation) and LEO (Language Engine Optimisation). In April, Celia Harding launched what she described as the world’s first LEO advisory firm, arguing: "While other agencies are looking at how AI can drive efficiencies in creativity and client service, they are all overlooking the real opportunity that lies ahead - shaping the data LLMs learn from."

If SEO defined the 2010s, GEO and LEO are shaping 2025 and beyond, with earned media at the core.

AI upskilling
As AI adoption surged throughout the year, professional development opportunities expanded rapidly, ranging from hands-on workshops and panel discussions to large-scale conferences.

These events spanned the region, including the Generative AI Bootcamp series by PRCA APAC and Sequencr AI, PRCA Thailand's first-ever conference in Bangkok on AI and communications, and Jakarta's “Shape the Future of Your Communications Strategy with AI” workshop hosted by ACE, APPRI and Reputasia Strategic Communications.

Telum Media also hosted its own list of AI-focused events, including workshops with Shaun Davies in Sydney and Melbourne, a workshop with Rob Van Alphen in Singapore, a global webinar with Matt Collette, collaborations with the Kennedy Foundation for panels on AI and journalism in Australia, and joint sessions with SOPA on ethical AI use in publishing in Singapore and Hong Kong.

The scale of these events showed one thing - these sessions were no longer “optional extras”, they've become essential for teams wanting to keep pace with AI's evolution across the industry.

Human and ethical considerations
As AI adoption rose, so did the reminders that human oversight remains essential. Practitioners repeatedly stressed that AI cannot replace human judgement, empathy, or lived experience.

As Matt Cram, Head of Media and Communications at Orygen, put it: "AI can’t replace the way people connect through empathy, creativity, and lived experiences."

Rob van Alphen reinforced this: "…we must double down on our inherently human strengths, such as empathy, curiosity, ethical decision-making, and critical thinking."

And Zeno’s Head of Regional Business Development, Asia, Ekta Thomas, said: "People connect with people - not algorithms."

These sentiments were reinforced across industry events focused on responsible AI use. At the Jakarta workshop, Reputasia Co-Founder and Communications Strategist, Fardila Astari, emphasised the importance of ethical guidelines for AI use, noting that careless application can create reputational risks, as seen in cases where major companies faced credibility issues due to AI-generated inaccuracies.

Similar points were made at Telum Media and SOPA's sessions in Singapore and Hong Kong, where newsroom leaders stressed the importance of maintaining editorial oversight, transparent disclosure, and strong governance structures. The consensus is that while AI may accelerate workflows, humans safeguard credibility.

2026 and beyond
As we approach the new year, AI is shifting from experimental to foundational. Nichole Provatas urges teams to "publish for AI inclusion," treating owned channels as structured, plain-language reference hubs built for machine ingestion.

But the landscape is still evolving, as Matt Cram cautions: "AI doesn’t just surface information, it consumes it…and the best strategies today might look very different tomorrow." For communicators, adaptability becomes the differentiator.

Ultimately, the future isn't AI-led but AI-enabled. As Matt Collette notes, "Human + AI is the new paradigm." Success will come from pairing AI's scale and precision with the empathy, judgement, and contextual understanding only humans can bring.

Burson
Moves

Burson appoints APAC CEO

Burson has named HS Chung as CEO, Asia Pacific, effective 1st December 2025. 

HS has been leading the agency’s business in North Asia Pacific across Mainland China, Hong Kong, Japan, and South Korea, and will now oversee the entire APAC region, including Australia, New Zealand, India, Indonesia, Malaysia, Singapore, and Thailand. She remains based in Seoul for the appointment.

“HS has a combination of superpowers that make her very well-suited to lead the entire region,” said Corey duBrowa, Global CEO, Burson. “She is a trusted and sought after CEO and C-suite advisor, a business builder, a talent advocate and an operational maven. These skills, together with her deep understanding of the cultural nuances across and between the markets, will enable Burson to continue delivering exceptional results for our clients and further build on our strong foundation across our Asia-Pacific footprint.”

HS has counselled C-suites from blue-chip multinational organisations across the F&B, electronics, personal care, automotive, and healthcare industries. She also spearheads specialised service offerings for the Korean government and has been involved in government projects, including the Olympics. Prior to Burson, HS founded Synergy Communications in 2000, which became part of Hill & Knowlton in 2002. She previously served as President, Asia at Hill & Knowlton.

“It’s an honor to lead the Asia Pacific region as CEO,” HS remarked. “We have strong momentum across the business and will continue to turn it into results through disciplined focus and execution.

“As our clients navigate unprecedented complexity, we are using our comprehensive AI capabilities and our exceptional talent bench to help businesses make decisions with clarity so they can succeed today and in the future. With Asia-Pacific continuing to grow and shape the global economy, I’m excited to help our clients and teams seize the opportunities that lie ahead.”

Additionally, Adrian Warr, who had been leading South Asia Pacific for Burson, is leaving the region to return to the UK and will depart the business as of 30th November 2025.

Corey said, “I’d like to extend my thanks to Adrian for his contributions to Burson during his time with us, for his leadership in driving our business in South Asia Pacific and his partnership with HS and our leadership team. I wish him the very best in his future endeavors.”

Stagwell's
Industry update

Stagwell's new APAC HQ, agencies consolidated into new campus

Stagwell has announced its new APAC headquarters situated in Singapore's Solaris in one north precinct, which is set to open in early 2026. The campus will host Stagwell's Singapore agencies, including ADK, Allison, Assembly, Forsman & Bodenfors, HarrisX, Ink Global, and Locaria, alongside other brands in the network. 

The new space is designed to bring together Stagwell's creative, communications, digital transformation, brand experience, media, and AI capabilities, promoting integrated teams, collaboration across disciplines, and facilitated agility. 

"Singapore is the engine of our growth in Asia. The new Stagwell Singapore campus brings creativity, media, communications, data, and AI together so we can move faster for clients," said Randy Duax, Managing Director, Stagwell Asia-Pacific. "This is the new model. More connected, more inventive, and built for the momentum of local markets. Asia is where the future of this industry is being built, and Stagwell is building it."

Connie Chan, Chief Growth Officer, Stagwell APAC, added, "Our new home at Solaris @ one north reflects Stagwell's commitment to building for the future. It's a space designed for collaboration, creativity, and sustainability - so we can show up stronger for clients in Singapore and across APAC."

This announcement follows Stagwell's acquisition of ADK GLOBAL earlier in 2025, the expansion of the Future of News initiative to Singapore in October, the launch of Stagwell Media Platform, and its partnership with Palantir.