---
id: "entity-edelman-trust-barometer"
type: "entity"
entityType: "other"
entitySubtype: "publication"
canonicalName: "Edelman Trust Barometer"
aliases: ["Edelman's Trust Barometer"]
source_title: "When Being a Family Business Becomes a Competitive Advantage"
source_url: "https://hbr.org/2026/01/when-being-a-family-business-becomes-a-competitive-advantage"
source_timestamps: ["¶4"]
tags: ["research", "data-source", "survey"]
related: ["claim-trust-gap"]
sources: ["ecosystem"]
sourceVaultSlug: "hbr-seg-ecosystem"
originDay: 11
articleStem: "hbr-foci-67-family-business-advantage"
sourceUrl: "https://hbr.org/2026/01/when-being-a-family-business-becomes-a-competitive-advantage"
sourceTitle: "When Being a Family Business Becomes a Competitive Advantage"
---
# Edelman's Trust Barometer

**Edelman's Trust Barometer** is an annual global trust-and-credibility **survey** by the communications firm **Edelman**, covering **more than 30,000 respondents across 28+ countries**.

**Use in the source:** It supplies the headline evidence for the **natural trust advantage** of family businesses — **70%** of people trust family businesses to do what is right vs. **58%** for publicly traded companies — a core input to [[claim-trust-gap]] and to the concept of [[concept-familiness|familiness]].

**Enrichment:** Independent discussion of the Barometer confirms family-owned businesses often score higher trust than other institution types (government, big business), consistent with the article's framing. (Classified here as `entityType: other` / research publication, since the fixed entity taxonomy has no "publication" value.)