Trust has become the most valuable currency a brand can hold in the UAE but it comes at a cost.
The 2025 Edelman Trust Barometer Special Report: Brand Trust, From We to Me shows that 87 per cent of people in the Emirates trust the brands they use, one of the highest levels globally. But this trust comes with rising expectations.
Consumers now expect brands to be more than reliable; they expect them to be stabilising forces in turbulent times, offering clarity amid economic uncertainty, relevance in a shifting culture, and confidence in the face of rapid technological change. In a world that never stands still, brands can’t either.
Purpose is personal
In the UAE, purpose can’t surviv
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