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 survive as a mission statement. People want proof. Our research shows 73 per cent say it is very or extremely important for brands in their lives to make them feel good, give them optimism (70 per cent) and help them do good (70 per cent), teach and educate them (67 per cent), and provide them with a sense of community (64 per cent), all above the global average across countries.
Trust here is personal, not abstract.
And consumers reward brands that act. Nearly half (49 per cent) say they are more likely to buy from a brand that combats climate change.
That’s why companies like Careem are embedding sustainability into everyday life, incentivising eco-friendly rides and investing in local projects like mangrove planting. This is purpose turned into practice: visible, tangible, and loyalty-building.
I believe that in times of disruption, the brands that will thrive are those that turn values into visible action.
Silence is not a safe play
While staying quiet might once have felt like the safe option, today it’s one of the riskiest moves a brand can make. More than half (53 per cent) of UAE consumers say they assume the brand is doing nothing or hiding something when a brand stays quiet on societal issues.
Neutrality is no longer neutral; it reads as inaction, or worse, concealment. The reputational cost of saying nothing now outweighs the perceived safety of silence. For brands in this market, transparency and open communication are no longer optional, they are the baseline for relevance in the UAE.
Trust comes with responsibility
Yes, brands in the UAE enjoy higher trust than peers globally. But that trust is both privilege and mandate. Consumers expect brands to use influence responsibly, innovate ethically, act on social challenges, and reflect cultural values authentically.
Those that take trust for granted risk erosion of loyalty, or worse, active scepticism. Those that honour it with consistent action, by contrast, will build enduring relevance and long-term loyalty in one of the world’s most dynamic markets.
Active brands win consumer trust in the UAE
Few markets move as fast as the UAE, where culture, technology, and demographics collide at speed. Brands can’t afford to sit out. To stay credible here they must join conversations, lean on trusted voices, and show up where people actually seek guidance: earned and peer-driven channels people trust.
It also means adapting to the platforms shaping tomorrow’s discovery journey. Among consumers in the UAE who use generative AI platforms, 95 per cent use AI to shop in some way such as researching brands, comparing products, and summarising reviews.
Visibility is decided by how a brand appears in searches, reviews, and recommendations.
Participation is now the line between relevance and irrelevance, between being part of people’s lives or being overlooked. In the UAE, the brands that win will be the ones that participate, not observe.
The UAE opportunity for building consumer trust
The Trust Barometer sends a clear signal to brand leaders in the UAE: high trust is a competitive edge, but it’s not guaranteed. To sustain it, brands must deliver purpose that feels personal, communicate openly, act responsibly, and engage actively in people’s lives.
Silence may once have felt safe. Today it’s the fastest route to irrelevance. In a market where consumers hold brands to some of the highest trust standards in the world, credibility is built on proof. Trust must be earned daily, through action and visibility. The brands that rise to this challenge won’t just secure loyalty, they will define the next era of leadership in the UAE.
By Deepanshi Tandon, Head of Brand, Edelman UAE
