Consumers around the world are becoming increasingly wary of people whose beliefs, values and lifestyles differ from their own; and that growing social divide is beginning to shape how they view brands, according to the 2026 Edelman Trust Barometer Special Report: Brand Growth in an Insular World.
The study found that nearly two-thirds of consumers globally are hesitant or unwilling to trust people who hold different values, rely on different sources of information, approach social issues differently, or come from different cultural and social backgrounds. That mistrust is increasingly extending to brands, particularly when consumers perceive them as being associated with groups outside their own social or ideological circles.
According to Richard Edelman, consumers with what the report describes as an "insular mindset" are twice as likely to reject brands linked to people they see as different from themselves compared with consumers who maintain a more open outlook.
The findings suggest that brands are no longer judged solely on their products, services or corporate actions. Instead, consumers are increasingly evaluating brands based on the communities and identities associated with them.
"Brands have taken on greater social significance," Edelman noted. More than half of respondents (54%) said they feel a sense of connection with others who use the same brands, up eight percentage points from five years ago.
One striking consequence of this shift is the rise of what the report calls "secret consumption". Four in 10 Gen Z and Millennial consumers say they use certain brands privately to avoid potential criticism or social stigma from peers.
National identity is also playing a growing role in purchasing decisions. Two-thirds of respondents said a company's country of origin is now an important or critical factor when deciding whether to buy from a brand, a five-point increase since 2023. Brands headquartered in China and the United States emerged as the most polarising globally.
Trust and relevance drive growth
While trust remains essential, the report argues that trust alone is no longer enough to secure long-term brand growth.
Nearly nine in 10 consumers said trust is a critical purchasing factor, placing it on par with product quality and value. Yet Edelman's research suggests that the strongest growth potential comes when brands achieve both trust and relevance.
"The combination of trust and relevance effectively doubles a brand's growth potential in a way that neither can alone," Edelman said.
The findings challenge a recent trend among marketers who have shifted attention toward popular culture as a relatively safe route to relevance following years of purpose-driven marketing debates.
According to the study, utility remains the strongest driver of relevance, cited by 85% of respondents. Identity reflection followed at 81%, community connection at 77%, and emotional resonance at 76%. Pop-culture fluency ranked lowest at 67%.
"Our data reveals that pop-culture fluency is the least effective way to achieve relevance, yet it is often a brand's default strategy," Edelman said.
The report suggests that brands seeking stronger consumer relationships must focus on delivering meaningful value, fostering a sense of belonging and reflecting consumers' identities rather than relying solely on cultural trends or viral moments.
The challenge is particularly acute in several major markets. Nearly half of respondents globally believe brands are failing on trust, relevance, or both. The highest levels of dissatisfaction were recorded in Japan, South Korea, Canada, Germany, the UK, the US and France.
Earned influence matters more than advertising
For communications professionals, the report reinforces the growing importance of earned influence over paid messaging.
More than four in 10 respondents said that what unpaid voices say about a brand has the greatest impact on trust, compared with just 20% who cited a brand's own communications.
Edelman argues that trust and relevance must be earned through experience and third-party validation rather than self-promotion.
Among consumers with an insular mindset, unpaid voices are five times more influential than paid brand messaging when it comes to building trust.
The report also highlights the importance of trusted networks. Consumers are most likely to believe recommendations from friends and family, people they perceive as similar to themselves, credentialed experts, online reviewers and company employees. Trust levels fall significantly when information comes from CEOs, celebrities or other high-profile public figures.
Meanwhile, the influence of content creators continues to strengthen. Among those who follow creators, more than one-third have tried a new brand based on creator recommendations, while many have also discussed brands with friends, adopted new behaviours or paid premium prices because of creator influence.
The growth challenge ahead
Edelman believes brands face a growing paradox. Consumers increasingly want brands that feel personal, authentic and reflective of their identity, while companies simultaneously need broad appeal to achieve scale and growth.
The solution, he argues, lies not in narrower targeting but in building enough trust and relevance that consumers are comfortable sharing those brands with people outside their immediate social circles.
"The central paradox of growth in 2026 is that consumers want brands to feel more personal, while brands need to become more broadly accepted and global," Edelman said.
Brands that successfully combine trust, relevance, strong products and earned influence will be best positioned to turn growing consumer insularity from a barrier into a competitive advantage.
