THE 2026 EDELMAN TRUST BAROMETER REVEALS A MAJOR SHIFT IN THE CREATOR ECONOMY

Summary from the TLDR Marketing newsletter

Trust is becoming more personal and insular, which is reshaping the creator economy and how brands build influence. The 2026 Edelman Trust Barometer finds that 70% of people are hesitant to trust those who differ from them, and only 32% believe the next generation will be better off. Audiences now favor smaller creators who share their values over large accounts, which shifts success from scale to alignment and community depth. This creates opportunity for niche creators and for brands that partner closely with trusted voices instead of relying on broad campaigns. The report concludes that influence now flows inward toward tight communities where relationships matter more than reach.