With over 20 years of analyzing trust, Edelman brings deep understanding to the power and influence of generations. Edelman’s expertise is also in the intergenerational connection between audiences. Our teams study and share global cultural insights group made up of cultural thought leaders from across industries.This global source on how to find, engage and deliver successful commercial relationships and marketing efforts that wins the loyalty and economic stakes of the Gen Z audience and 55+ generation.

Our Content Lab ideates at scale, and our production studios in Colombia, India and the U.S. create at scale—the collab is Content Studio that fires at the speed of culture.
From TikToks to hi-fi video and everything in between (animation, editorial, series, agile assets), our Content Studio allows us to deliver quality creative at internet volume and speed.

A turn-key measurement solution which benchmarks and measures how active your brand is against direct and attention-based competitors, benchmarked historically or campaign to campaign.
Leveraging advanced statistical modeling, social platform analytics and survey data, our proprietary index is designed to assess your social activeness across Facebook, Instagram, YouTube and TikTok*.
The Active Index model is customizable and can ingest data from public or private sources, such as Emplifi, Tubular, Sprinklr, Meta’s Business Suite, Dynata and more.
The Active Index Score provides a comparison against your historical data, direct competitors, or attention-based competitors with the ability to scale regionally or globally as needed. This shows us where we have room to grow and set a baseline for active social to move the needle.

Our social brain trust and insights engine serves as the central hub for everything teams across our organization need to navigate the ever-changing landscape of social trends, behaviors and cultural moments. By leveraging advanced data analytics, social listening tools and expert human insights, this engine empowers teams to stay ahead of the curve, enabling them to identify and act on emerging trends before they become mainstream. This proactive approach ensures that our social strategies are not only relevant but also resonate deeply with our target audiences, allowing us to create more meaningful connections and drive long-term brand loyalty.

The Social Accelerator is Edelman’s social strategy function. A global team of social, content, culture and channel strategists who build Active Brands from the outside in. With deep expertise in audience mapping, insight development, social & community strategy and toolkit/guideline development, the accelerator is capable of setting up and operating active social end-to-end.

A team of conceptual writers, editors and art directors who conceive content for active social across tent pole, planned and agile activations. They bring together a wealth of expertise to craft engaging and impactful content tailored for active social platforms and understand what kind of content, tone of voice and emotional aspects make active stories travel and reach audiences.

Edelman’s Trust research, the Edelman Trust Barometer, turns the deep data we collect into real-world insights. Our client teams and our Trust consulting platform, Edelman Trust Management, interprets those insights to help our clients plan, make decisions and take action that earns trust.
Our mission is to be a trusted partner to our clients, colleagues and communities. We provide strategic communications and marketing services that enable our clients to build strong relationships, and to influence attitudes and behaviors—to be trusted leaders in a complex world of constant societal change.
We believe that trust is the ultimate currency in the relationship that all institutions — companies and brands, governments, NGOs and media—build with their stakeholders. Trust defines an organization’s license to operate, lead and succeed. Trust is the foundation that allows an organization to take responsible risk, and, if it make mistakes, to rebound from them.

84% of consumers are more likely to buy from a company when their employees share information on social media. With employees as some of your most trusted and influential voices – and at a time when people are sharing more of their 9-5sa on social – the most sophisticated brands are listening to and harnessing this social power.
Companies doing it right are seeing employees create positive
content, empowering and celebrating them, and jumping in to
collaborate with them – either on existing or future content. Employee advocacy is shifting to a model of empowered employees sharing and creating in their own communities.

Thought Leader Lab is Edelman's specialized roadmap for building executive social platforms with content that resonates.
From working with executives to develop a distinct voice and persona, to creating a thought leadership platforms with a human lens that builds connections with key, we leverage social channels to extend the shelf life and ROI of broader executive positioning activities and tailor strategies to executives’ personal comfort levels.
We help executives develop content that is fit for the channels they’re active on and create serial content that is proven to maximize editorial opportunities, keep executive social channels fresh and keep audiences engaged.
We call this a “Lab” because we’re consistently testing, learning and adjusting to optimize executive social thought leadership for the highest audience resonance and business impact.

Tackling misinformation, disinformation and all other forms of information manipulation.
External dynamics are aligning to increase a divided and entrenched society with few credible, trusted voices:
- Politicization is both a result and further brought about by the weaponization of culture – often for political or monetary gain
- Swinging pendulum of progress (e.g. progress on DEI, climate change, stakeholder capitalism followed by anti-woke, anti-ESG backlash) creating ever greater us versus them dynamics
- Geopolitical volatility adds the specter of malign foreign interference seeking to amplify tensions and sow distrust
- Algorithm-fueled echo chambers learn our prejudices and biases and actively feed networks, influencers and content to feed them.
New technology can help determine how to mitigate or respond to the situation, but it also further complicates matters.

Active Storytelling