MEF’s 11th Annual Trust Study Highlights Improving Sentiment and Engagement

MEF’s 11th Annual Trust Study reveals a fascinating and somewhat paradoxical shift in consumer sentiment. Globally, the 2025 Trust Index stands at 60%, marking a significant upward movement compared to the previous year. Emerging economies, in particular, tend to exhibit a stronger Trust Index, potentially influenced by a ‘mobile-first’ environment where fixed-line infrastructure is less prevalent. However, the increase in overall trust exists alongside persistent and, in some cases, growing concerns regarding data sharing. Our 11th Annual Trust Study, The Fundamental Reshaping of Trust, and all survey data from over 11,000 respondents across 17 countries.