The TrustMakers

Brand strategist and creator Eugene Healy joins Jo Burford, Head of Creators for EMEA at Edelman, to explore how brands can build trust in an era of fragmented attention. Recorded at Cannes Lions Festival of Creativity, they discuss insights from the 2026 Edelman Trust Barometer Special Report: Brand Growth in an Insular World, and look at why relevance now matters more than reach. Eugene also shares his thoughts on how creators have become trusted cultural intermediaries, and why brands must shift from controlling campaigns to orchestrating communities.

Michael Barbaro, journalist and host of The Daily, joins Richard Edelman, President and CEO of Edelman, to discuss trust in media at a time of growing insularity and audience fragmentation. Recorded at the 2026 Cannes Lions International Festival of Creativity, the conversation explores how journalism can build trust through transparent storytelling, why local and personal relationships shape what people believe, and what media organizations and brands can learn from the rise of creator-driven content.

Ben Curtis, Global Brand Vice President of Rexona, joins Richard Edelman, President and CEO of Edelman, to explore how sports can serve as a powerful force for connection in an increasingly divided world. As the 2026 FIFA World Cup kicks off, they discuss the role of global sporting events in bringing people together across differences, why brands have an opportunity to act as trust brokers, and how Rexona is building relevance through new media and community-based campaigns. Ben also shares his perspective on creator-driven marketing, and the growing influence of AI and earned media in building trust.

Louise McEwen, CMO of McLaren Racing, joins Edelman’s Jackie Cooper at Cannes Lions to discuss how her brand builds emotional connection with fans, drives cultural relevance, and balances heritage with innovation. She reflects on the importance of instilling trust through inclusive experiences and a fan-first mindset, while always honoring the brand's racing legacy.

Dr. Shania Bhopa, health expert and creator, joins Sat Dayal, Managing Director of Technology at Edelman UK, to discuss how health information now moves through culture, community and technology as much as through formal healthcare systems. They explore why audiences trust creators, how AI is changing patient behavior, and why health literacy, human connection and critical thinking will be essential to the future of trusted health communication.

Dr. Megan Ranney, Dean of Yale School of Public Health, joins Justin Blake, Executive Director of the Edelman Trust Institute, to explore how trust shapes the way people navigate health information, advice and care. Drawing on insights from the 2026 Edelman Trust Barometer Special Report: Trust and Health, they discuss information overload, the growing role of trusted messengers, and how community-rooted communication can help public health better serve people and earn trust.

Lisa Gibbs, CEO of the Pulitzer Center, joins Justin Blake, Executive Director of the Edelman Trust Institute, to discuss how journalism can earn back trust in a fractured information environment. They explore the impact of AI, echo chambers and the decline of local news, and look at how transparency, media literacy ,and deeper audience engagement can help journalism build understanding and bridge divides.

Fiorenza Lipparini, Director General of Milano & Partners, which led the transformation of Milan for the 2026 Olympic Winter Games, joins Amanda Edelman, General Manager of Chicago and Head of Edelman’s U.S. Travel and Tourism portfolio, to explore what it takes to build trust while hosting a global event. They discuss how Milan balanced international visibility with local impact, and how honest communication, cultural programming and community-first planning helped turn the Olympic Games into a source of pride for residents.

Sean Tindale, Head of Brand at LEGO Education, joins Amanda Edelman, General Manager of Chicago & COO of the Gen Z Lab at Edelman, to explore how LEGO Education is approaching AI through a filmed social experiment with kids. They discuss the critical importance of brand trust, the path to AI literacy, and how companies can step into polarizing topics with authenticity and long-term accountability.

Sandra Sucher, Professor of Management Practice at Harvard Business School, and David Bersoff, Head of Research at the Edelman Trust Institute, join Justin Blake, Executive Director of the Edelman Trust Institute, to discuss their recent article from HBR.org on what it takes for leaders to build stakeholder trust amid heightened uncertainty. The conversation examines why stakeholders increasingly look to business for stability, how transparency and shared sacrifice can reduce anxiety, and why trust brokering has become an essential leadership skill.