The UAE has once again emerged as one of the most trusted countries, according to the 2025 Edelman Trust Barometer. Surveying over 33,000 respondents across 28 countries, the report finds that while many nations grapple with issues such as misinformation and inflation, the UAE remains a beacon of stability, with strong confidence in both government and business.
“The latest annual Edelman Trust Barometer report for the UAE again reaffirms the Emirate’s position as a prime example in building and maintaining public trust and optimism,” says Omar Qirem, the Chief Executive Officer of Edelman Middle East and Deputy Chair of Corporate Affairs for EMEA.
With over 20 years of experience in corporate communications and public relations, Qirem has been instrumental in shaping Edelman’s strategic direction and strengthening its presence in the Middle East. His leadership has solidified the company as a trusted partner for businesses looking to enhance their reputation and stakeholder engagement in the region.
In this conversation, Qirem discusses the evolving dynamics of trust and media ethics, the role of businesses in driving ESG initiatives, and how the UAE’s leadership in AI and digital innovation sets a global example.
He also touches on the challenges and opportunities within the Middle East, highlighting the importance of education, community engagement, and transparency in fostering greater trust across sectors
- What does the 2025 Edelman Trust Barometer reveal about the current state of trust globally, particularly in the UAE?
Omar Qirem: The 2025 report highlights some important global shifts, with many countries struggling with a decline in trust due to misinformation, inflation, and other social pressures. However, the UAE stands as an outlier, maintaining high levels of trust in both government and business.
This is not by chance. The UAE has proactively worked on creating a stable and transparent environment. Trust in the government is bolstered by its clear leadership and communication, while businesses in the UAE are seen as ethical and responsible.
The UAE is a clear example of how effective governance and responsible corporate practices can foster public confidence.
- What role do businesses in the UAE play in building and maintaining this level of trust?
Qirem: The UAE’s leadership has been particularly adept at overcoming these challenges. The government has focused on clear and consistent messaging, and its strong communication channels with the public have ensured people feel informed and secure.
In addition, the UAE has embraced technological innovations, including AI and digital transformation, to stay ahead. During difficult times, such as economic downturns or global crises, the government has been transparent about the challenges and solutions, helping to keep trust high.
The UAE has also built a solid foundation of reliable media and government institutions that people turn to for trustworthy information.
- How do you see the role of the media in fostering trust in the UAE, particularly in the context of fake news and misinformation?
Qirem: Media in the UAE plays a vital role in shaping public trust, and the government has been active in ensuring that media outlets remain credible. Traditional media and government-owned platforms, such as WAM, are trusted by the public because they provide accurate and reliable information.
However, there are still challenges globally, with 70% of journalists distrusted due to concerns about fake news, especially on social media. This is a long-term issue that has intensified with the rise of misinformation.
The key for media is to prioritise facts over sensationalism. They must be transparent about their editorial policies and ensure that they’re held accountable for the content they publish. Social media platforms also need to play a role by ensuring that their content isn’t manipulated and that privacy and data policies are clear and transparent.
- What do you think about the global trend of greenwashing versus greenhushing, particularly in the Middle East?
Qirem: Greenwashing and greenhushing are both significant issues. Greenwashing occurs when companies exaggerate their environmental efforts, while greenhushing is the reluctance to discuss them at all.
In the Middle East, we see more greenhushing due to the region’s conservative nature—businesses tend to avoid exposing too much about their sustainability initiatives. I think the key to addressing both issues is for businesses to be genuine and transparent in their ESG efforts.
There’s a growing demand for businesses to act beyond profit-making, and the public expects them to take a stand on climate change, social issues, and ethical business practices. The UAE is leading by example, showing that when businesses are transparent about their goals and the steps they’re taking, they can build greater trust.
- What role does education and literacy play in improving trust and ESG understanding in the region?
Qirem: Education is fundamental to building trust, especially when it comes to understanding complex issues like ESG. There’s still a lot of work to be done in raising awareness about ESG in the region.
Many journalists and media professionals are unfamiliar with the nuances of ESG, which is why we’ve partnered with institutions like the Dubai Media Academy to train the next generation of communicators. The media plays an important role in demystifying ESG for the public. If more people understand the importance of sustainability, ethics, and governance, we can expect more trust in both the media and the businesses involved in these initiatives.
- As AI continues to evolve, what are the positive and negative implications for trust in the UAE and beyond?
Qirem: AI presents both opportunities and challenges. On the positive side, the UAE has positioned itself as a global leader in AI, with initiatives like MBZUAI and a government that actively supports AI research and development.
This forward-thinking approach is building public trust in AI and its potential benefits. People are optimistic about AI’s ability to improve efficiency and spread knowledge. However, there are concerns around job displacement and privacy, and these issues need to be addressed carefully. Transparency and accountability are key.
The UAE is doing well because it has been proactive about introducing frameworks for AI regulation. AI can be a powerful tool for good, but it must be used responsibly.
- Finally, how do you see the role of community in ESG and trust-building efforts in the UAE?
Qirem: The community is at the heart of ESG. The UAE has always been able to implement strong social programmes, and the Year of Community is a perfect example of how the country aligns its initiatives with public trust.
By prioritising social responsibility, businesses and government institutions in the UAE show that they are not just about profit—they care about the social contract with their citizens.
For Edelman, it’s about helping our clients navigate these complex issues and ensuring they have the tools and expertise to build trust within their communities. The UAE’s approach to community engagement sets a powerful example for other countries to follow.