

The TrustMakers
Edelman and Advertising Week
Trust is the ultimate currency in the relationship that all institutions – businesses and brands, governments, NGOs, media – build with their stakeholders. Trust enables an organization to operate, lead and thrive. Join The TrustMakers, where listeners connect with global experts to learn what it takes to build trust in today’s society.
Episodes
Mentioned books

Oct 1, 2025 • 15min
Allstate CEO Tom Wilson on Creating Trust Through Community
Tom Wilson, Chair, President and CEO of Allstate, joins Edelman’s Richard Edelman to look at how trust in America is shifting from national institutions to local communities. Drawing on Allstate’s report, The Trust Tipping Point, and the Edelman Trust Barometer, Tom explains why neighbors and local networks inspire greater confidence than national leaders, and shares his thoughts on how businesses can step up to serve not only shareholders but society at large.

Sep 17, 2025 • 31min
Gen Z 2.0: Zach Gottlieb on Mental Health, AI, and Connection
Zach Gottlieb, founder of Talk With Zach, joins Edelman’s Amanda Edelman to explore how Gen Z is redefining conversations around mental health, social connection, and trust. Zach shares how his platform empowers young people to speak openly about emotions and challenges, and reflects on the opportunities and risks of seeking advice on social media and from AI.

Sep 3, 2025 • 28min
Gen Z 1.0 vs. 2.0: Rachel Janfaza Explains a Generation’s Split
Rachel Janfaza, writer and founder of The Up and Up, joins Edelman’s Amanda Edelman to unpack how Gen Z is reshaping politics, culture, and the workplace. Rachel describes her influential theory of “Gen Z 1.0 vs. Gen Z 2.0,” exploring how social media, the COVID-19 pandemic, and political upheaval created two distinct sub-generations. She explains why young people feel both empowered and powerless, and how Gen Z’s demand for safety, security, and economic stability is shaping public trust.

Aug 20, 2025 • 31min
Media Literacy Influencer Kelsey Russell on Building Trust Through Transparency
Kelsey Russell, media literacy influencer and host of Kronikled, joins Edelman’s Brooks Miller to discuss Gen Z’s news consumption habits, what she values in brand partnerships, and why many people believe journalists purposely mislead them. Kelsey argues that journalists can rebuild trust by pulling back the curtain on how stories are created and being transparent about their sources.

Aug 6, 2025 • 29min
AlphaGeo’s Dr. Parag Khanna on Designing for Global Disruption
Dr. Parag Khanna, global strategist and founder of AlphaGeo, joins Edelman’s Sat Dayal to explore how climate change, migration, and emerging technologies are redrawing the global map, and reshaping public trust. Parag breaks down his concept of “programmable geography,” and shares how data, design, and local adaptation can build resilience in an age of disruption.

Jun 24, 2025 • 24min
Creator Blakely Thornton on Becoming the Internet’s Favorite Truth Teller
Cultural commentator and Creator Blakely Thornton joins Edelman’s Brooks Miller from Cannes Lions for a no-filter conversation on the evolution of influence and why consistency, humor, and honesty are his non-negotiables. Known for his Met Gala interviews and sharp takes on brand campaigns, Blakely shares how he carved out a trusted voice in a crowded space by staying unapologetically himself.

Jun 23, 2025 • 31min
Microsoft’s Yusuf Mehdi & Olympian Jordan Chiles on Proving Authenticity in the Age of AI
Microsoft Consumer CMO Yusuf Mehdi and Olympic gymnast Jordan Chiles join Edelman’s Smita Reddy from Cannes Lions to discuss how AI, authenticity, and Gen Z are reshaping brand trust. From product innovation to personal expression, they look at what it means to build influence around shared values and vibrant communities, and discuss differentiation at a time when attention is fragmented.

Jun 19, 2025 • 33min
The New York Times’ A.G. Sulzberger on the New Playbook for Modern Journalism
A.G. Sulzberger, Publisher of The New York Times, joins Richard Edelman at Cannes Lions for a conversation on the role of journalism in rebuilding trust. They discuss the global rise of misinformation, the decline of local news, and why independent reporting remains essential to democracy. A.G. reflects on how The Times is adapting to new formats while staying rooted in truth, empathy, and accountability, and shares what he feels is the most underexamined construct in modern media.

Jun 18, 2025 • 24min
McLaren Racing’s Louise McEwen on Building a Fan-First Brand On and Off the Track
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.

Jun 11, 2025 • 30min
General Mills’ Doug Martin on Human-Centered Brand Strategy
Doug Martin, CMO of General Mills, joins Edelman’s Amanda Edelman to discuss how brands can stay personal in a fragmented digital world. He shares how General Mills is shifting from mass messaging to individualized experiences and using data and empathy to meet consumers where they’re at, especially in everyday moments like dinnertime. Doug emphasizes the importance of knowing your brand’s role, staying curious, and delivering real joy without performative action.