Globus Publisher Alona Bar-On Highlights Trust and Relevance as Key Brand Challenges at MAD Conference
Alona Bar-On, publisher of Globus, opened the MAD conference in Tel Aviv, describing it as a "legacy within a legacy" due to its long-standing history as a brand event tied to a venerable newspaper. She presented findings from the 2026 Edelman Trust Barometer, a global survey conducted for 26 years with 34,000 respondents across 28 countries, excluding Israel due to cost. The survey reflects public trust in institutions and brands worldwide.
Bar-On noted a shift in authority from traditional institutions to peer groups, leading to a "battle for truth" and increased polarization, with 66% of respondents unwilling to trust those with opposing views. Despite a general decline in trust across sectors, trust in brands has risen significantly, from 56% in 2022 to 72% currently, with a growing preference for local brands.
She emphasized the new challenge for brands is balancing trust with relevance. According to the survey, 71% of consumers will continue using brands they find both trustworthy and relevant, while 31% will abandon those lacking these qualities. Relevance is defined by consumers as brands that solve real problems (85%), reflect their identity (81%), foster community (77%), and create emotional connections (76%).
Bar-On discussed the complexities of maintaining a legacy brand in a fragmented media landscape, highlighting Globus's commitment to factual, professional content rather than opinion or sponsored material. She also pointed out the challenge of addressing five different generations simultaneously, as generational turnover now occurs every five years.
The conference was sponsored by Bank Hapoalim, El Al, Nespresso, Bezeq, Tnuva, Mifal HaPais, Wolt, Macallan, and Nour. Bar-On concluded by stressing the importance of delivering engaging content that differentiates the brand while navigating a media environment often viewed as untrustworthy and irrelevant.
