Last month, global communications firm Edelman, launched the 2022 edition of its annual Trust Barometer report. This year, the focus is on Gen Z and how their behaviour can change the way brands and business operate. To know more, Melt was in conversation with Richard Edelman, CEO of Edelman. Recorded in Cannes, France, this conversation also explores the evolving role of PR and the communications business.

The episode also features a perspective from Ukraine and its President, Volodymyr Zelensky, as well as Creative Picks, where we showcase “The Breakaway”, a campaign by Decathlon and BBDO Belgium that won the PR Lion Grand Prix.