trust, Truth and Tribes in a New Media Age

Welcome to Grayling Media's 2025 media trends report: Trust, Truth and Tribes in a New Media Age. This builds on our inaugural 2024 report: The New Media Age, to analyse our fragmented and disparate media landscape.

It raises important questions, challenges long-held beliefs, and reveals new trends in how Britons seek trusted information, understand truth, and engage with the media.

The ways in which we consume trusted content are transforming, with powerful implications. For PR and media professionals, maintaining an understanding of both the media landscape and political dynamics has never felt as critical.

We hope you find the report an informative read and if you would like to discuss the findings in full or explore how we can help your organisation, please get in touch: media@grayling.com.

Meet our media advisory board

Led by a team of more than 30 media experts, publicists, former journalists and creatives, we are proud to call ourselves the UK’s most connected media team.

What’s more, we are backed by a Media Advisory Board, comprising some of the UK’s most influential media experts:

◽ Lucie Cave, Chief Creative Officer at Bauer Media Group and Editor, ITV
◽ Jordan Schwarzenberger, new media guru and manager of The Sidemen,
◽ Charlotte Griffiths, Editor At Large, Mail on Sunday,
◽ Lord Ross Kempsell: Leading media strategist,
◽ Jane Hamilton: Recruitment Editor at The Times.

Drop us a line at media@grayling.com to find out how we can help elevate your media relations.