2017 Edelman Ireland Trust Barometer
Transcript of 2017 Edelman Ireland Trust Barometer
Informed
Public
9 years in 20+ markets
Represents 13% of total global population
500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
Ages 25-64
College educated
In top 25% of household income per age group in each country
Report significant media consumption and engagement in business news
General Online
Population
6 years in 25+ markets
Ages 18+
1,150 respondents per country
All slides show General Online Population unless otherwise noted
2017 Edelman Trust Barometer
Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000+). Country-
specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500),
Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
2
17 years of data
33,000+ respondents total
All fieldwork was conducted
between October 13th and
November 16th, 2016
Online Survey in
28 Countries
Mass
Population
All population not including Informed Public
Represents 87% of total global population
Trust in Retrospect
3
Rising Influence
of NGOs
2001
Business Must
Partner with
Government to
Regain Trust
2009
Fall of the
Celebrity CEO
2002
Earned Media
More Credible
Than Advertising
2003
U.S. Companies
in Europe Suffer
Trust Discount
2004
Trust Shifts from
“Authorities” to
Peers
2005
“A Person Like
Me” Emerges as
Credible
Spokesperson
2006
Business More
Trusted Than
Government
and Media
2007
Young Influencers
Have More Trust
in Business
2008
Trust is Now an
Essential Line
of Business
2010
Rise of
Authority
Figures
2011
Fall of
Government
2012
Crisis of
Leadership
2013
Business to
Lead the Debate
for Change
2014
Trust is
Essential to
Innovation
2015
Trust
in Crisis
2017Growing
Inequality of Trust
2016
2016: The Inversion of Influence
4
MassPopulation
85%of population
39 Trust Index
15%of population
49 Trust IndexInformed
Public
10pt
Gap
Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed
Public and Mass Population, Ireland.
2017: Trust Gap Decreases Slightly
Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs.
Informed Public and Mass Population, Ireland.
5
Percent trust in the four institutions of government,
business, media and NGOs, 2012 to 2017
21 pts
19 pts
18 pts
42
49
44
33
39
35
2012 2016 2017
Informed
Public
9pt
Gap
9pt
Gap
A 1-point
decrease in
the last year
10pt
Gap
Largest Gaps
Mass
Population
45 Global
70 India
67 Indonesia
62 China
59 Singapore
59 UAE
52 Netherlands
50 Colombia
50 Mexico
47 Brazil
47 Canada
47 Italy
47 Malaysia
47 U.S.
45 Argentina
42 Hong Kong
41 S. Africa
41 Spain
41 Turkey
40 Australia
39 Germany
38 France
37 U.K.
36 S. Korea
36 Sweden
35 Ireland
34 Japan
34 Poland
31 Russia
Trust Index
Mass Population Left BehindAverage trust in institutions,
Informed Public vs. Mass Population
The Mass Population
distrusts
their institutions in
20 of 28 countries
Source: 2017 Edelman Trust Barometer.
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
Informed Public and Mass Population, 28-country global
total.
MassPopulation
InformedPublic
6
60 Global
80 India
79 China
78 Indonesia
77 UAE
71 Singapore
68 U.S.
62 Canada
62 Netherlands
61 Italy
61 Mexico
57 Malaysia
57 Spain
56 France
56 U.K.
55 Colombia
54 Australia
54 Germany
53 Hong Kong
51 Argentina
51 Brazil
50 S. Korea
50 Turkey
49 Japan
49 S. Africa
47 Sweden
45 Russia
44 Ireland
43 Poland
Trusters (60-100)
Neutrals (50-59)
Distrusters (1-49)
2017: Mass Population Rejects Established Authority
7
Mass population now has influence
and authority
Establishment left empty-handed
Influence& Authority
4943
3932
43 41
29 32
Trust in Three Institutions Declines
Source: 2017 Edelman Trust Barometer. Q11-620. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population,
Ireland.
10
Percent trust in the four institutions of government,
business, media and NGOs, 2016 vs. 2017
Business MediaNGOs Government
50%
Neutral
Trusted
Distrusted
-6 -2 -10 0
20172016
All four institutions distrusted
45 Global
70 India
67 Indonesia
62 China
59 Singapore
59 UAE
52 Netherlands
50 Colombia
50 Mexico
47 Brazil
47 Canada
47 Italy
47 Malaysia
47 U.S.
45 Argentina
42 Hong Kong
41 S. Africa
41 Spain
41 Turkey
40 Australia
39 Germany
38 France
37 U.K.
36 S. Korea
36 Sweden
35 Ireland
34 Japan
34 Poland
31 Russia
Trust Index
Mass Population Left BehindAverage trust in institutions,
Informed Public vs. Mass Population
The Mass Population
distrusts
their institutions in
20 of 28 countries
Source: 2017 Edelman Trust Barometer.
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
Informed Public and Mass Population, 28-country global
total.
MassPopulation
InformedPublic
11
60 Global
80 India
79 China
78 Indonesia
77 UAE
71 Singapore
68 U.S.
62 Canada
62 Netherlands
61 Italy
61 Mexico
57 Malaysia
57 Spain
56 France
56 U.K.
55 Colombia
54 Australia
54 Germany
53 Hong Kong
51 Argentina
51 Brazil
50 S. Korea
50 Turkey
49 Japan
49 S. Africa
47 Sweden
45 Russia
44 Ireland
43 Poland
Trusters (60-100)
Neutrals (50-59)
Distrusters (1-49)
Source: 2017 Edelman Trust Barometer. Q130-747 Below is a list of people. In general, when forming an opinion of a company, if you heard information about a
company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box,
Very/Extremely Credible) General Population, Ireland, question asked of half the sample.
12
Credibility of Leadership in CrisisPercent who rate each spokesperson as very/extremely credible
CEOs
27% Credible
Government
Officials
27% Credible
37
18
23 23 24 25 26 27 27 27 28 28 2831
3436
3840 40
42 43 4448 48
51 5255
61
70
Glo
bal
28-C
oun
try
Jap
an
Fra
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Pola
nd
S. K
ore
a
Ca
na
da
Austr
alia
Ho
ng
Kon
g
Ire
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Ne
therl
an
ds
Germ
an
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Ita
ly
U.K
.
Sw
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en
Ru
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Sin
gap
ore
U.S
.
Ma
laysia
Spa
in
Arg
entin
a
Tu
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Ch
ina
Bra
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Co
lom
bia
Ind
on
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S. A
fric
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UA
E
Me
xic
o
Ind
ia
All-time Low for CEO Credibility
Source: 2017 Edelman. Trust Barometer Q130-747 Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, 28-country global total, question asked of half the sample.
GDP 5 = U.S., China, Japan, Germany, U.K. 13
Percent rate CEOs as extremely/very credible, 2016 vs. 2017
CEOs not credible in 23 countries
50%
-12 -15 -8-7 -12-16-6-16-18-13-17-10-16-5-14-10 -10 -12 -11 -15-12 -13 -19 -7-9 -12 -11-12 -16
Declines in all 28 countries
Y-to-Y Change+−
NeutralDistrust Trust
Without Trust,
Belief in the System Fails
15
How true are each of the following?
Sense of Injustice
Desire for Change
Need forceful reformers to bring change
Lack of Confidence
No confidence in current leaders
Lack of Hope
Hard work not rewarded, children will not have a better life, country not moving in right direction
System biased in favour of elites, elites
indifferent to the people, getting richer than
they deserve
How true is
this for you?
Sense of injustice
Lack of hope
Lack of confidence
Desire for change
59%
26%
15%
Majority Believe the
System is Failing Them
Source: 2017 Edelman Trust Barometer. Q672-675, 678-680, 688-690. Ireland. For details on how the “system failing” measure was calculated, please refer to the
Technical Appendix.
16
Not at all true
9 8 7 6 5 4 3 2 1
1 in 4 are uncertain
Completely true
System failing System working
More than
Even Those at the Top Are DisillusionedPercent who believe the system is not working
Source: 2017 Edelman Trust Barometer. S8. Thinking about your annual household income in 2015, which of the following categories best describes your total
household income that year? S7. What is the last grade in school you completed? S9. How often do you follow public policy matters in the news? S10. How often do
you follow business news and information? General Population, Ireland, cut by ‘the system is failing segments’.
High-Income College-Educated Well-Informed
Top quartile of income College degree or higherFollow business and public policy
information several times a week or more
55% 59% 56%
7
Trust Critical to Belief in the SystemAverage trust in institutions
18
Source: 2017 Edelman Trust Barometer. Q11-Q14. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs.
General Population, Ireland, cut by ‘the system is failing segments’.
Trust differentiates those who are uncertain and those who believe the system is failing them
Trust Index
49Trust Index
43Trust Index
30
Among those
who believe the
System
is Working
Among those
who are
Uncertain
Among those
who believe the
System
is Failing
Source: 2017 Edelman Trust Barometer Q672-675, 678-680, 688-690. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error. Countries were considered below the global average if their score was lower than the global mean minus the margin of error. All other scores were considered aligned. 19
Glo
ba
l
Fra
nce
Ita
ly
Me
xic
o
S. A
fric
a
Sp
ain
Po
lan
d
Bra
zil
Co
lom
bia
Ge
rma
ny
U.K
.
Au
str
alia
Ire
lan
d
U.S
.
Ne
the
rla
nd
s
Ca
na
da
Sw
ed
en
Arg
en
tin
a
Ma
laysia
Tu
rke
y
Ru
ssia
S. K
ore
a
Ind
on
esia
Ja
pa
n
Ind
ia
Ho
ng
Ko
ng
Sin
ga
po
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Ch
ina
UA
E
System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19
Uncertain 32 22 24 25 24 25 25 25 27 26 29 30 26 33 33 30 29 29 37 31 28 41 40 45 45 50 43 47 40
In 14 countries, the percent of
population that has lost faith is
above the global average
Systemic loss of faith
restricted to Western-
style democracies1 in 2 Countries Have Lost
Faith in the SystemPercent of population who believe
the system is not working
Above global average
Aligned withglobal average
Belowglobal average
Corruption Globalisation Eroding Social Values Immigration Pace of Innovation
Widespread corruption
Compromising the safety of
our citizens
Makes it difficult to institute the
changes necessary to solve our
problems
Protect our jobs from
foreign competition
Foreign companies/influence
damaging our economy/
national culture
Foreign corporations favour their
home country
Most countries cannot be
trusted to engage in fair
trade practices
Values that made this country
great are disappearing
Society changing too quickly and
not in ways that benefit people
like me
Influx of people from other
countries damaging our economy
and national culture
Technological innovations
happening too quickly and leading
to changes not good for
people like me
Concerns Have Become Fears
Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalisation Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation
Q677. Ireland. For details on how the societal fears were measured, please refer to the Technical Appendix.
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Percent of respondents who are concerned or fearful regarding each issue
54% Concerned
26% Fearful
38% Concerned
17% Fearful
45% Concerned
20% Fearful
43% Concerned
16% Fearful
42% Concerned
18% Fearful
Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalisation Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation Q677. System is failing: Q672-675, 678-680, 688-
690. Ireland. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix.
23
Fears Further Erode
Belief in the System
Percent of respondents with various fears
who also believe the system has failed them
When fears collide
with a belief that
the system is
failing, conditions
are ripe for
populist action
Corruption GlobalisationEroding
Social ValuesImmigration
Pace ofInnovation
89 80 82 69 71
Systemic Distrust and Fear Trigger Action
Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalisation Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation Q677. System is failing: Q672-675, 678-680, 688-690. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error. 24
% Who Agree
System is Failing53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19
Glo
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Fra
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Italy
Mexic
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S. A
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Sp
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Po
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Bra
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Co
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Germ
an
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U.K
.
Au
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a
Irela
nd
U.S
.
Neth
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Can
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Sw
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Arg
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a
Mala
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Tu
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Ru
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S. K
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Ind
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Jap
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Ind
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Ho
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Ko
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Sin
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UA
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Above-Average Level of Fear
Above-Average Belief the System is Failing
Countries with Multiple Fears and Failing System
10 countries with above-
average belief the system
is failing and multiple fears
4 countries with above-
average belief the system is
failing – but lack multiple fears
Corruption
Immigration
Globalisation
Eroding social values
Pace of change
11
34
A Case in Point: U.S.
25
Trust Barometer Supplement: Post-U.S. Election Flash Poll,
1,000+ General Population Respondents, Nov. 28 to Dec. 11, 2016
Trump Voters Clinton Voters
25
42
67%
are fearful
45%
are fearful
Source: 2017 Edelman Trust U.S. Flash Poll Q14. Who did you vote for? Audience: U.S. General Population, grouped by “system failing” segments and level of fear
from the Trust Barometer. For details on how systemic distrust and societal fears were measured, please refer to the Technical Appendix. Respondents were labeled
as “fearful” if they were fearful of at least one of the following societal issues: corruption, immigration, globalisation, eroding social values, and pace of innovation.
System Failingand Fearful
Fearful
7
20
A Case in Point: U.K.
26
Trust Barometer Supplement: UK Supplement, 1,150 General
Population Respondents, December 23, 2016 to January, 7 2017
Leavethe EU
Remainin the EU
54%
are fearful
27%
are fearful
Source: 2017 UK Trust Supplement Q15. Did you vote…? Audience: UK General Population, grouped by ‘system failing’ segments and level of fear from the Trust Barometer. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix. Respondents were labeled as ‘fearful’ if they were fearful of at least one of the following societal issues: corruption, immigration, globalisation, eroding social values, and pace of innovation.
System Failingand Fearful
Fearful
LEAVE
10
44
29
The Echo Chamber in Action
Facts matter less Bias is the filter No humans needed
1 in 3 agree
“I would support politicians
I trust to make things better
for me and my family
even if they
exaggerated the truth”
45%
Do not regularly listen to
people or organisations
with whom they often
disagree
More than
2.5x more likely
to ignore information that supports a position
they do not believe in
More likely
to believe
53%Search Engines
47%Human Editors
53%49% Never or rarely change their position on important social issues
Source: 2017 Edelman Trust Barometer. Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q755 Have you ever changed your position on an important
social issue? (Sum of “Yes, but rarely”, “No, never”) General Population, Ireland. Q749. When someone you know provides you with some information that supports a position that you do NOT believe, which of following
do you typically do with it? Q752. How often do you read or listen to information or points of view from people, media sources or organisations with whom you often disagree? (Sum of “Never”, “Almost Never”, “Several
Times a year”, “Once or Twice a Month”) Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of
communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to
select only one of the two options given--the one that is most likely to be true most often. General Population, Ireland, question asked of half the sample.
More than
2012 2017
Traditional media 60 56
Search engines* 58 55
Online-only
media**36 41
Social media 33 27
Owned media 26 26
Media as an
institution35 29
Social Media and Media as an Institution Show Steepest Declines
Source: 2017 Edelman Trust Barometer. Q178-182. When looking for general news and information, how much would you trust each type of source for
general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.”
(Top 4 Box, Trust) General Population, Ireland, question asked of half the sample
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”
**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
Percent trust in each source for general news and information
30
Change,
2012 - 2017
-4
-3
+5
-6
0
-6
Social media / Media
as an institution
down 6 points
56
41
27
55
26
29
2012 2013 2014 2015 2016 2017
Source: 2017 Edelman Trust Barometer. Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different
format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is
giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most
likely to be true most often. General Population, Ireland, choices shown to half the sample. 31
Official Sources Are SuspectPercent who find each source more believable than its pair
68% Individuals
32% Institutions
74% Reformer
26% Preserver of
Status Quo
76% Leaked
Information
24% Company Press
Statements
1
61 5854
51
45
39
27 27 27
Aca
de
mic
exp
ert
Tech
nic
al
exp
ert
A p
ers
on
lik
eyo
urs
elf
Em
plo
ye
e
Fin
an
cia
lin
du
str
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naly
st
NG
Ore
pre
se
nta
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CE
O
Bo
ard
of
dir
ecto
rs
Go
ve
rnm
en
to
ffic
ial/
reg
ula
tor
Peers More Credible than CEOs and Government Officials
Source: 2017 Edelman. Trust Barometer. Q130-747 Below is a list of people. In general, when forming an opinion of a company, if you heard information about a
company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box,
Very/Extremely Credible) General Population, Ireland, question asked of half the sample.
32
Percent who rate each spokesperson as extremely/very credible,
and change from 2016 to 2017
CEO credibility decreased the
most, dropping to an all-time low
-5 -6 -5 -3 -9 -7 -16 -12 -6
Y-to-Y Change+−
Business Plays a Role in Stoking Societal Fears
Source: 2017 Edelman Trust Barometer. Q693-762. Some people say they worry about many things while others say they have few concerns. We are interested in
what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine point scale where one means “I do
not worry about this at all” and nine means “I am extremely worried about this”. (Top 4 Box, Worried) Q709-718. For each of the statements below, please indicate
how much you agree or disagree. (Top 4 Box, Agree) General Population, Ireland. Q349-671. For the statements below, please think about the pace of development
and change and select the response that most accurately represents your opinion. (Top 4 Box, Too Fast) General Population, Ireland, question asked of half the
sample.
34
Global population worries about
losing their jobs due to:
43% globalisation
is taking us in the
wrong direction
41% the pace of change
in business and industry is
too fast
37%
37%
39%
44%
49%
Jobs moving to cheaper markets
Automation
Immigrants who work for less
Foreign competitors
Lack of training/skills
Support for Anti-Business Policies
Source: 2017 Edelman Trust Barometer. Q709-718 For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) General
Population, Ireland.
35
Nearly 1in3 agree 60% agree 65% agree
Protectionism Slower Growth
“The government should protect our jobs and local industries, even if it means that our economy grows more slowly.”
“We need to prioritise the interests of our country over those of the rest of the world.”
“We should not enter into free trade agreements because they hurt our country’s workers.”
Protectionism
License to Operate at Risk
Source: 2017 Edelman Trust Barometer. Q667-670. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q661-
664. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q658. For the statement below, please indicate how
much you agree or disagree. (All respondents except Top 4 Box, Agree) General Population, Ireland, question asked of one-fifth the sample.
36
73% agree that the pharmaceutical industry needs more regulations
59%agree that policy makers should tax foods that negatively impact health
63%do not agree that financial market reforms have increased economic stability
Regulation ReformTax Policy
37
Business Expected
to Lead
Source: 2017 Edelman Trust Barometer. Q249-757. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Agree). General
Population, Ireland, question asked of half the sample.
.
68% agree
“A company can take specific
actions that both increase
profits and improve the economic
and social conditions in the
community where it operates.”
39
NGOs 41 46 48
Business 35 45 56
Media 24 36 38
Government 20 45 56
Most Trusted
NGO’s is the most trusted among
the more than 1 in 4 who are
uncertain about the system
Business Most, or Second Most Trusted Institution NeutralDistrust Trust
% trust in each
institution
Among those
who believe the
System
is Working
Among those
who are
Uncertain
Among those
who believe the
System
is Failing
Most Trusted
Most Trusted
Source: 2017 Edelman Trust Barometer. Q11-620. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population,
Ireland, cut by ‘the system is failing segments’.
Most Trusted
Source: 2017 Edelman Trust Barometer. Q732. What can businesses do that would cause the most damage to your trust in a better future?
(Please select up to five.) General Population, Ireland, question asked of half the sample.
40
First, Do No HarmActions business can take that would most damage
trust in a better future (top 5 most-selected)
1.Pay bribes to
government
officials to
win contracts
2. Pay
executives
hundreds of
times more
than workers
3.Overcharge
for products
that people
need to live
4.Move profits
to other
countries to
avoid taxes
5. Move jobs
from here to
cheaper
labour
markets
When the System is Failing,
Companies Must Do More
Source: 2017 Edelman Trust Barometer. Q80-639. How important is each of the following attributes to building your TRUST in a company? Use a 9-point scale
where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2
Box, Importance) Data displayed is mean Top 2 Box rating for the listed items. Items were included if they were considered important by 50% or more of those
who believe the system is failing. General Population, Ireland and cut by “the system is failing segments”. 41
Percent who rate each attribute as important in building trust in a company
(top 5 most important shown)
57
58
59
59
63
66
67
68
69
75
Has ethical business practices
Offers high quality products orservices
Listens to customer needs andfeedback
Pays its fair share of taxes
Treats employees well
Among those who have
lost faith in the system,
expectations are higher
across the board
On average
+10 pts
higher expectations
System Failing
General Population
Source: 2017 Edelman Trust Barometer
42
And Do Things Differently
Identify the business need
Assess need relative to economic and societal fear(s)
1Learn without bias
2Provide context
Advocate
Act
3Engage openly
Partnerships/
programs to address
societal issues
Business practices/
crisis handlingFinancial earnings &
operational
performance
Employees Most Credible On Nearly Every Topic
Source: 2017 Edelman Trust Barometer. Q610. Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational
performance, and top leadership’s accomplishments? Q611. A company’s business practices, both positive and negative, and its handling of a crisis? Q612. A company’s employee
programs, benefits and working conditions, and how a company serves its customers and prioritises customer needs ahead of company profits? Q613. A company’s partnerships
with NGOs and effort to address societal issues, including those to positively impact the local community? Q614. A company’s innovation efforts and new product development?
Q615. A company’s stand on issues related to the industry in which it operates? General Population, Ireland, question asked of one-quarter of the sample.43
Most trusted spokesperson to communicate each topic
Innovation effortsTreatment of
employees/customersViews on
industry issues
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
9
15 1417
21
1216
2117
29
21 20
64
3835
3336
3228 27
30 29 28
35
25
3135
29 30 31
119 8 9
13 13
Which is more believable?
Talk With, Not At
44
Source: 2017 Edelman Trust Barometer. Q754. You are about to see a series of two choices. Each choice describes a different source of information, a
different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are
more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two
options given--the one that is most likely to be true most often. General Population, Ireland, choices shown to half the sample.
57% Personal
experience
43% Data
66% Spontaneous
speaker
34% Rehearsed
speaker
52% Blunt and
outspoken
48% Diplomatic
and polite
54% Company’s
social media
46% Advertising
A Fundamental Shift
46
Current
Tension
Old Model:
For the People
New Model:
With the People
Elites manage
institutions to
do things “for”
the people
Influence has
shifted to the
people; people
using influence to
reject established
authority
Institutions
working
with the people;
institutional silos
dissolved
Influence & Authority
Influence & Authority
Influence & Authority
Integrity 56 27 29
Has Ethical Business Practices 57 28 29
Takes Responsible Actions To Address An Issue Or A Crisis 56 27 29
Has Transparent And Open Business Practices 54 25 29
Engagement 57 27 30
Treats Employees Well 63 31 32
Listens To Customer Needs And Feedback 59 29 30
Places Customers Ahead Of Profits 54 25 29
Communicates Frequently And Honestly On The State Of Its Business 51 24 27
Products 46 28 18
Offers High Quality Products Or Services 58 31 27
Is An Innovator Of New Products, Services Or Ideas 33 26 7
Purpose 41 22 19
Works To Protect And Improve The Environment 50 26 24
Creates Programs That Positively Impact The Local Community 43 23 20
Addresses Society's Needs In Its Everyday Business 40 20 20
Partners With NGOs, Government And Third Parties To Address Societal Issues 31 18 13
Operations 30 22 8
Has Highly-Regarded And Widely Admired Top Leadership 32 22 10
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 28 22 6
Delivers Consistent Financial Returns To Investors 29 23 6
The Trust-building AttributesCompany Importance vs. Performance
%
Performance
%
Importance Gap
48
Source: 2017 Edelman Trust
Barometer. Q80-639. How important
is each of the following attributes to
building your TRUST in a company?
Use a 9-point scale where one means
that attribute is “not at all important to
building your trust” and nine means it
is “extremely important to building
your trust” in a company. (Top 2 Box,
Importance) Q114-654. Please rate
businesses in general on how well
you think they are performing on each
of the following attributes. Use a 9-
point scale where one means they are
"performing extremely poorly" and
nine means they are "performing
extremely well". (Top 2 Box,
Performance) General Population,
Ireland.
Additional Dimensions that Inform Business TrustCompany Importance vs. Performance
%
Performance
%
Importance Gap
49
Source: 2017 Edelman Trust
Barometer. Q80-639. How important
is each of the following attributes to
building your TRUST in a company?
Use a 9-point scale where one means
that attribute is “not at all important to
building your trust” and nine means it
is “extremely important to building
your trust” in a company. (Top 2 Box,
Importance) Q114-654. Please rate
businesses in general on how well
you think they are performing on each
of the following attributes. Use a 9-
point scale where one means they are
"performing extremely poorly" and
nine means they are "performing
extremely well". (Top 2 Box,
Performance) General Population,
Ireland.
Employee Empowerment 40 22 18
Empowers its employees to make decisions 41 21 20
Regular employees have a lot of influence in how the company is run 35 21 14
Supports employees joining worker’s/trade unions or other organisations that represent their interests 44 23 21
Diversity 35 20 15
Has a lot of ethnic diversity within its management team 29 20 9
Has a lot of gender diversity within its management team 37 19 18
Has a lot of diversity when it comes to attitudes, values and points of view within its management team 38 21 17
Citizenship 48 27 21
It creates many new jobs 41 27 14
The profits it makes in this country stay in this country 44 25 19
Pays its fair share of taxes 59 30 29
Leadership 29 19 10
The CEO gets personally involved in societal issues 29 18 11
The CEO is compensated based on the ability to produce sustainable, long-term growth 31 21 10
I know who the CEO is and what he or she stands for 28 17 11
Relationship Building 36 20 16
Invites the public to contribute to and help shape their products, services or policies 33 20 13
Has a public image or heritage that I can appreciate and relate to 34 20 14
Actively encourages and facilitates conversations and interactions with the public 40 21 19
6762
35
42 44
5457
6063 64 64 64 66 67 67 69 70 70 70 70 71 73 73 73 74 74 75 76 78 79
Glo
bal 2
8
GD
P 5
Ru
ssia
Sw
ed
en
Jap
an
Ire
lan
d
Germ
an
y
Pola
nd
Ne
therl
an
ds
Bra
zil
Tu
rkey
U.K
.
Austr
alia
Co
lom
bia
S. A
fric
a
S. K
ore
a
Arg
entin
a
Ho
ng
Kon
g
Ind
on
esia
Ma
laysia
Fra
nce
Ch
ina
Ita
ly
U.S
.
Ca
na
da
Spa
in
UA
E
Sin
gap
ore
Me
xic
o
Ind
ia
Trust in NGOs Steady
Among Informed Public
Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Public, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 52
Percent trust in NGOs, and change from 2016 to 2017, Informed Public
Trusted in 23 countries
50%
-10 -11 +2+4 0+4+6+7+1+1-1-1+4+6-5+3 -6 -1 -3 -3-4 +1 -1 +5-2 +4 -60 -1 -2
Declines in 14 countries
Y-to-Y Change+−
NeutralDistrust Trust
5356
30 3235 36
39 4044 44 45 47 49 49 49 49 51 52 52 52 53 55 55
58
64 66 66
7377 78
Glo
bal 2
8
GD
P 5
Tu
rkey
Ire
lan
d
Sw
ed
en
Ru
ssia
Pola
nd
Austr
alia
Arg
entin
a
Fra
nce
Jap
an
U.K
.
Co
lom
bia
Germ
an
y
Ma
laysia
S. A
fric
a
Spa
in
Bra
zil
Ca
na
da
Ne
therl
an
ds
Ho
ng
Kon
g
Ita
ly
S. K
ore
a
Me
xic
o
U.S
.
Sin
gap
ore
UA
E
Ind
ia
Ch
ina
Ind
on
esia
Sharp Decreases in Media Trust
Among Informed Public
Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Public, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 53
Percent trust in media, and change from 2016 to 2017, Informed Public
Distrusted in 14 countries
50%
0 -4 +8-1 0-2-3+5-14+30-7-9-12-2-5 -13 0 -10 -8+5 -14 -12 +6-15 -1 -2-4 0 -5
Declines in 19 countries
Y-to-Y Change+−
NeutralDistrust Trust
65 65
4044 46 47 48
52 53 53 5558 60
63 64 65 65 66 67 68 69 71 72 72 7478 80 81 83 84
Glo
bal 2
8
GD
P 5
S. K
ore
a
Ho
ng
Kon
g
Ire
lan
d
Pola
nd
Arg
entin
a
Germ
an
y
Sw
ed
en
Tu
rkey
Jap
an
Ru
ssia
Austr
alia
U.K
.
Ca
na
da
Ne
therl
an
ds
Spa
in
Sin
gap
ore
Bra
zil
Ma
laysia
S. A
fric
a
Fra
nce
Co
lom
bia
Ita
ly
U.S
.
Me
xic
o
UA
E
Ch
ina
Ind
on
esia
Ind
ia
Business Trust Increases
for Informed Public
Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Public, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 54
Percent trust in Business, and change from 2016 to 2017, Informed Public
Trusted in 18 countries
50%
+12 +3 -3+3 +1+7-6+4+4-9-6+1-8-2+6+12 -5 +3 +4 +3-7 +5 +7 +10+1 -5 -5+2 +5 +3
Increases in 18 countries
Y-to-Y Change+−
NeutralDistrust Trust
53
62
12
23 23
30 3235 37
40 41 43 43 44 45
51 52 52 53 5457 58 58
63
70
7681 83
86 87
Glo
bal 2
8
GD
P 5
S. A
fric
a
Pola
nd
Bra
zil
Me
xic
o
Co
lom
bia
S. K
ore
a
Spa
in
Fra
nce
Arg
entin
a
Ho
ng
Kon
g
Ma
laysia
Ire
lan
d
Ita
ly
Austr
alia
Ru
ssia
U.K
.
Jap
an
Tu
rkey
Germ
an
y
Ca
na
da
Sw
ed
en
U.S
.
Ne
therl
an
ds
Sin
gap
ore
Ind
on
esia
Ind
ia
Ch
ina
UA
E
Government Trust Increases
for Informed Public
Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Public, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 55
Percent trust in Government, and change from 2016 to 2017, Informed Public
Distrusted in 13 countries
50%
-7 0 +5-3 +6+150+7+80+12+8+12-3-1-4 +9 +3 +10 -9-3 -3 +5 +14+1 -7 -13+2 +6 0
Increases in 14 countries
Y-to-Y Change+−
NeutralDistrust Trust
39
57
46
51
69
60
United Nations Most Trusted
Multinational Institution
Source: 2017 Edelman Trust Barometer Q11-620. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, 28-country global total.
*The European Union is only asked of 11 European Countries.56
Percent trust in the three new institutions of the
European Union, United Nations and International Monetary Fund
Informed
Public
General
Population
European Union* United Nations International
Monetary Fund
57 55
33 3538
46 4649 50 51 53 53 53 54 54 55 55 57 58 59 60 62 62
66 68 6973
77 7882
Glo
bal 2
8
GD
P 5
Tu
rkey
Ru
ssia
Jap
an
Fra
nce
Germ
an
y
Arg
entin
a
Pola
nd
Spa
in
Ire
lan
d
Ma
laysia
S. A
fric
a
Austr
alia
Ita
ly
UA
E
U.K
.
Sw
ed
en
U.S
.
Ne
therl
an
ds
Ca
na
da
Sin
gap
ore
S. K
ore
a
Bra
zil
Ho
ng
Kon
g
Co
lom
bia
Me
xic
o
Ch
ina
Ind
on
esia
Ind
ia
Trusted or Neutral in 22 countries
50%
The U.N. Neutral or Trusted in Most Countries
Source: 2017 Edelman Trust Barometer Q11-620. [THE UNITED NATIONS] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 57
Percent trust in the United Nations
NeutralDistrust Trust
69 68
36
50 5255 55
5861 61 63 64 65 66 67 67
70 72 72 72 73 74 75 76 76 7681 83 85
89
Glo
bal 2
8
GD
P 5
Tu
rkey
Ru
ssia
Jap
an
Pola
nd
Arg
entin
a
Ma
laysia
Fra
nce
S. A
fric
a
Germ
an
y
Ire
lan
d
Austr
alia
Sw
ed
en
Ita
ly
Spa
in
U.K
.
U.S
.
Sin
gap
ore
S. K
ore
a
Co
lom
bia
UA
E
Ne
therl
an
ds
Bra
zil
Ca
na
da
Ho
ng
Kon
g
Me
xic
o
Ind
on
esia
Ch
ina
Ind
ia
Trusted or Neutral in 27 countries
50%
The U.N. Trusted Among Informed Public
Source: 2017 Edelman Trust Barometer Q11-620. [THE UNITED NATIONS] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Public, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 58
Percent trust in the United Nations, Informed Public
NeutralDistrust Trust
46 46
28 29 30 32 32 33 34 35 37 39 39 40 40 41 42 43 4550 52 53 53
57 58 59 61 63
7479
Glo
bal 2
8
GD
P 5
Tu
rkey
Arg
entin
a
Ru
ssia
Germ
an
y
Ire
lan
d
Spa
in
Fra
nce
Sw
ed
en
Pola
nd
Austr
alia
Jap
an
Ca
na
da
U.K
.
Ita
ly
S. A
fric
a
U.S
.
Ne
therl
an
ds
S. K
ore
a
Ma
laysia
Bra
zil
UA
E
Co
lom
bia
Me
xic
o
Ho
ng
Kon
g
Sin
gap
ore
Ind
on
esia
Ch
ina
Ind
ia
Distrusted in 17 countries
50%
I.M.F. Distrusted In Most Countries
Source: 2017 Edelman Trust Barometer Q11-620. [THE IMF] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 59
Percent trust in the International Monetary Fund
NeutralDistrust Trust
6063
32 32
4044 45 46
49 5053 53
57 57 58 58 5861 62 63 64 65 66 68
71 72 7276
85
91
Glo
bal 2
8
GD
P 5
Arg
entin
a
Tu
rkey
Ru
ssia
Spa
in
Pola
nd
Ire
lan
d
Germ
an
y
Sw
ed
en
Fra
nce
Ita
ly
Austr
alia
Ca
na
da
Jap
an
S. A
fric
a
S. K
ore
a
Bra
zil
U.K
.
Co
lom
bia
U.S
.
Ma
laysia
Ne
therl
an
ds
Sin
gap
ore
Ho
ng
Kon
g
Ind
on
esia
Me
xic
o
UA
E
Ch
ina
Ind
ia
50%
I.M.F. Trusted Among Informed Public
Source: 2017 Edelman Trust Barometer Q11-620. [THE IMF] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Public, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 60
Percent trust in the International Monetary Fund, Informed Public
NeutralDistrust Trust
Trusted or Neutral in 21 countries
39
22
3035 37 38 40 42 43 45 46 48
Glo
bal 1
1
Ru
ssia
Tu
rkey
U.K
.
Fra
nce
Sw
ed
en
Germ
an
y
Ita
ly
Ire
lan
d
Ne
therl
an
ds
Pola
nd
Spa
in
Distrusted in all 11 EU countries
The European Union Distrusted
Source: 2017 Edelman Trust Barometer Q11-620. [THE EUROPEAN UNION] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, 11-country global total. This institution was only asked of eleven European countries.
61
Percent trust in the European Union
NeutralDistrust Trust
50%
51
3437
48 50 52 52 54 54 55
6164
Glo
bal 1
1
Ru
ssia
Tu
rkey
Sw
ed
en
Fra
nce
Ita
ly
Pola
nd
Germ
an
y
Ire
lan
d
U.K
.
Ne
therl
an
ds
Spa
in
The European Union Neutral or
Trusted Among Informed Public
Source: 2017 Edelman Trust Barometer Q11-620. [THE EUROPEAN UNION] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Public, 11-country global total. This institution was only asked of eleven European countries.
62
Percent trust in the European Union, Informed Public
NeutralDistrust Trust
Trusted or Neutral in 8 countries
50%
Family Business and
Employee-Owned Most Trusted
Source: 2017 Edelman Trust Barometer Q15-17G. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, 28-country global total and across regions, question asked of half the sample.
64
Trust in different types of business structures
55
68
52
67
Global
62 58 5965
Asia Pacific
45
74
47
69
EU
57
81
52
81
North America
62
76
45
70
Latin America
Public companies
Family-owned
State-owned
Employee-owned
44
74
46
71
Ireland
3032 32
34
43
48 48
55 5660 61 61
64 6468 68 68
Me
xic
o
Bra
zil
Ind
ia
Ch
ina
S. K
ore
a
Ita
ly
Spa
in
U.S
.
Fra
nce
Jap
an
Ne
therl
an
ds
U.K
.
Austr
alia
Germ
an
y
Ca
na
da
Sw
ed
en
Sw
itzerla
nd
Companies Headquartered in
Developed Markets More Trusted
Source: 2017 Edelman Trust Barometer Q26-Q422. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, 25-country global total, countries shown to half the sample.
65
Trust in companies headquartered in each country, and change from 2013 to 2017
+1+4+7 +11-2 +8 0 +1n/a +6+7+5-3+3+2+2+45-Year
Trend
NeutralDistrust Trust
5-Year Trend+−
Think Local, Act Local
Source: 2017 Edelman Trust Barometer Q15-17G. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, 28-country global total, question asked of half the sample.
66
Foreign companies trusted in
only 7 countries:
India 75%
China 74%
Indonesia 74%
Brazil 66%
Mexico 65%
Colombia 64%
UAE 62%
40% Trust foreign
companies
45% “Trust companies
headquartered in my
country”
33
43 4448 48 49 50 51 51
54 54 55 5659
64
FIN
AN
CIA
LS
ER
VIC
ES
FA
SH
ION
TE
LE
CO
MM
UN
ICA
TIO
NS
AU
TO
MO
TIV
E
CO
NS
UM
ER
PA
CK
AG
ED
GO
OD
S
EN
ER
GY
EN
TE
RT
AIN
ME
NT
HE
AL
TH
CA
RE
PR
OF
ES
SIO
NA
LS
ER
VIC
ES
MA
NU
FA
CT
UR
ING
RE
TA
IL
FO
OD
AN
DB
EV
ER
AG
E
TR
AN
SP
OR
TA
TIO
N
TE
CH
NO
LO
GY
ED
UC
AT
ION
Source: 2017 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total.
Only Education Sector Trusted
67
Percent who trust each industry
NeutralDistrust Trust
2012 2013 2014 2015 2016 2017
Sector Trends
No Sectoral Trust in 2017
Source: 2017 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 25-country global total.
68
Trust in each industry sector, 2012-2017
Industry 2012 2013 2014 2015 2016 2017
6 yr.
Trend
Technology 68% 61% 67% 65% 67% 59%9
Food & Beverage 60% 55% 60% 59% 60% 55%5
Automotive 45% 52% 57% 55% 48% 48%3
Consumer Packaged Goods 49% 47% 49% 52% 52% 48%1
Telecommunications 51% 44% 52% 48% 49% 44%7
Energy 46% 42% 44% 47% 50% 49%3
Financial Services 18% 18% 23% 29% 36% 33%15
NeutralDistrust Trust
78
62
43
49
33
10
most trusted content creators #1
Friends and Family
60
56
29
23
42
6
Trust Matters
Source: 2017 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust/do not trust? (Yes Summary) Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box, Trust) General Population, 28-country global total, question asked of half the sample.
70
Percent who engage in each behavior based on trust
Behaviours for Distrusted Companies Behaviours for Trusted Companies
Refused to buy products/services
Criticised companies
Shared negative opinions
Disagreed with defenders of company
Paid more than
wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Defended company
Paid more
Bought shares
most trusted media source #1
Online Search Engines
Behaviours for
Trusted Companies
Behaviours for
Distrusted Companies
A Good Reputation Does Not Guarantee Trust
Source: 2017 Edelman Trust Barometer Q249-757. Please indicate how much you agree or disagree with the following statements. (Top 4 Box, Agree). General Population, 28-country global total, question asked of half the sample.
71
47% agree
“There are many companies
with good reputations that I
personally do not trust.”
Even Those At the Top Are DisillusionedPercent who believe the system is not working by management-level
Source: 2017 Edelman Trust Barometer S421. Which of the following best describes your position or level within your company or organisation? General Population, 28-country global total, cut by ‘system failing’ measure. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix.
Non-Management Middle Management Upper Management
Experienced non-manager, entry
level, self-employed, other
Mid-level management (director, senior
manager, etc.), lower-level management
(supervisor, associate manager, etc.)
Senior executive level (CEO, president,
etc.), executive level (general manager,
executive vice president, executive
director, etc.), upper-level management
(senior vice president, vice president,
senior director, etc.)
53% 61% 60%
28
Older Generations Are More DisillusionedPercent who believe the system is not working by generation
Source: 2017 Edelman Trust Barometer S1. What is your current age? General Population, 28-country global total, cut by ‘system failing’ measure. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix.
Gen Z Gen Y Gen X Boomers Matures
18-20 21-34 35-49 50-64 65+
31% 46% 63% 73% 66%
29
Corruption Threatens
Safety and Prevents
Solutions
76
Fear of corruption, ranked by the percent of population who believe the system is failing them
2 of 11 markets with corruption
fears are developed nations: Italy
and Spain
Developed markets not immune
Glo
bal
Fra
nce
Italy
Mexic
o
S. A
fric
a
Spain
Pola
nd
Bra
zil
Colo
mbia
Germ
any
U.K
.
Austr
alia
Irela
nd
U.S
.
Neth
erl
ands
Canada
Sw
eden
Arg
entina
Mala
ysia
Turk
ey
Russia
S. K
ore
a
Indonesia
Japan
India
Hong K
ong
Sin
gapore
Chin
a
UA
E
% who fear corruption 40 34 60 74 69 55 34 70 69 24 25 23 26 41 20 23 17 68 58 39 49 28 65 16 52 24 10 30 21
System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19
Above global average
Aligned withglobal average
Belowglobal average
Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalisation Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation Q677. System is failing: Q672-
675, 678-680, 688-690. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix. The margin of error for the countries scores
was added and subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error.
Immigration Damaging
Economy and Culture
77
Fear of immigration, ranked by the percent of population who believe the system is failing them
58% Worry about immigrants who will work for less
46% Government should close borders
46% Would support politicians they trust to make things
better even if they expressed extreme attitudes
toward foreigners or specific ethnic groups
44% Many immigrants are lower-quality people who
should be sent back to where they came from
Respondents agree
Glo
bal
Fra
nce
Italy
Mexic
o
S. A
fric
a
Spain
Pola
nd
Bra
zil
Colo
mbia
Germ
any
U.K
.
Austr
alia
Irela
nd
U.S
.
Neth
erl
ands
Canada
Sw
eden
Arg
entina
Mala
ysia
Turk
ey
Russia
S. K
ore
a
Indonesia
Japan
India
Hong K
ong
Sin
gapore
Chin
a
UA
E
% who fear immigration 28 36 38 21 39 22 25 19 26 25 35 34 17 39 29 28 28 31 34 30 37 17 30 13 37 22 27 21 23
System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19
Above global average
Aligned withglobal average
Belowglobal average
Source: 2017 Edelman Trust Barometer. Immigration Q685. Q696. Immigrants who will work for less competing for your job (Top 4 Box, Worried) Q713. The government needs to shut our borders to
outsiders in order to ensure our safety and prosperity Q711. I would support politicians I trust to make things better for me and my family even if they expressed extreme attitudes toward foreigners or
people from specific ethnic groups Q714. Many immigrants are lower-quality people who should be sent back to where they came from (Top 4 Box, Agree). General Population, 28-country global total.
System is failing: Q672-675, 678-680, 688-690. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix. The margin of error for the
countries scores was added and subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error.
Backlash Against
Globalisation
78
Fear of globalisation, ranked by the percent of population who believe the system is failing them
Globalisation is taking us
in the wrong direction
50%agree
foreign companies
52%do not trust
Glo
bal
Fra
nce
Italy
Mexic
o
S. A
fric
a
Spain
Pola
nd
Bra
zil
Colo
mbia
Germ
any
U.K
.
Austr
alia
Irela
nd
U.S
.
Neth
erl
ands
Canada
Sw
eden
Arg
entina
Mala
ysia
Turk
ey
Russia
S. K
ore
a
Indonesia
Japan
India
Hong K
ong
Sin
gapore
Chin
a
UA
E
% who fear globalisation 27 35 37 27 26 26 27 22 31 22 29 35 16 40 24 30 20 33 26 27 38 20 36 13 36 15 17 18 20
System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19
Above global average
Aligned withglobal average
Belowglobal average
Source: 2017 Edelman Trust Barometer. Globalisation Q681-684. Q716. Globalisation is taking us in the wrong direction (Top 4 Box, Agree) General Population, 28-country global total. Q15-17G.
Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (All respondents except Top 4 Box, Agree) General Population, 28-country global total, question asked of half the sample.. System is failing: Q672-
675, 678-680, 688-690. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix. The margin of error for the countries scores
was added and subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error.
Traditional Values
Eroding Too Quickly
79
Fear of eroding social change, ranked by the percent of population who believe the system is failing system
the pace of change in our
cultural and social values
is too fast
56%agree:
Glo
bal
Fra
nce
Italy
Mexic
o
S. A
fric
a
Spain
Pola
nd
Bra
zil
Colo
mbia
Germ
any
U.K
.
Austr
alia
Irela
nd
U.S
.
Neth
erl
ands
Canada
Sw
eden
Arg
entina
Mala
ysia
Turk
ey
Russia
S. K
ore
a
Indonesia
Japan
India
Hong K
ong
Sin
gapore
Chin
a
UA
E
% fear eroding social values 25 29 29 34 35 30 20 27 32 27 31 28 20 36 28 25 24 29 24 28 21 15 24 10 31 14 16 13 15
System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19
Above global average
Aligned withglobal average
Belowglobal average
Source: 2017 Edelman Trust Barometer. Eroding social values Q676 and Q758. Q349-671. For the statements below, please think about the pace of development and change and select the
response that most accurately represents your opinion. (Top 4 Box, Too Fast) General Population, 28-country global total, question asked of half the sample. For details on how the societal fears
and the “system failing” measure were calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries
were considered above the global average if their score was higher than the global mean plus the margin of error.
Pace of Innovation
Too Fast
Source: 2017 Edelman Trust Barometer. Pace of innovation Q677. Q693. Automation and/or other innovations taking your job away (Top 4 Box Worried) General Population, 28-country
global total. Q349-671. For the statements below, please think about the pace of development and change and select the response that most accurately represents your opinion. (Top 4
Box, Too Fast) General Population, 28-country global total, question asked of half the sample. System is failing: Q672-675, 678-680, 688-690. For details on how the societal fears and the
“system failing” measure were calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries
were considered above the global average if their score was higher than the global mean plus the margin of error. 80
Fear of innovation, ranked by the percent of population who believe the system is failing them
the pace of change in business
and industry today is too fast
53%agree
automation or other
innovations taking their job
54%worry about
Glo
bal
Fra
nce
Italy
Mexic
o
S. A
fric
a
Spain
Pola
nd
Bra
zil
Colo
mbia
Germ
any
U.K
.
Austr
alia
Irela
nd
U.S
.
Neth
erl
ands
Canada
Sw
eden
Arg
entina
Mala
ysia
Turk
ey
Russia
S. K
ore
a
Indonesia
Japan
India
Hong K
ong
Sin
gapore
Chin
a
UA
E
% who fear innovation 22 23 23 27 17 23 13 25 26 20 25 23 18 31 22 23 16 22 21 27 16 16 24 10 35 15 21 19 29
System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19
Above global average
Aligned withglobal average
Belowglobal average