China
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
3
Global State of Trust1
2016: The
Inversion of
Influence
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.
Influence& Authority
Influence
Authority
MassPopulation
85%of population
48 Trust Index
15%of population
60 Trust IndexInformed
Public
12 point
trust gap
5
The Inversion of Influence in Action
Trust Barometer Supplement: Post-U.S. Election Flash Poll, 1,000+ General
Population Respondents, Nov. 28 to Dec. 11, 2016
Trump Voters
Clinton Voters
Trust Barometer Supplement: UK Supplement, 1,150 General Population
Respondents, December 23, 2016 to January, 7 2017
Remainin the EU
Leavethe EU
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, globalization, eroding social values, and pace of innovation.
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, globalization, eroding social values, and pace of innovation.
67% are fearful
45% are fearful
54% are fearful
27% are fearful
Trust Index
A World of Distrust
Average trust in institutions,
General Population, 2016 vs. 2017
6
47 Global
72 India
69 Indonesia
67 China
60 Singapore
60 UAE
53 Netherlands
52 Mexico
52 U.S.
50 Colombia
49 Canada
48 Brazil
48 Italy
48 Malaysia
45 Argentina
44 Hong Kong
44 Spain
43 Turkey
42 Australia
42 S. Africa
41 Germany
40 France
40 U.K.
38 S. Korea
37 Sweden
36 Ireland
35 Japan
35 Poland
34 Russia
2016 2017
50 Global
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil
49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Turkey
39 Russia
38 Japan
37 Sweden
35 Poland
Trusters(60-100)
Neutrals(50-59)
Distrusters (1-49)
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. General Population,
28-country global total.
3 point decrease
in the global
Trust Index
Trust declines in
21 of 28 countries—
the broadest declines
since beginning
General Population
tracking in 2012
2 in 3 countries are
now distrusters
-6
Five Year Trend (2012 – 2017)
7
71 7170
75
79
76
73
71
68
64
73
65
62
67
64
58
70
67
69
73
67
54
71
61
50
55
60
65
70
75
80
2012 2013 2014 2015 2016 2017
Government
Media
Business
NGOs
Percent trust in the four institutions of government,
business, media and NGOs, 2012-2017
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,
China.
8
Footer
Trust in Government
Distrusted in 75% of countries
Trust in Government in China Remains Highest Globally
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) General Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 9
Percent trust in government, and change from 2016 to 2017
Declines in 14 countries
50%
41
47
15
2024 24 25 25
2831 32 32 33
36 37 37 37 3840
43 44 4547
51 51
6971
75 75 76
Glo
ba
l 2
8
GD
P 5
S. A
fric
a
Po
land
Bra
zil
Me
xic
o
Fra
nce
Sp
ain
S. K
ore
a
Ita
ly
Co
lom
bia
Ire
land
Arg
en
tin
a
U.K
.
Au
str
alia
Ja
pa
n
Ma
laysia
Ge
rma
ny
Ho
ng
Ko
ng
Ca
na
da
Ru
ssia
Sw
eden
U.S
.
Ne
the
rla
nd
s
Turk
ey
Sin
ga
po
re
Indonesia
India
UA
E
Ch
ina
0 +8 +2 +9 +13 +100+700+1+1+3+1+1 -1 -7 -2 -2 -1 -5 -10 -9 -5 -5 -3-1 -8 -8-1
Y-to-Y Change+−
NeutralDistrust Trust
General
Population
Public Mandate for Government to Play a Larger Role
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) General Population, China, question asked of one-fifth of the sample.
10
93% agree that the pharmaceutical industry needs more regulations
79%agree that policy makers should tax foods that negatively impact health
Regulation Tax Policy
11
Footer
Trust in Media
43 43
2529
31 31 32 32 32 33 33
39 40 4042 42 42
44 44 45 4547 47 48 48
54 54
65 66 67
Glo
ba
l 2
8
GD
P 5
Turk
ey
Ire
land
Po
land
Ru
ssia
Au
str
alia
Ja
pa
n
U.K
.
Fra
nce
Sw
ede
n
S. A
fric
a
Arg
en
tin
a
S. K
ore
a
Ge
rma
ny
Ho
ng
Ko
ng
Ma
laysia
Sp
ain
UA
E
Ca
na
da
Co
lom
bia
Me
xic
o
U.S
.
Bra
zil
Ita
ly
Ne
the
rla
nd
s
Sin
ga
po
re
Ch
ina
India
Indo
ne
sia
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) General Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 12
Distrusted in 82% of countries
50%
All-time low in 17 countries
-5 -11 +3 +4+2 -8-6-1-2-60-10-10-15-5-3-6 -13 -3 -2 -5-10 -6 -4 +2-10 -3 -7-5 -5
Y-to-Y Change+−
NeutralDistrust TrustTrust in Media
Percent trust in media, and change from 2016 to 2017
13
The Echo Chamber in Action
Bias is the filter
53%
Do not regularly listen to
people or organizations
with whom they often
disagree
Nearly
4x more likely
to ignore information that supports a position
they do not believe in
53%52% 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, 28-country global total. 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 organizations 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, 28-country global total, question asked of half the sample.
Quality Content Matters
14
82% Company’s
social media
18% Advertising
2012 2016 2017 Change
(2012-2017)
Traditional Media 77 76 76 -1
Online only Media** 73 72 66 -7
Search Engines* 75 75 66 -9
Social Media 69 69 58 -11
Owned Media 64 64 54 -10
Media as an Institution 73 73 65 -8
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), question asked of half the sample. 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. Choices shown to half the sample. General Population, China.
*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
15
Trust in Business
Global Business on Brink of Distrust
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) General Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 16
Percent trust in business, and change from 2016 to 2017
Distrusted in 13 countries
50%52 51
2934
39 40 41 41 43 43 45 45 46 46 48 50 5055 56 56 58 58 60 61
64 6467 67
74 76
Glo
ba
l 2
8
GD
P 5
S. K
ore
a
Ho
ng
Ko
ng
Russia
Po
land
Ire
land
Ja
pa
n
Ge
rma
ny
Turk
ey
Arg
en
tin
a
U.K
.
Sp
ain
Sw
ede
n
Au
str
alia
Fra
nce
Ca
na
da
Ita
ly
Ma
laysia
S. A
fric
a
Sin
ga
po
re
U.S
.
Ne
the
rla
nd
s
Bra
zil
Co
lom
bia
UA
E
Ch
ina
Me
xic
o
India
Indonesia
-4 +4 -2 -2 -4 -2 +7 +4 -3 -6 -3 -3 -9 +5 +5-4 -5-1 0-8 -1 -2+1-2 -2 +1+1 +2 -6+1
Declines in 18 countries
Y-to-Y Change+−
NeutralDistrust Trust
Trust by Industry
17
64
71
74
76
77
77
77
78
80
80
81
82
82
83
88
Entertainment
Food and Beverage
Health Care
Fashion
Telecommunications
Retail
Financial Services
Consumer Packaged Goods
Education
Automotive
Professional Services
Transportation
Energy
Manufacturing
Technology
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, China.
Percent who trust each industry
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), question asked of half the sample. General Population, 28-country global total and in China.
18
Less Than Half Rated CEOs as Extremely/Very Credible
CEOs
44% Credible
CEOs
37% Credible
Percent who rate each spokesperson as very/extremely credible
3032 32
34
43
48 48
55 5660 61 61
64 6468 68 68
Me
xic
o
Bra
zil
India
Ch
ina
S. K
ore
a
Ita
ly
Spa
in
U.S
.
Fra
nce
Ja
pa
n
Ne
the
rla
nd
s
U.K
.
Au
str
alia
Ge
rma
ny
Ca
na
da
Sw
ede
n
Sw
itze
rlan
d
Companies Headquartered in Developing Markets
Still Less 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.
19
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+−
20
Technological
innovations
happening too quickly
and leading to
changes not good for
people like me
Protect our jobs from
foreign competition
Foreign companies/
influence damaging our
economy/ national culture
Foreign corporations
favor their home country
Most countries cannot be
trusted to engage in fair
trade practices
Widespread corruption:
Compromising the safety
of our citizens
Makes it difficult to
institute the changes
necessary to solve our
problems
Corruption Globalization Pace of Innovation
30%
Fearful
40%
Fearful
19%
Fearful
22%
Fearful
18%
Fearful
27%
Fearful
A Role Beyond Business
Source: 2017 Edelman Trust Barometer. Corruption Q686-687, Globalization Q681-684, Pace of innovation Q677. General Population, 28-country global total and in
China. For details on how the societal fears were measured, please refer to the Technical Appendix.
Percent of respondents who are fearful regarding each issue
21
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3 Driving Trust in Business
26%
34%
47%
55%
Sold shares
Shared negative opinions online
Criticized companies
Refused to buy products/services
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) General
Population, China, question asked of half the sample.
Percent who engage in each behavior based on trust
Behaviors for Distrusted Companies
75% agree
“A company can take specific actions that both increase profits and improve the
economic and social conditions in the community where it operates.”
There is an Opportunity for Business 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), question
asked of half the sample. General Population, China.
Top Importance trust drivers in China
56%
54%
52%
52%
51%
51%
Treats employees
well
Has ethical
business practices
Listens to customers’ needs
and feedback
Offers high quality product
and services
Places customers
ahead of profits
Important Drivers of Trust
Works to protect and
improve the environment
Trust-Building Attributes
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) General Population, China.
Less Important Drivers of Trust
43%
41%
39%
Delivers consistent
financial returns to
investors
Ranks on a global list of top
companies, such as best to
work for or most admired
Creating many new jobs
Partnerships/
programs to address
societal issues
Business practices/
crisis handlingFinancial earnings &
operational
performance
Employees and Activist Consumers Are Also Trusted
in Many Situations
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 prioritizes 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, China, question asked of one-quarter of the sample.25
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
24
19
3129 29
2624
28 28
38
34
30
51
43
3331 32 31
4239
3734
32
38
1215
12
17
13 13
68
1411
1417
1
6358
48 4744
41 41 39 37
Te
chn
ical
expe
rt
A p
ers
on lik
eyo
urs
elf
NG
Ore
pre
se
nta
tive
Acad
em
ice
xpe
rt
CE
O
Em
plo
ye
e
Gove
rnm
en
to
ffic
ial/
reg
ula
tor
Boa
rd o
fd
ire
cto
rs
Fin
ancia
lin
du
str
ya
na
lyst
Leverage Technical Experts
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), question asked of half the sample. General
Population, China. 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. Choices shown to half the sample. General Population, 28-country global total and in
China.
26
Percent who rate each spokesperson as extremely/very credible,
and change from 2016 to 2017
-6 -8 -9 -13 -13 -4 -5 -15 -7
Y-to-Y Change+−
36% Personal
experience
64% Data
51% Personal experience
49% Data
27
Footer
4 A New Model for Earning Trust
A New Model for Earning Trust
Engage with
employees and diverse
stakeholders – both
experts and grassroots
Build operations
and policies that
make your
purpose a reality
Define your purpose
in society and put it
at the core of your
business
Craft your story for
today’s earned omni-
channel media
environment
Panel
Discussion
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