2011 Edelman Trust Barometer: Global & Country Insights


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A 23-country study that tracks the attitudes of informed publics towards institutions and sources of information.

Published in: Technology, Business
  • Confiança dos brasileiros em alta ~~> A confiança dos brasileiros nas empresas aumentou muito, e se mantém em primeiro lugar no estudo: de 62% em 2010 para 81% em 2011. O estudo indica que a confiança no governo subiu de 39% em 2010 para 85% em 2011, um índice de crescimento nunca antes registrado na história do relatório.

    Qualidade, transparência e confiabilidade são os top 3 fatores associados à reputação corporativa.

    Edelman Trust Barometer 2011: um retrato da Confiança Global | Vocimo http://bit.ly/e3LcFh
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  • I’m sure the methodology is solid, and I’m not so concerned about China. I am concerned, however, about the tendency among many interpreters to view the Barometer as a long-term indicator. In fact, the term ’Barometer’ is quite appropriate; it measures well the short-term shifts in opinions of informed consumers.

    It is inappropriate, however, to draw climatological conclusions from such data, to continue the analogy. The scores move up and down with the economy. GDP growth alone explains changes in trust between Brazil and the US this year, and tracks very nicely with shifts of a year or two.

    Well and good. But I would wish you caution some of the media against drawing conclusions about fundamental shifts in national attitudes towards institutions; the data simply don’t warrant it.

    For one thing, the Trust Barometer is a fused combination of object-trustworthiness and consumer-trustingness. If my trust in banks is down this year: does that mean banks have gotten less trustworthy? Or that I am less trusting? The Trust Barometer, by its construction, cannot tease apart which is the driver, and in which proportion. In fact, if ’trust in banks’ is down, you can’t even conclude that both trustingness and trustworthiness have declined; one may have gone up, but been overwhelmed by the other.

    There are measures of trustworthiness; and there are measures of trusting-ness (particularly the very long term General Social Survey). Those are more appropriate places for consumers who want to track corporate trustworthiness, and for students who want to study social trends in trustingness.

    I’m not criticizing the Barometer per se--just cautioning about its proper use, and suggesting that Edelman itself should provide some such perspective to its own consumers of the data.
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  • Neal Flieger, Chair - StrategyOne, discusses the Trust Barometer methodology and findings in China on Disqus (www.edelman.com/trust). Here's an excerpt:

    '...The 2011 Trust Barometer survey measures a distinct audience – informed publics who meet the following criteria: college-educated, top quartile of income by age group, and follows business/news media and policy issues at least several times a week. Additionally, the study was conducted by phone in three urban areas within China: Beijing, Guangzhou and Shanghai. Therefore, the results are not reflective of the general population. The methodology has been consistent for 11 years and is included in all of our printed materials on the study, as well as the website – including a statement on the survey sample...

    The study is not designed to interpret specific reasons behind varying levels of trust. However, one hypothesis is that the high level of trust in their government among informed publics in China reflects confidence in and possible attribution to the Chinese government for avoiding the worst effects of the global financial crisis and demonstrating continued economic growth (also see the YouTube video of the Trust Barometer launch breakfast in Davos, where John Quelch, Dean-elect of China Europe International Business School, provides his perspective re: the findings in China www.youtube.com/edelmaninc#p/c... – or link from the Trust Barometer microsite as well).

    The Edelman Trust Barometer is a non-sponsored, independent study. The research study adheres to rigorous quality control measures, as well as strict industry standards…”
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  • • Edelman: you must have taken the wrong medicine, or you are crazy to get these absurd results that 88% of people trust China government to do what is right, and 80% trust media to do what is right in China. Don't think Chinese people are stupid! You are as a famous consulting and PR firm you should do something responsible. I am a Chinese, and now you can look at the Chinese website, 99% of readers think Edelman is bribed by Chinese government, or Edelman is getting crazy! Please don't bet your reputation on Chinese government.
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  • Hi Bernice and DD - Thanks for checking out the Trust findings!
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