rust in traditional journalism has rebounded by five percentage points to 53 percent while trust in search engines and social media platforms has plummeted by eight percentage points to 33 percent since last year, according to the 2018 Edelman Trust Barometer. The annual study shows that as a significant majority (64 percent) are concerned about fake news there is a yearning for journalism that provides accurate, credible information. According to the study a strong majority of Irish people believe that traditional journalists are meeting expectations in terms of investigating corruption (56 percent), guarding information quality (54 percent) and educating on issues (61 percent).
This year’s study shows a revival of faith in experts. Academic (68%) and technical (66%) experts are seen as the most credible spokespeople for a company, while trust in ‘a person like yourself’ dropped 2 points to 52%. Trust in CEO’S as a voice of authority increased by 14 points to 41%.
The research finds that business is now expected to be an agent of change. 63% say that CEOs
should take the lead on change rather than wait for Government to impose it. This show of faith in business comes with high expectations. 75% of respondents believe that producing high-quality products and services is the most important job for CEOs, followed by ensuring that the company is trusted (73%) and has high ethical standards (66%). In Ireland trust in US headquartered companies fell by 6 points.
“At a time when people are struggling with who and what to believe there is a notable rise in trust in journalism. People’s trust in social media as a source of news is collapsing, leaving an opportunity for journalists and bona fide experts to inform society,” said Joe Carmody, MD, Edelman Ireland.
According to the Barometer, Government is seen as the preferred institution to lead Ireland to a better future ahead of business and NGOs. Trust in Government is also increasing year on year and now stands at 35%. Over the past five years trust in Government has increased by 15%, the largest increase of each of the four institutions during that period.
Manufacturing (61%) and education (70%) are the most trusted sectors, according to the Irish study, with financial services (29%) and automotive (44%) the least. The study also reveals that trust in industry sectors including technology, food and beverage, telecommunications, entertainment, automotive and consumer packaged goods declined over the past five years.
The first document discusses how allowing chaos and the human element in the creative process can foster creativity. It argues that over-systemizing stifles creativity and that teams need to stay a little unprofessional to keep the human element.
The second document explains that brands should be more open about their flaws since acknowledging flaws up front takes away consumers' need to invent them. It provides an example of how budget airlines admitting poor service in the 90s may have prevented assumptions about cutting safety corners.
The third document discusses the importance of social intelligence - the blend of algorithms and human touch - for social listening. It says listening to audiences and understanding them builds trust and leads to sharing content.
The 2017 Edelman Ireland Trust Barometer reveals a crisis in trust levels across the institutions of government, business, media and NGOs. Trust in media fell from 39 percent to 29 percent and media is now seen as the least trusted institution in Ireland. Trust in Government in Ireland remained at the same level as the previous year on 32 percent. Trust in Business and NGOs dropped and are now only 2 percentage points apart at 41 percent and 43 percent respectively.
Edelman Ireland can benchmark trust levels in your organisation compared to your competitors and wider industry. Further information, analysis and commentary on this year's Edelman Trust Barometer is available at www.edelman.ie
Our Changing Relationship with Brands - The Inversion of InfluenceEdelman
This document discusses the inversion of influence where consumers now have more power than brands. It outlines three key digital trends that put consumers at the center: 1) Video is dominating online consumption. 2) Influencers are effective content creators for brands. 3) Social listening provides intelligence for brands but few are truly listening. It advocates for taking an intelligence-led approach to content marketing focused on the target audience to create resonant messages and ensure delivery through the right channels.
2018 Edelman Trust Barometer - Malaysia ReportEdelman
As Malaysia finally steps out of the “State of Distrust” to a neutral position among the general population in this year’s Edelman Trust Barometer, an overall sense of optimism takes center stage amongst both the informed public and general population.
Read more: http://edl.mn/2D57QA6
This year, the Edelman Trust Barometer asked about the importance and performance of several behaviors regarding the financial services industry. The gaps shown in this graphic detail the divide in behaviors of financial services companies, including contributing to the greater good and effectively representing interests of all stakeholders.
Explore the results for more: www.edelman.com/trust2017
2018 Edelman Trust Barometer - i dati italiani sulla fiducia
Crollo di fiducia, fake news, il ruolo dei CEO: i temi dell’Edelman Trust Barometer di quest’anno hanno suscitato un notevole interesse anche in Italia.
Read more: http://edl.mn/2HZ0gto
Edelman Trust Barometer Special Flash Poll - Mexico’s Trust ChallengesEdelman
Edelman Trust Barometer Special Flash Poll on Mexico’s Trust Challenges — the U.S. Perspective — conducted in mid-November in the U.S. of 1,000 people in the general population 18 years and older.
The findings provide important context on the bilateral relationship as NAFTA negotiations come to the finish line and Mexico begins its presidential campaign.
2017 Edelman Trust Barometer Special Report: Family BusinessEdelman
The 2017 Edelman TRUST BAROMETER Special Report: Family Business is a general population survey conducted amongst 15,000 respondents across 12 markets: U.S., UK, China, Indonesia, Saudi Arabia, India, Germany, Brazil, Italy, France, Canada and Mexico.
The study looks at trust in family business as it relates to business performance; perception of next-generation leaders; expectations of the wealthy; and philanthropy.
Learn more here: http://edl.mn/2ha727I
The first document discusses how allowing chaos and the human element in the creative process can foster creativity. It argues that over-systemizing stifles creativity and that teams need to stay a little unprofessional to keep the human element.
The second document explains that brands should be more open about their flaws since acknowledging flaws up front takes away consumers' need to invent them. It provides an example of how budget airlines admitting poor service in the 90s may have prevented assumptions about cutting safety corners.
The third document discusses the importance of social intelligence - the blend of algorithms and human touch - for social listening. It says listening to audiences and understanding them builds trust and leads to sharing content.
The 2017 Edelman Ireland Trust Barometer reveals a crisis in trust levels across the institutions of government, business, media and NGOs. Trust in media fell from 39 percent to 29 percent and media is now seen as the least trusted institution in Ireland. Trust in Government in Ireland remained at the same level as the previous year on 32 percent. Trust in Business and NGOs dropped and are now only 2 percentage points apart at 41 percent and 43 percent respectively.
Edelman Ireland can benchmark trust levels in your organisation compared to your competitors and wider industry. Further information, analysis and commentary on this year's Edelman Trust Barometer is available at www.edelman.ie
Our Changing Relationship with Brands - The Inversion of InfluenceEdelman
This document discusses the inversion of influence where consumers now have more power than brands. It outlines three key digital trends that put consumers at the center: 1) Video is dominating online consumption. 2) Influencers are effective content creators for brands. 3) Social listening provides intelligence for brands but few are truly listening. It advocates for taking an intelligence-led approach to content marketing focused on the target audience to create resonant messages and ensure delivery through the right channels.
2018 Edelman Trust Barometer - Malaysia ReportEdelman
As Malaysia finally steps out of the “State of Distrust” to a neutral position among the general population in this year’s Edelman Trust Barometer, an overall sense of optimism takes center stage amongst both the informed public and general population.
Read more: http://edl.mn/2D57QA6
This year, the Edelman Trust Barometer asked about the importance and performance of several behaviors regarding the financial services industry. The gaps shown in this graphic detail the divide in behaviors of financial services companies, including contributing to the greater good and effectively representing interests of all stakeholders.
Explore the results for more: www.edelman.com/trust2017
2018 Edelman Trust Barometer - i dati italiani sulla fiducia
Crollo di fiducia, fake news, il ruolo dei CEO: i temi dell’Edelman Trust Barometer di quest’anno hanno suscitato un notevole interesse anche in Italia.
Read more: http://edl.mn/2HZ0gto
Edelman Trust Barometer Special Flash Poll - Mexico’s Trust ChallengesEdelman
Edelman Trust Barometer Special Flash Poll on Mexico’s Trust Challenges — the U.S. Perspective — conducted in mid-November in the U.S. of 1,000 people in the general population 18 years and older.
The findings provide important context on the bilateral relationship as NAFTA negotiations come to the finish line and Mexico begins its presidential campaign.
2017 Edelman Trust Barometer Special Report: Family BusinessEdelman
The 2017 Edelman TRUST BAROMETER Special Report: Family Business is a general population survey conducted amongst 15,000 respondents across 12 markets: U.S., UK, China, Indonesia, Saudi Arabia, India, Germany, Brazil, Italy, France, Canada and Mexico.
The study looks at trust in family business as it relates to business performance; perception of next-generation leaders; expectations of the wealthy; and philanthropy.
Learn more here: http://edl.mn/2ha727I
This document provides methodology details for the 2018 Edelman Trust Barometer survey. It describes the survey methodology including the number of respondents, countries surveyed, population segments, dates of fieldwork, and margins of error. It provides information on the general online population sample, informed public sample, and mass population. Key aspects covered include sample sizes in each country, eligibility criteria for the informed public sample, and margins of error for global and country-specific data.
2017 Edelman Trust Barometer - Energy ResultsEdelman
What is the state of Trust in Energy?
During the last year, trust in the U.S. energy sector rose 4 points to 65 percent globally, earning a spot in the “truster” category. Even with prolonged low oil prices exacerbating geopolitical tensions and continued polarized debates around climate change and pipelines, people have found a reason to believe in energy.
Our 2016 Edelman TRUST BAROMETER for Ireland revealed trust in all four institutions has reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
There is a growing trust disparity that has put business in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide.
Edelman and The Marketing Institute of Ireland Social Media Survey 2016Edelman
This survey looks into attitudes and behaviours of Irish marketing professionals towards social media. It covers topics such as platform preference, use of paid distribution, social media influencers, crisis preparedness and measurement.
This document provides methodology details for the 2017 Edelman Trust Barometer survey, which measured trust in institutions in 28 countries. It surveyed over 33,000 total respondents, including two populations: the Informed Public of college-educated, high-income individuals who closely follow business news; and the general Mass Population. The survey found a 3-point decline in the global Trust Index average and that trust declined in most countries and institutions, with media and government seeing the broadest declines. While trust increased in all four institutions (government, business, media, NGOs) in Indonesia year-over-year, the trust gap widened between the Informed Public and Mass Population in that country.
2018 Edelman Trust Barometer - South Africa ReportEdelman
This document provides information from the 2018 Edelman Trust Barometer, including details on its methodology, historical trends in trust, current levels of trust in institutions, and perceptions of media. Some key findings:
- Trust has declined globally, with the trust index falling to 47 in 2018 from 48 in 2017. 20 of 28 countries now have distrust levels.
- Trust in NGOs declined in 14 of 28 countries and they are now distrusted in 10 countries. Trust also declined for government in most countries and media is now the least trusted institution.
- There is a polarization of trust, with some countries like the US seeing steep declines while others like China saw gains.
- In South Africa,
The 2017 Edelman Earned Brand study set out to understand how polarizing societal issues are affecting the consumer/brand relationship and uncover how brands can achieve a deeper connection with consumers. The study’s findings can help provide a roadmap for financial services companies navigating this new normal.
2017 Edelman TRUST BAROMETER™- Global ResultsEdelman
The 2017 Edelman TRUST BAROMETER™ reveals that trust is in crisis around the world. The general population’s trust in the institutions of business, government, NGOs, and media declined broadly, a phenomenon not recorded since Edelman began tracking trust in 2001.
For more information, visit www.edelman.com/trust2017
January 17, 2017 Correction: A previous version of this report incorrectly represented the data associated with “Leave the EU” and “Remain in the EU” on slide 30. The numbers reflected have been updated.
Copyright (c) 2017 Daniel J. Edelman, Inc. All rights reserved.
2017 Edelman Trust Barometer Special Report: Investor Trust Executive SummaryEdelman
The 2017 Edelman Trust Barometer Special Report: Institutional Investors, a survey of institutional investors who invest in global equities highlights emerging business risks and opportunities for companies, their boards, and management to build and maintain trust with the financial community.
The inaugural report reveals that roughly half of institutional investors think that most companies do not acknowledge the risks to their business from the current political climate, reflecting broader concerns raised in the Trust Barometer Global Report 2017.
This document provides methodology details for the 2019 Edelman Trust Barometer report. It describes the online survey conducted in 27 markets with over 33,000 total respondents. It outlines the sample sizes and margins of error for the general population, informed public, mass population, and employees. The document also includes brief summaries of past Trust Barometer reports from 2001 to 2018 to provide historical context.
2016 Edelman TRUST BAROMETER - Global ResultsEdelman
Our 2016 Edelman TRUST BAROMETER revealed trust levels in all four institutions have reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
There is a growing trust disparity that has put business in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide.
For more information, visit www.edelman.com/trust2016
2015 Edelman Trust Barometer - Global ResultsEdelman
The 2015 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. The survey was powered by research firm Edelman Berland and consisted of 20-minute online interviews conducted on October 13th – November 24th, 2014. The 2015 Edelman Trust Barometer online survey sampled 27,000 general population respondents with an oversample of 6,000 informed publics ages 25-64 across 27 markets. All informed publics met the following criteria: college-educated; household income in the top quartile for their age in their country; read or watch business/news media at least several times a week; follow public policy issues in the news at least several times a week.
For more information, visit http://www.edelman.com/trust2015
February 12, 2015 Correction: A previous version of this report incorrectly labeled the data on slide 11 as being about information “created by each author on social networking sites, content sharing sites and online-only information sources.” The data is not about trust in authors but trust in sources, and the label has been updated.
February 5, 2015 Correction: A previous version of this report stated in a headline on slide 20 that an “expert” and "a person like yourself" are twice as credible as a CEO - they are more credible by at least 20 percentage points; a Jeff Bezos quote on slide 23 misused “business" for “society."
January 28, 2015 Correction: A previous version of this report had reversed the labeling of business and government on slide 46 in the appendix.
The document summarizes the methodology of the 2017 Edelman Trust Barometer survey. It was conducted online in 28 countries between October and November 2016 with over 33,000 total respondents. There were three respondent populations: the general online population (ages 18+ with 1,150 respondents per country), the informed public (college-educated, high-income, and engaged in business news with 200-500 respondents per country), and the mass population (all other respondents). The survey measures levels of trust in four institutions (government, business, media, and NGOs) across populations and countries.
2017 Edelman Trust Barometer Special Report: Institutional InvestorsEdelman_UK
The 2017 Edelman Trust Barometer Special Report: Institutional Investors, a survey of institutional investors who invest in global equities highlights emerging business risks and opportunities for companies, their boards, and management to build and maintain trust with the financial community.
The inaugural report reveals that roughly half of institutional investors think that most companies do not acknowledge the risks to their business from the current political climate, reflecting broader concerns raised in the Trust Barometer Global Report 2017.
The 2017 Edelman Earned Brand, a study conducted among 14,000 consumers in 14 countries, explores the rise of belief-driven buyers, who will buy a brand, switch from it, avoid it and— at the extreme — boycott it based on a brand’s stance on a controversial issue.
Explore the results: www.edelman.com/earned-brand
July 11, 2017 Correction: A previous version of this report incorrectly displayed the data for year-to-year changes on slide 43 in the Data Appendix.
This document provides an overview of methodology and key findings from the 2018 Edelman Trust Barometer survey conducted in 28 markets. It summarizes trust levels in various institutions among the general population and informed public in 2017 versus 2018. Some key findings for Malaysia include an increase in trust across all institutions year-over-year for both the general population and informed public. However, respondents expressed skepticism about news organizations and uncertainty in distinguishing real news from rumors or falsehoods.
There is no magic formula to building trust among food and beverage industry stakeholders, but there are actions individual companies and organizations can take to establish and maintain trust in this environment. This year, Edelman’s 2016 TRUST BAROMETER offers a five-step recipe for increasing trust levels in food and beverage.
This document provides an overview of the methodology used in Edelman's 2018 Trust Barometer survey. It describes the online survey conducted in 28 countries with over 33,000 total respondents. It outlines the sample sizes and demographics for the general online population, mass population, and informed public segments. The margins of error for global, country-specific, and demographic data are also reported.
This document provides information from the 2018 Edelman Trust Barometer, including details on its methodology, historical trends in trust, current levels of trust in institutions, and perceptions of media. Some key findings:
- Trust has declined globally, with the trust index falling to 47 in 2018 from 48 in 2017. 20 of 28 countries now have distrust levels.
- Trust in NGOs declined in 14 of 28 countries and they are now distrusted in 10 countries. Trust also declined for government in most countries and media is now the least trusted institution.
- There is a polarization of trust, with some countries like the US seeing steep declines while others like China saw gains. 16 countries had typical changes while 6
In 2012, trust in financial services was at 43 percent on a global basis. In 2016, global trust in this industry is at 51 percent – an 8-point increase over this five-year period, the most of any industry the barometer surveys.
Financial services, however, is still the least trusted industry we survey. Trust is too fragile, and today’s financial services climate is too unpredictable for companies to rest on their laurels. The industry needs to continue to be dynamic and double-down on trust building solutions.
This document provides methodology details and results from the 2018 Edelman Trust Barometer survey conducted in 28 markets. Some key findings:
- The global Trust Index remains in the "distrust" range at 48, unchanged from 2017. 20 of 28 markets are now categorized as distrusting.
- Trust declined significantly in the US, falling 9 points in the general population and a record 23 points among the informed public.
- Trust in government increased in China and several other markets but declined in most others, including India.
- Media remains the least trusted institution globally, distrusted in 22 of 28 markets.
- Concerns about fake news being used as a weapon are widespread, with 7 in 10 Indians worrying
At one end of the spectrum, in the U.S., trust in institutions dropped a combined 37 points, the steepest decline of any country. At the opposite end, in the United Arab Emirates, trust towards institutions rose a combined 24 points, second only to China.
Read more: http://edl.mn/2on3C1t
This document provides methodology details for the 2018 Edelman Trust Barometer survey. It describes the survey methodology including the number of respondents, countries surveyed, population segments, dates of fieldwork, and margins of error. It provides information on the general online population sample, informed public sample, and mass population. Key aspects covered include sample sizes in each country, eligibility criteria for the informed public sample, and margins of error for global and country-specific data.
2017 Edelman Trust Barometer - Energy ResultsEdelman
What is the state of Trust in Energy?
During the last year, trust in the U.S. energy sector rose 4 points to 65 percent globally, earning a spot in the “truster” category. Even with prolonged low oil prices exacerbating geopolitical tensions and continued polarized debates around climate change and pipelines, people have found a reason to believe in energy.
Our 2016 Edelman TRUST BAROMETER for Ireland revealed trust in all four institutions has reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
There is a growing trust disparity that has put business in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide.
Edelman and The Marketing Institute of Ireland Social Media Survey 2016Edelman
This survey looks into attitudes and behaviours of Irish marketing professionals towards social media. It covers topics such as platform preference, use of paid distribution, social media influencers, crisis preparedness and measurement.
This document provides methodology details for the 2017 Edelman Trust Barometer survey, which measured trust in institutions in 28 countries. It surveyed over 33,000 total respondents, including two populations: the Informed Public of college-educated, high-income individuals who closely follow business news; and the general Mass Population. The survey found a 3-point decline in the global Trust Index average and that trust declined in most countries and institutions, with media and government seeing the broadest declines. While trust increased in all four institutions (government, business, media, NGOs) in Indonesia year-over-year, the trust gap widened between the Informed Public and Mass Population in that country.
2018 Edelman Trust Barometer - South Africa ReportEdelman
This document provides information from the 2018 Edelman Trust Barometer, including details on its methodology, historical trends in trust, current levels of trust in institutions, and perceptions of media. Some key findings:
- Trust has declined globally, with the trust index falling to 47 in 2018 from 48 in 2017. 20 of 28 countries now have distrust levels.
- Trust in NGOs declined in 14 of 28 countries and they are now distrusted in 10 countries. Trust also declined for government in most countries and media is now the least trusted institution.
- There is a polarization of trust, with some countries like the US seeing steep declines while others like China saw gains.
- In South Africa,
The 2017 Edelman Earned Brand study set out to understand how polarizing societal issues are affecting the consumer/brand relationship and uncover how brands can achieve a deeper connection with consumers. The study’s findings can help provide a roadmap for financial services companies navigating this new normal.
2017 Edelman TRUST BAROMETER™- Global ResultsEdelman
The 2017 Edelman TRUST BAROMETER™ reveals that trust is in crisis around the world. The general population’s trust in the institutions of business, government, NGOs, and media declined broadly, a phenomenon not recorded since Edelman began tracking trust in 2001.
For more information, visit www.edelman.com/trust2017
January 17, 2017 Correction: A previous version of this report incorrectly represented the data associated with “Leave the EU” and “Remain in the EU” on slide 30. The numbers reflected have been updated.
Copyright (c) 2017 Daniel J. Edelman, Inc. All rights reserved.
2017 Edelman Trust Barometer Special Report: Investor Trust Executive SummaryEdelman
The 2017 Edelman Trust Barometer Special Report: Institutional Investors, a survey of institutional investors who invest in global equities highlights emerging business risks and opportunities for companies, their boards, and management to build and maintain trust with the financial community.
The inaugural report reveals that roughly half of institutional investors think that most companies do not acknowledge the risks to their business from the current political climate, reflecting broader concerns raised in the Trust Barometer Global Report 2017.
This document provides methodology details for the 2019 Edelman Trust Barometer report. It describes the online survey conducted in 27 markets with over 33,000 total respondents. It outlines the sample sizes and margins of error for the general population, informed public, mass population, and employees. The document also includes brief summaries of past Trust Barometer reports from 2001 to 2018 to provide historical context.
2016 Edelman TRUST BAROMETER - Global ResultsEdelman
Our 2016 Edelman TRUST BAROMETER revealed trust levels in all four institutions have reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
There is a growing trust disparity that has put business in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide.
For more information, visit www.edelman.com/trust2016
2015 Edelman Trust Barometer - Global ResultsEdelman
The 2015 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. The survey was powered by research firm Edelman Berland and consisted of 20-minute online interviews conducted on October 13th – November 24th, 2014. The 2015 Edelman Trust Barometer online survey sampled 27,000 general population respondents with an oversample of 6,000 informed publics ages 25-64 across 27 markets. All informed publics met the following criteria: college-educated; household income in the top quartile for their age in their country; read or watch business/news media at least several times a week; follow public policy issues in the news at least several times a week.
For more information, visit http://www.edelman.com/trust2015
February 12, 2015 Correction: A previous version of this report incorrectly labeled the data on slide 11 as being about information “created by each author on social networking sites, content sharing sites and online-only information sources.” The data is not about trust in authors but trust in sources, and the label has been updated.
February 5, 2015 Correction: A previous version of this report stated in a headline on slide 20 that an “expert” and "a person like yourself" are twice as credible as a CEO - they are more credible by at least 20 percentage points; a Jeff Bezos quote on slide 23 misused “business" for “society."
January 28, 2015 Correction: A previous version of this report had reversed the labeling of business and government on slide 46 in the appendix.
The document summarizes the methodology of the 2017 Edelman Trust Barometer survey. It was conducted online in 28 countries between October and November 2016 with over 33,000 total respondents. There were three respondent populations: the general online population (ages 18+ with 1,150 respondents per country), the informed public (college-educated, high-income, and engaged in business news with 200-500 respondents per country), and the mass population (all other respondents). The survey measures levels of trust in four institutions (government, business, media, and NGOs) across populations and countries.
2017 Edelman Trust Barometer Special Report: Institutional InvestorsEdelman_UK
The 2017 Edelman Trust Barometer Special Report: Institutional Investors, a survey of institutional investors who invest in global equities highlights emerging business risks and opportunities for companies, their boards, and management to build and maintain trust with the financial community.
The inaugural report reveals that roughly half of institutional investors think that most companies do not acknowledge the risks to their business from the current political climate, reflecting broader concerns raised in the Trust Barometer Global Report 2017.
The 2017 Edelman Earned Brand, a study conducted among 14,000 consumers in 14 countries, explores the rise of belief-driven buyers, who will buy a brand, switch from it, avoid it and— at the extreme — boycott it based on a brand’s stance on a controversial issue.
Explore the results: www.edelman.com/earned-brand
July 11, 2017 Correction: A previous version of this report incorrectly displayed the data for year-to-year changes on slide 43 in the Data Appendix.
This document provides an overview of methodology and key findings from the 2018 Edelman Trust Barometer survey conducted in 28 markets. It summarizes trust levels in various institutions among the general population and informed public in 2017 versus 2018. Some key findings for Malaysia include an increase in trust across all institutions year-over-year for both the general population and informed public. However, respondents expressed skepticism about news organizations and uncertainty in distinguishing real news from rumors or falsehoods.
There is no magic formula to building trust among food and beverage industry stakeholders, but there are actions individual companies and organizations can take to establish and maintain trust in this environment. This year, Edelman’s 2016 TRUST BAROMETER offers a five-step recipe for increasing trust levels in food and beverage.
This document provides an overview of the methodology used in Edelman's 2018 Trust Barometer survey. It describes the online survey conducted in 28 countries with over 33,000 total respondents. It outlines the sample sizes and demographics for the general online population, mass population, and informed public segments. The margins of error for global, country-specific, and demographic data are also reported.
This document provides information from the 2018 Edelman Trust Barometer, including details on its methodology, historical trends in trust, current levels of trust in institutions, and perceptions of media. Some key findings:
- Trust has declined globally, with the trust index falling to 47 in 2018 from 48 in 2017. 20 of 28 countries now have distrust levels.
- Trust in NGOs declined in 14 of 28 countries and they are now distrusted in 10 countries. Trust also declined for government in most countries and media is now the least trusted institution.
- There is a polarization of trust, with some countries like the US seeing steep declines while others like China saw gains. 16 countries had typical changes while 6
In 2012, trust in financial services was at 43 percent on a global basis. In 2016, global trust in this industry is at 51 percent – an 8-point increase over this five-year period, the most of any industry the barometer surveys.
Financial services, however, is still the least trusted industry we survey. Trust is too fragile, and today’s financial services climate is too unpredictable for companies to rest on their laurels. The industry needs to continue to be dynamic and double-down on trust building solutions.
This document provides methodology details and results from the 2018 Edelman Trust Barometer survey conducted in 28 markets. Some key findings:
- The global Trust Index remains in the "distrust" range at 48, unchanged from 2017. 20 of 28 markets are now categorized as distrusting.
- Trust declined significantly in the US, falling 9 points in the general population and a record 23 points among the informed public.
- Trust in government increased in China and several other markets but declined in most others, including India.
- Media remains the least trusted institution globally, distrusted in 22 of 28 markets.
- Concerns about fake news being used as a weapon are widespread, with 7 in 10 Indians worrying
At one end of the spectrum, in the U.S., trust in institutions dropped a combined 37 points, the steepest decline of any country. At the opposite end, in the United Arab Emirates, trust towards institutions rose a combined 24 points, second only to China.
Read more: http://edl.mn/2on3C1t
This document provides an overview of the methodology and key findings of the 2018 Edelman Trust Barometer. Some of the main points include:
- The survey was conducted online in 28 markets with over 33,000 total respondents to measure trust in four institutions: government, business, media, and NGOs.
- The overall Trust Index remains in the distrust range globally, with 20 of 28 markets classified as distrusting.
- Trust declined the most in the US, with drops of 9 points in the general population and a record 23-point drop among the informed public.
- Government was seen as the most broken institution in the US, while in China government was viewed as most likely to lead to a
In modern society, we delegate important aspects of our well-being to the four institutions of business) economic well-being), government (national security and public policy), media (information and knowledge) and NGOs (social causes and issues).
In order to feel safe delegating important aspects of our lives and well-being to others, we need to trust them to act with integrity and with our best interests in mind. Trust, therefore, is at the heart of an individual’s relationship with an institution and, by association, its leadership.
If trust in these institutions breaks down, we begin to fear that we are no longer in safe, reliable hands. Without trust, the fabric of society can unravel to the detriment of all.
In this session, we will look at the present state of trust globally through the lens of the Edelman Trust Barometer. We will dig into various aspects of trust specifically focusing on media and business.
I do not own the copyright to this material. I uploaded it to be able to embed it in a post because I could not find any version of the full report uploaded by Edelman.
2018 Edelman Trust Barometer - Australia ResultsEdelman
In 2018, trust in Australia continues to decline across all four key institutions: media, business, government and NGOs. This has resulted with Australia sitting just four percentage points above the world’s least trusting country, Russia.
Trust in media has fallen to a new all-time-low of 31 percent, and 60 percent of Aussies are disengaged with news from major organizations.
Read more: http://edl.mn/2sdBiUc
This document provides data from the 2018 Edelman Trust Barometer, an annual survey that measures trust in institutions. Some key findings include:
- Globally, trust remains low, with the average trust index at 47 out of 100 for the general population.
- Trust declined significantly in the US, with the general population index down 9 points and informed public down 23 points.
- Trust increased in China, with both populations rising in their trust index rankings compared to other countries.
- Trust in government increased substantially in South Korea for both populations.
This document provides an overview of the methodology and key findings of the 2018 Edelman Trust Barometer. It summarizes data on trust levels in various institutions among the general population and informed public in 28 global markets and specific countries. Some of the main findings are that global trust remains at distrusted levels, trust declined significantly in the US but increased in China, and government is seen as the most broken institution in the US and Japan but most likely to lead to a better future in China.
Edelman Trust Barometer 2016 - UK ResultsEdelman_UK
The document provides information about the methodology used for the 2016 Edelman Trust Barometer in the United Kingdom. It details the sample sizes and criteria for the informed public, general online population, and mass population surveys in the UK. It also lists the margin of error for country-specific and global data. The UK supplement survey included additional waves in October 2015 and January 2016 totaling 2,500 respondents.
This document summarizes key findings from the 2018 Edelman Trust Barometer regarding trust levels around the world. Some of the main points included:
- Trust declined significantly in the U.S., especially among the informed public, crashing 23 points.
- Trust increased in China, with both the general population and informed public rising to become the most trusted market.
- The media was found to be the least trusted institution globally, distrusted in 22 of 28 markets.
- Over 70% of people worldwide worry about false information or fake news being used as a weapon. There is also uncertainty about distinguishing real from fake news.
Barómetro sobre CONFIANZA de Edelman 2016Soymimarca
Informe 2016 sobre la evolución de la confianza entre organizaciones y consumidores. Realizada con un universo de 33.000 personas +18 en 25 países, con muestras de 1.150 participantes por país (España incluida). Añade elementos comparativos con estudios de años anteriores
This document provides information about the 2016 Edelman Trust Barometer, including details about methodology, key findings, and trust levels in different institutions. Some of the key points include:
- Trust in business increased globally by 50% among the informed public from 2015 to 2016. Several countries like India, Mexico, and China saw increases in business trust.
- Trust in media increased in some Asia Pacific and Middle East/Africa countries but decreased in others from 2015 to 2016.
- Trust in government remained relatively high in Asia compared to other regions.
- Trust in NGOs remained high in Asia Pacific and increased or stayed the same in many countries in the region from 2015 to 2016.
The document discusses findings from the 2017 Edelman Trust Barometer survey regarding echo chambers and polarization. Some key findings include:
- 2 in 5 people agree they would support politicians they trust even if they exaggerated the truth.
- 52% do not regularly listen to people or organizations they disagree with. People are 7 times more likely to ignore information that doesn't align with their own beliefs.
- 60% never or rarely change their position on important issues.
- People are more likely to believe information from search engines over human editors by a margin of 65% to 35%.
This document provides methodology details and key findings from the 2016 Edelman Trust Barometer survey conducted in 28 countries. It includes information on:
- The methodology including sample sizes, margins of error, and dates of fieldwork.
- Overview of the different population segments surveyed: General Population, Informed Public, and Mass Population.
- Trends in trust levels for different institutions (government, business, media, NGOs) from 2015 to 2016 globally and for South Korea specifically.
- A comparison of trust levels between the Informed Public and Mass Population, noting a growing trust gap.
- Other findings related to trusted companies and credibility of different spokesperson types.
2016 Edelman Trust Barometer.
The 2016 Edelman Trust Barometer has been kindly provided by Edelman for the Woolf Institute Trust Website: www.trustcommunity.eu
For more information visit http://www.edelman.com/insights/intellectual-property/2016-edelman-trust-barometer/global-results/
2018 Edelman Trust Barometer: Attitudes Toward Energy in a Polarized World Edelman
Each year, Edelman provides a measure of Trust in the Energy industry and its key subsectors. While trust in the Energy industry writ large continues to rise globally, inherent challenges remain among the subsectors. Particularly notable this year is the precipitous drop in Trust in natural gas. Edelman also offers a summary of threats to Trust in the industry, from activism to literacy to apathy. Still, there is ample opportunity for this industry to tell its story and earn Trust.
2016 Edelman Trust Barometer - Energy ResultsEdelman
The last 18 months have marked one of the most turbulent times in energy industry history. World-renowned energy expert and chairman of IHS Daniel Yergin said, “The energy industry has never faced so many questions about what its future will look like.” In today’s complex operating environment, the Edelman Trust BarometerTM underscores that trust is an asset that enterprises must understand and properly manage in order to be successful.
This document provides methodology details for the 2018 Edelman Trust Barometer survey. It describes the online survey conducted in 28 markets with over 33,000 total respondents. The general population sample included 1,150 respondents per market ages 18+, while the informed public sample included 500 respondents in the US and China and 200 in other markets who met certain criteria. Response margins of error are provided for each sample group. The document outlines the methodology used to measure trust in key institutions and trends in trust over time.
The document provides methodology details for the 2017 Edelman Trust Barometer, including the number of respondents surveyed in each country, margins of error, and criteria for the different respondent populations (Informed Public, General Online Population, Mass Population). It also lists the years of data collection and total number of respondents. The fieldwork for the 2017 study was conducted online between October 13th and November 16th, 2016 across 28 countries.
The document provides an overview of the 2017 Edelman Trust Barometer findings for South Korea. Some key points:
- Trust in all four institutions (government, business, media, and NGOs) declined in South Korea between 2016 and 2017 according to the survey.
- The gap in trust levels between the general population and the more educated "informed public" widened in South Korea, from a 10 point gap to a 14 point gap.
- Globally, trust declined in government, media, and NGOs between 2016-2017, with media reaching new lows in trust in many countries. Business also declined but remained more trusted than the other institutions in several countries.
- Leadership credibility
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3. 3
Average trust in institutions,
general population, 2017 vs. 2018
Trust Index
A World
of Distrust
Biggest changes in
47 Global
72 India
69 Indonesia
67 China
60 Singapore
60 UAE
53 The 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
U.S. -9
China +7
S. Korea +6
UAE +6
Italy -5
Trust
(60-100)
Neutral
(50-59)
Distrust
(1-49)
Trust decline in the U.S. is
the steepest ever measured
48 Global
74 China
71 Indonesia
68 India
66 UAE
58 Singapore
54 Mexico
54 The Netherlands
53 Malaysia
49 Canada
47 Argentina
47 Colombia
47 Spain
46 Turkey
45 Hong Kong
44 Brazil
44 S. Korea
43 Italy
43 U.S.
41 Germany
41 Sweden
40 Australia
40 France
39 Poland
39 U.K.
38 Ireland
38 S. Africa
37 Japan
36 Russia
2017
General Population
2018
General Population
Global Trust Index remains at distruster level
20 of 28 countries are distrusters, up 1 from 2017
Source: 2018 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.
4. 18 18 18 19
29
31
35
38
43
45 46
53
55
58 59
61
64
Brazil
China
India
Mexico
U.S.
SouthKorea
Italy
Spain
France
U.K.
Japan
Germany
Australia
Switzerland
TheNetherlands
Sweden
Canada
4
Trust in companies headquartered in each country, and change from 2017 to 2018,
in Ireland
Largest Decline in Ireland for Brand U.S.
l l l l l l l l l l l l l l l l l+2 -1 +2 +1 -6 +2 +5 -2 +2 -2 -4 -2 +3 +3 +3 -3 +1
Significant decline for
Brand U.S.
TrustNeutralDistrust
Y-to-Y Change− +0
Source: 2018 Edelman Trust Barometer. TRU_NAT. 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), countries shown to half of the sample. General
Population, Ireland.
5. 43 41
32
29
46
40
35 33
5
Percent trust in each institution, and change from 2017 to 2018, in Ireland
Trust on The Rise
Business MediaNGOs Government
+3 -1 +3 +4
General
Population
20182017
Y-to-Y Change− +0
Source: 2018 Edelman Trust Barometer. TRU_INS. 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, Ireland.
6. 6
Government Most Broken
in Ireland
Which institution is the
most broken?
Business
42%
Government
51%
Government
Government Government✓
Government Path to Better
Future in Ireland
Which institution is most likely
to lead to a better future?
Global Global
Business
✓
23%
%
30%
% %
27%
22%
23%
Source: 2018 Edelman Trust Barometer. ATT_STE. Please indicate which institution – Government, Media, Business or NGO’s – is best described by each of the
following statements? General population, 28-country global total and Ireland.
8. 8
Percent who worry about false
information or fake news
being used as a weapon
World Worried About Fake
News as a Weapon
Pope criticizes
spread of fake news
Fake news disrupts
elections in South Africa
Germany passes a law that
fines social media
companies for failing to
delete fake news
Singapore announces
plans to introduce laws
designed to
fight fake newsin Ireland worry about
false information or fake
news being used as a
weapon
64%
Canadian Conservative
leader’s campaign
manager roots out
enemies using fake news
55-60 61-65 66-70 71-75 76-80
France
Sweden
Netherlands
Canada
Ireland
Japan
Germany
Italy
Singapore
S. Africa
UAE
U.K.
Australia
Hong Kong
Poland
Turkey
Brazil
India
Colombia
Malaysia
S. Korea
U.S.
China
Russia
Mexico
Argentina
Spain
Indonesia
Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement
using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half of the sample. General
population, Ireland.
9. 43
30 31 32 32 32 33 33 34 35 35
39 40 42 42 43 43 43 44 45 47 48 49
52
55 56
61
68
71
Global28
Turkey
Australia
Japan
Sweden
U.K.
France
Ireland
Poland
Russia
S.Africa
Argentina
S.Korea
Germany
U.S.
Brazil
Colombia
HongKong
Spain
Italy
Malaysia
Mexico
Canada
Singapore
TheNetherlands
UAE
India
Indonesia
China
9
Percent trust in media, and change from 2017 to 2018
Media Now Least Trusted Institution
TrustNeutralDistrust
Distrusted in 22 of 28 countries
l llllllllllllllllllllllllllll0 +5 -1 0 -1 0 0 +4 +3 +4 -4 -1 0 0 -5 -5 -2 +1 0 -3 +5 +1 +4 -2 +1 +12 -5 +1 +6
Y-to-Y Change− +0
Source: 2018 Edelman Trust Barometer. TRU_INS. [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.
10. 10
Percent who agree that news
organisations are overly focused on …
Sceptical About
News Organisations
63%
are more concerned
with attracting a big
audience than reporting
Attracting
Large Audiences
48%
support an ideology vs.
informing the public
Politics
60%
sacrifice accuracy to be
the first to break a story
Breaking News
MEDIA | JOURNALISM | PLATFORMS
Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with
that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half
of the sample. General population, Ireland.
11. 11
People Define
“Media” As
Both Content
and Platforms
What did you assume was meant by
the phrase “media in general”?
PLATFORMS
PUBLISHERS
21%45%
SearchSocial
36%
News
Apps
21%
Influencers
92%
Journalists
38%
Brands
Source: 2018 Edelman Trust Barometer. TRU_MED. In the above
question, what did you assume was meant by the phrase “media
in general”? General population, Ireland. Social is a net of
TRU_MEDr3 and r12, Influencers is r5, Search is r7, Brands is a
net of r10 and r11, Journalists is a net of r1 and r6, News Apps is
r8.
12. 12
Percent trust in each source for general news
and information, 2012 to 2018, in Ireland
While Trust in Platforms Declines Further,
Trust in Journalism Rebounds
Platforms
-8
Journalism
+5
Average trust in search engines
and social media platforms
Average trust in traditional
and online-only media
48
41
49
42
51
48
53
46
36
43
42
44
41
33
2012 2013 2014 2015 2016 2017 2018
MEDIA | JOURNALISM | PLATFORMS
Source: 2018 Edelman Trust Barometer. COM_MCL. 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 of the sample. General population, Ireland.
Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.
13. 2017 2018
Traditional media 56 61
Search engines 55 46
Online-only media 41 45
Social media 27 20
Owned media 26 19
Media as an institution 29 33
Traditional Media Most Trusted; Social Media, Owned Media and
Search Show Steepest Declines
13
Change
+5
-9
+4
-7
-7
+4
Percent trust in each source for general news
and information, 2017 to 2018, in Ireland
Source: 2018 Edelman Trust Barometer. COM_MCL.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”.
General population, Ireland.
14. 14
Top three trust-building mandates for
media, and percent who say the media is
performing well or very well against
them, in Ireland
Most Feel Media
Meeting Expectations
Trust-Building Mandate Performance Score
Investigate corruption 56
Guard information quality 54
Educate on issues 61
%
%
%
MEDIA | JOURNALISM | PLATFORMS
Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is
a list of potential expectations or responsibilities that a social institution might have. Thinking about the media in general, how would you characterize each using the
following three-point scale. INS_PER_MED. How well do you feel the media is currently meeting this obligation to society? Please indicate your answer using the 5-
point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3.
General population, Ireland. For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix.
16. Business Is Expected to Lead
16
Percent who agree and percent who say each is one of the most
important expectations they have for a CEO, in Ireland
Percent who say that CEOs
should take the lead on change
rather than waiting for
government to impose it
66
71
73
75
For CEOs, building trust is a top priority
63%
Ensure company is trusted
High quality products
and services
Business decisions reflect
company values
High ethical standards
Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4
Box, Agree), question asked of half of the sample. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking
about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using the following
three-point scale? (Most important responsibility, code 3), question asked of half of the sample. General population, Ireland.
17. 69
66
55
52 52 51 49
43 41 39
34
Academic
expert
Technicalexpert
Employee
Apersonlike
yourself
Successful
entrepreneur
NGO
representative
Financial
industryanalyst
Journalist
CEO
Boardof
directors
Government
official/regulator
17
Percent who rate each spokesperson as very/extremely credible,
and change from 2017 to 2018, in Ireland
Voices of Authority Regain Credibility
+8 +8 +4 -2 +5 +12 +4 +20 +14 +12 +7
− Y-to-Y Change+0
Source: 2018 Edelman Trust Barometer. CRE_PPL. 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 of the sample. General population, Ireland.
18. 72
57 57
60 60 62 64 65 66 68 68
71 71 71 71 72 72 72 73 74 75 76
79 80 81 82 83
86
90
Global28
Japan
S.Korea
Argentina
France
Turkey
Russia
Spain
Ireland
HongKong
Poland
Germany
S.Africa
Sweden
U.K.
Brazil
Italy
Malaysia
Singapore
Australia
Canada
UAE
U.S.
Mexico
TheNetherlands
China
Colombia
India
Indonesia
18
Percent trust in employer, and change from 2016 to 2018
Employers Trusted Around the World
TrustNeutralDistrust
l llllllllllllllllllllllllllll+7 +17 +2 -18 +12 -2 +16 +2 +6 +9 +12 +9 -1 +21 +14 -5 +14 -4 0 +20 +11 0 +15 -9 +19 +3 -2 +3 +13
Change, 2016 to 2018− +0
Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4
Box, Agree), question asked of half of the sample. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking
about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using the following
three-point scale? (Most important responsibility, code 3), question asked of half of the sample. General population, Ireland.
19. 19
Top trust-building mandates for
each institution, in Ireland
Each Institution
Must Play its Role
NGOs
Call out abuses of power
Prevent discrimination
Educate on issues
Business
Ensure competitive workforce
Innovate
Consumer safety
Government
Build infrastructure
Drive economic prosperity
Support the poor
Media
Investigate corruption
Guard information quality
Educate on issues
Source: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV;
INS_EXP_MED; INS_EXP_BUS; and INS_EXP_NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking
about [insert institution] in general, how would you characterize each using the following three-point scale. General population, Ireland. For more details on the
Trust Mandates Analysis, please refer to the Technical Appendix.