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B A R O M E T E R
Edelman’s 17th
Trust Barometer
Methodology
Online Survey
General Online Population
1,150 respondents per country
Informed Public
500 respondents in U.S. and China,
and 200 in other countries
Ages 25-64
College-educated
In top 25% of household income
per age group in each country
Report significant media consumption
and engagement in & public policy
15 years of data
Ages 18+
4 years in 25+ markets
33,000+ respondents total
18 years of data
28 Markets
Conducted OCT 20th -NOV 29th 2017
Mass Population
All population not including informed public
Represents 85% of total global population
Searching for truth.
Media is, for the first
time, the least
trusted institution
globally.
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
71
68
61
5655
52
494847454443434342424039
35353433333232323130
43
TrustNeutralDistrust
Distrusted in 22 of 28 of markets
● ●●●●●●●●●●●●●●●●●●●●●●●●●●●●0 +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
How do people
in Sweden define
media?
PLATFORMS
PUBLISHERS
16%39%
SearchSocial
67%
News
Apps
18%
Influencers
90%
Journalists
30%
Brands
Q: What did you assume was meant by the phrase “media in general”?
2012 2013 2014 2015 2016 2017 2018
38
31 32
36 37 37
33
Avg (Search/Social)
Source: 2018 Edelman Trust Barometer. When looking for general news and information, how much would you trust each type of source for general news and information?
However, the distrust of media in Sweden
is caused largely by a decline of trust in
platforms like search and social media
Platforms
-4
2017 was a big year for “peer-media”.
We didn’t want experts, we wanted to listen to
individuals and informal sources rather than institutions.
Apersonlikeyourself
59
2018
Apersonlikeyourself
63
2017
This year however, it seem
people may have had
enough of listening to
“A person like yourself”
-4
Worry about Fake
News in Sweden
58%
The rest of the world sees even higher fear
of fake news “being used as a weapon”.
Media is failing with its
most important task.
TRUST-BUILDING MANDATE PERFORMANCE SCORE
Guard information quality 32
Inform good life decisions 43
Entertain 67
32Guard information quality
Perhaps at the cost of
being entertaining?
TRUST-BUILDING MANDATE PERFORMANCE SCORE
Guard information quality 32
Inform good life decisions 43
Entertain 6767Entertain
Ideological agendas
aren’t our main
concern.
62%
are more concerned with
attracting a big audience
than reporting
Attracting
Large Audiences
43%
support an ideology vs.
informing the public
Politics
65%
sacrifice accuracy to be
the first to break a story
Breaking News
Percent who agree that news
organizations are overly focused on…
But rather commercial
interests, like attracting
more readers
62%
are more concerned with
attracting a big audience
than reporting
Attracting
Large Audiences
43%
support an ideology vs.
informing the public
Politics
65%
sacrifice accuracy to be
the first to break a story
Breaking News
Percent who agree that news
organizations are overly focused on…
You won’t believe
what happens next.
Or publishing first.
62%
are more concerned with
attracting a big audience
than reporting
Attracting
Large Audiences
43%
support an ideology vs.
informing the public
Politics
65%
sacrifice accuracy to be
the first to break a story
Breaking News
Percent who agree that news
organizations are overly focused on…
I am not sure what is true 

and what is not
Loss of Truth
62%
We don’t even trust our
own judgement on what
is true or false.
55%
The average person does
not know how to tell good
journalism from rumor or
falsehoods
Uncertainty Real vs.Fake
Are disengaged with news
and consume it less than
weekly
55%
Q: How frequently do you consume news produced by major news organizations, either at the original source, shared by others or pushed to you in a feed?
I do not know which
politicians to trust
The distrust in media
erodes the trust in other
institutions who rely on
them, such as politicians.
Q: What consequences are you experiencing as a direct result of the media not doing a good job fulfilling its responsibilities?
%
55%
Percent of respondents who feel they
are experiencing these 

consequences as a result of media
not fulfilling its responsibilities, in
Sweden
Are we becoming fed up with alternative
facts, opinions and speculations?
In 2018 we search for truth and knowledge.
Despite low trust in media platforms,
journalism sees an increase in trust.
2012 2013 2014 2015 2016 2017 2018
38
31 32
36 37 37
33
43
37 38
36
40 39
52
Avg (Traditional/online) Avg (Search/Social)
Journalism
+13
Platforms
-4
Q: When looking for general news and information, how much would you trust each type of source for general news and information?
It’s the revenge of journalism
and traditional media.
While trust in a “a person
like yourself” is still on par
with the trust in academics
Technicalexpert
Academicexpert
Apersonlikeyourself
Employee
Financialindustryanalyst
Successfulentrepreneur
NGOrepresentative
Boardofdirectors
Governmentofficial/regulator
CEO
Journalist
32
383939
434545
51
59
6263
Technicalexpert
Academicexpert
Apersonlikeyourself
Employee
Financialindustryanalyst
Successfulentrepreneur
NGOrepresentative
Boardofdirectors
Governmentofficial/regulator
CEO
Journalist
21
31
37
29
32
45
41
52
6364
61
-4-2
the increase of trust in
authority and experts is the
biggest change since last year.
Technicalexpert
Academicexpert
Apersonlikeyourself
Employee
Financialindustryanalyst
Successfulentrepreneur
NGOrepresentative
Boardofdirectors
Governmentofficial/regulator
CEO
Journalist
32
383939
434545
51
59
6263
Technicalexpert
Academicexpert
Apersonlikeyourself
Employee
Financialindustryanalyst
Successfulentrepreneur
NGOrepresentative
Boardofdirectors
Governmentofficial/regulator
CEO
Journalist
21
31
37
29
32
45
41
52
6364
61
+10 +7 +11+11
32
46
47
42
33
45
46
23
Business MediaNGOs Government
+19 +1 +1 -1
General
Population
NGOs have had the biggest
increase in trust amongst
all institutions this year.
32
46
47
42
33
45
46
23
Business MediaNGOs Government
+19 +1 +1 -1
General
Population
NGOs have had the biggest
increase in trust amongst
all institutions this year.
Possible factors
Distrust in media?
Search for objecitivity?
Rise of trust in experts?
Issues spread faster?
Recent events?
Increase not reflected in public
gifts and donations.
Meanwhile we see
businesses as leading
the path towards a
better future in
Sweden.
Business
NGOs
Government Government
Media Media
Which institution is most likely 

to lead to a better future?
Global
NGOs
Business23%
19%
30%
6% 5%
23%
13%
30%
Government is seen
as the most broken
institution followed
by media. 6%
Business
39%
Government
28%
Media
6%
NGOs
Q: Which institution is the most broken?
Business leaders are
expected to lead on
change
57% Their main job is to make sure their
company is trusted according to 71%.
Percent who say that CEOs should take
the lead on change rather than waiting
for government to impose it.
Companies that
only think about
themselves and
their profits are
bound to fail
59% 55%
CEOs are driven
more by greed than
a desire to make a
positive difference
in the world
We believe that
companies that
only act selfishly
will fail.
Companies that
only think about
themselves and
their profits are
bound to fail
59% 55%
CEOs are driven
more by greed than
a desire to make a
positive difference
in the world
And CEOs need to
watch out not to
appear to be
greedy.
Search
for truth
Trust in search and social declines
58% worry about fake news
Politicians suffer from low trust in media
Journalism is on the rise
Experts are in demand
Brands lead towards a better future
1—
2—
4—
3—
6—
5—
So what are the lessons for us as
communicators going into 2018?
1—
Be the
change.
The government’s
role is seen as an
administrator and
safekeeper.
Role of Government
Q: Thinking about [insert institution] in general, how would you characterize each using the following three-point scale
Investigate
corruption
Support
the poor
Provide
social services
Whilst we think of
the role of
businesses as
economic drivers
and innovators.
Q: Thinking about [insert institution] in general, how would you characterize each using the following three-point scale
Role of Business
Consumer
safety
Drive economic
prosperity
Innovate
Case 1 McDonalds McDonalds gives young
people in Sweden, who
perhaps otherwise
wouldn’t have gotten a
chance to enter the
labour market (or the
society), to get a job.
KRY was founded in 2015
and makes it possible for
patients to meet with a
doctor over video and
save sick people valuable
waiting and traveling time.
KryCase 2
American taxi app Lyft
offered people a 45%
discount on election day in
20 states in order to make
it easier for them to get to
the polling booths.
LyftCase 3
1—
Be the
change.
Think about what you can do for the
society, because the society will
reward you for it.
2—
Knowledge
is power.
People thirst for knowledge, but don’t
know who to trust or where to turn to.
We long for experts and there’s
an opportunity to answer the
need for knowledge.
Technicalexpert
Academicexpert
Apersonlikeyourself
Employee
Financialindustryanalyst
Successfulentrepreneur
NGOrepresentative
Boardofdirectors
Governmentofficial/regulator
CEO
Journalist
32
383939
434545
51
59
6263
Technicalexpert
Academicexpert
Apersonlikeyourself
Employee
Financialindustryanalyst
Successfulentrepreneur
NGOrepresentative
Boardofdirectors
Governmentofficial/regulator
CEO
Journalist
21
31
37
29
32
45
41
52
6364
61
Find your area of expertise, but base
it on something people care about.
“We have been exercising
for hundreds of years.
We want to share our
expertise with you.”
Svenska
Försvarsmakten
Find a point of passion and go all the way.
2—
Knowledge
is power.
People long for experts and answers.
Aren’t you the expert in your field?
3—
Be
opinionated.
Today we expect
companies to be
opinionated.
Are buying or
boycotting brands
based on the brand’s
position on a social or
political issue.
57% 30%
Are buying or
boycotting more
than three years ago.
Source: 2017 Edelman Earned Brand Study 
Half of all buyers in the
global Edelman Earned
study said they are
“belief driven” buyers.
Millennials are even
more likely to be so.
50%
are belief-
driven buyers
Q: Do you choose, switch, avoid or boycott a
brand based on its stand on controversial
societal issues? 
Source: 2017 Edelman Earned Brand Study 
Although stakes may seem high,
silence is no longer an option.
And those who dare
to speak up have
everything to gain.
Buy only that brand
Buy more often
Buy first

Stay loyal
62%
Advocate for the brand
Defend it against critics
Criticize competitors
48%
Will pay a 25% premium
23%
Issue will land on your doorstep and if you
don’t have an opinion you will fall behind.
#MeToo
Gun rights
3—
Be
opinionated.
Even though issues may seem far
away from your business, but the
public think it is your business.
4—
Earn your
space.
The role of journalists as gatekeepers
become even more critical as they are
seen as more trustworthy.
2012 2013 2014 2015 2016 2017 2018
43
37 38
36
40 39
52
Avg (Traditional/online)
Journalism
+13
Q: When looking for general news and information, how much would you trust each type of source for general news and information?
There is real opportunity, and risk, for
those who end up on their agenda.
You have to think about how they operate, but
above all, what it means for your message.
Messages need to break into the culture of
your consumers. Their trust is not for sale.
The perfect campaign, pr-angle, idea
or story isn’t sufficient any longer.
Every idea needs a strong “why”,
why should people care?
Elbnb
Powered by Renault
Free the Kids
Persil
4—
Earn your
space.
You must have a message that earns attention and trust.
Why else should people care about you?
1—
Be the change.
1—
Be the change.
Knowledge is power.2—
1—
Be the change.
Knowledge is power.2—
Be opinionated.3—
1—
Be the change.
Knowledge is power.2—
Be opinionated.3—
Earn your space.4—
Panel discussion
Questions?
Thank you.
Questions and inquiries regarding Trust
andre.frisk@edelmandeportivo.com,
+46 (0) 73 077 89 84.
Regarding Edelman Deportivo
jasper.nordling@edelmandeportivo.com,
+46 (0) 70 432 40 65.

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Edelman Deportivo Trust Barometer 2018

  • 1. 2 0 1 8 B A R O M E T E R
  • 2. Edelman’s 17th Trust Barometer Methodology Online Survey General Online Population 1,150 respondents per country Informed Public 500 respondents in U.S. and China, and 200 in other countries Ages 25-64 College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in & public policy 15 years of data Ages 18+ 4 years in 25+ markets 33,000+ respondents total 18 years of data 28 Markets Conducted OCT 20th -NOV 29th 2017 Mass Population All population not including informed public Represents 85% of total global population
  • 4. Media is, for the first time, the least trusted institution globally. 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 71 68 61 5655 52 494847454443434342424039 35353433333232323130 43 TrustNeutralDistrust Distrusted in 22 of 28 of markets ● ●●●●●●●●●●●●●●●●●●●●●●●●●●●●0 +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
  • 5. How do people in Sweden define media? PLATFORMS PUBLISHERS 16%39% SearchSocial 67% News Apps 18% Influencers 90% Journalists 30% Brands Q: What did you assume was meant by the phrase “media in general”?
  • 6. 2012 2013 2014 2015 2016 2017 2018 38 31 32 36 37 37 33 Avg (Search/Social) Source: 2018 Edelman Trust Barometer. When looking for general news and information, how much would you trust each type of source for general news and information? However, the distrust of media in Sweden is caused largely by a decline of trust in platforms like search and social media Platforms -4
  • 7. 2017 was a big year for “peer-media”. We didn’t want experts, we wanted to listen to individuals and informal sources rather than institutions.
  • 8. Apersonlikeyourself 59 2018 Apersonlikeyourself 63 2017 This year however, it seem people may have had enough of listening to “A person like yourself” -4
  • 9. Worry about Fake News in Sweden 58% The rest of the world sees even higher fear of fake news “being used as a weapon”.
  • 10. Media is failing with its most important task. TRUST-BUILDING MANDATE PERFORMANCE SCORE Guard information quality 32 Inform good life decisions 43 Entertain 67 32Guard information quality
  • 11. Perhaps at the cost of being entertaining? TRUST-BUILDING MANDATE PERFORMANCE SCORE Guard information quality 32 Inform good life decisions 43 Entertain 6767Entertain
  • 12. Ideological agendas aren’t our main concern. 62% are more concerned with attracting a big audience than reporting Attracting Large Audiences 43% support an ideology vs. informing the public Politics 65% sacrifice accuracy to be the first to break a story Breaking News Percent who agree that news organizations are overly focused on…
  • 13. But rather commercial interests, like attracting more readers 62% are more concerned with attracting a big audience than reporting Attracting Large Audiences 43% support an ideology vs. informing the public Politics 65% sacrifice accuracy to be the first to break a story Breaking News Percent who agree that news organizations are overly focused on…
  • 14. You won’t believe what happens next.
  • 15. Or publishing first. 62% are more concerned with attracting a big audience than reporting Attracting Large Audiences 43% support an ideology vs. informing the public Politics 65% sacrifice accuracy to be the first to break a story Breaking News Percent who agree that news organizations are overly focused on…
  • 16.
  • 17. I am not sure what is true 
 and what is not Loss of Truth 62% We don’t even trust our own judgement on what is true or false. 55% The average person does not know how to tell good journalism from rumor or falsehoods Uncertainty Real vs.Fake
  • 18. Are disengaged with news and consume it less than weekly 55% Q: How frequently do you consume news produced by major news organizations, either at the original source, shared by others or pushed to you in a feed?
  • 19. I do not know which politicians to trust The distrust in media erodes the trust in other institutions who rely on them, such as politicians. Q: What consequences are you experiencing as a direct result of the media not doing a good job fulfilling its responsibilities? % 55% Percent of respondents who feel they are experiencing these 
 consequences as a result of media not fulfilling its responsibilities, in Sweden
  • 20. Are we becoming fed up with alternative facts, opinions and speculations? In 2018 we search for truth and knowledge.
  • 21. Despite low trust in media platforms, journalism sees an increase in trust. 2012 2013 2014 2015 2016 2017 2018 38 31 32 36 37 37 33 43 37 38 36 40 39 52 Avg (Traditional/online) Avg (Search/Social) Journalism +13 Platforms -4 Q: When looking for general news and information, how much would you trust each type of source for general news and information?
  • 22. It’s the revenge of journalism and traditional media.
  • 23. While trust in a “a person like yourself” is still on par with the trust in academics Technicalexpert Academicexpert Apersonlikeyourself Employee Financialindustryanalyst Successfulentrepreneur NGOrepresentative Boardofdirectors Governmentofficial/regulator CEO Journalist 32 383939 434545 51 59 6263 Technicalexpert Academicexpert Apersonlikeyourself Employee Financialindustryanalyst Successfulentrepreneur NGOrepresentative Boardofdirectors Governmentofficial/regulator CEO Journalist 21 31 37 29 32 45 41 52 6364 61 -4-2
  • 24. the increase of trust in authority and experts is the biggest change since last year. Technicalexpert Academicexpert Apersonlikeyourself Employee Financialindustryanalyst Successfulentrepreneur NGOrepresentative Boardofdirectors Governmentofficial/regulator CEO Journalist 32 383939 434545 51 59 6263 Technicalexpert Academicexpert Apersonlikeyourself Employee Financialindustryanalyst Successfulentrepreneur NGOrepresentative Boardofdirectors Governmentofficial/regulator CEO Journalist 21 31 37 29 32 45 41 52 6364 61 +10 +7 +11+11
  • 25. 32 46 47 42 33 45 46 23 Business MediaNGOs Government +19 +1 +1 -1 General Population NGOs have had the biggest increase in trust amongst all institutions this year.
  • 26. 32 46 47 42 33 45 46 23 Business MediaNGOs Government +19 +1 +1 -1 General Population NGOs have had the biggest increase in trust amongst all institutions this year. Possible factors Distrust in media? Search for objecitivity? Rise of trust in experts? Issues spread faster? Recent events? Increase not reflected in public gifts and donations.
  • 27. Meanwhile we see businesses as leading the path towards a better future in Sweden. Business NGOs Government Government Media Media Which institution is most likely 
 to lead to a better future? Global NGOs Business23% 19% 30% 6% 5% 23% 13% 30%
  • 28. Government is seen as the most broken institution followed by media. 6% Business 39% Government 28% Media 6% NGOs Q: Which institution is the most broken?
  • 29. Business leaders are expected to lead on change 57% Their main job is to make sure their company is trusted according to 71%. Percent who say that CEOs should take the lead on change rather than waiting for government to impose it.
  • 30. Companies that only think about themselves and their profits are bound to fail 59% 55% CEOs are driven more by greed than a desire to make a positive difference in the world We believe that companies that only act selfishly will fail.
  • 31. Companies that only think about themselves and their profits are bound to fail 59% 55% CEOs are driven more by greed than a desire to make a positive difference in the world And CEOs need to watch out not to appear to be greedy.
  • 32. Search for truth Trust in search and social declines 58% worry about fake news Politicians suffer from low trust in media Journalism is on the rise Experts are in demand Brands lead towards a better future 1— 2— 4— 3— 6— 5—
  • 33. So what are the lessons for us as communicators going into 2018?
  • 35. The government’s role is seen as an administrator and safekeeper. Role of Government Q: Thinking about [insert institution] in general, how would you characterize each using the following three-point scale Investigate corruption Support the poor Provide social services
  • 36. Whilst we think of the role of businesses as economic drivers and innovators. Q: Thinking about [insert institution] in general, how would you characterize each using the following three-point scale Role of Business Consumer safety Drive economic prosperity Innovate
  • 37. Case 1 McDonalds McDonalds gives young people in Sweden, who perhaps otherwise wouldn’t have gotten a chance to enter the labour market (or the society), to get a job.
  • 38. KRY was founded in 2015 and makes it possible for patients to meet with a doctor over video and save sick people valuable waiting and traveling time. KryCase 2
  • 39. American taxi app Lyft offered people a 45% discount on election day in 20 states in order to make it easier for them to get to the polling booths. LyftCase 3
  • 40. 1— Be the change. Think about what you can do for the society, because the society will reward you for it.
  • 42. People thirst for knowledge, but don’t know who to trust or where to turn to.
  • 43. We long for experts and there’s an opportunity to answer the need for knowledge. Technicalexpert Academicexpert Apersonlikeyourself Employee Financialindustryanalyst Successfulentrepreneur NGOrepresentative Boardofdirectors Governmentofficial/regulator CEO Journalist 32 383939 434545 51 59 6263 Technicalexpert Academicexpert Apersonlikeyourself Employee Financialindustryanalyst Successfulentrepreneur NGOrepresentative Boardofdirectors Governmentofficial/regulator CEO Journalist 21 31 37 29 32 45 41 52 6364 61
  • 44. Find your area of expertise, but base it on something people care about.
  • 45. “We have been exercising for hundreds of years. We want to share our expertise with you.” Svenska Försvarsmakten
  • 46. Find a point of passion and go all the way.
  • 47.
  • 48. 2— Knowledge is power. People long for experts and answers. Aren’t you the expert in your field?
  • 50. Today we expect companies to be opinionated. Are buying or boycotting brands based on the brand’s position on a social or political issue. 57% 30% Are buying or boycotting more than three years ago. Source: 2017 Edelman Earned Brand Study 
  • 51. Half of all buyers in the global Edelman Earned study said they are “belief driven” buyers. Millennials are even more likely to be so. 50% are belief- driven buyers Q: Do you choose, switch, avoid or boycott a brand based on its stand on controversial societal issues?  Source: 2017 Edelman Earned Brand Study 
  • 52. Although stakes may seem high, silence is no longer an option.
  • 53. And those who dare to speak up have everything to gain. Buy only that brand Buy more often Buy first
 Stay loyal 62% Advocate for the brand Defend it against critics Criticize competitors 48% Will pay a 25% premium 23%
  • 54. Issue will land on your doorstep and if you don’t have an opinion you will fall behind.
  • 57. 3— Be opinionated. Even though issues may seem far away from your business, but the public think it is your business.
  • 59. The role of journalists as gatekeepers become even more critical as they are seen as more trustworthy. 2012 2013 2014 2015 2016 2017 2018 43 37 38 36 40 39 52 Avg (Traditional/online) Journalism +13 Q: When looking for general news and information, how much would you trust each type of source for general news and information?
  • 60. There is real opportunity, and risk, for those who end up on their agenda.
  • 61. You have to think about how they operate, but above all, what it means for your message.
  • 62. Messages need to break into the culture of your consumers. Their trust is not for sale.
  • 63. The perfect campaign, pr-angle, idea or story isn’t sufficient any longer.
  • 64. Every idea needs a strong “why”, why should people care?
  • 67. 4— Earn your space. You must have a message that earns attention and trust. Why else should people care about you?
  • 70. 1— Be the change. Knowledge is power.2— Be opinionated.3—
  • 71. 1— Be the change. Knowledge is power.2— Be opinionated.3— Earn your space.4—
  • 73.
  • 75. Thank you. Questions and inquiries regarding Trust andre.frisk@edelmandeportivo.com, +46 (0) 73 077 89 84. Regarding Edelman Deportivo jasper.nordling@edelmandeportivo.com, +46 (0) 70 432 40 65.