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2017 Edelman
Trust Barometer
Canada
1
Informed
Public
9 years in 20+ markets
Represents 13% of total global population
500 respondents in U.S. and China; 200
in...
3
TRUST OVERVIEW
Trust Index
Historically neutral,
Canada officially
slips to the ‘distruster’
category in 2017
Average trust in institutio...
45 Global
70 India
67 Indonesia
62 China
59 Singapore
59 UAE
52 Netherlands
50 Colombia
50 Mexico
47 Brazil
47 Canada
47 I...
Gap between Informed Public and Mass largest yet
Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a ...
61
56 55 53
59
50
45 43
Trust in all four institutions declines in 2017
Source: 2017 Edelman Trust Barometer. Q11-620. Bel...
Credibility of leadership slipping fast
Source: 2017 Edelman Trust Barometer. Q130-747 Below is a list of people. In gener...
2016: The Inversion of Influence
9
Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trus...
2017: Mass Population rejects established authority
10
Mass population now has influence
and authority
Establishment left ...
11
TRUST IN GOVERNMENT
Per cent trust in government, 2012 vs. 2017
Trust in Government: A significant divide
12
56
58
51
49
65
58
45 45
41
46
50
...
Source: 2017 Edelman Trust Barometer Q691. Which of the following do you believe are most to blame for the problems we fac...
14
TRUST IN MEDIA
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you t...
Traditional media
Search engines*
Media as an institution
Online-only media**
Owned media
Social media
Trust in Media: Tra...
17
The echo chamber in action
Facts matter less Bias is the filter No humans needed
1 in 3 agree
“I would support politici...
Source: 2017 Edelman Trust Barometer. Q754. You are about to see a series of two choices. Each choice describes a differen...
TRUST IN BUSINESS
56
58
62
47
60
64
51 50
54
50
55
49
2012 2013 2014 2015 2016 2017
Source: 2016 Edelman Trust Barometer Q11-14. Below is a ...
What Canada is worried about
Source: 2017 Edelman Trust Barometer. Q693-762. Some people say they worry about many things ...
Partnerships/
programs to address
societal issues
Business practices/
crisis handling
Financial earnings &
operational
per...
TRUST IN THE SYSTEM
Source: 2017 Edelman Trust Barometer Q672-675, 678-680, 688-690.
For details on how the “system failing” measure was calcu...
Fear factors
Source: 2017 Edelman Trust Barometer. Q709-718 For each of the statements below, please indicate how much you...
61%
31%
67%
36%
Corruption Globalization Eroding Social Values Immigration Pace of Innovation
Canadians share their neighb...
27
MOVING FORWARD
28
Business has an opportunity to lead
Source: 2017 Edelman Trust Barometer. Q249-757. Please indicate how much you agree ...
66 66 66
64
62 62
60 59
57
54
47
45
42
33 32 31
29
68 68 67
64 64
61 61 61
55 55
48 49
44
35
32 33
31
Canada
Sweden
Switze...
Source: 2017 Edelman Trust Barometer. Q732. What can businesses do that would cause the most damage to your trust in a bet...
Integrity 62 34 28
Has Ethical Business Practices 66 37 29
Takes Responsible Actions To Address An Issue Or A Crisis 61 34...
A fundamental shift
32
Current
Tension
Old Model:
For the People
New Model:
With the People
Elites manage
institutions to
...
With the People:
The new integrated
operating model
33
WORKING DRAFT
KEY TAKEAWAYS
CANADA IS NOT IMMUNE TO
THE RISE OF POPULISM
35
1
BUSINESS CANNOT BE
COMPLACENT
36
2
SPEAK WITH, NOT AT
37
3
TELL AUDIENCE-CENTRIC STORIES
38
4
2017 Edelman
Trust Barometer
Canada
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2017 Edelman Trust Barometer - Canadian Results

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The Canadian data this year Edelman Trust Barometer uncovers some very worrying trends that we ignore at our peril. And this is true whether you hail from a business, the government or the media.

Take a look at the results of this year’s Trust Barometer in Canada.

Published in: Business
  • trudeau is dumber than a stump, but that is not surprising as he is nothing but a puppet. What people need to understand is the people who pull his strings are very smart, and very evil. Over the span of a year this bumbling idiot has managed to give away our hard earned wealth, decimate the Canadian economy, cause division and strife between the east and west, and and infest this country with thousands of parasites that want to conquer us, and will never contribute a thing to our benefit, and being supported by our tax dollar and welfare programs. This slimy TRAITOR is handing Canada over to the New World Order following the UN agenda, with help and guidance from George Soros!
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  • Our national slip into 'distrust' isn't surprising, given the shameful machinations and manipulative actions of many of our institutions and prominent spokespersons in the past few months and years. It's still sad to see. Is there a difference between distrust and mistrust? And what's the step following that...if our 'leaders' to continue to prove that they shouldn't be trusted?
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2017 Edelman Trust Barometer - Canadian Results

  1. 1. 2017 Edelman Trust Barometer Canada 1
  2. 2. 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 Mass Population All population not including Informed Public Represents 87% of total global population 17 years of data 33,000+ respondents total All fieldwork was conducted between October 13th and November 16th, 2016 Online Survey in 28 Countries Survey in field Oct. 17-Nov. 13, 2016 1,150 General Population interviews 200 Informed Public interviews Canadian Data
  3. 3. 3 TRUST OVERVIEW
  4. 4. Trust Index Historically neutral, Canada officially slips to the ‘distruster’ category in 2017 Average trust in institutions, General Population 2015, 2016, 2017 4 Trusters (60-100) Neutrals (50-59) Distrusters (1-49) 47 Hong Kong 44 United States 43 Argentina 42 Australia 42 Germany 42 Italy 42 S. Africa 40 Russia 39 U.K. 38 France 38 S. Korea 37 Sweden 36 Poland 36 Spain 35 Turkey 34 Japan 32 Ireland 68 India 68 UAE 67 Indonesia 63 China 60 Singapore 53 Malaysia 52 Canada 52 Netherlands 51 Mexico 50 Brazil 46 Global 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 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil 50 Global 49 Canada 48 Italy 48 Brazil 48 Malaysia 45 Argentina 44 Hong Kong 44 Spain 43 Turkey 42 Australia 42 S. Africa 41 Germany 40 U.K. 40 France 38 S. Korea 37 Sweden 36 Ireland 35 Japan 35 Poland 34 Russia 72 India 69 Indonesia 67 China 60 Singapore 60 UAE 53 Netherlands 52 United States 52 Mexico 50 Colombia 47 Global 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. 2015 20172016
  5. 5. 45 Global 70 India 67 Indonesia 62 China 59 Singapore 59 UAE 52 Netherlands 50 Colombia 50 Mexico 47 Brazil 47 Canada 47 Italy 47 Malaysia 47 U.S. 45 Argentina 42 Hong Kong 41 S. Africa 41 Spain 41 Turkey 40 Australia 39 Germany 38 France 37 U.K. 36 S. Korea 36 Sweden 35 Ireland 34 Japan 34 Poland 31 Russia Distrust driven by mass population The Mass Population distrusts their institutions in 20 of 28 countries Informed Public 5 60 Global 80 India 79 China 78 Indonesia 77 UAE 71 Singapore 68 U.S. 62 Canada 62 Netherlands 61 Italy 61 Mexico 57 Malaysia 57 Spain 56 France 56 U.K. 55 Colombia 54 Australia 54 Germany 53 Hong Kong 51 Argentina 51 Brazil 50 S. Korea 50 Turkey 49 Japan 49 S. Africa 47 Sweden 45 Russia 44 Ireland 43 Poland General Population 2017 49 Canada 48 Italy 48 Brazil 48 Malaysia 45 Argentina 44 Hong Kong 44 Spain 43 Turkey 42 Australia 42 S. Africa 41 Germany 40 U.K. 40 France 38 S. Korea 37 Sweden 36 Ireland 35 Japan 35 Poland 34 Russia 72 India 69 Indonesia 67 China 60 Singapore 60 UAE 53 Netherlands 52 United States 52 Mexico 50 Colombia 47 Global 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, Informed Public and Mass Population, 28-country global total. Average trust in institutions, General Population, Informed Public and Mass Population, 2015, 2016, 2017 Trusters (60-100) Neutrals (50-59) Distrusters (1-49) Mass Population
  6. 6. Gap between Informed Public and Mass largest yet 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, Canada. 6 Per cent trust in the four institutions of government, business, media and NGOs, 2012 to 2017 21 pts 19 pts 18 pts 58 63 62 50 55 47 2012 2016 2017 Informed Public 15pt Gap8pt Gap A 7-point increase in the last year 8pt Gap Largest Gaps in 2017 Mass Population
  7. 7. 61 56 55 53 59 50 45 43 Trust in all four institutions declines in 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, Canada. 7 Per cent trust in the four institutions of government, business, media and NGOs, 2016 vs. 2017 Business MediaNGOs Government Two of four institutions distrusted 50% Neutral Trusted Distrusted -2 -6 -10 -10 20172016
  8. 8. Credibility of leadership slipping fast Source: 2017 Edelman Trust Barometer. Q130-747 Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, Canada, question asked of half the sample. 8 Per cent who rate each spokesperson as extremely/very credible, and change from 2016 to 2017 65 63 56 53 54 41 32 34 37 58 55 52 48 41 38 26 26 25 Academic expert Technical expert Apersonlike yourself Employee Financial industry analyst NGO representative Boardof directors Government official/ regulator CEO Financial Industry Analyst and CEO credibility decreased the most, both are at an all-time low -7 -8 -4 -5 -13 -3 -6 -8 -12 Y-to-Y Change+− 20172016
  9. 9. 2016: The Inversion of Influence 9 Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed Public and Mass Population, Canada.
  10. 10. 2017: Mass Population rejects established authority 10 Mass population now has influence and authority Establishment left empty-handed Influence & Authority
  11. 11. 11 TRUST IN GOVERNMENT
  12. 12. Per cent trust in government, 2012 vs. 2017 Trust in Government: A significant divide 12 56 58 51 49 65 58 45 45 41 46 50 41 2012 2013 2014 2015 2016 2017 Government Source: 2017 Edelman Trust Barometer Q11-14. 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 Mass Population, Canada. 17pt Gap Informed Public Mass Population
  13. 13. Source: 2017 Edelman Trust Barometer Q691. Which of the following do you believe are most to blame for the problems we face in our country today? Q692. Which of the following do you believe are most responsible for fixing the problems we face in our country today? General Population, Canada. 13 Government assigned blame & responsibility for fixing our problems 18% 16% 14% 13% 31% 66% 20% 17% 31% 7% 31% 63% Don't Know Multinational Institutions such as the EU or the UN The Media NGOs Business Government Institution to blame for our country's problems Institution responsible for fixing our country's problems
  14. 14. 14 TRUST IN MEDIA
  15. 15. Source: 2016 Edelman Trust Barometer Q11-14. 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 Mass Population, Canada. Per cent trust in media, 2012 vs. 2017 Media Trust in Media: Consistent dips among Informed Public and Mass 15 9pt Gap Informed Public Mass Population 54 61 58 47 61 52 50 52 56 50 53 43 2012 2013 2014 2015 2016 2017
  16. 16. Traditional media Search engines* Media as an institution Online-only media** Owned media Social media Trust in Media: Traditional erodes, search steadily climbs Source: 2017 Edelman Trust Barometer. Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) General Population, Canada, question asked of half the sample *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.” Per cent trust in each source for general news and information 16 58 44 29 33 45 2012 2016 2017 71
  17. 17. 17 The echo chamber in action Facts matter less Bias is the filter No humans needed 1 in 3 agree “I would support politicians I trust to make things better for me and my family even if they exaggerated the truth” 55% Do not regularly listen to people or organizations with whom they often disagree 3.5x more likely to ignore information that supports a position they do not believe in More likely to believe 60% Search Engines 40% Human Editors 53%49% Never or rarely change their position on important social issues Source: 2017 Edelman Trust Barometer. Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q755 Have you ever changed your position on an important social issue? (Sum of “Yes, but rarely”, “No, never”) General Population, Canada. 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, Canada, question asked of half the sample. More than More than
  18. 18. Source: 2017 Edelman Trust Barometer. Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. General Population, Canada, choices shown to half the sample. 18 Canadians are more likely to trust sources outside of established areas of authority Per cent who find each source more believable than its pair 70% Individuals 30% Institutions 64% Reformer 36% Preserver of Status Quo 74% Leaked Information 26% Company Press Statements
  19. 19. TRUST IN BUSINESS
  20. 20. 56 58 62 47 60 64 51 50 54 50 55 49 2012 2013 2014 2015 2016 2017 Source: 2016 Edelman Trust Barometer Q11-14. 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 Mass Population, Canada. Per cent trust business, 2012 vs. 2017 Business Trust in Business: Informed Public and Mass diverging 20 15pt Gap Informed Public Mass Population
  21. 21. What Canada is worried about Source: 2017 Edelman Trust Barometer. Q693-762. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine point scale where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. (Top 4 Box, Worried) Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) General Population, Canada. Q349-671. For the statements below, please think about the pace of development and change and select the response that most accurately represents your opinion. (Top 4 Box, Too Fast) General Population, Canada, question asked of half the sample. 21 48% globalization is taking us in the wrong direction 53% the pace of change in business and industry is too fast CANADIANS WORRY ABOUT LOSING THEIR JOBS DUE TO: 44% 45% 48% 49% 55% Jobs moving to cheaper markets Automation Lack of training/skills Immigrants who work for less Foreign competitors
  22. 22. Partnerships/ programs to address societal issues Business practices/ crisis handling Financial earnings & operational performance Employees: The most credible source 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, Canada, question asked of one-quarter of the sample. 22 Most trusted spokesperson to communicate each topic Innovation effortsTreatment of employees/customers Views on industry issues Company CEO Senior executive Employee Activist consumer Academic Media spokesperson 12 11 14 17 20 15 18 21 19 30 21 18 60 34 38 33 27 25 29 30 31 27 25 35 17 26 28 23 31 23 8 10 11 10 11 11
  23. 23. TRUST IN THE SYSTEM
  24. 24. Source: 2017 Edelman Trust Barometer Q672-675, 678-680, 688-690. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error. Countries were considered below the global average if their score was lower than the global mean minus the margin of error. All other scores were considered aligned. 24 Global France Italy Mexico S.Africa Spain Poland Brazil Colombia Germany U.K. Australia Ireland U.S. Netherlands Canada Sweden Argentina Malaysia Turkey Russia S.Korea Indonesia Japan India HongKong Singapore China UAE System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19 Uncertain 32 22 24 25 24 25 25 25 27 26 29 30 26 33 33 30 29 29 37 31 28 41 40 45 45 50 43 47 40 In 14 countries, the percent of population that has lost faith is above the global average Systemic loss of faith restricted to Western- style democraciesCanada on the tipping point Per cent of population who believe the system is not working Above global average Aligned with global average Below global average
  25. 25. Fear factors Source: 2017 Edelman Trust Barometer. Q709-718 For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) General Population, Canada. 25 “The influx of people from other countries is damaging our economy and national culture.” “People like me are denied access to the education and opportunities we need to get ahead.” “The elites who run our institutions are out of touch with regular people.” IMMIGRATION 1 2AGREE in INEQUALITY 40% INEQUALITY 80% “I do not have confidence that our current leaders will be able to successfully address our country’s challenges.” LEADERSHIP 61%
  26. 26. 61% 31% 67% 36% Corruption Globalization Eroding Social Values Immigration Pace of Innovation Canadians share their neighbours’ fears and concerns Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalization Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation Q677. General Population, Canada. For details on how the societal fears were measured, please refer to the Technical Appendix. 26 Per cent of respondents who are concerned or fearful regarding each issue 52% 23% 67% 30% 54% 25% 52% 28% 53% 23% Concerned Fearful 76% 41% 74% 40% 66% 39%
  27. 27. 27 MOVING FORWARD
  28. 28. 28 Business has an opportunity to lead Source: 2017 Edelman Trust Barometer. Q249-757. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Agree). General Population, Canada, question asked of half the sample. . 77% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
  29. 29. 66 66 66 64 62 62 60 59 57 54 47 45 42 33 32 31 29 68 68 67 64 64 61 61 61 55 55 48 49 44 35 32 33 31 Canada Sweden Switzerland Germany Australia U.K. Japan Netherlands U.S. France Italy Spain S.Korea China Brazil India Mexico Canadian companies still ranked highest in global trust 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, Canada. 29 Trust in companies headquartered in each country. 20172016
  30. 30. Source: 2017 Edelman Trust Barometer. Q732. What can businesses do that would cause the most damage to your trust in a better future? (Please select up to five.) General Population, Canada, question asked of half the sample. 30 First, do no harm Actions business can take that would most damage trust in a better future (top 5 most-selected) 1. Pay executives hundreds of times more than workers. 2. Pay bribes to government officials to win contracts. 3. Move profits to other countries to avoid taxes. 4. Move jobs from this country to cheaper labour markets. 5. Overcharge for products that people need to live.
  31. 31. Integrity 62 34 28 Has Ethical Business Practices 66 37 29 Takes Responsible Actions To Address An Issue Or A Crisis 61 34 27 Has Transparent And Open Business Practices 58 32 26 Engagement 62 35 27 Treats Employees Well 68 38 30 Listens To Customer Needs And Feedback 63 36 27 Places Customers Ahead Of Profits 62 33 29 Communicates Frequently And Honestly On The State Of Its Business 54 32 22 Products 51 36 15 Offers High Quality Products Or Services 62 38 24 Is An Innovator Of New Products, Services Or Ideas 40 33 7 Purpose 45 28 17 Works To Protect And Improve The Environment 54 31 23 Creates Programs That Positively Impact The Local Community 47 30 17 Addresses Society's Needs In Its Everyday Business 44 28 16 Partners With NGOs, Government And Third Parties To Address Societal Issues 36 25 11 Operations 39 30 9 Has Highly-Regarded And Widely Admired Top Leadership 43 28 15 Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 37 30 7 Delivers Consistent Financial Returns To Investors 38 31 7 The Trust-building attributes Company Importance vs. Performance % Performance % Importance Gap 31 Source: 2017 Edelman Trust Barometer Q80-639. How important is each of the following attributes to building your TRUST in a company? Use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Importance) Q114-654. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9- point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performance) General Population, Canada.
  32. 32. A fundamental shift 32 Current Tension Old Model: For the People New Model: With the People Elites manage institutions to do things “for” the people Influence has shifted to the people; people using influence to reject established authority Institutions working with the people; institutional silos dissolved Influence & Authority Influence & Authority Influence & Authority
  33. 33. With the People: The new integrated operating model 33
  34. 34. WORKING DRAFT KEY TAKEAWAYS
  35. 35. CANADA IS NOT IMMUNE TO THE RISE OF POPULISM 35 1
  36. 36. BUSINESS CANNOT BE COMPLACENT 36 2
  37. 37. SPEAK WITH, NOT AT 37 3
  38. 38. TELL AUDIENCE-CENTRIC STORIES 38 4
  39. 39. 2017 Edelman Trust Barometer Canada

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