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2018 Edelman Trust Barometer: Attitudes Toward Energy in a Polarized World

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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.

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2018 Edelman Trust Barometer: Attitudes Toward Energy in a Polarized World

  1. 1. #TrustBarometer 2018 Edelman Trust Barometer Attitudes Towards Energy in a Polarized World Global Energy Report 1
  2. 2. 2 Methodology 2018 Edelman Trust Barometer Online Survey in 28 Markets 18 years of data 33,000+ respondents total All fieldwork was conducted between October 28 and November 20, 2017 General Online Population 7 years in 25+ markets Ages 18+ 1,150 respondents per market All slides show general online population data unless otherwise noted Mass Population All population not including informed public Represents 85% of total global population Informed Public 10 years in 20+ markets Represents 15% of total global population 500 respondents in U.S. and China; 200 in all other markets Must meet 4 criteria: Ages 25-64 College educated In top 25% of household income per age group in each market Report significant media consumption and engagement in business news 28-market 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+), half-sample global general online population +/- 0.8 (N=16,100). Market-specific data margin of error: General population +/- 2.9 (N=1,150), informed public +/- 6.9% (N = min 200, varies by market, China and U.S. +/- 4.4% (N=500), mass population +/- 3.0 to 3.6 (N =min 740, varies by market).
  3. 3. Trust in Retrospect 3 Rising Influence of NGOs 2001 Business Must Partner with Government to Regain Trust 2009 Fall of the Celebrity CEO 2002 Earned Media More Credible Than Advertising 2003 U.S. Companies in Europe Suffer Trust Discount 2004 Trust Shifts from “Authorities” to Peers 2005 “A Person Like Me” Emerges as Credible Spokesperson 2006 Business More Trusted Than Government and Media 2007 Young Influencers Have More Trust in Business 2008 Trust is Now an Essential Line of Business 2010 Rise of Authority Figures 2011 Fall of Government 2012 Crisis of Leadership 2013 Business to Lead the Debate for Change 2014 Trust is Essential to Innovation 2015 Growing Inequality of Trust 2016 Trust in Crisis 2017 The Battle for Truth 2018
  4. 4. A Polarization of Trust
  5. 5. 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, 28-market global total. 5 Percent trust in each institution, and change from 2017 to 2018 No Recovery in Trust 53 52 41 43 53 52 43 43 67 65 53 53 64 64 53 53 -3 -1 0 0 Business MediaNGOs Government 0 0 +2 0 Informed Public General Population 20182017 Y-to-Y Change− +0
  6. 6. Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. General population, 28-market global total. 6 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 markets are distrusters, up 1 from 2017
  7. 7. Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. Informed public, 28-market global total. 7 Average trust in institutions, informed public, 2017 vs. 2018 Trust Index Informed Public Declines to Neutral 60 Global 80 India 79 China 78 Indonesia 77 UAE 71 Singapore 68 U.S. 62 Canada 62 The 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 2017 Informed Public 2018 Informed Public Biggest changes in U.S. -23 Argentina +9 Sweden +9 Malaysia +8 Turkey +7 U.S. Trust Index crashes 23 points A 1-point decline in the Global Trust Index Trust (60-100) Neutral (50-59) Distrust (1-49) 59 Global 83 China 81 Indonesia 77 India 76 UAE 70 Singapore 67 The Netherlands 65 Malaysia 65 Mexico 62 Canada 60 Argentina 57 Italy 57 Turkey 56 France 56 Sweden 55 Australia 55 Spain 54 Germany 52 U.K. 51 Brazil 50 Colombia 50 S. Korea 49 Hong Kong 48 Ireland 48 Poland 47 Russia 46 Japan 45 S. Africa 45 U.S.
  8. 8. Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2013-2018) percentage point change across the four institutions (TRU_INS). General population, 28-market global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical Appendix. 8 Number of markets with extreme changes in their aggregate trust in the four institutions, 2013 to 2018 A World Moving Apart 2013 2014 2015 2016 2017 2018 # of markets with extreme Trust Gains # of markets with extreme Trust Losses + – 9 6 13 9 12 6 6 2 1 2 4 2
  9. 9. Global Leaders Poles Apart
  10. 10. 58 58 47 4749 48 33 42 73 74 63 64 51 54 33 42 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, U.S. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. Informed Public and General Population, U.S. 10 Trust Crash in U.S. Business MediaNGOs Government -9 -10 -14 -5 -22 -20 -30 -22 20182017 43TRUST INDEX 45 TRUST INDEX 9-point decrease Fell from 8th to 18th place General Population 23-point decrease Fell from 6th to last place Informed Public Y-to-Y Change− +0 Percent trust in each institution, and change from 2017 to 2018
  11. 11. Percent trust in each institution, and change from 2017 to 2018 73 81 86 7776 85 89 80 61 67 76 6566 74 84 71 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, China. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. Informed Public and General Population, China. 11 China Rising +5 +7 +8 +6 +3 +4 +3 +3 20182017 Business MediaNGOs Government 7-point increase Rose from 3rd place to 1st place General Population 4-point increase Rose from 2nd to 1st place Informed Public 83 TRUST INDEX 74TRUST INDEX Y-to-Y Change− +0
  12. 12. In Search of Truth
  13. 13. 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, 28-market global total. 13 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 newsworry about false information or fake news being used as a weapon 7 in 10 Canadian Conservative leader’s campaign manager roots out enemies using fake news Nearly 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
  14. 14. 14 People Define “Media” As Both Content and Platforms What did you assume was meant by the phrase “media in general”? 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, 28-market global total. 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. PLATFORMS PUBLISHERS 25%48% SearchSocial 41% News Apps 23% Influencers 89% Journalists 40% Brands
  15. 15. 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, 25-market global total. Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media. 15 Percent trust in each source for general news and information, 2012 to 2018 While Trust in Platforms Declines, Trust in Journalism Rebounds Platforms -2 Journalism +5 Average trust in search engines and social media platforms Average trust in traditional and online-only media 54 52 54 51 56 54 59 53 50 53 54 54 53 51 2012 2013 2014 2015 2016 2017 2018 MEDIA | JOURNALISM | PLATFORMS
  16. 16. Source: 2018 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. General population, 28-market global total. For details on how the News Engagement Scale was built, please refer to the Technical Appendix. 16 Consumption 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? Half Disengaged With the News 50% The Disengaged Consume news less than weekly 25% Consumers Consume news about weekly or more 25% Amplifiers Consume news about weekly or more AND share or post content several times a month or more Amplification How often do you share or forward news items, or post opinions or other content? MEDIA | JOURNALISM | PLATFORMS
  17. 17. 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, 28-market global total. 17 Percent who agree that news organizations are overly focused on … Skeptical About News Organizations 66% are more concerned with attracting a big audience than reporting Attracting Large Audiences 59% support an ideology vs. informing the public Politics 65% sacrifice accuracy to be the first to break a story Breaking News MEDIA | JOURNALISM | PLATFORMS
  18. 18. 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, 28-market global total. 18 Percent who agree that … Uncertainty Over Real vs. Fake News 63% The average person does not know how to tell good journalism from rumor or falsehoods 59% It is becoming harder to tell if a piece of news was produced by a respected media organization MEDIA | JOURNALISM | PLATFORMS
  19. 19. Source: 2018 Edelman Trust Barometer. MED_CON. What consequences are you experiencing as a direct result of the media not doing a good job fulfilling its responsibilities? Question asked of those 64% who answered codes 1-3 at MED_RSP. General population, 28-market global total. 19 Percent of respondents who feel they are experiencing these consequences as a result of media not fulfilling its responsibilities Lack of Confidence in Media Undermining Trust and Truth I am not sure what is true and what is not Loss of Truth I do not know which politicians to trust Loss of Trust in Government Leaders I don't know which companies or brands to trust Loss of Trust in Business 59% 56% 42% MEDIA | JOURNALISM | PLATFORMS
  20. 20. State of Trust in Energy
  21. 21. Industry 2014 2015 2016 2017 2018 5 yr. Trend Technology 75% 73% 74% 75% 74% -1 Health Care - - 62% 66% 64% - Energy 57% 56% 58% 62% 63% Food And Beverage 64% 63% 64% 66% 63% -1 Telecommunications 61% 59% 60% 63% 63% +2 Automotive 69% 66% 60% 65% 62% -7 Entertainment 64% 63% 64% 64% 62% -2 Consumer Packaged Goods 61% 60% 61% 63% 60% -1 Financial Services 48% 48% 51% 54% 54% +6 2014 2015 2016 2017 2018 Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. General Population, 27-market global total. 21 Trust in each sector, and change from 2014 to 2018 TrustNeutralDistrustSector Trends Trust in Energy Stable +6
  22. 22. 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). TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. General population and informed public, 25- market global total. 22 Percent trust in the energy sector vs business vs government, general population and informed public, and change from 2012 to 2018 Energy Sector More Trusted Than Business & Government Business Energy 53 57 57 56 58 62 63 47 50 49 49 53 52 52 38 41 39 42 43 43 45 2012 2013 2014 2015 2016 2017 2018 General Population Informed Public 56 60 61 61 65 70 67 54 59 59 57 63 65 64 46 50 46 50 53 55 55 2012 2013 2014 2015 2016 2017 2018 Government
  23. 23. 63 39 43 43 47 50 51 51 54 56 57 58 59 62 62 63 64 64 66 67 69 70 71 72 79 80 85 85 88 Global28 Australia Sweden U.K. Spain Germany Ireland Japan S.Africa Argentina Canada France HongKong Italy TheNetherlands U.S. Russia Turkey Brazil Singapore Poland S.Korea Colombia Malaysia Mexico UAE India Indonesia China Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. General population, 28-market global total. 23 Percent trust in the Energy sector, general population, and change from 2017 to 2018 General Population Trust in Energy Increases in 15 of 28 Markets Trusted in 16 markets l llllllllllllllllllllllllllll+2 -11 -1 -4 +3 -1 +2 +1 +2 +6 +4 0 -8 +3 -3 -2 +2 +3 -2 -4 +13 +13 +3 0 +7 +5 -2 -1 +6 TrustNeutralDistrust Y-to-Y Change− +0
  24. 24. 68 43 44 46 49 50 54 55 57 58 59 62 62 63 65 65 72 74 74 76 78 78 81 82 84 84 88 91 91 Global28 Ireland Spain Germany U.K. Australia U.S. France Canada S.Africa HongKong Argentina Japan Sweden Brazil TheNetherlands Italy Colombia Russia Poland Singapore Turkey S.Korea Mexico Malaysia UAE China India Indonesia Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. Informed public, 28-market global total. 24 Percent trust in the Energy sector, informed public, and change from 2017 to 2018 Informed Public Trust in Energy Increases in 14 of 28 Markets Trusted in 18 markets l llllllllllllllllllllllllllll-1 -8 -15 -9 -6 -4 -20 -20 +2 +6 -17 +9 +1 +12 -3 +2 +6 +2 -1 +17 -1 +11 +12 +4 +5 -5 0 -3 +1 TrustNeutralDistrust Y-to-Y Change− +0
  25. 25. Energy Sub-Sectors Cleantech Remains the Most Trusted 25 Trust in the energy sub-sectors, general population, 2017 vs 2018 63 69 59 55 50 44 Energy (Global 28) Cleantech Utilities Natural gas Oil Nuclear Source: 2017 Edelman Trust Barometer. Q61C-66C. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth of the sample. General Population, 28-market global total. +1 +2 +1 +1+2 -4 TrustNeutralDistrust Y-to-Y Change− +0
  26. 26. Trust in Energy Lowest in Europe, Highest in APAC Source: 2017 Edelman Trust Barometer. Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 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) Q61C-66C. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth the sample. General Population, 28-market global total and regions. 26 Trust in energy industry and sub-sectors by region, General Population, 2018 54 37 44 65 35 56 60 43 51 62 42 59 68 45 52 73 41 49 68 64 68 74 53 71 Energy Oil Natural Gas Cleantech Nuclear Utilities Europe North America Latin America Asia Pacific 50% Neutral Trusted Distrusted
  27. 27. Threats to Trust in Energy: Rising Activism & Changing Attitudes
  28. 28. Trust in Energy Remains Challenged by Continued Rise in Activism 28 Source: Jan-00 Oct-00 Jul-01 Apr-02 Jan-03 Oct-03 Jul-04 Apr-05 Jan-06 Oct-06 Jul-07 Apr-08 Jan-09 Oct-09 Jul-10 Apr-11 Jan-12 Oct-12 Jul-13 Apr-14 Jan-15 Oct-15 Jul-16 Apr-17 Jan-18 Activist actions in the U.S., 2000 - 2018 Number of activist events 7 Month moving average Actions in the U.S, have risen by more than 500% since 2000 Nearly 28% of global activist campaigns target U.S. companies
  29. 29. Energy is the Most Targeted Industry, by Far 29 Number of activist actions, 2000-2018, global, showing top 15 Source: 1841 2054 2320 2538 2721 2732 2951 3846 4058 4764 5350 7539 11140 11671 22680 Tourism & Sports Electronics, Telecoms & Digital Fisheries Fashion Construction & Development Forestry & Paper Retail Healthcare & Pharma Finance Mining, Metals & Quarrying Transport Food & Non-alcoholic Beverages Chemicals Agriculture Energy Most targeted sectors 433 463 465 516 547 558 573 648 693 705 718 719 771 1,302 1,322 Dow Chemical McDonald's ENEL Unilever Chevron Coca-Cola Co ExxonMobil World Bank TransCanada Bayer Nestle Walmart BP Royal Dutch Shell Monsanto Most targeted companies
  30. 30. Russia Sows Division on Pipelines, Climate 30 Russian Money Suspected Behind Fracking Protests Russia’s Quiet War Against European Fracking Russia’s Secretly Working with Environmentalists to Oppose Fracking
  31. 31. Source: https://nef1.org/pdflip/?file=/wp- content/uploads/2017/08/NEF-National-Energy-Literacy-Survey- White-Paper-with-Cover.pdf. 31 POTENTIAL THREAT: ENERGY LITERACY IN THE U.S. 48.8%
  32. 32. Americans view that energy situation in U.S. is “very serious” Source: http://news.gallup.com/poll/205754/energy-concerns- continue-diminish-near-record- low.aspx?g_source=link_newsv9&g_campaign=item_225053&g_ medium=copy 32 POTENTIAL THREAT: ENERGY APATHY IN THE U.S. 23% 27% Americans worry a “great deal” about the availability and affordability of energy U.S. Energy concerns continue to diminish; Near record lows
  33. 33. Navigating a Polarized World
  34. 34. 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, 28-market global total. 34 Percent who agree and percent who say each is one of the most important expectations they have for a CEO Business Is Expected to Lead Percent who say that CEOs should take the lead on change rather than waiting for government to impose it 60 64 68 69 For CEOs, building trust is job one 64% Their company is trusted Their products and services are high quality Business decisions reflect company values Profits and stock price increase
  35. 35. 63 61 54 50 50 47 46 44 41 39 35 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, 28-market global total. 35 Percent who rate each spokesperson as very/extremely credible, and change from 2017 to 2018 Voices of Authority Regain Credibility +3 +1 -6 +4 +1 -1 +3 +7 +6 +12 +6 Person like yourself at all-time low − Y-to-Y Change+0 Technicalexpert Academicexpert Apersonlike yourself Financial industryanalyst Successful entrepreneur Employee NGO representative CEO Boardof directors Journalist Government official/regulator
  36. 36. 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 Source: 2018 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] 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-market global total. Note: 2016 data was taken from Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of half of the sample. General population, 28-market global total. 36 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
  37. 37. 37 Top trust-building mandates for each institution Each Institution Must Play its Role NGOs Support the poor Call out abuses of power Create a sense of community Business Safeguard privacy Drive economic prosperity Provide jobs and training Government Drive economic prosperity Investigate corruption Support the poor Media Guard information quality Educate, inform and entertain Safeguard privacy 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, 28-market global total. For more details on the Trust Mandates Analysis, please refer to the Technical Appendix.
  38. 38. #TrustBarometer 38 THANK YOU For more information, please contact Amy Hemingway, EVP, Energy, Washington, DC amy.hemingway@edelman.com (202) 350-6661
  39. 39. 2018 Edelman Trust Barometer Appendix
  40. 40. 53 25 37 37 42 45 46 46 46 48 49 50 50 52 54 55 55 57 58 58 59 59 61 61 64 66 67 68 71 Global28 Russia Germany Japan Sweden The Netherlands Ireland Italy U.K. Australia U.S. Canada S.Africa France Poland HongKong S.Korea Brazil Colombia Turkey Malaysia Singapore Spain UAE Argentina China Indonesia India Mexico Source: 2018 Edelman Trust Barometer. TRU_INS. [NGOs 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-market global total. 40 Percent trust in NGOs, and change from 2017 to 2018 Trust in NGOs Declines in 14 of 28 Markets Distrusted in 10 markets l llllllllllllllllllllllllllll0 +4 -2 +6 +19 -1 +3 -13 0 -4 -9 -9 -8 -2 +6 -4 -1 -3 -2 +5 +1 -2 +1 +6 0 +5 +3 -3 0 TrustNeutralDistrust Y-to-Y Change− +0
  41. 41. 52 36 36 40 41 42 43 43 43 44 44 45 46 47 48 49 49 53 54 56 57 60 60 64 68 70 74 74 78 Global28 HongKong S.Korea Ireland Russia Japan France Poland U.K. Argentina Germany Australia Turkey Sweden U.S. Canada Spain S.Africa Italy Singapore Brazil Malaysia The Netherlands Colombia UAE Mexico China India Indonesia Source: 2018 Edelman Trust Barometer. TRU_INS. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, 28-market global total. 41 Percent trust in business, and change from 2017 to 2018 Trust in Business Increases in 14 of 28 Markets l llllllllllllllllllllllllllll0 +2 +7 -1 +2 +1 -7 +3 -2 -1 +1 -3 +3 +1 -10 -1 +3 -3 -1 -2 -4 +4 0 0 +4 +3 +7 0 +2 Distrusted in 16 markets TrustNeutralDistrust Y-to-Y Change− +0
  42. 42. 43 14 18 24 25 27 28 33 33 34 35 35 36 37 41 43 44 45 46 46 46 46 51 54 65 70 73 77 84 Global28 S.Africa Brazil Colombia Poland Italy Mexico France U.S. Spain Australia Ireland U.K. Japan Argentina Germany Russia S.Korea Canada HongKong Malaysia Sweden Turkey The Netherlands Singapore India Indonesia UAE China Source: 2018 Edelman Trust Barometer. TRU_INS. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, 28-market global total. 42 Trust in Government Increases in 16 of 28 Markets Percent trust in government, and change from 2017 to 2018 l llllllllllllllllllllllllllll+2 -1 -6 -8 +5 -4 +4 +8 -14 +9 -2 +3 0 0 +8 +5 0 +17 +3 +6 +9 +1 0 +3 -4 -5 +2 +2 +8 Distrusted in 21 markets TrustNeutralDistrust Y-to-Y Change− +0
  43. 43. 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 The Netherlands UAE India Indonesia China 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-market global total. 43 Percent trust in media, and change from 2017 to 2018 Media Now Least Trusted Institution Distrusted in 22 of 28 of markets 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 TrustNeutralDistrust Y-to-Y Change− +0
  44. 44. 27 24 23 20 19 17 13 12 10 9 9 8 7 7 5 3 3 -1 -2 -3 -10 -10 -13 -13 -17 -17 -21 -37 China UAE S.Korea Sweden Malaysia Poland Turkey Spain Russia Ireland Indonesia Mexico Japan Argentina HongKong TheNetherlands Germany France U.K. Canada Singapore Australia Colombia India S.Africa Brazil Italy U.S. 16 markets with Typical Changes in Trust Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across the four institutions (TRU_INS). General population, 28-market global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical Appendix. 44 Aggregate percentage point change in trust in the four institutions, and change from 2017 to 2018 The Polarization of Trust 6 markets with extreme Trust Gains 6 markets with extreme Trust Losses
  45. 45. 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) S11. For whom did you vote for in the last Presidential election? General population, U.S., among Trump (n=373) and Clinton (n=502) voters. 45 Percent trust in each institution, Trump vs. Clinton voters U.S. Trust in Media Diverges Along Voting Lines 47 57 35 27 54 47 35 61 Business MediaNGOs Government difference in trust in the media 34pt Trump Voters Clinton Voters 22-point decline since the election
  46. 46. 46 Government Most Broken in the U.S. Which institution is the most broken? 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, U.S. and China. Government 38% Business 59% Government NGOs ✓ ✓ Government Path to Better Future in China Which institution is most likely to lead to a better future? 68% % % % % % % 29%
  47. 47. 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, 28-market global total. For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix. 47 Top three trust-building mandates for media, and percent who say the media is performing well or very well against them Media Failing to Meet Expectations Trust-Building Mandate Performance Score Guard information quality 36 Educate people on important issues 50 Inform good life decisions 45 % % % MEDIA | JOURNALISM | PLATFORMS
  48. 48. % Trust in Platforms 51 40 33 33 47 43 35 40 36 53 54 42 68 54 46 53 49 37 47 48 51 73 62 71 62 64 58 68 55 Global28 Germany Ireland Sweden TheNetherlands Canada Australia France U.K. Italy Singapore U.S. China Argentina S.Africa Spain HongKong Japan Russia S.Korea Poland India Colombia Indonesia UAE Brazil Malaysia Mexico Turkey % Trust in Journalism 59 61 53 52 66 61 52 57 53 67 66 53 77 62 54 61 55 41 51 52 54 74 62 71 62 63 57 65 42   c cccccccccccccccccccccccccccc 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, 28-market global total. Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media. 48 Gap in trust in journalism vs. platforms Journalism More Trusted Than Platforms in 21 Countries Journalism More Trusted Platforms More Trusted 8 21 20 19 19 18 17 17 17 14 12 11 9 8 8 8 6 4 4 4 3 1 0 0 0 -1 -1 -3 -13 Gap Average trust in search engines and social media platforms Average trust in traditional and online-only media MEDIA | JOURNALISM | PLATFORMS
  49. 49. 33 33 35 36 37 40 40 42 43 46 47 47 48 49 51 53 53 54 54 55 58 62 62 64 68 68 71 73 Ireland Sweden Australia U.K. Japan France Germany U.S. Canada S.Africa Russia TheNetherlands S.Korea HongKong Poland Italy Spain Argentina Singapore Turkey Malaysia Colombia UAE Brazil China Mexico Indonesia India 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. MED_NEW_CSP. How do you normally get your news? (callout is net of codes 2, 5 and 7), question asked of half of the sample. General population, 28-market global total. Platforms is an average of search engines and social media. 49 Average trust in search engines and social media platforms, and change from 2017 to 2018 Trust in Platforms Decreased in 21 of 28 Countries 65% receive news through platforms such as social media feeds, search or news applications llllllllllllllllllllllllllll-8 -4 -8 -4 +1 -3 -4 -11 -1 -8 -1 -3 0 -1 -1 -5 -6 -6 +2 +4 +2 -5 +6 -5 +6 -1 -4 -5 MEDIA | JOURNALISM | PLATFORMS Steepest decline in U.S. Y-to-Y Change− +0
  50. 50. Among the General Population, Energy More Trusted Than Government in 27 of 28 Markets 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). TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. General population, 28-market global total. 50 Percent trust in the Energy sector vs. trust in government, general population, 2018 Gap− +0 GovernmentEnergy 63 39 43 43 47 50 51 51 54 56 57 58 59 62 62 63 64 64 66 67 69 70 71 72 79 80 85 85 88 43 35 46 36 34 43 35 37 14 41 46 33 46 27 54 33 44 51 18 65 25 45 24 46 28 77 70 73 84 Global28 Australia Sweden U.K. Spain Germany Ireland Japan S.Africa Argentina Canada France HongKong Italy TheNetherlands U.S. Russia Turkey Brazil Singapore Poland S.Korea Colombia Malaysia Mexico UAE India Indonesia China l llllllllllllllllllllllllllll+20 +4 -3 +7 +13 +7 +16 +14 +40 +15 +11 +25 +13 +35 +8 +30 +20 +13 +48 +2 +44 +25 +47 +26 +51 +3 +15 +12 +4
  51. 51. Among the Informed Public, Energy More Trusted Than Government in 21 of 28 Markets 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). TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. Informed public, 28-market global total. 51 Percent trust in the Energy sector vs. trust in government, informed public, 2018 Gap− +0 GovernmentEnergy 68 43 44 46 49 50 54 55 57 58 59 62 62 63 65 65 72 74 74 76 78 78 81 82 84 84 88 91 91 53 47 44 54 46 47 33 49 61 17 45 53 47 62 21 72 42 26 53 32 76 58 54 37 50 87 89 78 81 Global28 Ireland Spain Germany U.K. Australia U.S. France Canada S.Africa HongKong Argentina Japan Sweden Brazil TheNetherlands Italy Colombia Russia Poland Singapore Turkey S.Korea Mexico Malaysia UAE China India Indonesia l llllllllllllllllllllllllllll+15 -4 0 -8 +3 +3 +21 +6 -4 +41 +14 +9 +15 +1 +44 -7 +30 +48 +21 +44 +2 +20 +27 +45 +34 -3 -1 +13 +10
  52. 52. Energy Sub-Sectors Cleantech Remains the Most Trusted; Informed Public More Trusting of Sub-Sectors 52 Trust in the energy sub-sectors, general population vs. informed public, 2018 63 69 59 55 50 44 43 68 77 68 62 56 54 52 Energy (Global 28) Cleantech Utilities Natural gas Oil Nuclear Chemicals Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy and manufacturing industries, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth of the sample. General population and informed public, 28- market global total. Gap− +0 Informed PublicGeneral Population +8 +9 +7 +6 +10 +9+5
  53. 53. 69 49 55 58 59 60 60 62 62 63 64 66 67 67 68 68 70 71 72 72 73 73 74 75 75 84 85 87 93 Global28 Russia U.K. France Canada Australia Japan Germany Ireland Turkey Sweden U.S. Malaysia Poland HongKong S.Africa Argentina Spain Italy S.Korea Brazil Singapore TheNetherlands Colombia Mexico UAE Indonesia China India Cleantech Retains its Position of Trust Despite Dips in Some Markets 53 Percent trust in the cleantech sub-sector, general population, and change from 2017 to 2018 Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth of the sample. General population, 28-market global total. TrustNeutralDistrust Y-to-Y Change− +0 l llllllllllllllllllllllllllll+1 -10 -1 -7 -8 +1 +10 0 +9 -7 -4 -4 -6 +9 -5 -4 +6 +9 -6 +12 -2 +5 +9 +1 -7 +7 -2 +6 +9 Trusted in 24 markets
  54. 54. 50 31 31 32 32 33 35 36 37 40 41 41 44 46 47 47 48 49 49 51 55 57 57 63 63 81 82 82 84 Global28 France Spain Italy Sweden Ireland U.K. Australia Argentina Canada Germany Russia Turkey Brazil TheNetherlands U.S. Mexico Colombia S.Africa Poland HongKong Japan S.Korea Malaysia Singapore China Indonesia UAE India Despite Trust Gains, Most Markets Remain Distrusting of Oil Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth of the sample. General population, 28-market global total. 54 Percent trust in the oil sub-sector, general population, and change from 2017 to 2018 TrustNeutralDistrust Y-to-Y Change− +0 l llllllllllllllllllllllllllll+1 -2 -3 -8 +3 +5 -4 +2 -2 +2 +10 -2 0 -11 +7 -9 +1 -11 +3 +12 -5 +10 +12 -4 +5 +7 +1 +5 0 Distrusted in 18 markets
  55. 55. 55 37 39 41 41 41 42 43 43 46 46 47 47 48 49 51 52 54 55 59 59 64 65 66 67 80 80 84 87 Global28 Ireland France Australia Sweden U.K. Spain Argentina Russia Germany Italy Canada S.Africa Brazil Turkey The Netherlands Poland Mexico U.S. HongKong Japan Colombia S.Korea Malaysia Singapore Indonesia UAE China India Broad Declines in Trust in Natural Gas 55 Percent trust in natural gas sub-sector, general population, and change from 2017 to 2018 Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth of the sample. General population, 28-market global total. TrustNeutralDistrust Y-to-Y Change− +0 l llllllllllllllllllllllllllll-4 -4 -10 -15 -6 -5 -4 -6 -6 -1 -17 -2 -2 -18 -5 +1 +4 -9 -13 -6 +8 -13 +8 -4 +6 -1 -2 +3 +2 Distrusted in 14 markets
  56. 56. 59 22 42 45 46 48 48 50 50 51 52 52 53 56 56 59 60 62 63 64 64 64 69 72 75 76 81 83 87 Global28 Russia Brazil Australia U.K. S.Africa Sweden Argentina Turkey Ireland Colombia Mexico Italy Canada France Poland Spain U.S. Japan Germany Malaysia TheNetherlands S.Korea HongKong Indonesia Singapore UAE India China Utilities Now on the Verge of Trust Globally 56 Percent trust in the utilities sub-sector, general population, and change from 2017 to 2018 Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth of the sample. General population, 28-market global total. TrustNeutralDistrust Y-to-Y Change− +0 l llllllllllllllllllllllllllll+1 -4 -4 -8 +2 -4 0 +8 -1 +7 -15 -7 -13 +8 +4 +9 +15 -4 +11 +11 -5 +8 +22 -2 -4 +7 +6 -3 +10 Trusted in 13 markets
  57. 57. 44 23 28 30 31 33 34 35 35 36 37 38 38 39 41 42 43 44 45 46 46 46 48 50 54 65 65 76 82 Global28 Ireland Germany Italy Japan Spain Colombia S.Africa U.K. Australia France Canada TheNetherlands Turkey Argentina Poland Malaysia Mexico HongKong Brazil Sweden U.S. Singapore Russia S.Korea Indonesia UAE India China Trust in Nuclear Increases in 16 of 28 Markets 57 Percent trust in the nuclear sub-sector, general population, and change from 2017 to 2018 Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth of the sample. General population, 28-market global total. TrustNeutralDistrust Y-to-Y Change− +0 l llllllllllllllllllllllllllll+1 -4 +7 -1 +2 +2 -4 +2 -6 +1 -6 -3 +1 +6 +6 +1 -1 -1 -1 +1 +3 -7 +8 -7 +14 +3 +3 -3 +9 Distrusted in 22 markets
  58. 58. 43 21 26 26 28 31 32 34 34 34 35 36 37 39 41 42 42 42 44 46 48 48 48 51 60 65 67 74 76 Global28 Ireland France Sweden Germany Canada Australia Poland Turkey U.K. Spain S.Africa U.S. Colombia Russia Argentina Italy Mexico TheNetherlands HongKong Brazil Malaysia S.Korea Singapore Japan UAE Indonesia China India Chemicals Broadly Distrusted 58 Percent trust in the chemicals sub-sector, general population Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth of the sample. General population, 28-market global total. TrustNeutralDistrust Distrusted in 22 markets
  59. 59. Energy Sub-Sectors China is the Most Trusting of the Energy Sector and Sub-sectors 59 Trust in the energy sector and sub-sectors, informed public, 2017 vs 2018 68 77 68 62 56 54 88 87 89 89 83 85 54 66 62 58 51 47 Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of one-fifth of the sample. Informed public, 28-market global total, China and U.S. -1 TrustNeutralDistrust Y-to-Y Change− +0 0 -20 -2 -1 -23 0 +5 -22 -7 +6 -25 -3 +4 -26 +3 -25 Energy Cleantech Utilities Natural Gas Oil Nuclear Global28 China U.S. Global28 China U.S. Global28 China U.S. Global28 China U.S. Global28 China U.S. Global28 China U.S. -3
  60. 60. 60 Percent trust in companies by industry sector and by their country of origin, and change from 2017 to 2018 Sector and Home Country Provide Context for Business Leadership Least Trusted Financial Services 54% CPG 60% Automotive 62% Most Trusted Canada 68% Switzerland 66% Sweden 65% Most Trusted Technology 75% Education 70% Professional Services 68% Least Trusted Mexico 32% India 32% Brazil 34% Sectors Countries of Origin Biggest Y-to-Y Changes Food and Beverage -4 Automotive -4 CPG -3 Biggest Y-to-Y Changes U.S. -5 U.K. -4 Sweden -3 Y-to-Y Change− +0 Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries asked of half of the sample. 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 asked of half of the sample. General Population, 28-market global total.
  61. 61. Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across the four institutions (TRU_INS). General population, 28-market global total. Trust-building mandates Analysis. The most effective trust building mandates for each institution. Mandates not shown in rank order. INS_EXP_BUS. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about business in general, how would you characterize each using the following three-point scale. General population, 28-market global total. For more details on the Trust Volatility Measure and Trust Mandates Analysis, please refer to the Technical Appendix. 61 Trust-building mandates for business in markets with extreme or typical trust changes Business Must Address Market Dynamics Markets with Typical Changes in Trust Markets include Russia, Mexico, U.K., Japan Markets with extreme Trust Gains Markets include China, UAE, South Korea Markets with extreme Trust Losses Markets include U.S., India, Colombia, Brazil Consumer Safety Invest in Jobs Improve Quality of Life Innovate Ensure Competitive Workforce Ensure Equal Opportunity Invest in Jobs Safeguard Privacy Provide for Future Generations Drive Economic Prosperity Consumer Safety Guard Information Quality Safeguard Privacy Innovate Drive Economic Prosperity
  62. 62. Source: 2018 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. (Top 4 Box, Agree), question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top4 Box, Agree), question asked of half of the sample. General population, 28-market global total. 62 Percent who agree that … Business Must Show Commitment to Long-Term 56% Companies that only think about themselves and their profits are bound to fail 60% CEOs are driven more by greed than a desire to make a positive difference in the world

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