The 2017 Edelman Trust Barometer reveals significant trust challenges facing Mexico from a U.S. perspective, as the country ranks lowest in trust among 28 measured nations. Analysis of U.S. media coverage suggests a predominantly negative portrayal of Mexico, impacting public perception and trust in Mexican institutions and businesses. The study highlights a stark divide in opinions along political lines regarding immigration and the quality of Mexican goods and services.

1. 1
2017 Edelman
Trust Barometer
Flash Poll
Mexico’s Trust Challenges—
the U.S. Perspective
November 23, 2017

2. Methodology
2017 Edelman Trust Barometer: 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).
2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective: margin of error: +/- 3.1% (N=1,000).
Edelman
Trust Barometer
17 years of studying trust
Launched annually at the World Economic
Forum Annual Meeting in Davos
2017 Edelman
Trust Barometer
Online survey in 28 countries
33,000+ respondents total
All fieldwork conducted between
October 13th and November 16th, 2016
Ages 18+
1,150 respondents per country
Trust Barometer Flash Poll:
U.S. Perspective on Mexico
Online survey in the U.S.
1,000 respondents total, ages 18+
All fieldwork conducted between
Nov. 3 – Nov. 6, 2017
Using the Edelman Intelligence
Command Center, we analyzed media
coverage of Mexico in the U.S.
A total of 2,103 stories were analyzed
for associated topics and sentiment.

3. 2017: Trust Gap Widens
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, 25-country global total.
3
Percent trust in the four institutions of government,
business, media and NGOs, 2012 to 2017
21 pts
19 pts
18 pts
53
60 60
44
48
45
2012 2016 2017
Informed
Public
15pt
Gap
9pt
Gap
A 3-point
increase in
the last year
12pt
Gap
Largest Gaps
Mass
Population

4. How true is
this for you?
Sense of injustice
Lack of hope
Lack of confidence
Desire for change
53%
32%
15%
Majority Believe the
System is Failing Them
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.
4
Not at all true
9 8 7 6 5 4 3 2 1
1 in 3 are uncertain
Completely true
System failing System working
Approximately

5. 30 32 32 34
43
48 48
55 56
60 61 61
64 64
68 68 68
Mexico
Brazil
India
China
S.Korea
Italy
Spain
U.S.
France
Japan
Netherland
s
U.K.
Australia
Germany
Canada
Sweden
Switzerland
Globally, Mexico is Least-Trusted Country
of Origin Among Those Measured
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), countries shown to half the sample. General Population, 25-country global total.
5
Trust in companies headquartered in each country, and change from 2013 to 2017
+1+4+7 +11-2 +8 0 +1n/a +6+7+5-3+3+2+2+45-Year
Trend
NeutralDistrust Trust
5-Year Trend+−
Mexico has been the least-
trusted country of origin in
each of the last five years

6. Mexico Distrusted
in 22 of 28 Countries
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), countries shown to half the sample. General Population, across countries.
6
Trust in companies headquartered in Mexico, China, and Brazil
China
Mexico
Brazil
50%
14 15 18 18 18 18 19 20 20 22 22 23 23 24 25 27 29 32 33 33 39 40 50 50 56 57 58 61
Sweden
Poland
Germany
Ireland
Japan
Russia
Australia
France
S.Korea
Netherlands
Spain
HongKong
U.K.
Canada
S.Africa
Italy
Singapore
Turkey
Argentina
Malaysia
UAE
U.S.
Brazil
Colombia
Indonesia
China
India
Mexico

7. 14 15
18 18 18 18 19 20 20 22 22 23 23 24 25 27 29
32 33 33
39 40
50 50
56 57 58
61
Sweden
Poland
Germany
Ireland
Japan
Russia
Australia
France
S.Korea
Netherlands
Spain
HongKong
U.K.
Canada
S.Africa
Italy
Singapore
Turkey
Argentina
Malaysia
UAE
U.S.
Brazil
Colombia
Indonesia
China
India
Mexico
Trust in Mexican Companies
Has Increased in 18 Countries since 2013
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), countries shown to half the sample. General Population, across countries.
7
Trust in companies headquartered in Mexico, and change from 2013 to 2017
5-Year
Trend
NeutralDistrust Trust
5-Year Trend+−
-10 +7 +4 +1 -6+11 -5 +10 n/a+19 +14 +14 -1+4 +6 +4 0-5+3-2 +6+2 +9 n/a +13 -2+5 +4
50%

8. 29
36
40 40
44
51 53 53 54 56
61
64 65 65 67
74 75
China
India
Brazil
Mexico
S.Korea
Japan
Germany
Italy
France
Spain
Netherlands
U.K.
Sweden
Switzerland
Australia
U.S.
Canada
In U.S., Brand Mexico Gaining Ground—
But Remains in Bottom Tier
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), countries shown to half the sample. General Population, U.S.
8
Trust among U.S. in companies headquartered in each country,
and change from 2013 to 2017
+21+17+7 +7+11 +15 +5 +11+14 +8+7n/a+15+17+19+12+11
NeutralDistrust Trust
5-Year Trend+−
5-Year
Trend

9. In U.S., Brand Mexico Tarnished
by Government Image and Business Practices
Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23
Q3: For each of the statements below, please indicate how much you agree or disagree. (Top 4 box, Agree)
9
Percent of U.S. respondents who agree with each of the following statements
32
42
54
59
Products and services from Mexico are of low quality
Mexico does not have adequate laws to protect the environment
Mexico does not pay its workers a fair wage
There is a lot of corruption within the Mexican government
Product quality is
not the problem

10. Few High-Profile Mexican CEOs
Source: 2016 Edelman Trust Barometer CEO Supplement
Q1. Thinking about CEOs of companies in general, how many can you name? Please be specific and use their full names
in the boxes below. General Population, [Open ended question, coded for industry sector], 10-country global total.
10
Percent who mention each CEO name, 10-country global data (unaided)
10% Mark Zuckerberg 8% Bill Gates 4% Steve Jobs 4% Tim Cook 3% Carlos Slim
3% Jack Ma 3% Satya Nadella 2% Sundar Pichai 2% Carlos Ghosn 2%
Richard
Branson

11. Few High-Profile Mexican Brands
11
?

12. Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23
Quid analysis of 2,103 stories in U.S.-based media outlets from Aug. 15-Nov. 15, 2017.
Topics related to Sports and Travel & Hospitality were excluded.
12
Topic Clusters
! Trade 19%
! Business 16%
! Earthquake 16%
! Crime 13%
! Immigration 10%
! Hurricane 8.7%
! International Relations 5.7%
! Border 4.8%
! Academia 3.7%
! Health 0.24%
! Cards Against Humanity 0.19%
U.S. Media on Mexico:
What’s Being Covered

13. U.S. Media Coverage of
Mexico Slants Negative
Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23
Quid analysis of 2,103 stories in U.S.-based media outlets from Aug. 15-Nov. 15, 2017.
Topics related to Sports and Travel & Hospitality were excluded.
13
Sentiment summary
! Positive 37%
! Neutral 31%
! Negative 30%

14. U.S. Ambivalent on
Relationship With Mexico
Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23
Q3: For each of the statements below, please indicate how much you agree or disagree. (Top 4 box, Agree)
14
61%
agree
48%
agree with
one or more
Build a stronger, more
collaborative relationship
with Mexico
• End flow of immigrants
• Build a border wall
• Withdraw from NAFTA
vs.

15. 42
50
21 25
47
60
15
26
62
50
57 5760
45
51
46
Trust Diverges Along Voting Lines
15
Percent trust in the four institutions of government, business, media
and NGOs, pre- and post-election, Trump vs. Clinton voters
Source: 2017 Edelman Trust Barometer Q11-620 and U.S. Flash Poll. 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) Audience: U.S. General Population of Trump and Clinton voters who participated both in main and re-contact study.
+10 -6 +1
-6-5-2
+5
Media highly distrusted
by Trump voters;
declines among both
Government highly
distrusted by Trump
voters
Change+−
Pre-election Post-election
Trump
Voters
Clinton
Voters
-11
Business MediaNGOs Government

16. Trump Voters Most Fearful
of Immigration & Globalization
Source: 2017 Edelman Trust U.S. Flash Poll Q14. Who did you vote for? Audience: U.S. General Population, grouped by “system failing” segments and level of fear
from the Trust Barometer. Corruption Q685-687, Globalization Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation Q677. For
details on how systemic distrust and societal fears were measured, please refer to the Technical Appendix. Respondents were labeled as “fearful” if they were fearful
of at least one of the following societal issues: corruption, immigration, globalization, eroding social values, and pace of innovation. 16
Percent of voters for each candidate who have specific fears
Trump Voters
67%
are fearful
45%
are fearful
Immigration 46 +29
Globalization 44 +25
Eroding Social Values 35 +14
Corruption 34
Pace of Innovation 20
Immigration 17
Globalization 19
Eroding Social Values 21
Corruption 29
Pace of Innovation 15
Trump voters twice as likely to fear
globalization and immigration than
Clinton voters
Clinton Voters

17. Republicans Far More Negative
on Mexico Than Democrats
Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23
Q3: For each of the statements below, please indicate how much you agree or disagree. (Top 4 box, Agree), by political affiliation.
17
Percent of U.S. respondents who agree with each of the following statements
26
26
38
52
56
47
53
53
58
67
Products and services from Mexico are of low quality
NAFTA has killed more jobs in the U.S. than it has created
Mexico does not have adequate laws to protect the environment
Mexico does not pay its workers a fair wage
There is a lot of corruption within the Mexican government
Republican
Democrat
Bipartisan
agreement
on
corruption
and unfair
wages

18. Republicans Deeply
Concerned About Immigration
Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23
Q3: For each of the statements below, please indicate how much you agree or disagree. (Top 4 box, Agree), by political affiliation.
18
Percent of U.S. respondents who agree with each of the following statements
19
29
62
62
Build a wall along the Mexico-U.S.
border
End flow of immigrants from
Mexico
Republican
Democrat
2x
stronger support for
anti-immigration policies
3x
stronger support for
a border wall

19. 1 in 2 Americans
Believe it is Unsafe to Travel to Mexico
Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23
Q3: For each of the statements below, please indicate how much you agree or disagree. (Top 4 box, Agree), total and by political affiliation.
19
Percent of U.S. respondents who agree with each of the following statements
35
46
44
42
34
60
35
41
50
I feel uncomfortable travelling to Mexico
given the negative things the President has said
I would eagerly go to Mexico for a vacation
It is dangerous for Americans to travel in Mexico
Republican
Democrat
All Americans
59%
have never
been to Mexico

20. Who is going to
tell the real story about Mexico?
20

21. Average Person More Credible on Mexico
than Officials or the Media
Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23. Q2: In general, if you heard information about Mexico from each of
the sources listed below, how credible would the information be to you--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 box, Credible)
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), question
asked of half the sample. General Population, 28-country global total.
21
Percent of U.S. respondents who rate each spokesperson as
extremely/very credible when hearing information about Mexico
21
21
22
26
28
30
31
34
36
39
CEO of a Mexican company
Mexican news media
Mexican government official
Mexico Tourism Board
Spanish language news media in the U.S.
Mainstream U.S. news media
The President of the U.S.
U.S. government officials who are Mexican American
Average person who has visited or lived in Mexico
Average person who is Mexican American Most credible
spokespeople on
companies:
60% Person like myself
60% Technical expert
60% Academic expert

22. Americans Who Have Visited Mexico
Far More Likely to Trust Mexican Companies
Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23
Q1: First, we would like to focus on global companies headquartered in specific countries. (Top 4 Box, Trust), among those who have never been to Mexico vs.
those who have visited Mexico.
22
Trust in companies headquartered in each country, among U.S. respondents …
28%
Trust
43%
Trust
…who have
never been to Mexico
(59% of total)
…who have
visited Mexico
(41% of total)

23. Americans Who Have Visited Mexico
Far More Likely to Want a Stronger Relationship
23
Percent who agree, among U.S. respondents …
“America’s interests will best be served
by building a stronger, more
collaborative relationship with Mexico”
54% 71%
Source: 2017 Edelman Trust Barometer Flash Poll, Mexico’s Trust Challenges—the U.S. Perspective, Nov. 23
Q3: For each of the statements below, please indicate how much you agree or disagree. (Top 4 box, Agree), among those who have
never been to Mexico vs. those who have visited Mexico.
…who have
never been to Mexico
(59% of total)
…who have
visited Mexico
(41% of total)
agree
agree

24. 24
Building a Stronger
U.S. - Mexico Relationship
1.
Refute the
negatives
2.
Address U.S.
interests
3.
Mobilize the
travelers and
experts

25. Thank You
1