Estudo de Confiança Edelman - Trust Barometer

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Veja os resultados da 12a. edição do Estudo de Confiança Edelman - Trust Barometer, que avalia o nível de confiança dos brasileiros nas ONGs, governo, mídia e empresas.

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Estudo de Confiança Edelman - Trust Barometer

  1. 1. TRUST BAROMETER
 BRASIL
 
 2012"
  2. 2. 2012  Edelman  Trust  Barometer  –  La5n  America  Findings   METHODOLOGY  OVERVIEW   GENERAL     INFORMED   INFORMED   PUBLIC   PUBLIC   PUBLIC   25-­‐64   35-­‐64   TwelFh  annual  study   Indicates  Global  Data   Online  survey  in  25  countries   30,000+  respondents   LATAM Indicates  LaOn  America   Region  Data   1,000  general  popula5on  respondents  per  country   Ages  18+     Oversample  of  informed  publics*   500  respondents  in  U.S.  and  China  &  200  in     all  other  countries   Ages  25-­‐64   §   (Trending  data  among  Ages  35-­‐64)     College-­‐educated   In  top  25%  of  household  income  per  age  group  in     each  country   Report  significant  media  consumpOon  and     engagement  in  business  news  and  public  policy   La5n  America  (LATAM)  select  countries:     Brazil,  Mexico,  ArgenOna   *  This  year  Informed  Publics  were  surveyed  via  online  methodology  instead  of  telephone  2          ©  Edelman,  2012.  All  rights  reserved.  
  3. 3. Edelman  Trust  Barometer  in  retrospect   2011   Rise  of  authority  figures   2010   Trust  is  now  an  essenOal  line  of  business   2009   Business  must  partner  with  government  to  regain  trust   2008   Young  influencers  have  more  trust  in  business   2007   Business  more  trusted  than  government  and  media   2006   “A  person  like  me”  emerges  as  credible  spokesperson   2005   Trust  shi`s  from  “authoriOes”  to  peers   2004   U.S.  companies  in  Europe  suffer  trust  discount   2003   Earned  media  more  credible  than  adverOsing   2002   Fall  of  the  celebrity  CEO   2001   Rising  Influence  of  NGOs  3          ©  Edelman,  2012.  All  rights  reserved.  
  4. 4. 4          ©  Edelman,  2012.  All  rights  reserved.  
  5. 5. Although  nearly  twice  as  many  countries  across  the  globe  are  now  skep5cs,  Mexico  remains  a  “Truster”  in  2012;  While  Argen5na  and  Brazil  move  from      ‘Trusters’  to  ‘Neutral’         2011   2012   GLOBAL   55   GLOBAL   51   Brazil   80   >   China   76   UAE   78   UAE   68   Indonesia   74   Singapore   67   China   73   65   TRUSTERS   India   Netherlands   73   Indonesia   63   Mexico   69   Mexico   63   Singapore   67   Netherlands   61   Argen5na   62   Canada   58   India   56   Italy   56   Italy   56   Argen5na   54   NEUTRAL   Canada   55   Australia   53   South  Korea   53   <   Brazil   51   Sweden   52   Sweden   49   Japan   51   >   U.S.   49   Australia   51   South  Korea   44   Spain   51   >   Poland   44   France   50   U.K.   41   Poland   49   Ireland   41   DISTRUSTERS   Germany   44   France   40   U.S.   42   Germany   39   U.K.   40   <   Spain   37   Russia   40   <   Japan   34   Ireland   39   Russia   32   Composite  score  is  an  average  of  a  country’s  trust  in  all  four  insOtuOons.    Informed  Publics  ages  25-­‐64  in  20  country  global  total  (excludes  ArgenOna,  Hong  Kong,  Malaysia,  Singapore   and  UAE)  and  across  23  countries   5          ©  Edelman,  2012.  All  rights  reserved.  
  6. 6. AFer  last  year’s  spike,  Brazil’s  trust  returns  to  level  seen  in  prior  years   TRUST  INDEX:  BRAZIL     100   90   78   80   70   59   59   60   57   53   53   50   50   49   47   40   30   20   10   0   2004   2005   2006   2007   2008   2009   2010   2011   2012   Composite  score  is  an  average  of  a  country’s  trust  in  all  four  insOtuOons.    Informed  Publics  ages  35-­‐64  in  Brazil    6          ©  Edelman,  2012.  All  rights  reserved.  
  7. 7. The  Fragility  of  Trust:  Focus  on  Japan   2011     2012     Informed  Public   Informed  Public   TRUST  IN  INSTITUTIONS    INFORMED  PUBLICS  –  AGES  25-­‐64   TRUST  IN  INDUSTRIES     Business   Media   NGOs   Government   75%   -­‐  12   -­‐  21   -­‐  26   Energy 29%   -­‐46   53%   47%   48%   36%   51%   30%   51%   25%   54%   Media 33%   -­‐21   55%   Financial services 38%   -­‐17   71%   Banks 51%   -­‐20   CREDIBLE  SPOKESPEOPLE     -­‐38   -­‐23   70%   -­‐43   -­‐55   67%   -­‐43   65%   63%   59%   -­‐26   TRUST  IN  INFORMATION  SOURCES   -­‐30   48%   42%   -­‐17   40%   -­‐16   -­‐26   -­‐13   -­‐13   39%   32%   24%   22%   18%   16%   14%   8%   Newspaper   TV   Radio   Magazines   Technical   Academic   CEO   A  Person   NGO   Regular   Financial/   Government   Expert   or  Expert   Like   Represent.   Employee   Industry   Official   Yourself   Analyst   Q11-­‐14.  [TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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);  Q16-­‐26.  [TRACKING]  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);  Q119-­‐126.  [TRACKING]  Below  is  a  list  of  people.  In  general,  when  forming  an  opinion  of  a  company,  if  you  heard  informaOon  about  a  company  from  each  person,  how  credible   would  the  informaOon  be-­‐-­‐extremely  credible,  very  credible,  somewhat  credible,  or  not  credible  at  all?  (Top  2  Box,  Credible:  Very  +  Extremely  Credible);  Q149-­‐160.  [TRACKING]  Below  is  a  list  of  places  where  you  might  get  informaOon  about  a   company.    For  each,  please  indicate  if  you  trust  it  a  great  deal,  somewhat,  not  too  much,  or  not  at  all  as  a  source  of  informaOon  about  a  company.  (Top  Box  -­‐  %  Trust  A  Great  Deal)  Informed  Publics  ages  25-­‐64  in  Japan  7          ©  Edelman,  2012.  All  rights  reserved.  
  8. 8. Globally,  trust  in  three  of  four  ins5tu5ons  declines;  only  media  rises   TRUST  IN  INSTITUTIONS       2011     Informed  Public   56%   2012     52%   53%   Informed  Public   47%   2012     General  Public   43%   38%   Government   Business   61%   58%   49%   52%   50%   46%   Media   NGOs   Q11-­‐14.  [TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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)  Informed  Publics  ages  25-­‐64  in  20  country  global  total  (excludes  ArgenOna,  Hong  Kong,   Malaysia,  Singapore  and  UAE)  AND  General  PopulaOon  in  25  country  global  total  8          ©  Edelman,  2012.  All  rights  reserved.  
  9. 9. Brazil  trust  in  all  ins5tu5ons  decreases  since  2011;     steepest  decline  in  government     TRUST  IN  INSTITUTIONS  –  BRAZIL       2011   2012   -­‐  17     -­‐  13     83%   79%   79%   72%   -­‐  39     62%   -­‐  56     58%   40%   27%   NGOs   Business   Media   Government   LATAM Q11-­‐14.  [TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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)  Informed  Publics  ages  25-­‐64  in  the    LaOn  America  Region  9          ©  Edelman,  2012.  All  rights  reserved.  
  10. 10. Several  mature  economies  see  double-­‐digit  drops  in  business  trust;   Also  drops  significantly  in  Brazil,  but  steady  in  Mexico  &  Argen5na   TRUST  IN  BUSINESS   2011     Informed  Public   2012     Informed  Public   Trust   Trust  Steady   Trust   80%   81%   81%   78%   77%   78%   74%   71%   70%  69%   67%   67%   66%   65%   65%   64%   63%   63%   61%   62%   56%   56%   57%   57%   54%   54%   53%   53%   53%   52%   52%   50%   50%  50%   46%   48%   46%   46%   46%   44%   47%   47%   44%   43%   41%  41%   38%   34%   32%   31%   28%   N/A N/A Q11-­‐14.  [Business  in  General  TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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)  Informed  Publics  ages  25-­‐64  in  20  country  global  total   (excludes  ArgenOna,  Hong  Kong,  Malaysia,  Singapore  and  UAE)  and  across  25  countries   10          ©  Edelman,  2012.  All  rights  reserved.  
  11. 11. China  is  the  only  country  across  the  globe  to  see  trust  in  business  rise;     Brazil  experiences  significant  drop  in  trust  while  Russia  and  India  levels  are  steady   TRUST  IN  BUSINESS   2011     Informed  Public   2012     Informed  Public   Trust   Trust  Steady   Trust   80%   81%   81%   78%   77%   78%   74%   71%   70%  69%   67%   67%   66%   65%   65%   64%   63%   63%   61%   62%   56%   56%   57%   57%   54%   54%   53%   53%   53%   52%   52%   50%   50%  50%   46%   48%   46%   46%   46%   44%   47%   47%   44%   43%   41%  41%   38%   34%   32%   31%   28%   N/A N/A Q11-­‐14.  [Business  in  General  TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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)  Informed  Publics  ages  25-­‐64  in  20  country  global  total   (excludes  ArgenOna,  Hong  Kong,  Malaysia,  Singapore  and  UAE)  and  across  25  countries   11          ©  Edelman,  2012.  All  rights  reserved.  
  12. 12. La5n  America  more  trus5ng  of  nearly  all  industries  than  their  global  peers;   But  the  same  industries  are  trusted  most  in  LATAM  and  global   TRUST  IN  INDUSTRIES  –  GLOBAL  AND  LATIN  AMERICA  REGION   2011   2012   2012   LATAM   Technology   80%   Technology   79%   87%*   #1   TelecommunicaOons   67%   AutomoOve   66%   81%*   #2   2009:   AutomoOve   67%   Food  and  beverage   64%   79%*   #3   58%   Food  and  beverage   64%   Consumer  packaged  goods   62%   73%*   PharmaceuOcals   61%   TelecommunicaOons   60%   63%   Energy   60%   Brewing  and  spirits   59%   70%*   Consumer  packaged  goods   57%   PharmaceuOcals   56%   69%*   Brewing  and  spirits   57%   Energy   53%   65%*   Media   52%   Media   51%   55%   Banks   50%   Banks   47%   54%*   Financial  services   48%   Financial  services   45%   56%*   *Significant  difference  at   2008  Trust  in  Banks:  56%     2012  Trust  in  Banks:  40%    -­‐16   the  95%  confidence  level   vs.  2012  global   Q16-­‐26.  [TRACKING]  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)  Informed  publics  ages  25-­‐64  in  20  country  global  total  (excludes   ArgenOna,  Hong  Kong,  Malaysia,  Singapore  and  UAE)  and  the  LaOn  America  Region  &  Informed  Publics  ages  35-­‐64  in  18  country  global  total  12          ©  Edelman,  2012.  All  rights  reserved.  
  13. 13. Technology  is  s5ll  the  most  trusted  in  Brasil;  Energy  and  Telecomm  decline.   TRUST  IN  INDUSTRIES  –  BRAZIL   2011   2012   Technology 93%   Technology 86%   -­‐  7   Energy 92%   Food and beverage 77%   -­‐  12   Telecommunications 90%   Automotive 75%   -­‐  10   Food and beverage 89%   Pharmaceuticals 75%   -­‐  11   Pharmaceuticals 86%   Brewing and spirits 71%   -­‐  14   Automotive 85%   Consumer packaged goods 71%   -­‐  13   Brewing and spirits 85%   Energy 67%   -­‐  25   Consumer packaged goods 84%   Media 59%   -­‐  22   Media 81%   Banks 56%   -­‐  13   Banks 69%   Telecommunications 55%   -­‐  35   Financial services 69%   Financial services 53%   -­‐  16  Q16-­‐26.  [TRACKING]  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)  Informed  publics  ages  25-­‐64  in  Brazil   13          ©  Edelman,  2012.  All  rights  reserved.  
  14. 14. Over  the  past  year,  drama5c  fall  for  banks  in  Brazil  and  Mexico,  while   Argen5na’s  trust  holds  steady   TRUST  IN  BANKS   ArgenOna   Brazil   Mexico   100%   90%   80%   75%   67%   70%   61%   60%   59%   59%   69%   60%   50%   56%   53%   52%   52%   51%   40%   43%   38%   30%   20%   10%   0%   2007   2008   2009   2010   2011   2012   Q16-­‐26.  [Banks  TRACKING]  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)  Informed  publics  ages  35-­‐64  in  LaOn  America   countries    14          ©  Edelman,  2012.  All  rights  reserved.  
  15. 15. Majority  of  countries  now  distrust  government;  trust  declines  in   Argen5na  and  Brazil,  while  Mexico  levels  are  stable  but  low   TRUST  IN  GOVERNMENT   2011     Informed  Public   2012     Informed  Public   Trust   Trust  Steady   Trust   88%   88%   85%   77%   78%   75%   75%   73%   64%   62%   61%   62%   62%   56%   53%  52%   54%   52%   52%   51%   50%   49%   49%  50%   44%   47%   45%   43%   43%   43%   42%   42%   43%   40%   39%   40%   38%   35%   35%   36%   33%  33%   33%   31%   31%   32%   28%   26%   25%   20%   20%   N/A N/A Q11-­‐14.  [Government  in  General  TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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)  Informed  Publics  ages  25-­‐64  in  20  country  global  total  (excludes   ArgenOna,  Hong  Kong,  Malaysia,  Singapore  and  UAE)  and  across  25  countries   15          ©  Edelman,  2012.  All  rights  reserved.  
  16. 16. Trust  in  government  also  falls  in  Brazil  and  Argen5na  since  2011;  however,   Mexico  trust  is  steady   TRUST  IN  GOVERNMENT   ArgenOna   Brazil   Mexico   100%   90%   85%   80%   70%   60%   49%   50%   44%   54%   41%   40%   43%   42%   36%   39%   35%   30%   32%   20%   20%   10%   0%   2008   2009   2010   2011   2012   Q11-­‐14.  [Government  in  General  TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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)  Informed  Publics  ages  25-­‐64  in  LaOn  America  countries    16          ©  Edelman,  2012.  All  rights  reserved.  
  17. 17. Media  only  ins5tu5on  to  see  trust  rise  globally;  decreases  in   Brazil  and  Argen5na  while  steady  in  Mexico   TRUST  IN  MEDIA   2011     Informed  Public   2012     Informed  Public    Trust   Trust  Steady   Trust   86%   80%  79%   80%   72%   73%   70%   69%   67%   65%   65%   65%   61%   60%   61%   61%   59%   57%   54%   53%   53%   52%  50%   49%   50%   48%   49%   48%   46%  46%   45%   47%   45%   45%   43%  45%   42%   45%   41%   37%   37%   38%   38%   37%   37%   36%   35%   32%   33%   27%   22%   N/A N/A Q11-­‐14.  [Media  in  General  TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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)  Informed  Publics  ages  25-­‐64  in  20  country  global  total  (excludes  ArgenOna,   Hong  Kong,  Malaysia,  Singapore  and  UAE)  and  across  25  countries   17          ©  Edelman,  2012.  All  rights  reserved.  
  18. 18. Skep5cism  requires  repe55on   NUMBER  OF  TIMES  NEEDED  TO  HEAR  INFORMATION  –  BRAZIL   Ten  or  more  5mes  (10+),   Once  (1),  8%   11%   Six  to  Nine  5mes  (6-­‐9),   5%   Twice  (2),  20%   Four  or  Five  5mes  (4  -­‐  5),   20%   Three  5mes  (3),  36%   Three  to  Five  5mes   56%  Q148.  [TRACKING]    Think  about  everything  you  see  or  hear  every  day  about  companies,  whether  it  is  posiOve  or  negaOve.  How  many  Omes  in  general  do  you  need  to  be  exposed  to  something  about  a  specific  company  to  believe  that  the  informaOon  is  likely  to  be  true?  Please  enter  the  number  of  Omes  below.  (Excludes  ‘Don’t  Know’  responses)    Informed  publics  ages  25-­‐64  in  Brazil   18          ©  Edelman,  2012.  All  rights  reserved.  
  19. 19. Diversifica5on  of  Media   TRUST  IN  INFORMATION  SOURCES   2011     Informed  Public   2012     Informed  Public   + 10%   29% 32% + 18%   22% 26% + 75%   + 23%   14% 16% 13% 8% TRADITIONAL   ONLINE  MULTIPLE  SOURCES   SOCIAL  MEDIA   CORPORATE   Q149-­‐160.  [TRACKING]  Below  is  a  list  of  places  where  you  might  get  informaOon  about  a  company.    For  each,  please  indicate  if  you  trust  it  a  great  deal,  somewhat,  not  too  much,  or  not   at  all  as  a  source  of  informaOon  about  a  company.  (Top  Box  -­‐  %  Trust  A  Great  Deal)  Informed  Publics  ages  25-­‐64  in  20  country  global  total  (excludes  ArgenOna,  Hong  Kong,  Malaysia,   Singapore  and  UAE)  19          ©  Edelman,  2012.  All  rights  reserved.  
  20. 20. Diversifica5on  of  Media   TRUST  IN  INFORMATION  SOURCES  –  BRAZIL   2011     Informed  Public   2012     Informed  Public   56% 51% 48% 42% 27% 27% 25% 21% TRADITIONAL   ONLINE  MULTIPLE  SOURCES   SOCIAL  MEDIA   CORPORATE   Q149-­‐160.  [TRACKING]  Below  is  a  list  of  places  where  you  might  get  informaOon  about  a  company.    For  each,  please  indicate  if  you  trust  it  a  great  deal,  somewhat,  not  too  much,  or  not   at  all  as  a  source  of  informaOon  about  a  company.  (Top  Box  -­‐  %  Trust  A  Great  Deal)  Informed  Publics  ages  25-­‐64  in Brazil20          ©  Edelman,  2012.  All  rights  reserved.  
  21. 21. NGOs  s5ll  most  trusted  ins5tu5on,  despite  some  drops;  trust  steady  and   high  in  Argen5na  and  Mexico  but  Brazil’s  trust  decreases   TRUST  IN  NON-­‐GOVERNMENTAL  ORGANIZATIONS  (NGOS)   2011     Informed  Public   2012     Informed  Public    Trust   Trust  Steady   Trust   85%   79%   80%   78%   75%   74%   72%   72%   72%   70%   70%   70%   67%   67%   65%   68%   65%   64%   64%   66%   66%   66%   63%   62%   61%   61%   60%   60%   58%   58%   58%   59%   55%   56%   55%   54%   53%  53%   55%   53%   53%   51%   51%   51%   49%  50%   48%   42%   41%   30%   28%   N/A N/A Q11-­‐14.  [Non-­‐governmental  organizaOons  (NGOs)  TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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)  Informed  Publics  ages  25-­‐64  in  20  country  global   total  (excludes  ArgenOna,  Hong  Kong,  Malaysia,  Singapore  and  UAE)  and  across  25  countries   21          ©  Edelman,  2012.  All  rights  reserved.  
  22. 22. Trust  in  NGOs  remains  high  in  Mexico  and  Argen5na;  steep  drop  in  Brazil   TRUST  IN  NON-­‐GOVERNMENTAL  ORGANIZATIONS  (NGOS)     ArgenOna   Brazil   Mexico   90%   80%   75%   71%   70%   72%   64%   67%   60%   50%   40%   40%   30%   2004   2005   2006   2007   2008   2009   2010   2011   2012   Q11-­‐14.  [Non-­‐governmental  organizaOons  (NGOs)  TRACKING]  Below  is  a  list  of  insOtuOons.  For  each  one,  please  indicate  how  much  you  trust  that  insOtuOon  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)  Informed   Publics  ages  35-­‐64  in  LaOn  America  region  countries  22          ©  Edelman,  2012.  All  rights  reserved.  

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