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2017 Edelman
Trust Barometer
1
Informed
Public
9 years in 20+ markets
Represents 13% of total global population
500 respondents in U.S. and China; 200
in...
Trust in Retrospect
3
Rising Influence
of NGOs
2001
Business Must
Partner with
Government to
Regain Trust
2009
Fall of the...
2017: Trust Gap Widens
Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the ins...
45 Global
70 India
67 Indonesia
62 China
59 Singapore
59 UAE
52 Netherlands
50 Colombia
50 Mexico
47 Brazil
47 Canada
47 I...
Trust
in Crisis
Trust Index
A World of Distrust
Average trust in institutions,
2016 vs. 2017
7
47 Global
72 India
69 Indonesia
67 China
60...
Evaporation of Trust in Past Year in the UK
Source: 2017 Edelman Trust Barometer UK Supplement Q1. Below is a list of inst...
50
46
36 36
46 45
32
36
32 33
24 26
All Four Institutions Distrusted in UK
Source: 2017 Edelman Trust Barometer Q11-620. B...
44
35 34
26
44 43
32
37
54
67
46
54
NGOs Business Media Government
Trust Crisis Deepens Amongst Low Income
Households And ...
Post
Brexit
If We Ran the Referendum Again, People Think We’d
Get a Different Outcome. We Would Not.
Source: 2017 Edelman Trust Barome...
Even High Net Worth Split Over Brexit Vote
Source: 2017 Edelman Trust Barometer UK Supplement Q15. Did you vote...? Base: ...
Post Brexit Broad Agreement That We Should Just
Get On With It
Source: 2017 Edelman Trust Barometer UK Supplement Q17. The...
Post Brexit, 6 in 10 Are Not Worried About The Future
Source: 2017 Edelman Trust Barometer UK Supplement Q22. Following th...
40
30
43
37 39 37
11
22
11
17
14
23
42 41 39 39 40
33
Future generations Immigration The UK Economy UK Society Employment ...
36
24 24 26
22
16
20
40 39
34
26
25 24 23
35
23 23
26
22
15
20
Theresa May - the
Prime Minister
Sadiq Khan - Mayor of
Lond...
22 23 25 26 29
34
37 38
43 44 46 47
NGOs The British
People
Business The United
Nations
The
International
Monetary
Fund
Th...
18 19
26 27 27 28
40
49
55
60
82
88
Political
partiesin
general
Political
leadersin
general
TheHouse
ofCommons
The
Europea...
Political Party 2014 2015 2016 2017
Conservatives
37% 36% 38% 28%
Labour
41% 36% 31% 25%
Liberal Democrats
31% 25% 23% 20%...
Political Leader 2014 2015 2016 2017
David Cameron
33% 34% 40% 23%
Boris Johnson
43% 39% 37% 24%
Jeremy Corbyn
N/A N/A 28%...
35
24
24 23 23 23
20 19
17 15 15 15
11 11 11
8
41
26
41
36
27
30
24
29
22
15
21 21
17 17 15 16
34
24 22 21 22 22
20 18 16 ...
33
25 23 23 23 22
20 18 17 16 16
13 13 11 11
8
39
24
34
26
31 33
25
23 24
21
18 18 19 18
13 11
33
25
22 23 22 21 19 18 16 ...
66
59 57
45 45
36
12
15
17
28
32
47
14
18 18 19
15
10
Political stability in the world The world economy Future generation...
The System
Is Broken
Source: 2017 Edelman Trust Barometer Q672-675, 678-680, 688-690.
For details on how the “system failing” measure was calcu...
Barely 1 in 10
believe the
system is
working for
them
60%
29%
11%
Majority in the UK Believe the
System is Failing Them
So...
Globally Even The Informed Believe the
System Is Not Working
Source: 2017 Edelman Trust Barometer S8. Thinking about your ...
UK Amongst Countries with Above Average
Belief the System Is Failing
Source: 2017 Edelman Trust Barometer. Corruption Q685...
The Echo
Chamber
31
The Echo Chamber in Action
Facts matter less Bias is the filter Humans not required
2 in 5 agree
“I would support polit...
43
2012 2017
Search engines* 61 64
Traditional media 62 57
Online-only
media**
46 51
Owned media 41 43
Social media 44 41
...
Source: 2017 Edelman Trust Barometer Q754. You are about to see a series of two choices. Each choice describes a different...
Desire for Trustworthy Information Amidst Questionable
Media Ethics
Source: UK Supplement, Q6/Q12. Thinking specifically a...
Business
on Notice
36
Business Expected
to Lead
Source: 2017 Edelman Trust Barometer Q249-757. Please indicate how much you agree or disagree...
37
18
23 23 24 25 26 27 27 27 28 28 28
31
34
36
38
40 40
42 43 44
48 48
51 52
55
61
70
Global
28-Country
Japan
France
Pola...
60 60 60
48 46
43
29
37 35
60 59
53
50
43
40
30 28 28
Academic
expert
Technical
expert
Apersonlike
yourself
Employee
Finan...
Business Plays a Role in Stoking Societal Fears
Source: 2017 Edelman Trust Barometer Q693-762. Some people say they worry ...
What’s at Stake for Business?
Source: 2017 Edelman. Trust Barometer Q709-718 For each of the statements below, please indi...
Business’ License to Operate at Risk
Source: 2017 Edelman Trust Barometer Q667-670. For each of the statements below, plea...
Which is more believable?
Talk With the People,
Not At the People
42
Source: 2017 Edelman Trust Barometer Q754. You are ab...
With the People,
Not For the People
A Fundamental Shift
44
Current
Tension
Old Model:
For the People
New Model:
With the People
Elites manage
institutions to
...
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Edelman Trust Barometer 2017 - UK Results

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The 2017 Edelman Trust Barometer is the firm’s 17th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.

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Edelman Trust Barometer 2017 - UK Results

  1. 1. 2017 Edelman Trust Barometer 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 17 years of data 33,000+ respondents total Initial fieldwork was conducted between October 13th and November 16th, 2016 Online Survey in 28 Countries Mass Population All population not including Informed Public Represents 87% of total global population 1,150 General Online Population respondents, with additional boosts of 250 Low Income Household respondents and 100 High Net Worth individuals Fieldwork was conducted between 23 December, 2016 and 7 January, 2017 January Supplement, UK JAN
  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 Trust in Crisis 2017 Growing Inequality of Trust 2016
  4. 4. 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. 4 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
  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 Trust Index Mass Population Left Behind Average trust in institutions, Informed Public vs. Mass Population The Mass Population distrusts their institutions in 20 of 28 countries 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, 28-country global total. Mass Population 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 Trusters (60-100) Neutrals (50-59) Distrusters (1-49)
  6. 6. Trust in Crisis
  7. 7. Trust Index A World of Distrust Average trust in institutions, 2016 vs. 2017 7 47 Global 72 India 69 Indonesia 67 China 60 Singapore 60 UAE 53 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 2016 2017 50 Global 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil 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 Trusters (60-100) Neutrals (50-59) Distrusters (1-49) 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. 3-point decrease in the global Trust Index Trust declines in 21 of 28 countries—the broadest declines since beginning General Population tracking in 2012 2 in 3 countries are now distrusters
  8. 8. Evaporation of Trust in Past Year in the UK Source: 2017 Edelman Trust Barometer UK Supplement Q1. 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] Base: UK General Population (n=1,150) 8 Percent trust in institutions, 2012-2017 JAN 29 37 36 34 36 36 26 32 36 37 33 36 32 24 38 49 45 44 46 45 33 42 52 51 46 50 46 32 2012 2013 2014 2015 2016 2017 January Supplement - 2017 Government Media Business NGOs 35 43 42 39 42 40 29 Trust Index:
  9. 9. 50 46 36 36 46 45 32 36 32 33 24 26 All Four Institutions Distrusted in UK 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] Base: UK General Population (n=1,150) 9 Percent trust in the four institutions of government, business, media and NGOs, 2016 vs. 2017 Business MediaNGOs Government 50% Neutral Trusted Distrusted -14 -12 -8 20172016 JAN UK Supplement -10
  10. 10. 44 35 34 26 44 43 32 37 54 67 46 54 NGOs Business Media Government Trust Crisis Deepens Amongst Low Income Households And Hits High Net Worth For First Time Source: 2016 Edelman Trust Barometer UK Supplement 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) Low income households (n250), General population (n1000), High net worth (n100) // 2017 Edelman Trust Barometer UK Supplement Q1. 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) Low income households (n485), General population (n1,150), High net worth (n116) 10 Percent trust in the four institutions of government, business, media and NGOs Low Income Households General Population High Net Worth 26 27 21 20 32 33 24 26 51 53 35 38 NGOs Business Media Government 2016 2017 JAN
  11. 11. Post Brexit
  12. 12. If We Ran the Referendum Again, People Think We’d Get a Different Outcome. We Would Not. Source: 2017 Edelman Trust Barometer UK Supplement Q15. Did you vote...? Base: UK General Population (n=960), Informed Public (n=99), Mass Population (n=861) // Q16. 6 months after the referendum, would you say...? Base: Those who voted leave (n=476), Those who voted remain (n=474) 12 Percent who voted for the UK to leave/remain in the European Union 50 49 38 62 51 48 Leave Remain General Population Informed Public Mass Population JAN 87% of those who voted to leave, and 88%of those who voted to remain Are sure of their decision six months after the vote
  13. 13. Even High Net Worth Split Over Brexit Vote Source: 2017 Edelman Trust Barometer UK Supplement Q15. Did you vote...? Base: General Population (n=960), Low Income Households (n=377), High Net Worth (n=107) 13 Percent who voted for the UK to leave/remain in the European Union 61 39 50 49 45 54 Leave Remain JAN Low Income Households General Population High Net Worth
  14. 14. Post Brexit Broad Agreement That We Should Just Get On With It Source: 2017 Edelman Trust Barometer UK Supplement Q17. The results of the referendum are being challenged. What do you think should happen? Base: General Population (n=1,150), Low Income Households (n=485), High Net Worth (n=116) 14 Percent who agree with the following statements JAN Low Income Households General Population High Net Worth 62 7 17 58 9 22 66 8 23 The referendum vote to leave the EU should be acted upon The referendum vote to leave the EU should be ignored There should be a second referendum
  15. 15. Post Brexit, 6 in 10 Are Not Worried About The Future Source: 2017 Edelman Trust Barometer UK Supplement Q22. Following the UK decision to leave the European Union, would you say you are…[Top 2 Box, More Confident] [Bottom 2 Box, More Worried] Base: UK General Population (n=1,150), Low Income Households (n=485), High Net Worth (n=116) 15 Attitude toward the future following the UK decision to leave the European Union JAN Low Income Households General Population High Net Worth 33 30 3031 29 36 49 20 29 More Confident Perception of Future Unchanged More Worried
  16. 16. 40 30 43 37 39 37 11 22 11 17 14 23 42 41 39 39 40 33 Future generations Immigration The UK Economy UK Society Employment and the job market in the UK Your personal life and future General Population Unclear on the Impact of Brexit Source: 2017 Edelman Trust Barometer UK Supplement Q20. Thinking about the implications of Brexit, how much do you expect the withdrawal of the UK from the European Union to make a positive, negative or no impact in future... [Top 4 Box, Positive] [Bottom 4 Box, Negative] [Neutral] Base: UK General Population (n=1,150) 16 Perceived impact of the UK’s withdrawal from the EU JAN Negative Neutral Positive
  17. 17. 36 24 24 26 22 16 20 40 39 34 26 25 24 23 35 23 23 26 22 15 20 Theresa May - the Prime Minister Sadiq Khan - Mayor of London David Davis - Secretary of State for Leaving the European Union Boris Johnson - Secretary of State for Foreign and Commonwealth Affairs Philip Hammond - 'Chancellor of the Exchequer Amber Rudd - 'Secretary of State Liam Fox - Secretary of State for International Trade Theresa May and the Three Brexiteers Not Trusted to Deliver Brexit Source: 2017 Edelman Trust Barometer UK Supplement Source: 2017 Edelman Trust Barometer Q19. Please indicate how much you trust the following members of the Government to do what is right when negotiating the UK withdrawal from the EU. [Top 4 Box, Trust] Base: UK General Population (n=1,150), Informed Public (n=114), Mass Population (n=1,036) 17 Percent trust political figures to do what is right as regards the UK’s withdrawal from the EU, 2017 JAN General Population Informed Public Mass Population 50% NeutralTrustedDistrusted
  18. 18. 22 23 25 26 29 34 37 38 43 44 46 47 NGOs The British People Business The United Nations The International Monetary Fund The House of Lords The House of Commons Media Government The European Union Political leaders in general Political parties in general Rejection of UK Political Institutions Post Brexit Source: 2017 Edelman Trust Barometer UK Supplement Q2. Please indicate how much your personal trust in each institution has changed over the past year. [Bottom 2 Box Box, Trust Less] Base: UK General Population (n=1,150) 18 Percent who trust institutions less over past year, 2017 50% JAN Significant decline of trust in political system
  19. 19. 18 19 26 27 27 28 40 49 55 60 82 88 Political partiesin general Political leadersin general TheHouse ofCommons The European Union The International Monetary Fund TheHouse ofLords TheUnited Nations Other generations TheBritish People Your generation Yourfriends Yourfamily Post Brexit 8 In 10 Brits Do Not Trust Political Leaders to Do What Is Right Source: 2017 Edelman Trust Barometer UK Supplement Q1. 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] Base: UK General Population (n=1,150) 19 Percent trust in institutions, 2017 50% NeutralDistrust Trust JAN
  20. 20. Political Party 2014 2015 2016 2017 Conservatives 37% 36% 38% 28% Labour 41% 36% 31% 25% Liberal Democrats 31% 25% 23% 20% UKIP 29% 27% 19% 19% Green Party 38% 36% 29% 27% Scottish National Party 23% 20% 22% 19% Plaid Cymru 22% 15% 16% 16% 10% 15% 20% 25% 30% 35% 40% 45% 2014 2015 2016 2017 Loss of Trust Amongst Parties Post Brexit Source: Edelman Trust Barometer UK Supplement Q3/Q14. Please indicate how much you trust each of the following political parties 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. Base: UK General population Trust in each political party to do what is right, 2014-2017 20 JAN All Parties Distrusted Six Months Post Brexit
  21. 21. Political Leader 2014 2015 2016 2017 David Cameron 33% 34% 40% 23% Boris Johnson 43% 39% 37% 24% Jeremy Corbyn N/A N/A 28% 23% Tim Farron N/A N/A 18% 15% Nigel Farage 25% 28% 21% 20% Nicola Sturgeon N/A 20% 28% 23% Leanne Wood 11% 14% 16% 11% Theresa May N/A N/A N/A 35% Sadiq Khan N/A N/A N/A 24%0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 2014 2015 2016 2017 Loss of Faith in all Political Leaders Following Brexit Source: Edelman Trust Barometer UK Supplement Q4/15. Please indicate how much you trust the following political leaders to do what is right using 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] Base: UK General population. N/A – individuals not included in the previous surveys Trust in each political leader to do what is right, 2014-2017 21 JAN Six Months Post Brexit All Politicians Distrusted
  22. 22. 35 24 24 23 23 23 20 19 17 15 15 15 11 11 11 8 41 26 41 36 27 30 24 29 22 15 21 21 17 17 15 16 34 24 22 21 22 22 20 18 16 15 14 14 10 11 10 8 Theresa May Boris Johnson Sadiq Khan David Cameron Jeremy Corbyn Nicola Sturgeon Nigel Farage Philip Hammond David Davis Caroline Lucas Tim Farron Liam Fox Paul Nuttall Leanne Wood Amber Rudd Jonathan Bartley Across the Board, British Political Leaders Distrusted Source: 2017 Edelman Trust Barometer UK Supplement Q4. Please indicate how much you trust the following political leaders to do what is right. [Top 4 Box, Trust] Base: UK General Population (n=1,150), Informed Public (n=114), Mass Population (n=1,036) 22 Trust in each political leader to do what is right, 2017 JAN General Population Informed Public Mass Population 50% NeutralTrustedDistrusted
  23. 23. 33 25 23 23 23 22 20 18 17 16 16 13 13 11 11 8 39 24 34 26 31 33 25 23 24 21 18 18 19 18 13 11 33 25 22 23 22 21 19 18 16 15 15 13 12 11 11 8 Theresa May Boris Johnson Sadiq Khan Jeremy Corbyn Nicola Sturgeon David Cameron Nigel Farage Philip Hammond David Davis Caroline Lucas Liam Fox Tim Farron Leanne Wood Paul Nuttall Amber Rudd Jonathan Bartley Honesty Seen as Unlikely from British Politicians Source: Edelman Trust Barometer UK Supplement Q5/Q21. Please indicate how much you trust the following political leaders to communicate honestly. [Top 4 Box, Trust] Base: UK General Population (n=1,150), Informed Public (n=114), Mass Population (n=1,036) 23 Trust in each political leader to communicate honestly, 2017 JAN General Population Informed Public Mass Population 50% NeutralTrustedDistrusted
  24. 24. 66 59 57 45 45 36 12 15 17 28 32 47 14 18 18 19 15 10 Political stability in the world The world economy Future generations The UK economy UK society Your personal life and future Trump Triggers Crisis of Trust in Post-Brexit Britain Source: 2017 Edelman Trust Barometer UK Supplement Q21. Thinking about the implications of the election of Donald Trump as the new U.S. president, how much do you expect his presidency to make a positive, negative or no impact in the future on the following? [Top 4 Box, Positive] [Bottom 4 Box, Negative] [Neutral] Base: UK General Population (n=1,150) 24 Perceived impact of the US election of Donald Trump JAN Negative Neutral Positive
  25. 25. The System Is Broken
  26. 26. 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. 26 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 democracies1 in 2 Countries Have Lost Faith in the System Percent of population who believe the system is not working Above global average Aligned with global average Below global average
  27. 27. Barely 1 in 10 believe the system is working for them 60% 29% 11% Majority in the UK 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. 27 Not at all true 9 8 7 6 5 4 3 2 1 3 in 10 are uncertain Completely true System failing System working Approximately
  28. 28. Globally Even The Informed Believe the System Is Not Working Source: 2017 Edelman Trust Barometer S8. Thinking about your annual household income in 2015, which of the following categories best describes your total household income that year? S7. What is the last grade in school you completed? S9. How often do you follow public policy matters in the news? S10. How often do you follow business news and information? General Population, 28-country global total, cut by ‘populism’. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix. High-Income College-Educated Well-Informed Top quartile of income College degree or higher Follow business and public policy information several times a week or more 48% 49% 51% 18
  29. 29. UK Amongst Countries with Above Average Belief the System Is Failing Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalization Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation Q677. System is failing: Q672-675, 678-680, 688-690. For details on how the societal fears and the “system failing” measure were 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. 29 % Who Agree System is 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 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 Above-Average Level of Fear Above-Average Belief the System is Failing Countries with Multiple Fears and Failing System 10 countries with above- average belief the system is failing and multiple fears 4 countries with above- average belief the system is failing – but lack multiple fears Corruption Immigration Globalization Eroding social values Pace of change
  30. 30. The Echo Chamber
  31. 31. 31 The Echo Chamber in Action Facts matter less Bias is the filter Humans not required 2 in 5 agree “I would support politicians I trust to make things better for me and my family even if they exaggerated the truth” 52% Do not regularly listen to people or organisations with whom they often disagree Nearly 4x more likely to ignore information that supports a position they do not believe in More likely to believe 59% Search Engines 41% Human Editors 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, 28-country global total. 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, 28-country global total, question asked of half the sample. Nearly
  32. 32. 43 2012 2017 Search engines* 61 64 Traditional media 62 57 Online-only media** 46 51 Owned media 41 43 Social media 44 41 Media as an institution 46 43 57 51 41 64 2012 2013 2014 2015 2016 2017 Globally Traditional Media Shows Steepest Decline 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, 25-country global total, 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.” Percent trust in each source for general news and information 32 Change, 2012 - 2017 +3 -5 +5 +2 -3 -3 Owned media now as trusted as media as an institution Traditional media down 5 points 43
  33. 33. 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, 28-country global total, choices shown to half the sample. 33 In the UK Official Sources Are Distrusted Percent who find each source more believable than its pair 73% Individuals 27% Institutions 66% Reformer 34% Preserver of Status Quo 76% Leaked Information 24% Company Press Statements
  34. 34. Desire for Trustworthy Information Amidst Questionable Media Ethics Source: UK Supplement, Q6/Q12. Thinking specifically about traditional media how much do you agree or disagree with the following statements? (By traditional media we mean mainstream media sources that are available in a print or broadcast format, such as newspapers, magazines, television news and radio news) [Top 4 Box, agree] Base: UK General Population 34 82% 78% 59% 59% 57% 42% 37% 77% 74% 52% 53% 46% 32% 25% We all need more trustworthy information about business and the world around us There is a lot of bad news in the world and I want to be sure I am getting reliable information about it More modern media such as social media seem less trustworthy than sources I grew up with We can rely less and less on the government to provide news and information for us Compared to newer forms of media, I find traditional media more reliable and trustworthy I think that social media is really just a way of accessing traditional media The media’s conduct and ethics are less of an issue than in recent years 2016 2017 JAN Percent agreement with each statement, 2016 vs. 2017
  35. 35. Business on Notice
  36. 36. 36 Business Expected to Lead Source: 2017 Edelman Trust Barometer Q249-757. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). UK General Population, question asked of half the sample. . 73% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
  37. 37. 37 18 23 23 24 25 26 27 27 27 28 28 28 31 34 36 38 40 40 42 43 44 48 48 51 52 55 61 70 Global 28-Country Japan France Poland S.Korea Canada Australia HongKong Ireland Netherlands Germany Italy U.K. Sweden Russia Singapore U.S. Malaysia Spain Argentina Turkey China Brazil Colombia Indonesia S.Africa UAE Mexico India All-time Low for CEO Credibility 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, 28-country global total, question asked of half the sample. GDP 5 = U.S., China, Japan, Germany, U.K. 37 Percent rate CEOs as extremely/very credible, 2016 vs. 2017 CEOs not credible in 23 countries 50% -12 -15 -8-7 -12-16-6-16-18-13-17-10-16-5-14-10 -10 -12 -11 -15-12 -13 -19 -7-9 -12 -11-12 -16 Declines in all 28 countries Y-to-Y Change+− NeutralDistrust Trust
  38. 38. 60 60 60 48 46 43 29 37 35 60 59 53 50 43 40 30 28 28 Academic expert Technical expert Apersonlike yourself Employee Financial industry analyst NGO representative Government official/ regulator CEO Boardof directors Global UK Experts Retain Position of Credibility 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) UK General Population, question asked of half the sample. 38 Percent who rate each spokesperson as extremely/very credible, and change from 2016 to 2017 CEO credibility decreased the most, dropping to an all-time low -7 -5 A person like yourself amongst most credible spokespeople -6 -7 -3 -5 -9 -7 -8 -12 -8 Y-to-Y Change+− Unlike the global trend, experts remain more trusted than “a person like yourself”
  39. 39. Business Plays a Role in Stoking Societal Fears 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) UK General Population. 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) UK General Population, question asked of half the sample. 39 UK population worries about losing their jobs due to: 54% globalization is taking us in the wrong direction 52% the pace of change in business and industry is too fast 41% 44% 50% 51% 56% Jobs moving to cheaper markets Automation Lack of training/skills Foreign competitors Immigrants who work for less
  40. 40. What’s at Stake for Business? 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) UK General Population. 40 69%agree 71%agree “The government should protect our jobs and local industries, even if it means that our economy grows more slowly.” “We need to prioritise the interests of our country over those of the rest of the world.”
  41. 41. Business’ License to Operate at Risk Source: 2017 Edelman Trust Barometer Q667-670. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q661- 664. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q658. For the statement below, please indicate how much you agree or disagree. (All respondents except Top 4 Box, Agree) UK General Population, question asked of one-fifth the sample. 41 78%agree that the pharmaceutical industry needs more regulation 60%agree that policymakers should tax foods that negatively impact health 52%do not agree that financial market reforms have increased economic stability Regulation ReformTax Policy
  42. 42. Which is more believable? Talk With the People, Not At the People 42 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. UK General Population, choices shown to half the sample. 60% Personal experience 40% Data 65% Spontaneous speaker 35% Rehearsed speaker 54% Blunt and outspoken 46% Diplomatic and polite 48% Company’s social media 52% Advertising
  43. 43. With the People, Not For the People
  44. 44. A Fundamental Shift 44 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

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