The 2018 Edelman Trust Barometer UK findings reveal that trust in various institutions, including government and social media, remains low, with significant concerns over ethics and fake news. The survey, conducted with over 3,400 UK respondents, indicates a decline in trust among youth and a growing demand for greater accountability from social media companies. Additionally, less than a quarter of people trust social media, while trust in traditional media has slightly rebounded, highlighting a complex landscape of public perception regarding media and institutions.

1. 2018 Edelman
Trust Barometer
UK Findings

2. Online Survey in 28 Countries
18 years of data
33,000+ respondents total
All fieldwork was conducted between 28 October
and 16 November 2017
This symbol denotes UK data
from the global study

3. 2018 UK Trust Supplement 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).
3
JAN
Online Survey in the UK
All fieldwork was
conducted between 19
December 2017 and 8
January 2018
Total sample size: 3,413
Youth
• 1,063 respondents
• Aged 16-18 years old
• Representative split across
gender and regions
General Population
• 2,000 respondents
• Ages 18+
• Nationally representative
of the UK population in
terms of gender, age,
and region
• All slides show General
Population unless
otherwise noted
High Net Worth
• Boost of 100 respondents
• Annual household income
of £100,000+
• Non-property assets
of £650,000+
Low Income Households
• Boost of 250 respondents
• Annual household income
of £15,000 or less
This symbol denotes
UK data from the
UK supplementary survey

4. 42
52
51
46
50
46
46
38
49
45
44
46
45
43
29
37
36
34
36
36 36
32
36
37
33
36
32 32
2012 2013 2014 2015 2016 2017 2018
UK Trust Remains Flat Across All Institutions
Source: 2018 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)
4
Per cent trust in institutions, 2012-2018
NGOs
Business
Government
Media

5. Social Media
on Notice

6. Less than a Quarter Now Trust Social Media
Source: 2018 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, United Kingdom, question asked of half the sample
Per cent trust in each source for general news and information
6
2017 2018
Change,
2017 - 2018
Traditional media 48 61 +13
Search engines 54 47 -7
Online-only media 40 45 +5
Owned media 31 26 -5
Social media 26 24 -2
Media as an institution 32 32 0
61 61
37
45
28
24
53
47
25 26
32 32
2012 2013 2014 2015 2016 2017 2018
Traditional media
up 13 points

7. Distrust in Social Media Driven by Inaction on Key Issues
Source: 2018 Edelman Trust Barometer UK Supplement Q12. Thinking about social media companies, to what extent do you agree or disagree with the following
statements? [Top 4 Box, Agree] Base: UK General Population (n=2,000)
7
Per cent agreement with each statement
7in 10agree
Ethics
“Social media companies
don’t do enough to
stop illegal or unethical
behaviour on their
platforms.”
7in 10agree
“Social media companies
don’t do enough to
prevent the sharing of
extremist content.”
Extremism
69%agree
Bullying
“Social media companies
don’t do enough to
prevent bullying.”
JAN

8. Over a Third Think Social Media No Longer a Force for
Good
Source: 2018 Edelman Trust Barometer UK Supplement Q12. Thinking about social media companies, to what extent do you agree or disagree with the following
statements? [Top 4 Box, Agree][Bottom 4 Box, Disagree] Base: UK General Population (n=2,000)
8
Per cent agreement with each statement
6%
8%
7%
10%
26%
29%
34%
19%
13%
16%
21%
15%
56%
46%
38%
57%
Social media helps me to stay
in touch with the people I love
I value the ease with which I can
share information on social media
Social media is a force
for good in society
Social media companies take
advantage of people’s loneliness
JAN
Don’t know
Disagree
Neutral
Agree

9. Britons Demand Greater Responsibility
from Social Media Companies
Source: 2018 Edelman Trust Barometer UK Supplement Q12. Thinking about social media companies, to what extent do you agree or disagree with the following
statements? [Top 4 Box, Agree] Base: UK General Population (n=2,000)
9
Per cent agreement with each statement
64%
Regulation
63%
Transparency
62%
Data Protection
worry that social
media companies are
not regulated enough
say social media
companies are not
transparent enough
worry that social media
companies will sell their
personal data without
them knowing
JAN

10. Social Media Changing Too Fast for Most Brits
Source: 2018 Edelman Trust Barometer UK Supplement Q13. For each of the following industries, please tell us whether you think that the pace of technology
development and change is too fast, too slow, or just right. [Top 4 Box, Too fast] [Bottom 4 Box, Too slow] Base: UK General Population (n=2,000), UK Youth
(n=1,063).
10
Per cent who feel the pace of change in social media is too fast
53%
UK General Population
53%
UK Youth
JAN

11. Fake News Stokes Fears
Source: 2018 Edelman Trust Barometer UK Supplement Q12. Thinking about social media companies, to what extent do you agree or disagree with the following statements? [Top 4 Box,
Agree] Q9. How much do you agree or disagree with the following statements? [Top 4 Box, Agree] Base: UK General Population (n=2,000), Greater London (n=261), Wales (n=100), Scotland
(n=180), Northern Ireland (n=60)
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
means “strongly disagree” and nine means “strongly agree”. [Top 4 Box, agree] question asked of half the sample, UK General Population.
11
Per cent agreement with each statement JAN
64%
The average person does
not know how to tell
good journalism from
rumour or falsehoods
Regional split of
those worried about
being exposed to
fake news on social
media:
London: 60%
Wales: 44%
Scotland: 57%
Northern Ireland: 52%
42%
Say they only skim
headlines on social
media channels, but do
not click on the content
JAN53%
Worry about being
exposed to fake news
on social media
JAN

12. Young People Are Switching off from
Social Media
12
Per cent change in use of social media channels
JAN
Facebook YouTube Twitter WhatsApp Instagram Snapchat
17%
33%
5%
11%
General
Population
Youth
13%
21%
2% 2%
General
Population
Youth
11%
18%
6%
17%
General
Population
Youth
8%
22%
4%
13%
General
Population
Youth
8%
17%
5%
6%
General
Population
Youth
8%
16%
5% 5%
General
Population
Youth
Use less than a year ago
Have left the platform in the last year
Source: 2018 Edelman Trust Barometer UK Supplement Q11. Thinking about your social media usage over the past year, how would you describe your use of the
following channels compared to a year ago? [Codes 2/3, Use less] [Code 1, Stopped using] Base: UK General Population (n=2,000), UK Youth (n=1,063)

13. Trust in Traditional
Media Rebounds

14. The UK Remains Distrusting of Media in General
Source: 2018 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=2,000), UK Youth (n=1,063), Greater London (n=261), Wales (n=100), Scotland (n=180), Northern Ireland (n=60)
14
Per cent trust in media in general, 2017-2018
32%
of the UK General
Population trust
the media (vs. 32% in 2017)
23%
of the UK Youth
trust the media
(vs. 17% in 2017)
General Population
Regional Split
London: 49%
Wales: 26%
Scotland: 37%
Northern Ireland: 40%
JAN
JAN

15. But, Trust Rebounds for Traditional Media
15
Per cent trust in traditional media for general news and information
Source: 2018 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, United Kingdom, question asked of half the sample
61
55
57
54
55
48
61
2012 2013 2014 2015 2016 2017 2018

16. Be the guardians of
information quality
51%
Media Has a Mandate to…
16
Per cent who say this is one of the most important responsibilities for media
Source: 2018 Edelman Trust Barometer INS_EXP_MED. BASE: 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. General Population, United Kingdom.
Educate people on important
issues
49%

17. 1 in 5 Brits Are Switching off
Source: 2018 Edelman Trust Barometer UK Supplement Q9. How much do you agree or disagree with the following statements? [Top 4 Box, Agree] Base: UK
General Population (n=2,000), UK Youth (n=1,063)
17
Per cent agreement with each statement
33%
are reading or
listening to the
news less
19%
are avoiding the
news altogether
Youth: 36% Youth: 20%
JAN

18. Who Are The News Avoiders?
Source: 2018 Edelman Trust Barometer UK Supplement S7. What is the last grade in school you completed? S10. Which of the following best describes your position
or level within your company or organization? S4. Where do you live in the UK? S1. What is your current age? S2. Are you male or female? Q39. Which political party
do you feel closest to, or least distant from? S3. Do you have children under the age of 18 living at home? Base: UK General population who read or listen to the news
less (n=664) 18
40 Average
age of 40
Post-grad
educated
Senior
executives
Living in
London
Split male/
female
From
across all
political
parties
Have
children
JAN

19. Depressing News and Hidden Agendas Are to Blame
Source: 2018 Edelman Trust Barometer UK Supplement Q10. Why are you reading or listening to the news less than you used to? Base: UK General Population who
read or listen to the news less (n=664)
19
Top reasons that people are consuming less news or avoiding it outright JAN
1.It’s too depressing
(40%)
2.Most news sources
are now too one-
sided or biased
(33%)
3.I believe the news
is controlled by
hidden agendas
(27%)
5.The quality of
the reporting has
gotten worse
(22%)
4.The need to fill 24
hours a day with
news programming
often means that
events are over
analysed and over
sensationalized
(25%)

20. British Population Qualifying as “Informed
Publics” Shrinks
Please see 2018 Edelman Trust Barometer Methodology for definition of Informed Public
S13. How often do you follow public policy matters in the news? S14: How often do you follow business news and information? Base: UK General Population 2017
(n=1,150), 2018 (n=2,000)
20
Per cent of the UK general population who are Informed Public
JAN
16%
11% 11% 11%
8%
6%
2014 2015 2016 2017 2018 Jan-18
Informed Publics
in the UK have
decreased by
more than 50%
between 2014
and 2018
Fewer Brits are following
public policy discussions
2017 2018
68% 61%
2017 2018
58% 53%
And they’re switching
off from business news
To be considered a member of
the “informed public”,
respondents must meet the
following criteria: be aged 25-64,
university-educated; household
income in the top quartile for
their age in their country; read or
watch business/news media at
least several times a week; and
follow public policy issues in the
news at least several times a
week.

21. Distrust in Government
Now the Default

22. Trust in Government Remains Very Low in the UK
Source: 2018 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=2,000), UK Youth (n=1,063), Greater London (n=261), Wales (n=100), Scotland (n=180), Northern Ireland (n=60)
22
Per cent trust in government in general, 2017-2018
36%
Of the UK General Population
trust government in general
(vs. 36% in 2017)
27%
Of the UK Youth trust
government in general
(vs. 28% in 2017)
General Population
Regional Split
London: 50%
Wales: 33%
Scotland: 32%
Northern Ireland: 37%
JAN
JAN

23. Government Failing to Deliver And Not Operating
Honestly or Transparently Driving Distrust
2018 Edelman Trust Barometer UK Supplement Q3: What are the main reasons you distrust government in general? Base: UK General Population who distrust
government in general (n=906),
23
Top reasons for distrust in government in general
6in 10agree
“They do not
operate in a
transparent and
honest way.”
6in 10agree
“They do not
communicate
honestly when
problems arise.”
67%agree
““They do not deliver
on policy promises
that protect average
people.”
JAN

24. Government Seen as Most Broken, Corrupt,
and Abusive of its Power
2018 Edelman Trust Barometer UK Supplement Q2: Please indicate which institution – Government, Media, Business or Non-Governmental Organisations (NGOs) – is best described by each of
the following statements? “The one that is the most broken”, “The one that is the most corrupt”, “The one that most abuses its power” Base: UK General Population (n=2,000), UK Youth (n=1,063)
24
Per cent who think the institution of government is best described by the following statements
47%
Youth – 46%
40%
Youth – 46%
33%
Youth – 43%
believe government is
the institution that is the
most broken
believe government is
the institution that
abuses its power most
believe government is
the institution that is the
most corrupt
Media: 17%
Business: 10%
NGOs: 7%
Media: 27%
Business: 15%
NGOs: 6%
Media: 21%
Business: 20%
NGOs: 6%
JAN

25. Political Leader 2016 2017 2018 Change
2017-2018
Theresa May N/A 35% 39% +4 pts
Jeremy Corbyn 28% 23% 36% +13 pts
Boris Johnson 37% 24% 33% +9 pts
Sadiq Khan N/A 24% 31% +7 pts
Vince Cable N/A N/A 26% N/A
Nicola Sturgeon 28% 23% 25% +2 pts
Leanne Wood 16% 11% 17% +6 pts
25
0%
10%
20%
30%
40%
50%
2016 2017 2018
Theresa May Most Trusted Politician,
But Strongest Rebound for Jeremy Corbyn
Source: Edelman Trust Barometer UK Supplement Q4/Q5/Q35. 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 survey for that year
Percent trust in each political leader to do what is right, 2014-2018
All Politicians Distrusted
JAN

26. Theresa May and Jeremy Corbyn Both
Well Trusted by Their Respective Bases
Source: 2018 Edelman Trust Barometer UK Supplement Q35. Please indicate how much you trust the following political leaders to do what is right. [Top 4 Box, Trust] Base:
Those who feel closest to the … Conservative Party (552), Labour Party (611), Liberal Democrat Party (151), UKIP (145), Green Party (74), Scottish National Party (64)
26
Top 4 most trusted political leaders to do what is right by political affiliation, 2018
Conservatives
Theresa May – 78%
Boris Johnson – 59%
Philip Hammond – 48%
David Davis – 47%
Jeremy Corbyn – 68%
Sadiq Kahn – 45%
John McDonnell – 32%
Nicola Sturgeon – 32%
Labour Liberal Democrats
Vince Cable – 56%
Sadiq Kahn – 46%
Phillip Hammond – 42%
Theresa May / Ruth Davidson – 40%
UKIP
Boris Johnson - 43%
Theresa May – 37%
David Davis – 28%
Liam Fox – 24%
Jeremy Corbyn – 46%
Sadiq Kahn – 36%
Caroline Lucas– 32%
Nicola Sturgeon – 28%
Green Party Scottish National Party
Nicola Sturgeon – 70%
Jeremy Corbyn – 41%
Vince Cable – 34%
Ruth Davidson – 28%
JAN

27. Political Party 2014 2015 2016 2017 2018
Change
2017-2018
Conservatives 37% 36% 38% 28% 37% +9 pts
Labour 41% 36% 31% 25% 39% +14 pts
Liberal Democrats 31% 25% 23% 20% 28% +8 pts
UKIP 29% 27% 19% 19% 24% +5 pts
Green Party 38% 36% 29% 27% 31% +4 pts
Scottish National Party 23% 20% 22% 19% 22% +3 pts
Plaid Cymru 22% 15% 16% 16% 18% +2 pts
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2014 2015 2016 2017 2018
Source: Edelman Trust Barometer UK Supplement: Q3/Q14/Q34. 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 (n=2,000)
27
All Parties Distrusted
Trust in Political Parties Also Sees A Rebound
Per cent trust in each political party to do what is right, 2014-2018 JAN

28. Brits Feel Their Views Are Unrepresented in Politics
28
Nearly 3 in 5
feel their views are
not represented in
British politics today
22%
35%
36%
7%
General Population
2018 Edelman Trust Barometer UK Supplement Q38. To what extent do you feel your views are represented in British politics today? EXCLUDING “Don’t know” and
“Prefer not to say” Base: UK General Population (n=1,735), UK Youth (n=903)
57%
Youth: 60%
Perception of how well represented their political views are in politics today JAN
My views are well presented
My views are somewhat presented
My views are not very presented
My views are not presented at all

29. Across The UK People Feel Unrepresented
29
2018 Edelman Trust Barometer UK Supplement Q38. To what extent do you feel your views are represented in British politics today? EXCLUDING “Don’t know” and “Prefer not to say” Base:
UK General Population (n=1,735), Greater London (n=231), West Midlands (n=154), Northern Ireland (n=50), Scotland (n=155), South East (n=243), Wales (n=88), East Midlands (n=117),
Yorkshire & the Humber (n=142), North West (n=192), South West (n=143), East of England (n=151)
Perception of how well represented their political views are in politics today
22% 24% 22%
26%
17% 21% 22%
26%
19% 22% 24% 22% 21%
35%
27% 32%
28%
39% 35% 35%
31%
39%
37% 36% 39% 41%
36%
27%
42% 42% 39% 40% 39% 35%
39% 39% 35% 36% 33%
7%
22%
5% 4% 5% 4% 5% 8%
3% 2% 5% 3% 5%
General
Population
Greater
London
West
Midlands
Northern
Ireland
Scotland South East Wales East
Midlands
North East Yorkshire
and the
Humber
North WestSouth West East of
England
JAN
My views are well presented
My views are somewhat presented
My views are not very presented
My views are not presented at all

30. Concerns about the NHS, Extremism and the Economy
Keeping Brits up at Night
2018 Edelman Trust Barometer UK Supplement Q29. How concerned are you about each of the following issues? [Top 4 Box, Concerned] Base: UK General
Population (n=2,000), UK Youth (n=1,063)
30
Per cent concerned about each issue
79%
Youth – 67%
72%
Youth – 61%
67%
Youth – 55%
Ensuring the NHS is
able to provide care
for an ageing and
growing population
Rising political or
religious extremism
Rising economic
uncertainty in the UK
JAN

31. Brits Biggest Concerns for the Future Are Intolerance,
Inequality, and Economic Uncertainty
2018 Edelman Trust Barometer UK Supplement Q30. What are your biggest concerns about the future of the UK? Base: UK General Population (n=2,000), UK Youth
(n=1,063)
31
46%
40%
39%
45%
40% 40%
People becoming less tolerant
of others, and more extreme in
their views
The divide between the rich
and the poor getting bigger
Uncertainty about the UK’s
trading relationship with
Europe and the rest of the
world
General Population
Youth
Top 3 concerns about the future of the UK
JAN
Nearly 1 in 2
are concerned that
people are becoming
less tolerant

32. Divided and
Dispirited Britain

33. Brexit Continues to Polarise Britons, But Rising Levels of Apathy
2018 Edelman Trust Barometer UK Supplement Q40. Which of the following best describes how you feel about Brexit (the UK’s withdrawal from the European Union)?
Base: UK General Population (n=2,000), UK Youth (n=1,063), Greater London (n=261), Wales (n=100), Scotland (n=180), Northern Ireland (n=60)
33
Perceptions of Brexit, General Population vs. Youth
Half (51%) of those who are avoiding the news are opposed to Brexit
JAN
General Population Youth
39%
43%
12%
7%
14%
58%
14%
13%
Opposed to Brexit
In favour of Brexit
I cannot decide how I feel about Brexit
I am indifferent about Brexit
General Population
Opposition to Brexit Regional Split
London: 56%
Wales: 44%
Scotland: 56%
Northern Ireland: 43%

34. More than a Third of Britons Think Their
Standard Will Get Worse in 2018
34
Western regions , Scotland, Wales & Northern Ireland are more
likely to believe their standard of living will get worse in 2018,
while eastern regions are less likely to believe so
Youth
Get better: 24%
Stay the same: 30%
Get worse: 36%
Don’t know: 10%
JAN
Source: 2018 Edelman Trust Barometer UK Supplement Q22. Do you feel your standard of living in terms of your level of wealth, comfort and access to material
goods and necessities will get better, get worse or stay the same over the course of 2018? Base: UK General Population (n=2,000), Youth (n=1,063)
Over Index Against National Average
In Line with National Average
Under Index Against National Average
My standard of living will get worse
My standard of living will get better
My standard of living will stay the same
Don’t know
7%
36%
36%
20%

35. Brits Become Increasingly Pessimistic
About Their Future Economic Prospects
Source: 2018 Edelman Trust Barometer UK Supplement Q22. Do you feel your standard of living in terms of your level of wealth, comfort and access to material goods and necessities will get better,
get worse or stay the same over the course of 2018? Q23. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years’ time?
Base: 2016 UK General Population (n=1,000), 2017 UK General Population (n=1,150), 2018 UK General Population (n=2,000), Youth (n=1,063)
35
25 30
36
51 43 36
19 22 20
2016 2017 2018
23 26 28
37 32 30
31 34 33
2016 2017 2018
1 in 4 British youths
(24%) feel their
economic prospects
will worsen over the
next 5 years
JAN
Change in standard of living over the next year Change in economic prospects over the next 5 years
Worse off Better offAbout the same as todayIt will get worse It will get betterIt will stay the same

36. Turnaround in
the Fortunes of
the “Expert”

37. Low Trust in Business in the UK
Source: 2018 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=2,000), UK Youth (n=1,063),
Greater London (n=261), Wales (n=100), Scotland (n=180), Northern Ireland (n=60)
37
Per cent trust in business in general, 2017-2018
43%
Of the UK General Population
trust business (vs. 45% in 2017)
38%
Of the UK Youth trust
business (vs. 39% in 2017)
JAN
General Population
Regional Split
London: 58%
Wales: 43%
Scotland: 48%
Northern Ireland: 48%
JAN

38. Distrust in Business Driven By Exec Pay, Tax
Avoidance and Lack of Honesty and Transparency
Source: 2018 Edelman Trust Barometer UK Supplement Q4. What are the main reasons you distrust business in general? Base: UK General Population who distrust
business in general (n=610)
38
Top 5 reasons for distrust in business in general
1.
Top executives
overpaid
compared to
average workers
(58%)
2.
They do not pay
their fair share
of tax (56%)
3.
They do not
operate in a
transparent
and honest
way (45%)
5.
The average
worker is
mistreated or
taken advantage
of (42%)
4.
Corruption is
commonly
accepted (42%)
JAN

39. 62 61
53 51 50
47 46
42
38 37
32
Technical
expert
Academic
expert
Apersonlike
yourself
Financial
industry
analyst
Employee
Successful
entrepreneur
NGO
representative
CEO
Boardof
directors
Government
official/
regulator
Journalist
Experts and Leaders Regain Credibility
Source: 2018 Edelman. Trust Barometer DRE_PPL [TRACKING] 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, United Kingdom, question asked of half the sample.
39
Percent who rate each spokesperson as extremely/very credible,
and percentage point change from 2017 to 2018
+3 +1 +0 +8 +0 +3 +6 +14 +10
Y-to-Y Change +-
+7 +13

40. Business Is Expected to Lead
40
CEOs should lead change, rather than wait for regulators to impose it
60%
Source: 2018 Edelman Trust Barometer. 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, UK.

41. Appendix I
Media Types Definitions &
Additional Data – Included Questions

42. Media type definitions
Source: 2018 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, United Kingdom, question asked of half the sample
42
1) Traditional Media:
Mainstream media sources that are available in a print or broadcast format, such as newspapers, magazines, television news and radio news
2) Online-only Media:
Online news sites and widely-followed blogs that report on top news stories, these do not have an offline version
3) Social Media:
Includes social networking sites (such as Facebook, LinkedIn, Snapchat, Instagram, Qzone, RenRen), online discussion forums, content-sharing sites
(such as YouTube) and microblogging sites (such as Twitter or Sina Weibo)
4) Owned Media:
Websites, blogs, software applications or “apps” that are owned and controlled by a brand or a company that is not a media company
5) Search Engines:
such as Google, Yahoo!, Bing or Baidu

43. Reasons for Reading or Listening to the News Less
Source: 2018 Edelman Trust Barometer UK Supplement Q10. Why are you reading or listening to the news less than you used to? Base: UK General Population who
read or listen to the news less (n=664), UK Youth who read or listen to the news less (n=384), High Net Worth who read or listen to the news less (n=82)
43
General
Population
Youth
High Net
Worth
It is too depressing 40% 40% 21%
Most news sources are now too one-sided or biased 33% 45% 34%
I believe the news is controlled by hidden agendas 27% 28% 23%
The need to fill 24 hours a day with news programming often means that events are over analysed and over sensationalized 25% 24% 23%
My life is busier now, so I have less time to spend following the news 22% 41% 23%
The quality of the reporting has gotten worse 22% 22% 38%
Keeping up with news has become too stressful 22% 27% 18%
I cannot find a news source that I really trust 22% 31% 23%
I have lost interest in current events 20% 28% 18%
I do not believe we have a free press in this country 19% 15% 13%
Most news sources ignore the parts of the country or the type of people I care most about 15% 21% 23%
The way news is presented seems outdated and dull 13% 17% 23%
I cannot find a news source that represents my values and point of view 12% 17% 20%
I don’t like the lack of civility or common courtesy shown by news presenters 12% 13% 5%
It requires too much work to stay informed, so I have stopped trying 11% 15% 15%
None of the above 6% 3% 0%
JAN

44. Reasons for Distrust In Government
2018 Edelman Trust Barometer UK Supplement Q3: What are the main reasons you distrust government in general? Base: UK General Population who distrust
government in general (n=906), UK Youth who distrust government in general (n=568)
44
General
Population
Youth
They do not deliver on policy promises that protect average people 67% 55%
They do not communicate honestly when problems arise 61% 61%
They do not operate in a transparent and honest way 60% 57%
The politicians making the regulations have no experience working in the fields they are legislating or creating regulations for 53% 41%
They only focus on delivering policy outcomes that benefit elected officials and not average people 53% 47%
Senior positions are overpaid compared to the average civil servant 45% 40%
Corruption is commonly accepted 44% 45%
They do not deliver on policy promises with respect to the environment 44% 49%
Sexual harassment and other inappropriate behaviour is protected 32% 40%
They are not creating jobs 25% 34%
They do not keep people’s data and personal information safe 23% 23%
The average civil servant is mistreated or taken advantage of 17% 30%
Another reason 8% 10%
JAN

45. Reasons for Distrust in Business
Source: 2018 Edelman Trust Barometer UK Supplement Q4. What are the main reasons you distrust business in general? Base: UK General Population who distrust
business in general (n=610), UK Youth who distrust business in general (n=405)
45
General
Population
Youth
Top executives are overpaid compared to the average worker 58% 42%
They do not pay their fair share of tax 56% 50%
They do not operate in a transparent and honest way 45% 38%
Corruption is commonly accepted 42% 37%
The average worker is mistreated or taken advantage of 42% 43%
They do not communicate honestly when problems arise 40% 32%
They do not play a role in giving back to the communities in which they operate 33% 34%
They fight to weaken regulations that protect average people 31% 30%
They do not take a stand on issues that matter to society 28% 33%
They do not keep people’s data and personal information safe 27% 22%
They fight to weaken regulations which protect the environment 27% 29%
They are not re-training workers who have lost their jobs to machines 27% 30%
Sexual harassment and other inappropriate behaviour is protected 24% 29%
They are not creating jobs in this country 23% 20%
They have recently been involved in lawsuits 16% 20%
Another reason 6% 7%
JAN

46. Appendix II
Additional Data – Questions not Included in Presentation

47. Londoners Most Optimistic About the Future;
Northern Irish, Welsh, and the South West Most Pessimistic
Source: 2018 Edelman Trust Barometer UK Supplement Q23. Thinking about the economic prospects for yourself and your family, how do you think you and your
family will be doing in five years’ time? Base: UK General Population (n=2,000), Greater London (n=261), West Midlands (n=181), Scotland (n=180), East of England
(n=180), North West (n=220), Yorkshire & the Humber (n=160), South West (n=161), North East (n=80), Wales (n=100), South East (n=277), East Midlands (n=140),
Northern Ireland (n=60) 47
Perception of economic prospects over next five years by region
9% 7% 9% 9% 11%
7%
11%
7% 5%
10% 10% 11% 8%
28%
16%
22%
32%
24% 31%
28% 35%
34%
35%
28% 27%
45%
30%
21%
31%
24% 33%
32% 33%
29% 34%
28%
36% 37%
30%
33%
56%
38%
34%
31% 30% 29% 29% 28% 27% 26% 25%
17%
General
Population
London West
Midlands
Scotland East of
England
North West Yorkshire
and the
Humber
South West North East Wales South East East
Midlands
Northern
Ireland
JAN
Worse off
Better off
About the same as today
Don’t know

48. Have the opportunities in your local area improved, worsened, or
stayed the same over the past five years?
Source: 2018 Edelman Trust Barometer UK Supplement Q26. Have the opportunities in your local area improved, worsened, or stayed the same over the past five
years? Base: UK General Population (n=2,000), UK Youth (n=1,063)
48
36% 33%
52%
43%
13%
24%
General Population Youth
JAN
NET: Worsened
NET: Improved
They have stayed the same

49. Why do you think opportunities in your
local area have improved?
Source: 2018 Edelman Trust Barometer UK Supplement Q27. Why do you think opportunities in your local area have improved? Base: UK General Population who
think opportunities in their local area have improved (n=225), UK Youth who think opportunities in their local area have improved (n=257)
49
50%
43%
32%
30%
25%
24%
21%
19%
4%
41%
42%
23%
29%
42%
25%
23%
14%
1%
There are more job opportunities
Local small businesses are performing well
Companies have opened new offices or factories in my local area
Transportation has been improved
Schools in the area have gotten better
Crime rates are much lower
The government has invested more money in the area
There is more affordable housing available
Something else
JAN
General Population
Youth

50. Why do you think opportunities in your
local area have worsened?
Source: 2018 Edelman Trust Barometer UK Supplement Q28. Why do you think opportunities in your local area have worsened? Base: UK General Population who
think opportunities in their local area have worsened (n=715), UK Youth who think opportunities in their local area have worsened(n=347)
50
53%
49%
44%
44%
31%
29%
27%
26%
5%
59%
44%
40%
38%
20%
25%
29%
41%
2%
There are fewer job opportunities
Local small businesses are suffering
There’s not enough affordable housing available
The government has cut funding in the local area
Factories or offices in my local area have closed
Transportation has gotten worse
Crime rates are much higher
Schools in the area have gotten worse
Something else
JAN
General Population
Youth

51. Modern technologies are increasingly able to do things for
people, but not everyone likes this idea. We would like to
know: who would you trust more to do each of these things
for you, a human or a machine/artificial intelligence?
Source: 2018 Edelman Trust Barometer UK Supplement Q15. Modern technologies are increasingly able to do things for people, but not everyone likes this idea. We would like to
know: who would you trust more to do each of these things for you, a human or a machine/artificial intelligence? Base: UK General Population (n=2,000), UK Youth (n=1,063)
51
General Population Human Machine
Replace items in your fridge/cupboard when they run out 76% 24%
Decide what news you see 72% 28%
Decide what songs you listen to 66% 34%
Check your bank balance 56% 44%
Diagnose your illness when you’re sick 82% 18%
Assess your mood 82% 18%
Find you a date 73% 27%
Drive a car for you 79% 21%
Look after your children 92% 8%
Look after an aging relative/loved one 89% 11%
Manage your diary 62% 38%
Protect your personal data/privacy 58% 42%
Invest or manage your money or savings 74% 26%
Youth Human Machine
Replace items in your fridge/cupboard when they run out 61% 39%
Decide what news you see 47% 53%
Decide what songs you listen to 46% 54%
Check your bank balance 38% 62%
Diagnose your illness when you’re sick 75% 25%
Assess your mood 78% 22%
Find you a date 72% 28%
Drive a car for you 79% 21%
Look after your children 92% 8%
Look after an aging relative/loved one 90% 10%
Manage your diary 46% 54%
Protect your personal data/privacy 40% 60%
Invest or manage your money or savings 52% 48%
JAN