1.
#TrustBarometer
2019 EDELMAN
TRUST BAROMETER
UK Supplement

2.
Methodology
19th ANNUAL
EDELMAN TRUST
BAROMETER
Online Survey in 27 Markets
33,000+ respondents total
All fieldwork was conducted between
October 19 and November 16, 2018
A supplementary survey was conducted in the UK
between December 18 2018 and January 8, 2019.
More detail on the methodology for this survey can
be found on slide 3.
27-market global data margin of error: General population +/- 0.6%
(N=31,050), informed public +/- 1.3% (N=6,000), mass population +/-
0.6% (26,000+), half-sample global general online population +/- 0.8
(N=15,525).
Market-specific data margin of error: General population +/- 2.9
(N=1,150), informed public +/- 6.9% (N=min 200, varies by market,
China and U.S. +/- 4.4% (N=500), mass population +/- 3.0 to 3.6 (N
=min 739, varies by market).
Employee MOE: 27-market = +/- 0.8% (N=16,944)
Market-specific = +/- 3.2 to 4.6% (N=min 446, varies by market) 2
General Online Population
• 1,150 respondents per market
• Ages 18+
• All slides show general online
population data unless otherwise noted
Mass Population
• All population not including informed public
• Represents 84% of total global population
Informed Public
• 500 respondents in U.S. and China;
200 in all other markets
• Represents 16% of total global population
• Must meet 4 criteria
- Ages 25-64
- College-educated
- In top 25% of household income per
age group in each market
- Report significant media consumption
and engagement in public policy and
business news
2019 Focus on
Employer-Employee
Relationship
55% of global general population are full- or
part-time employees (but not self-employed)
Oversample of employees of multinational
companies: 500 respondents per market

3.
3
2019 UK TRUST SUPPLEMENT
JAN
Online Survey in the UK
All fieldwork was
conducted between
18 December 2018 and
8 January 2019
Total sample size: 2,350
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
Methodology

4.
Divided by Trust

5.
5
Global Trust Index increases 3 pts to neutral
15 of 26 markets are distrusters,
down 3 from 2018
2019 Edelman Trust Barometer. The Trust Index is an average of
a market's trust in the institutions of government, business, media
and NGOs. General population, 26-market average.
Average trust in institutions,
general population, 2018 vs. 2019
Trust Index
DISTRUST
CONTINUES
GLOBALLY
Biggest changes in
49 Global
74 China
71 Indonesia
68 India
66 UAE
58 Singapore
54 Mexico
54 The Netherlands
53 Malaysia
49 Canada
47 Argentina
47 Colombia
47 Spain
46 Turkey
45 Hong Kong
44 Brazil
44 S. Korea
43 Italy
43 U.S.
41 Germany
40 Australia
40 France
39 U.K.
38 Ireland
38 S. Africa
37 Japan
36 Russia
Hong Kong +10
Australia +8
Canada +7
Russia -7
S. Africa +7
Spain -7
52 Global
79 China
73 Indonesia
72 India
71 UAE
62 Singapore
59 Malaysia
58 Mexico
56 Canada
55 Hong Kong
54 The Netherlands
52 Colombia
49 U.S.
48 Australia
46 Argentina
46 Brazil
46 Italy
46 S. Korea
45 S. Africa
45 Turkey
44 France
44 Germany
43 U.K.
42 Ireland
40 Spain
39 Japan
29 Russia
2018
General Population
2019
General Population Trust
(60-100)
Neutral
(50-59)
Distrust
(1-49)

6.
Trust
(60-100)
Neutral
(50-59)
Distrust
(1-49)
50 Global
76 China
69 Indonesia
69 Saudi Arabia
68 UAE
66 India
60 Singapore
58 Malaysia
54 Canada
54 Mexico
54 The Netherlands
52 Hong Kong
51 Colombia
47 U.S.
46 Australia
46 Italy
45 Argentina
44 S. Africa
44 S. Korea
43 Brazil
42 Germany
41 France
41 Ireland
41 Turkey
40 U.K.
39 Spain
37 Japan
28 Russia
Average trust in institutions, informed
public vs mass population, 2019
Trust Index
A DISUNITED
KINGDOM
6
Mass population 14 points less trusting
18 markets with double-digit trust gaps
2019 Edelman Trust Barometer. The Trust Index is an average of a
market's trust in the institutions of government, business, media and
NGOs. Informed public and mass population. 27-market average.
64 Global
88 China
84 Saudi Arabia
83 India
83 Indonesia
83 UAE
74 Canada
70 Malaysia
69 Singapore
68 Mexico
67 The Netherlands
66 Hong Kong
64 U.K.
61 S. Korea
60 Germany
60 U.S.
59 Australia
59 France
56 Colombia
53 Argentina
53 Italy
53 Japan
53 S. Africa
53 Turkey
51 Brazil
48 Ireland
47 Spain
35 Russia
2019
Informed Population
2019
Mass Population Trust Gap
14
12
14*
15
15
17*
9
12
20*
14
13
14
5
13
13
7
8
9
17*
8
17*
18
7
12
24*
8
16
7
*highest-ever
trust inequality

7.
An Anxious Britain

8.
TWO THIRDS BELIEVE THE COUNTRY
IS ON THE WRONG TRACK
8
2019 Edelman Trust Barometer UK Supplement. Q4: Do you feel the UK as a country is on the right track, or on the wrong track? Base: UK General Population (n=2,000), Men
(n=980), Women (n=1,020), High Net Worth (n=190), Low Income Households (n=565), Those who say they voted leave (n=740),
Those who say they voted remain (n=900), Those who feel closest to the Conservative party (n=525), Those who feel closest to the Labour party (n=528)
65%
60%
70%
52%
68%
43%
82%
40%
80%
35%
40%
30%
48%
32%
57%
18%
60%
20%
Male
High Net Worth
Voted Leave
Conservative
Female
Low Income
Voted Remain
Labour
General
Population
WRONG TRACK RIGHT TRACK
JAN

9.
BRITS UNITED ON THEIR SENSE OF
INJUSTICE & DESIRE FOR CHANGE
9
2019 Edelman Trust Barometer. “System failing” measure. For full details on how the “system failing” measure was calculated, please refer to the Technical Appendix. POP_MDC. Below is
a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. 9-
point scale; top 4 box, true. Informed public and mass population, 27-market average. Sense of injustice is an average of POP_MDC/1,2,3,8; Desire for change is POP_MDC/9; Lack of
confidence is POP_MDC/10; Lack of hope is an average of POP_MDC/18,19,20 [reverse scored]
Sense of injustice 72 70
Desire for change 68 73
Lack of confidence 70 72
Lack of hope 30 21
Mass Population
14
33
53
Working
ForMe
NotSure
FailingMe
19
41 40
Working
ForMe
NotSure
FailingMe
Percent who agree
the system is…
Informed Public How true is this for you?
Less than 1 in 5 of both groups think the system is working for them

10.
NEARLY HALF OF BRITS BELIEVE THEIR STANDARD OF
LIVING WILL GET WORSE OVER THE NEXT YEAR
2019 Edelman Trust Barometer UK Supplement. Q13. 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 2019? Q14. 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), 2019 UK General Population (n=2,000) 10
25 30
36
43
51 43 36
38
19 22 20
11
2016 2017 2018 2019
23 26 28 32
37 32 30
31
31 34 33 25
2016 2017 2018 2019
CHANGE IN STANDARD OF LIVING OVER
THE NEXT YEAR
CHANGE IN ECONOMIC PROSPECTS OVER
THE NEXT 5 YEARS
It will get worse It will get betterIt will stay the same
JAN
It will get worse It will get betterIt will stay the same

11.
Reasons they believe they and their families will be worse off in five years’ time
RISING COST OF LIVING, WAGE STAGNATION AND HOUSING
COSTS DRIVE LONGER-TERM ECONOMIC PESSIMISM
11
NB: The answer option “The new Budget is not good for me and my family”, which was chosen by 16% of respondents in 2018, was not included in the 2019 survey as it was not relevant.
2018 Edelman Trust Barometer UK Supplement. Q25: Why do you think you and your family will be worse off in five years’ time? UK General Population who think they will be worse off (n=558)
2019 Edelman Trust Barometer UK Supplement. Q15. Why do you think you and your family will be worse off in five years’ time? UK General Population who think they will be worse off (n=632)
JAN
73%
46%
44%
28%
18%
11%
8%
8%
66%
47%
37%
25%
14%
12%
5%
10%
The everyday things I need will get more and more expensive
My wages will not go up with the cost of living
My housing costs will be higher
There will be fewer job opportunities in the UK
The opportunities where I live will get worse
I don’t think I will be able to repay my existing debts
The sector I work in is in decline, or may be automated
Something else
2019 2018

12.
Brexit Driving Uncertainty
and Concern

13.
Biggest concerns about the future of the U.K, 2018 vs. 2019
JUMP IN CONCERN ABOUT THE
COUNTRY’S UNCERTAIN FUTURE
13
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)
2019 Edelman Trust Barometer UK Supplement. Q12. What are your biggest concerns about the future of the UK? Base: UK General Population (n=2,000)
39%
46%
40%
37%
24%
16%
19%
4%
51%
46%
44%
34%
24%
18%
14%
4%
Uncertainty about the
UK’s trading relationship
with Europe and the rest
of the world
People becoming less
tolerant of others, and
more extreme in their
views
The divide between the
rich and the poor getting
bigger
The values that make this
country great
disappearing
Fewer job opportunities
as a result of economic
uncertainty
The country no longer
being seen as a global
leader
Fewer job opportunities
because of automation
Something else
2018 2019
JAN

14.
14
2019 Edelman Trust Barometer UK Supplement. Q23.To what extent do you agree or disagree with the following statements regarding Brexit? [Top 4 Box,
Agree] Base UK: General Population (n=2,000), Those who say they voted leave (n=740), Those who say they voted remain (n=900),
THE BREXIT BREAK UP
Percent who agree with each statement
JAN
Voted leave: 39%
Voted remain: 78%
Voted leave: 11%
Voted remain: 19%
6in10
“I am worried about the impact
of Brexit on how people in this
country treat each other”
1in 6
“I’ve fallen out with my friends
or family members over Brexit”

15.
15
2019 Edelman Trust Barometer. Q24. Thinking about British society today, how true do you think each of the following statements are? [Top 4 Box, True] Base
UK: General Population (n=2,000)
BREXIT FUELS ANGER AND EXPECTATION OF
VIOLENCE
Percent who feel each statement is true JAN
69%
Since the Brexit vote, people in
the UK are becoming angrier
about politics and society
40%
Since the Brexit vote, people in
the UK have become more likely
to take part in violent protests

16.
Government
Falling Short

17.
There is not one clear demographic group who believe the government is listening to them
THE COMMUNICATION CHALLENGE:
BRITS FEEL IGNORED BY GOVERNMENT
17
59%
Say the government in
the UK does not listen
to people like them
Voted leave: 62%
Voted remain: 61%
Conservative: 45%
Labour: 67%
Informed Public 54%
Mass Population: 60%
High Net Worth: 44%
Low Income
Households:
64%
2019 Edelman Trust Barometer UK Supplement. Q11: To what extent do you think the government in the UK listens to people like you? [Bottom 4 Box, Does not listen] Base UK:
General Population (n=2,000), Those who say they voted leave (n=740), Those who say they voted remain (n=900), Those who feel closest to the Conservative party (n=525),
Those who feel closest to the Labour party (n=528), Informed Public (n=185), Mass Population (n=1,815), High Net Worth (n=190), Low Income Households (n=565),
JAN

18.
GOVERNMENT MOST BROKEN AND IN FLUX;
LACK OF CERTAINTY ON WHO WILL LEAD
THE COUNTRY TO A BETTER FUTURE
18
NB: Answers for “The European Union” not shown
2019 Edelman Trust Barometer UK Supplement. Q3: Please indicate which institution is best described by each of the following statements?
Base: UK General Population (n=2,000)
Most Broken
31%
6%
12%
2%
35%
Government
NGOs
Business
Media
Don’t know
44%
4%
4%
8%
16%
Government
NGOs
Business
Media
Don’t know
43%
3%
8%
5%
16%
Government
NGOs
Business
Media
Don’t know
Undergoing
Greatest Change
Will Lead the Country
to a Better Future
JAN

19.
19
2019 Edelman Trust Barometer UK Supplement. Q7.Thinking about the government in the UK, to what extent do you agree or disagree with the following
statements? Over the past year… [Bottom 4 Box, Disagree] Base: UK: General Population (n=2,000)
GOVERNMENT FAILING TO MEET EXPECTATIONS
Percent who feel over the past year…
Only
1 in 5
Think the Government HAS
done a good job negotiating a
good Brexit deal for the UK
57%
Government HAS NOT
improved on being honest and
transparent with the people
JAN

20.
vs 2018: -6pts
Conservative: 68% (-10pts y-o-y)
Voted leave: 42%
Voted remain: 32%
vs 2018: -10pts
Labour: 56% (-12pts y-o-y)
Voted leave: 18%
Voted remain: 31%
Percent who trust each political leader to do what is right
TRUST IN MAY AND CORBYN PLUMMETS
WITHIN THEIR OWN PARTY BASE
20
2019 Edelman Trust Barometer UK Supplement. Q20. Please indicate how much you trust the following political leaders to do
what is right Base UK: General Population (n=2,000), Those who say they voted leave (n=740), Those who say they voted
remain (n=900), Those who feel closest to the Conservative party (n=525), Those who feel closest to the Labour party (n=528)
JAN
Theresa May
35%
Jeremy Corbyn
26%

21.
21
2019 Edelman Trust Barometer UK Supplement. Q10: To what extent do you feel your views are represented in British politics today? EXCLUDING “Don’t know” and
“Prefer not to say” responses [Bottom 2 Box, Not represented] Base UK: General Population (n=2,000), Those who say they voted leave (n=740), Those who say they
voted remain (n=900), Those who feel closest to the Conservative party (n=525), Those who feel closest to the Labour party (n=528), Informed Public (n=185), Mass
Population (n=1,815), High Net Worth (n=190), Low Income Households (n=565),
THE REPRESENTATION DEFECIT
Voted leave: 62%
Voted remain: 61%
Conservative: 45%
Labour: 67%
Informed Public 54%
Mass Population: 60%
High Net Worth: 44%
Low Income Households: 64%
JAN
61%
Feel their views are not
represented in British
politics (vs. 57% in 2018)

22.
22
2019 Edelman Trust Barometer UK Supplement. Q18: Thinking about political leaders in general, how important do you feel it is for political leaders in the UK to have each of
the following traits? [Top Box, Very Important] Q19: And to what extent do you feel political leaders in the UK currently show each of these traits? [Bottom 2 Box, Few/None]
Base UK: General Population (n=2,000)
Top five most important political leadership traits, and percent
who feel few or none of the UK political leaders display each trait
UK POLITICAL LEADERSHIP EXPECTATION GAP
JAN
Most important traits
for political leaders
% who say few/none of the UK’s
political leaders show this trait
58%
38%
45%
40%
38%
Honest with the public
A good communicator
Acts strongly & decisively
Works with other countries when needed to advance Britain’s interests
Resilient in the face of challenges
72%
64%
61%
58%
58%

23.
A Public Searching for
Answers

24.
24
DESPITE BREXIT FATIGUE,
BRITS ARE SWITCHING BACK ON
Percent who agree with each statement
2019 Edelman Trust Barometer UK Supplement. Q25. How much do you agree or disagree with the following statements? [Top 4 Box, Agree] Base UK: General Population (n=2,000).
Q26. You said you are reading the news more than you used to. Why is that? Base: Those reading the news more (n=705).
59%
“I am tired of
hearing about Brexit”
35%
“I am reading, watching or
listening to the news more
than I used to”
Why?
“Things are changing so quickly
I need to stay up to date (71%)”
JAN

25.
How often do you engage in the following activities related to news and information?
MASSIVE RISE IN UK NEWS ENGAGEMENT
25
2019 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and
information? Indicate your answer using the 7-point scale below. General population, UK. For details on how the News Engagement Scale was built, please refer to the
Technical Appendix.
THE DISENGAGED
Consume news less than weekly
AMPLIFIERS
Consume news about weekly or
more AND share or post content
several times a month or more
CONSUMERS
Consume news about weekly or more
+22pts
More engaged
with the news
16
25
59
2018
26
37
37
2019
+10
pts
+12
pts
Y-to-Y Change- +0

26.
26
2019 Edelman Trust Barometer UK Supplement. Q9: To what extent do you feel your views are represented in British media today? EXCLUDING “Don’t know” and “Prefer not to say”
responses [Bottom 2 Box, Not represented] Base UK: General Population (n=2,000), Those who say they voted leave (n=740), Those who say they voted remain (n=900), Those who
feel closest to the Conservative party (n=525), Those who feel closest to the Labour party (n=528), Informed Public (n=185), Mass Population (n=1,815), High Net Worth (n=190), Low
Income Households (n=565),
HOWEVER, BRITS FEEL THEIR VIEWS ARE
NOT REPRESENTED IN THE MEDIA TODAY
Voted leave: 59%
Voted remain: 52%
Conservative: 46%
Labour: 55%
Informed Public 53%
Mass Population: 55%
High Net Worth: 50%
Low Income Households: 61%
JAN
55%
Feel their views are
not represented in
British media today

27.
The Role of Business

28.
Biggest challenges for businesses in the UK
THE PUBLIC RECOGNISE THE CHALLENGES UK
BUSINESSES FACE
2019 Edelman Trust Barometer UK Supplement. Q33. In your opinion, what are the biggest challenges for businesses in the UK? Base UK: General
Population (n=2,000). 28
1.Uncertainty about
the outcome of
Brexit
(60%)
2.Online shopping
leading to the
decline of the
high street
(49%)
3.People spending
less money on
goods and
services
(29%)
JAN

29.
29
2019 Edelman Trust Barometer UK Supplement. Q35: For the
following pair of statements, please select the statement that
best fits with your view. We understand your view may fall
somewhere between the two, but please choose the one that
best fits. Base UK: General Population (n=2,000). Q36. What
about the way businesses work today is not good for British
society? Base: Those who believe the way business works is
NOT GOOD for society (n=1,045)
BRITONS SPLIT
ON WHETHER THE
WAY BUSINESS
WORKS IS GOOD
FOR SOCIETY
68%
51%
39%
39%
26%
They think making a profit is
more important than looking
after people
They do not pay their fair
share of tax
There is too much corruption
The do not invest in the
workforce of tomorrow
They do not train workers
enough for their jobs
Reasons why the way businesses work
today is not good for British society
48%
The way
business works
today is GOOD for
British society
52%
The way
business
works today is
NOT GOOD for
British society
JAN

30.
70% 70% 69% 68%
65% 64% 62% 61% 59% 57%
40%
39% 42% 43%
40%
34% 36%
39%
33% 31%
25%
17%
Investing in the
UK’s
infrastructure
Protecting the
environment
Preventing
businesses or
people from
taking part in tax
avoidance
Poor contract
terms and
conditions for
employees
Improving
education
opportunities for
more people in
society
Addressing
climate change
The high pay
and bonuses
given to senior
management
and business
leaders
Addressing the
gender pay gap
Tackle division
and extremism
in society
Encouraging
more diversity
within business
Leading on
Lesbian, Gay,
Trans, Queer +
(LGBTQ+)
issues
Important Very Important
Percent who say each of the following are important and very important for businesses in the UK to address
BRITONS EXPECT BUSINESSES IN THE UK TO
ADDRESS INTERNAL AND EXTERNAL ISSUES
30
2019 Edelman Trust Barometer UK Supplement Q34. How important is it to you personally that businesses operating in the UK address each of the following issues? [Top 4
Box, Important] [Top 2 Box: Very important] Base UK: General Population (n=2,000)
JAN

31.
31
2019 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? 9-point scale; top 4 box, agree.
Question asked of half of the sample. CEO_SIG. In which of the following areas do you think CEOs can have significant impact or create the most positive change?
Question asked of half of the sample. General population, U.K.
CEOs EXPECTED TO TAKE THE LEAD ON CHANGE IN
THE ABSENCE OF GOVERNMENT ACTION
Percent who say that
CEOs should take the lead
on change rather than waiting
for government to impose it
79% 19pts
35
52
54
55
58
59
67
Fake News
The environment
Sexual harassment
Personal data
Training for the jobs of tomorrow
Prejudice and discrimination
Equal pay
Percent who agree CEOs can create positive change in:

32.
32
2019 Edelman Trust Barometer. CEO_DIR. On which of the following occasions do you believe it is critically important to hear directly from the CEO or head of the organization you work
for? Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, U.K. Data shown is a net of “when there is
major news or an event that affects our industry or sector,” “when there is a major social or political event that affects our country,” “when there is a crisis in the country,” and “when
employees demand that the CEO publicly take a stand on an important issue”.
LOOKING FOR LEADERSHIP FROM MY EMPLOYER
of employees agree
It’s critically important for my CEO
to respond to challenging times
- Industry issues
- Political events
- National crisis
- Employee-driven issues
62%

33.
Treating employees well is the greatest obligation for business
IN BUSINESS, THE CUSTOMER NO
LONGER COMES FIRST
332019 Edelman Trust Barometer UK Supplement. Q39. Beyond making a profit, what are a business’s other obligations? Base UK: General Population (n=2,000).
65%
47%
39%
34%
33%
17%
12%
8%
Treating employees well
Treating customers well
Providing benefits beyond pay to employees
Giving back to the local communities in which they operate
Taking the lead on addressing large-scale environmental issues
Taking the lead on addressing large-scale social issues
Donating to charities
Speaking out publicly out on issues that they feel are bad for society
JAN

34.
73
47 47
42
37
34
2019 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. “Your employer” asked of those who are employed, but not self
employed (Q206/1 OR 2 AND NOT Q421/8). General population, U.K.
Percent trust
MY EMPLOYER MOST-TRUSTED RELATIONSHIP
Business MediaNGOs GovernmentMy employer
TrustNeutralDistrust

35.
EMPLOYEES WANT THEIR EMPLOYERS TO PROVIDE
CLARITY ON CONTENTIOUS ISSUES
Percent who agree
2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked
of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees and multinational employees, U.K. BUS_SRC. Below is a list of topics
and social issues. Please indicate about which of the following you believe business in general to be a trustworthy information source. Question asked of half of the sample. General population,
U.K., among those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7).
“The Economy” is a net of BUS_SRC/3,7,8,9,10; “Technology” is a net of BUS_SRC/2,5,6,11. 35
I look to my employer to
be a trustworthy source of
information about social
issues and other important
topics on which there is
not general agreement
50%
Employees see business
as trustworthy source on:
55%
The Global Economy
39%
Technology
All employees
Multinational
employees 57%

36.
43
19
44
32
43
28
Percent of employees who expect
each from a prospective employer
HIGH EMPLOYEE
EXPECTATIONS
2019 Edelman Trust Barometer. EMP_IMP. When considering an
organization as a potential place of employment, how important is each
of the following to you in deciding whether or not you would accept a job
offer there? Question asked of those who are an employee, but do not
run their own business (Q43/1 AND NOT Q28/7). General population
employees, U.K. Buckets are the sum of the average of codes 1 & 2 for
the items that make up each dimension. For details on the full list of
items that went into each of the three dimensions, please refer to the
Technical Appendix.
Strong expectation
You would have to pay
me a lot more to work
for an organization that
does not offer this
Deal breaker
I would never work
for an organization
that does not offer this
Job Opportunity
My employer offers wage growth,
training, career growth and work
which I find interesting & fulfilling
Personal
Empowerment
I know what is going on, I am part
of the planning process, and I have
a voice in key decisions; the culture
is values-driven and inclusive
Shared Action
My employer has a
greater purpose, and my
work has a meaningful
societal impact
62%
71%
76%

37.
Percent of employees who engage in these
types of behaviors on behalf of their employer
TRUST CEMENTS THE
EMPLOYER-EMPLOYEE PARTNERSHIP
37
2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked
of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, U.K., cut by those who trust their employer (codes 6-9) and those who
do not (codes 1-5; 99). TRU_INS. [YOUR EMPLOYER] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale
where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. Question asked of those who are an employee, but do not run their own business (Q43/1
AND NOT Q28/7). General population employees, U.K. Advocacy is an average of (EMP_ENG/3-5); Loyalty is an average of (EMP_ENG/1-2); Engagement is an average of (EMP_ENG/10-15);
Commitment is an average of (EMP_ENG/6-9). See the tech appendix for a complete list of the items that went into each employee KPI dimension.
Trust advantage
Advocacy +44
Loyalty +41
Engagement +34
Commitment +31
34
68
27
68
34
78
51
82
Trust their employer
Do not trust their employer

38.
38
2019 Edelman Trust Barometer. EMP_COM. Good communication within an organization is important. In looking through the list of topics below, please indicate which ones
the organization you work for does a good job communicating about to its employees? Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7).
General population, 27-market average. Reported coefficients are statistically significant marginal effects on likelihood of trusting employer calculated using a discrete choice logit model.
TRUSTED EMPLOYERS LEAD ON CHANGE
Top 5 communications that are most effective in increasing employer trust, as determined
by discrete choice logit analysis
Relative importance in building employer trust
(Globally, a coefficient of 2 or higher is significant)
Societal Impact
The organization’s contributions for the betterment of society
3.78
Values
The organization’s values
3.24
The Future
The organization’s vision for the future
3.12
Purpose
The organization’s mission and purpose
2.85
Operations
Operational decisions, including decisions that may affect my job
2.62

39.
63 63
58 57
53
49 47
40 39
36
32
l
39
2019 Edelman Trust Barometer. CRE_PPL. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how
credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all. 4-point scale; top 2 box, credible. Question asked of half of the sample. General
population, U.K..
EXPERTS, PEERS, EMPLOYEES MOST CREDIBLE
Percent who rate each source as very/extremely credible
Y-to-Y Change- +0
Company voices
l l l l l l l l+2 +1 +5 +7 +2 +2 +1 +2 -3 -1 0
Academic
expert
Company
technical expert
A person
like yourself
Regular
employee
Financial
industry
analyst
Successful
entrepreneur
NGO
representative
Board of
directors
CEO
Government
official
Journalist

40.
40
2019 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree.
Question asked of half the sample. General population, U.K.
INVESTING IN EMPLOYEE TRUST IS
INVESTING IN YOUR BOTTOM LINE
Percent who agree that “a good
reputation may get me to try a
product, but unless I come to
trust the company behind the
product, I will soon stop buying it”
60%
How a company treats
its employees is one of
the best indicators of its
level of trustworthiness
76%

41.
Thank You

42.
Supplemental Data
Appendix
42

43.
50 51 53
57 59 60 60 61 62
65 67 68 69 70 71
Energy
Financialservices
Fashion
Consumerpackaged
goods
Professionalservices
Automotive
Transportation
Telecommunications
Retail
Manufacturing
Entertainment
Foodandbeverage
Technology
Education
Healthcare
l l
43
2019 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same
nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Industries shown to half of the sample.
General population, U.K.
Percent trust in each sector
TRUST INCREASES IN 13 OF 15 SECTORS
l l l l l l l l l l l l l
Y-to-Y Change- +0
TrustNeutralDistrust
+7 +5 +3 +4 +1 +11 +1 +7 +1 0 +12 +6 +5 -1 +3

44.
Industry 2015 2016 2017 2018 2019
5yr.
trend
Healthcare - 68 70 68 71
Technology 72 69 69 64 69
Food and beverage 68 64 68 62 68
Entertainment 69 64 63 55 67
Telecommunications 56 52 56 54 61
Automotive 63 45 57 49 60
Consumer packaged goods 63 59 60 53 57
Financial services 36 41 45 46 51
Energy 37 43 47 43 50
n/a
44
2019 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same
nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Industries shown to half of the sample.
General population, U.K.
Percent trust in each sector
TELECOM, FINANCIAL SERVICES, AND ENERGY AT
FIVE-YEAR HIGHS
0
-2
-3
-6
+15
+13
-3
+5
Change, 2015 to 2019- +0
TrustNeutralDistrust

45.
28 28 29
33
38
43 45 47 47
54
58 58
62 63
66 68
China
Mexico
Brazil
India
S.Korea
Italy
U.S.
France
Spain
Japan
Germany
TheNetherlands
Canada
Switzerland
Australia
U.K.
45
2019 Edelman Trust Barometer. TRU_NAT. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
headquartered in the following countries to do what is right. Use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.
9-point scale; top 4 box, trust. Markets shown to half of the sample. General population, U.K.
Trust in companies headquartered in each market
TRUST RISES FOR 14 OUT OF 16 COUNTRY BRANDS
Y-to-Y Change- +0
TrustNeutralDistrust
l ll l l l l l l l l l l l l l+3 +6 +2 +6 +8 +3 +6 +4 +7 +7 +9 -1 -3 +8 +6 +6

46.
Traditional media
Search engines*
Online-only media**
Owned media
Social media
46
2019 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a
nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” 9-point scale; top 4 box, trust. Question asked of half of the sample. General
population, U.K.
*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
TRADITIONAL MEDIA MOST TRUSTED
61
55
57
54
55
48
61 60
37 36 36
34
42
40
45
41
53
50 51
58
54
54
47
55
28 28
28
31
27 26
24
29
25
27
29
30
32 31
26
31
2012 2013 2014 2015 2016 2017 2018 2019

47.
DEMOGRAPHIC PROFILE OF
EACH NEWS ENGAGEMENT SEGMENT
47
2019 Edelman Trust Barometer. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. S15. What is your current age? S6. Are you male or female? S7. What is the last grade in school you completed? S8. Thinking about your annual
household income in 2017, which of the following categories best describes your total household income that year? General population, U.K., by the News Engagement Scale.
For details on how the News Engagement Scale was built, please refer to the Technical Appendix.
Trust Index Age Gender Education Income
THE DISENGAGED
Consume news less than weekly
CONSUMERS
Consume news about
weekly or more
AMPLIFIERS
Consume news about weekly or
more AND share or post content
several times a month or more
39
39
22
55+
35-54
18-34
50
32
18
55+
35-54
18-34
26
45
29
55+
35-54
18-34
40
60
Male
Female
44
56
Male
Female
53
47
Male
Female
32
68
College+
Less than
college
50
50
College+
Less than
college
44
54
College+
Less than
college
23
48
30
High
Middle
Low
29
52
19
High
Middle
Low
31
58
11
High
Middle
Low
33TRUST
INDEX
37TRUST
INDEX
44TRUST
INDEX
TrustNeutralDistrust

48.
48
2019 Edelman Trust Barometer. EMP_IMP. When considering an organization as a potential place of employment, how important is each of the following to you in deciding whether or not you
would accept a job offer there? 3-point scale; code 1, very important I would never work for an organization that lacked this characteristic); code 2, important (The pay or other benefits would
have to be significantly higher than my other options to compensate for this not being a characteristic of the organization). Question asked of those who are an employee, but do not run their own
business (Q43/1 AND NOT Q28/7). EMP_VAL. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked
of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, U.K.
EMPLOYEE EXPECTATIONS ACROSS MARKETS
Strong expectation Deal breaker Total expectation Performance Performance gap
Job Opportunity 44 32 76 58 18
Wages 42 38 80 54 26
Interesting work experience 45 31 76 63 13
Training programs 44 32 76 61 15
Career opportunities 43 27 70 52 18
Personal Empowerment 43 28 71 55 16
Management always tells the truth 35 43 78 50 28
Regular communications 44 33 77 60 17
Employees have a voice 49 26 75 57 18
CEO embodies organization’s values 44 26 70 54 16
Employees included in planning 46 21 67 52 15
Diversity 45 24 69 61 8
Organization acts on its values 40 21 61 48 13
Shared Action 43 19 62 51 11
Shared values 45 22 67 53 14
Greater purpose 44 20 64 65 -1
Meaningful work 44 20 64 55 9
Opportunities to address social problems 41 20 61 52 9
CEO speaks up on issues 36 14 50 40 10
Listens to employee objections 47 16 63 43 20

49.
49
2019 Edelman Trust Barometer. EMP_IMP. When considering an organization as a potential place of employment, how important is each of the following to you in deciding whether or not you
would accept a job offer there? 3-point scale; code 1, very important I would never work for an organization that lacked this characteristic); code 2, important (The pay or other benefits would
have to be significantly higher than my other options to compensate for this not being a characteristic of the organization). Question asked of those who are an employee, but do not run their own
business (Q43/1 AND NOT Q28/7). EMP_VAL. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked
of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, U.K., by age and gender.
EMPLOYEE EXPECTATIONS ACROSS DEMOGRAPHICS
By age 18-34 35-54 55+
Strong
expectation
Dealbreaker
Total
expectation
Performance
Performance
gap
Strong
expectation
Dealbreaker
Total
expectation
Performance
Performance
gap
Strong
expectation
Dealbreaker
Total
expectation
Performance
Performance
gap
Job Opportunity 44 35 79 63 16 46 30 76 57 19 36 33 69 45 24
Personal
Empowerment
47 27 74 61 13 43 27 70 54 16 35 32 67 42 25
Shared Action 45 20 65 59 6 44 18 62 50 12 32 18 50 38 12
By gender Men Women
Strong
expectation
Dealbreaker
Total
expectation
Performance
Performance
gap
Strong
expectation
Dealbreaker
Total
expectation
Performance
Performance
gap
Job Opportunity 45 33 78 62 16 43 31 74 53 21
Personal
Empowerment
44 30 74 60 14 43 26 69 49 20
Shared Action 42 23 65 57 8 43 15 58 46 12