The document provides methodology details for the 2018 Edelman Trust Barometer survey conducted in 28 countries. It describes the different populations surveyed, including the general online population, mass population, and informed public. Sample sizes and dates of fieldwork are given for each group. Margin of error details are also provided. The document then summarizes the methodology used for the Israel-specific survey, which had 500 respondents and was conducted in December 2017.

1. 2018 Edelman
Trust Barometer
Israel Report

2. 2
Methodology
2018 Edelman
Trust Barometer
Online Survey in 28 Countries
18 years of data
33,000+ respondents total
All fieldwork was conducted between
October 28 and November 20, 2017
General Online Population
7 years in 25+ countries
Ages 18+
1,150 respondents per country
500 respondents in Israel
All slides show general online population
data unless otherwise noted
Mass Population
All population not including informed public
Represents 85% of total global population
440 respondents in Israel
Informed Public
10 years in 20+ countries
Represents 15% of total global population
500 respondents in U.S., China; 200 in all
other countries
60 in Israel
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
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+), half-sample global general online
population +/- 0.8 (N=16,100).
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), Israel +/- 4.4 (N=500).
Survey in Israel
2 years of data (2016 & 2018)
500 respondents total
Israel fieldwork was conducted in 19th-27th
December, 2017

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
Growing
Inequality
of Trust
2016
Trust in Crisis
2017
The Battle
for Truth
2018

4. A Polarization
of Trust

5. Source: 2018 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.” (Top 4 Box,
Trust) Informed Public and General Population, 28-country global total.
5
Percent trust in each institution, and change from 2017 to 2018
No Recovery in Trust
53 52
41 43
53 52
43 43
67
65
53 53
64 64
53 53
-3 -1 0 0
Business MediaNGOs Government
0 0 +2 0
Informed
Public
General
Population
20182017
Y-to-Y Change− +0

6. 53
46
35
26
50
47
39
28
Trust Remains Stable in Israel from 2016 to 2018
Source: 2018 Edelman Trust Barometer Israel 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]
Base: Israel General Population (n=500)
6
Percent trust in the four institutions of government, business, media and NGOs, 2016 vs. 2018
Business MediaNGOs Government
50%
Neutral
Trusted
Distrusted
20182016
+3 +1 +4 +2
Y-to-Y Change− +0

7. Source: 2018 Edelman Trust Barometer Israel Supplement 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)
Israel General Population (n=500)
7
Percent trust in the four institutions of government, business, media and NGOs, 2018
NGOs
Government
Media
Business
Gender and Age Impact Trust in Israel
50%
58%
43%
44%
47%
58%
52%
49%
Total Male Female 18-24 25-34 35-44 45-54 55+
39%
40%
38%
20%
27%
37%
56%
53%
Total Male Female 18-24 25-34 35-44 45-54 55+
28%
33%
24%
32%
30%
23%
26%
29%
Total Male Female 18-24 25-34 35-44 45-54 55+
47%
56%
38%
41%
50%
42%
51%
48%
Total Male Female 18-24 25-34 35-44 45-54 55+

8. 24%believe the media is the
institution that is
currently undergoing
the greatest change
and upheaval
Government Most Broken and Media in Flux - NGOs Felt to
Offer Most Hope for the Future in Israel
Source: 2018 Edelman Trust Barometer Israel Supplement Q4: Please indicate which institution – Government, Media, Business or NGOs – is best described by each
of the following statements? (Top 4 Box, Trust) Israel General Population (n=500)
8
Percent who think the institutions of government, NGOs and media are best described by the following statements
58%believe government is
the institution that is the
most broken
30%believe NGOs are most
likely to lead the
country into a better
future

9. Source: 2018 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,
Source: 2018 Edelman Trust Barometer Israel 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] Base: Israel General Population (n=500) 9
Average trust in institutions,
general population, 2017 vs. 2018
Trust Index
A World
of Distrust
Biggest changes in
47 Global
72 India
69 Indonesia
67 China
60 Singapore
60 UAE
53 The 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
U.S. -9
China +7
S. Korea +6
UAE +6
Italy -5
Trust
(60-100)
Neutral
(50-59)
Distrust
(1-49)
Trust decline in the U.S. is
the steepest ever measured
48 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
41 Sweden
40 Australia
40 France
39 Poland
39 U.K.
38 Ireland
38 S. Africa
37 Japan
36 Russia
2017
General Population
2018
General Population
Global Trust Index remains at distruster level
20 of 28 countries are distrusters, up 1 from 2017
Israel Trust Index
41

10. Source: 2018 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,
28-country global total.
Source: 2018 Edelman Trust Barometer Israel 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] Base: Israel General Population (n=500)
10
Average trust in institutions,
informed public, 2017 vs. 2018
Trust Index
Informed Public
Declines to Neutral
60 Global
80 India
79 China
78 Indonesia
77 UAE
71 Singapore
68 U.S.
62 Canada
62 The 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
2017
Informed Public
2018
Informed Public
Biggest changes in
U.S. -23
Argentina +9
Sweden +9
Malaysia +8
Turkey +7
U.S. Trust Index crashes
23 points
A 1-point decline in the Global Trust Index
Trust
(60-100)
Neutral
(50-59)
Distrust
(1-49)
59 Global
83 China
81 Indonesia
77 India
76 UAE
70 Singapore
67 The Netherlands
65 Malaysia
65 Mexico
62 Canada
60 Argentina
57 Italy
57 Turkey
56 France
56 Sweden
55 Australia
55 Spain
54 Germany
52 U.K.
51 Brazil
50 Colombia
50 S. Korea
49 Hong Kong
48 Ireland
48 Poland
47 Russia
46 Japan
45 S. Africa
45 U.S.
Israel Trust Index
46

11. Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2013-2018) percentage point change across the four institutions
(TRU_INS). General population, 28-country global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical
Appendix.
11
Number of countries with extreme changes in their aggregate trust in the four institutions, 2013 to 2018
A World Moving Apart
2013 2014 2015 2016 2017 2018
# of countries
with extreme
Trust Gains
# of countries
with extreme
Trust Losses
+
–
9
6
13
9
12
6
6
2
1
2
4
2

12. 27 24 23 20 19 17 13 12 10 9 9 8 7 7 5 3 3 -1 -2 -3
-10 -10 -13 -13 -17 -17 -21
-37
China
UAE
S.Korea
Sweden
Malaysia
Poland
Turkey
Spain
Russia
Ireland
Indonesia
Mexico
Japan
Argentina
HongKong
TheNetherlands
Germany
France
U.K.
Canada
Singapore
Australia
Colombia
India
S.Africa
Brazil
Italy
U.S.
16 countries with
Typical Changes in Trust
Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across the four institutions
(TRU_INS). General population, 28-country global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical
Appendix.
12
Aggregate percentage point change in trust in the four institutions, and change from 2017 to 2018
The Polarization of Trust
6 countries with extreme
Trust Gains
6 countries with extreme
Trust Losses

13. Global Leaders
Poles Apart

14. 58 58
47 4749 48
33
42
73 74
63 64
51 54
33
42
Source: 2018 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.” (Top 4 Box, Trust) Informed Public and General
Population, U.S. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed Public and General Population,
U.S.
14
Trust Crash in U.S.
Business MediaNGOs Government
-9 -10 -14 -5
-22 -20 -30 -22
20182017
43TRUST
INDEX
45
TRUST
INDEX
9-point decrease
Fell from 8th to 18th place
General Population
23-point decrease
Fell from 6th to last place
Informed Public
Y-to-Y Change− +0
Percent trust in each institution, and change from 2017 to 2018

15. Source: 2018 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.” (Top 4 Box,
Trust) S11. For whom did you vote for in the last Presidential election? General population, U.S., among Trump (n=373) and Clinton (n=502) voters.
15
Percent trust in each institution, Trump vs. Clinton voters
U.S. Trust in Media Diverges Along Voting Lines
47
57
35
27
54
47
35
61
Business MediaNGOs Government
difference in
trust in the media
34pt
Trump
Voters
Clinton
Voters
22-point
decline since
the election

16. Percent trust in each institution, and change from 2017 to 2018
73
81
86
7776
85 89
80
61
67
76
6566
74
84
71
Source: 2018 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.” (Top 4 Box, Trust) Informed Public and General
Population, China. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed Public and General
Population, China.
16
China Rising
+5 +7 +8 +6
+3 +4 +3 +3
20182017
Business MediaNGOs Government
7-point increase
Rose from 3rd place to 1st place
General Population
4-point increase
Rose from 2nd to 1st place
Informed Public
83
TRUST
INDEX
74TRUST
INDEX
Y-to-Y Change− +0

17. 17
Government Most Broken
in the U.S.
Which institution is the
most broken?
Source: 2018 Edelman Trust Barometer. ATT_STE. Please indicate which institution – Government, Media, Business or NGO’s – is best described by each of the
following statements? General population, U.S. and China.
Government
38%
Business
59%
Government
NGOs
✓
✓
Government Path
to Better Future in China
Which institution is most likely
to lead to a better future?
68%
%
%
% %
%
%
29%

18. In Search
of Truth

19. 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 where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half of the sample. General
population, 28-country global total.
19
Percent who worry about false
information or fake news
being used as a weapon
World Worried About
Fake News as a Weapon
Pope criticizes
spread of fake news
Fake news disrupts
elections in South Africa
Germany passes a law that
fines social media
companies for failing to
delete fake news
New laws designed
to prevent fake news
in Singapore
worry about false
information or fake news
being used as a weapon
7 in 10
Canadian Conservative
leader’s campaign
manager roots out
enemies using fake news
Nearly
55-60 61-65 66-70 71-75 76-80
France
Sweden
Netherlands
Canada
Ireland
Japan
Germany
Italy
Singapore
S. Africa
UAE
U.K.
Australia
Hong Kong
Poland
Turkey
Brazil
India
Colombia
Malaysia
S. Korea
U.S.
China
Russia
Mexico
Argentina
Spain
Indonesia

20. 43
30 31 32 32 32 33 33 34 35 35
39 39 40 42 42 43 43 43 44 45 47 48 49
52
55 56
61
68
71
Global28
Turkey
Australia
Japan
Sweden
U.K.
France
Ireland
Poland
Russia
S.Africa
Argentina
Israel
S.Korea
Germany
U.S.
Brazil
Colombia
HongKong
Spain
Italy
Malaysia
Mexico
Canada
Singapore
The
Netherlands
UAE
India
Indonesia
China
l lllllllllllllllllllllllllllll
Source: 2018 Edelman Trust Barometer. TRU_INS. [MEDIA IN GENERAL] 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) General population, 28-country global total.
Source: 2018 Edelman Trust Barometer Israel 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] Base: Israel General Population (n=500)
20
Percent trust in media, and change from 2017 to 2018
Media Now Least Trusted Institution
TrustNeutralDistrust
Distrusted in 22 of 28 of countries
Y-to-Y Change− +0
0 +5 -1 0 -1 0 0 +4 +3 +4 -4 -1 N/A 0 0 -5 -5 -2 +1 0 -3 +5 +1 +4 -2 +1 +12 -5 +1 +6

21. 21
People Define
“Media” As
Both Content
and Platforms
What did you assume was meant by
the phrase “media in general”?
Source: 2018 Edelman Trust Barometer. TRU_MED. In the above
question, what did you assume was meant by the phrase “media
in general”? General population, 28-country global total. Social is a
net of TRU_MEDr3 and r12, Influencers is r5, Search is r7, Brands
is a net of r10 and r11, Journalists is a net of r1 and r6, News
Apps is r8.
PLATFORMS
PUBLISHERS
25%48%
SearchSocial
41%
News
Apps
23%
Influencers
89%
Journalists
40%
Brands

22. Source: 2018 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.”
(Top 4 Box, Trust), question asked of half of the sample. General population, 25-country global total.
Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media. 22
Percent trust in each source for general news
and information, 2012 to 2018
While Trust in Platforms Declines,
Trust in Journalism Rebounds
Platforms
-2
Journalism
+5
Average trust in search engines
and social media platforms
Average trust in traditional
and online-only media
54
52
54
51
56
54
59
53
50
53
54
54
53
51
2012 2013 2014 2015 2016 2017 2018
MEDIA | JOURNALISM | PLATFORMS

23. 33 33 35 36 37
40 40 42 43
46 47 47 48 49 51 53 53 54 54 55
58
62 62 64
68 68
71 73
Ireland
Sweden
Australia
U.K.
Japan
France
Germany
U.S.
Canada
S.Africa
Russia
The
Netherlands
S.Korea
HongKong
Poland
Italy
Spain
Argentina
Singapore
Turkey
Malaysia
Colombia
UAE
Brazil
China
Mexico
Indonesia
India
Source: 2018 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.”
(Top 4 Box, Trust), question asked of half of the sample. MED_NEW_CSP. How do you normally get your news? (callout is net of codes 2, 5 and 7),
question asked of half of the sample. General population, 28-country global total.
Platforms is an average of search engines and social media.
23
Average trust in search engines and social media platforms, and change from 2017 to 2018
Trust in Platforms Decreased in 21 of 28 Countries
65% receive news
through platforms
such as social media
feeds, search or news
applications
llllllllllllllllllllllllllll-8 -4 -8 -4 +1 -3 -4 -11 -1 -8 -1 -3 0 -1 -1 -5 -6 -6 +2 +4 +2 -5 +6 -5 +6 -1 -4 -5
MEDIA | JOURNALISM | PLATFORMS
Steepest
decline in U.S.
Y-to-Y Change− +0

24. Source: 2018 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,
28-country global total. For details on how the News Engagement
Scale was built, please refer to the Technical Appendix. 24
Consumption
How frequently do you consume news
produced by major news organizations,
either at the original source, shared by
others or pushed to you in a feed?
Half Disengaged
With the News
50%
The Disengaged
Consume news
less than weekly
25%
Consumers
Consume news
about weekly
or more
25%
Amplifiers
Consume news about
weekly or more AND
share or post content
more than weekly
Amplification
How often do you share or forward news
items, or post opinions or other content?
MEDIA | JOURNALISM | PLATFORMS

25. 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 where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half
of the sample. General population, 28-country global total.
25
Percent who agree that news
organizations are overly focused on …
Skeptical About
News Organizations
66%
are more concerned
with attracting a big
audience than reporting
Attracting
Large Audiences
59%
support an ideology vs.
informing the public
Politics
65%
sacrifice accuracy to be
the first to break a story
Breaking News
MEDIA | JOURNALISM | PLATFORMS

26. Which is more believable?
Social Media Content More Believable Than
Traditional Media in Israel
26
Source: 2018 Edelman Trust Barometer Israel Supplement Q6_norm: 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. (Top 2 Box, Extremely Important) Israel General Population (n=500)
51%
News from my
social network
49%
News from
traditional
media
56%
What is said on
social media
44%
What is said on
TV or in
newspapers
MEDIA | JOURNALISM | PLATFORMS

27. 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 where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half
of the sample. General population, 28-country global total.
27
Percent who agree that …
Uncertainty Over
Real vs. Fake News
63%
The average person does not
know how to tell good journalism
from rumor or falsehoods
59%
It is becoming harder to tell if a
piece of news was produced by a
respected media organization
MEDIA | JOURNALISM | PLATFORMS

28. Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. 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. INS_PER_MED. How well do you feel the media is currently meeting this obligation to society? Please indicate your answer using the 5-
point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3.
General population, 28-country global total. For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix.
28
Top three trust-building mandates for
media, and percent who say the media is
performing well or very well against them
Media Failing
to Meet Expectations
Trust-Building Mandate Performance Score
Guard information quality 36
Educate people on important issues 50
Inform good life decisions 45
%
%
%
MEDIA | JOURNALISM | PLATFORMS

29. Source: 2018 Edelman Trust Barometer. MED_CON. What consequences are you experiencing as a direct result of the media not doing a good job fulfilling
its responsibilities? Question asked of those who answered codes 1-3 at MED_RSP. General population, 28-country global total.
29
Percent of respondents who feel they are experiencing these
consequences as a result of media not fulfilling its responsibilities
Lack of Confidence in Media Undermining Trust and Truth
I am not sure what is true
and what is not
Loss of Truth
I do not know which politicians to trust
Loss of Trust
in Government Leaders
I don't know which companies
or brands to trust
Loss of Trust
in Business
59% 56% 42%
MEDIA | JOURNALISM | PLATFORMS

30. Navigating a
Polarized World

31. 63 61
54
50 50
47 46 44
41 39
35
Source: 2018 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?
(Top 2 Box, Very/Extremely Credible), question asked of half of the sample. General population, 28-country global total.
31
Percent who rate each spokesperson as very/extremely credible,
and change from 2017 to 2018
Voices of Authority Regain Credibility
+3 +1 -6 +4 +1 -1 +3 +7 +6 +12 +6
Person like yourself
at all-time low
− Y-to-Y Change+0
Technicalexpert
Academicexpert
Apersonlike
yourself
Financial
industryanalyst
Successful
entrepreneur
Employee
NGO
representative
CEO
Boardof
directors
Journalist
Government
official/regulator

32. Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4
Box, Agree), question asked of half of the sample. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking
about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using the following
three-point scale? (Most important responsibility, code 3), question asked of half of the sample. General population, 28-country global total.
32
Percent who agree and percent who say each is one of the most
important expectations they have for a CEO
Business Is Expected to Lead
Percent who say that CEOs
should take the lead on change
rather than waiting for
government to impose it
60
64
68
69
For CEOs, building trust is job one
64%
Their company is trusted
Their products and services
are high quality
Business decisions
reflect company values
Profits and stock price increase

33. 72
57 57
60 60 62 64 65 66 68 68
71 71 71 71 72 72 72 73 74 75 76
79 80 81 82 83
86
90
Global28
Japan
S.Korea
Argentina
France
Turkey
Russia
Spain
Ireland
HongKong
Poland
Germany
S.Africa
Sweden
U.K.
Brazil
Italy
Malaysia
Singapore
Australia
Canada
UAE
U.S.
Mexico
TheNetherlands
China
Colombia
India
Indonesia
Source: 2018 Edelman Trust Barometer. 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.“ (Top 4 Box, Trust) General population, 28-country global total.
Note: 2016 data was taken from Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a 9-point
scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of half of the sample. General population, 28-country
global total.
33
Percent trust in employer, and change from 2016 to 2018
Employers Trusted Around the World
TrustNeutralDistrust
l llllllllllllllllllllllllllll+7 +17 +2 -18 +12 -2 +16 +2 +6 +9 +12 +9 -1 +21 +14 -5 +14 -4 0 +20 +11 0 +15 -9 +19 +3 -2 +3 +13
Change, 2016 to 2018− +0

34. Responsiveness and Ethical Behaviour Primarily
Drive Trust in Business
Source: 2018 Edelman Trust Barometer Israel Supplement Q5: How important is each of the following attributes to building your trust in a company? Use a 9-point
scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2
Box, Extremely Important) Israel General Population (n=500)
34
61%
“Takes responsible
actions to address
an issue or a
crisis.”
65%
“Listens to
customer needs
and feedback.”
62%
“Treats employees
well.”
Top drivers of trust in business, 2018

35. Source: 2018 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. (Top 4 Box,
Agree), question asked of half of the sample. 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, 28-country global total.
35
Percent who agree that …
Business Must Show
Commitment to Long-Term
56%
Companies that only
think about themselves
and their profits are
bound to fail
60%
CEOs are driven more
by greed than a desire
to make a positive
difference in the world

36. 36
Percent trust in companies by industry sector and by their country of origin,
and change from 2017 to 2018
Sector and Home Country
Provide Context for Business Leadership
Least Trusted
Financial Services 54%
CPG 60%
Automotive 62%
Most Trusted
Canada 68%
Switzerland 66%
Sweden 65%
Most Trusted
Technology 75%
Education 70%
Professional Services 68%
Least Trusted
Mexico 32%
India 32%
Brazil 34%
Sectors
Countries of Origin
Biggest Y-to-Y Changes
Food and Beverage -4
Automotive -4
CPG -3
Biggest Y-to-Y Changes
U.S. -5
U.K. -4
Sweden -3
Y-to-Y Change− +0
Source: 2018 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 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries asked of half of
the sample. 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.” (Top 4 Box, Trust), countries asked of half of the sample. General Population, 28-country global total.

37. 69
64 63
60 59 59 58
55 54 54 53 53 53
50
41
75
63
66 68
62 60
66
62 62
70
62
67
63
54
63
Technology
HealthCare
Manufacturing
Professionalservices
Entertainment
Consumerpackaged
goods
Retail
Foodandbeverage
Automotive
Education
Fashion
Transportation
Energy
Financialservices
Telecommunications
Technology, Healthcare and Manufacturing are
the Most Trusted Industries
Source: 2018 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 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries asked of half of the sample. General Population, 28-country global total.
Source: 2018 Edelman Trust Barometer Israel Supplement Q3: Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale
where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust). Israel General Population (n=500) 37
Percent trust in each industry, 2018
Global
General
Population
Israel
General
Population

38. Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across the four institutions
(TRU_INS). General population, 28-country global total. Trust-building mandates Analysis. The most effective trust building mandates for each institution.
Mandates not shown in rank order. INS_EXP_BUS. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking
about business in general, how would you characterize each using the following three-point scale. General population, 28-country global total. For more
details on the Trust Volatility Measure and Trust Mandates Analysis, please refer to the Technical Appendix.
38
Trust-building mandates for business in countries with extreme or typical trust changes
Business Must Address Market Dynamics
Country Markets with
Typical Changes in Trust
Countries include Russia, Mexico, U.K., Japan
Country markets with extreme
Trust Gains
Countries include China, UAE, South Korea
Country markets with extreme
Trust Losses
Countries include U.S., India, Colombia, Brazil
Protect Consumers
Invest in Jobs
Improve Quality of Life
Innovate
Ensure Competitive Workforce
Promote Equal Opportunity
Invest in Jobs
Safeguard Privacy
Provide for Future Generations
Drive Economic Prosperity
Protect Consumers
Guard Information Quality
Safeguard Privacy
Innovate
Drive Economic Prosperity

39. 39
Top trust-building mandates for
each institution
Each Institution
Must Play its Role
NGOs
Protect the poor
Call out abuses of power
Create a sense of community
Business
Protect privacy
Drive economic prosperity
Provide jobs and training
Government
Drive economic prosperity
Investigate corruption
Protect the poor
Media
Guard information quality
Educate, inform and entertain
Protect privacy
Source: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV;
INS_EXP_MED; INS_EXP_BUS; and INS_EXP_NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking
about [insert institution] in general, how would you characterize each using the following three-point scale. General population, 28-country global total. For more
details on the Trust Mandates Analysis, please refer to the Technical Appendix.

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

41. Meaning of ‘Media in General’
Source: 2018 Edelman Trust Barometer Israel Supplement Q2: In the previous question, what did you assume was meant by the phrase “media in general”? Israel
General Population (n=500)
41
General Population
Newspapers, radio stations and TV news networks 88%
Online-only news sources 36%
News aggregator applications and platforms 31%
Entertainment such as TV shows, movies, and online videos 29%
Advertising 29%
Social media sites like Facebook, Twitter, YouTube and Weibo 24%
Company websites 18%
Email newsletters 17%
Blogs and personal websites 15%
Messaging platforms such as Whatsapp, WeChat, Snapchat, and iMessage 15%
Search engines 11%
Podcasts 8%
Other 1%

42. Trust in Industry
Source: 2018 Edelman Trust Barometer Q3: Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale
where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust). Israel General Population (n=500)
42
General Population
Technology 69%
Health Care 64%
Manufacturing 63%
Professional services (including accounting, consulting and legal firms) 60%
Entertainment 59%
Consumer packaged goods 59%
Retail (including both stores with physical locations and online-only retailers) 58%
Food and beverage 55%
Automotive 54%
Education 54%
Fashion 53%
Transportation 53%
Energy 53%
Financial services 50%
Telecommunications 41%

43. Attitudes Toward Institutions
Source: 2018 Edelman Trust Barometer Q4: Please indicate which institution – Government, Media, Business or NGOs – is best described by each of the following statements? Israel General
Population (n=500)
43
The one that is the most broken General Population
Government 58%
Media 22%
Non-governmental organisations (NGOs) 4%
Business 2%
Don’t know 15%
The one most likely to lead this country into a better future General Population
Non-governmental organisations (NGOs) 30%
Government 23%
Business 14%
Media 8%
Don’t know 24%
The one currently undergoing the greatest change and upheaval General Population
Media 24%
Non-governmental organisations (NGOs) 17%
Business 17%
Government 8%
Don’t know 33%

44. Drivers of Trust in Business
Source: 2018 Edelman Trust Barometer Israel Supplement Q5: How important is each of the following attributes to building your trust in a company? Use a 9-point
scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2
Box, Extremely Important) Israel General Population (n=500)
44
General Population
Listens to customer needs and feedback 65%
Treats employees well 62%
Takes responsible actions to address an issue or a crisis 61%
Offers high quality products or services 59%
Places customers ahead of profits 54%
Has ethical business practices 54%
Has transparent and open business practices 53%
Pays its fair share of taxes 49%
Works to protect and improve the environment 46%
Creates programs that positively impact the local community in which the company operates 44%
Creates many new jobs 42%
Communicates frequently and honestly on the state of its business 41%
Addresses society’s needs in its everyday business 40%
Is an innovator of new products, services or ideas 39%
Has highly-regarded and widely admired top leadership 30%
Ranks on a global list of top companies, such as “Best Companies to Work For” or “Most Admired Companies” 21%

45. Perceptions Toward Differing Communications
Sources, Formats and Styles I
Source: 2018 Edelman Trust Barometer Israel Supplement Q6: 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. Israel General Population (n=500)
45
Data and statistical analysis 44%
The personal experiences of people you know 56%
Human editors who choose the content I see 50%
Search engines which choose the content I see 50%
Individual people 66%
Institutions and organizations 34%
Information that has been leaked about a company 57%
Press statements put out by that company 43%
Media supported by advertising 27%
Media supported by people who buy subscriptions 73%
What is said on TV or in newspapers 44%
What is said on social media 56%
A long, detailed argument with lots of supporting data 59%
A short communication that makes a simple point 41%

46. Perceptions Toward Differing Communications
Sources, Formats and Styles II
Source: 2018 Edelman Trust Barometer Israel Supplement Q6: 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. Israel General Population (n=500)
46
Words 38%
Video 62%
Someone who is speaking spontaneously without notes or preparation 77%
Someone who is delivering a well-written and well-rehearsed speech 23%
A professional journalist 46%
A citizen reporting on what they have seen or heard 54%
Artificial Intelligence 25%
Human judgment 75%
Information about a company communicated using advertising 22%
Information about a company communicated on the company’s social media feeds 78%
Consumer reviews of a product or service 66%
An expert’s review of a product or service 34%
News I get from traditional media sources 49%
News I get from other people in my social network 51%