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2017 Edelman Ireland Trust Barometer

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The 2017 Edelman Ireland Trust Barometer reveals a crisis in trust levels across the institutions of government, business, media and NGOs. Trust in media fell from 39 percent to 29 percent and media is now seen as the least trusted institution in Ireland. Trust in Government in Ireland remained at the same level as the previous year on 32 percent. Trust in Business and NGOs dropped and are now only 2 percentage points apart at 41 percent and 43 percent respectively.

Edelman Ireland can benchmark trust levels in your organisation compared to your competitors and wider industry. Further information, analysis and commentary on this year's Edelman Trust Barometer is available at www.edelman.ie

Published in: Business

2017 Edelman Ireland Trust Barometer

  1. 1. 2017 Edelman Trust Barometer Ireland 1
  2. 2. Informed Public 9 years in 20+ markets Represents 13% of total global population 500 respondents in U.S. and China; 200 in all other countries Must meet 4 criteria: Ages 25-64 College educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news General Online Population 6 years in 25+ markets Ages 18+ 1,150 respondents per country All slides show General Online Population unless otherwise noted 2017 Edelman Trust Barometer Methodology 28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000+). Country- specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100). 2 17 years of data 33,000+ respondents total All fieldwork was conducted between October 13th and November 16th, 2016 Online Survey in 28 Countries Mass Population All population not including Informed Public Represents 87% of total global population
  3. 3. Trust in Retrospect 3 Rising Influence of NGOs 2001 Business Must Partner with Government to Regain Trust 2009 Fall of the Celebrity CEO 2002 Earned Media More Credible Than Advertising 2003 U.S. Companies in Europe Suffer Trust Discount 2004 Trust Shifts from “Authorities” to Peers 2005 “A Person Like Me” Emerges as Credible Spokesperson 2006 Business More Trusted Than Government and Media 2007 Young Influencers Have More Trust in Business 2008 Trust is Now an Essential Line of Business 2010 Rise of Authority Figures 2011 Fall of Government 2012 Crisis of Leadership 2013 Business to Lead the Debate for Change 2014 Trust is Essential to Innovation 2015 Trust in Crisis 2017 Growing Inequality of Trust 2016
  4. 4. 2016: The Inversion of Influence 4 Mass Population 85% of population 39 Trust Index 15% of population 49 Trust Index Informed Public 10pt Gap Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed Public and Mass Population, Ireland.
  5. 5. 2017: Trust Gap Decreases Slightly Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed Public and Mass Population, Ireland. 5 Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2017 21 pts 19 pts 18 pts 42 49 44 33 39 35 2012 2016 2017 Informed Public 9pt Gap 9pt Gap A 1-point decrease in the last year 10pt Gap Largest Gaps Mass Population
  6. 6. 45 Global 70 India 67 Indonesia 62 China 59 Singapore 59 UAE 52 Netherlands 50 Colombia 50 Mexico 47 Brazil 47 Canada 47 Italy 47 Malaysia 47 U.S. 45 Argentina 42 Hong Kong 41 S. Africa 41 Spain 41 Turkey 40 Australia 39 Germany 38 France 37 U.K. 36 S. Korea 36 Sweden 35 Ireland 34 Japan 34 Poland 31 Russia Trust Index Mass Population Left Behind Average trust in institutions, Informed Public vs. Mass Population The Mass Population distrusts their institutions in 20 of 28 countries Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed Public and Mass Population, 28-country global total. Mass Population Informed Public 6 60 Global 80 India 79 China 78 Indonesia 77 UAE 71 Singapore 68 U.S. 62 Canada 62 Netherlands 61 Italy 61 Mexico 57 Malaysia 57 Spain 56 France 56 U.K. 55 Colombia 54 Australia 54 Germany 53 Hong Kong 51 Argentina 51 Brazil 50 S. Korea 50 Turkey 49 Japan 49 S. Africa 47 Sweden 45 Russia 44 Ireland 43 Poland Trusters (60-100) Neutrals (50-59) Distrusters (1-49)
  7. 7. 2017: Mass Population Rejects Established Authority 7 Mass population now has influence and authority Establishment left empty-handed Influence & Authority
  8. 8. Trust in Crisis
  9. 9. How much do you trust each institution to do what is right?
  10. 10. 49 43 39 32 43 41 29 32 Trust in Three Institutions Declines Source: 2017 Edelman Trust Barometer. Q11-620. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, Ireland. 10 Percent trust in the four institutions of government, business, media and NGOs, 2016 vs. 2017 Business MediaNGOs Government 50% Neutral Trusted Distrusted -6 -2 -10 0 20172016 All four institutions distrusted
  11. 11. 45 Global 70 India 67 Indonesia 62 China 59 Singapore 59 UAE 52 Netherlands 50 Colombia 50 Mexico 47 Brazil 47 Canada 47 Italy 47 Malaysia 47 U.S. 45 Argentina 42 Hong Kong 41 S. Africa 41 Spain 41 Turkey 40 Australia 39 Germany 38 France 37 U.K. 36 S. Korea 36 Sweden 35 Ireland 34 Japan 34 Poland 31 Russia Trust Index Mass Population Left Behind Average trust in institutions, Informed Public vs. Mass Population The Mass Population distrusts their institutions in 20 of 28 countries Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed Public and Mass Population, 28-country global total. Mass Population Informed Public 11 60 Global 80 India 79 China 78 Indonesia 77 UAE 71 Singapore 68 U.S. 62 Canada 62 Netherlands 61 Italy 61 Mexico 57 Malaysia 57 Spain 56 France 56 U.K. 55 Colombia 54 Australia 54 Germany 53 Hong Kong 51 Argentina 51 Brazil 50 S. Korea 50 Turkey 49 Japan 49 S. Africa 47 Sweden 45 Russia 44 Ireland 43 Poland Trusters (60-100) Neutrals (50-59) Distrusters (1-49)
  12. 12. Source: 2017 Edelman Trust Barometer. Q130-747 Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, Ireland, question asked of half the sample. 12 Credibility of Leadership in Crisis Percent who rate each spokesperson as very/extremely credible CEOs 27% Credible Government Officials 27% Credible
  13. 13. 37 18 23 23 24 25 26 27 27 27 28 28 28 31 34 36 38 40 40 42 43 44 48 48 51 52 55 61 70 Global 28-Country Japan France Poland S.Korea Canada Australia HongKong Ireland Netherlands Germany Italy U.K. Sweden Russia Singapore U.S. Malaysia Spain Argentina Turkey China Brazil Colombia Indonesia S.Africa UAE Mexico India All-time Low for CEO Credibility Source: 2017 Edelman. Trust Barometer Q130-747Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population,28-country global total, question asked of half the sample. GDP 5 = U.S., China, Japan, Germany, U.K. 13 Percent rate CEOs as extremely/very credible, 2016 vs. 2017 CEOs not credible in 23 countries 50% -12 -15 -8-7 -12-16-6-16-18-13-17-10-16-5-14-10 -10 -12 -11 -15-12 -13 -19 -7-9 -12 -11-12 -16 Declines in all 28 countries Y-to-Y Change+− NeutralDistrust Trust
  14. 14. The System Is Broken
  15. 15. Without Trust, Belief in the System Fails 15 How true are each of the following? Sense of Injustice Desire for Change Need forceful reformers to bring change Lack of Confidence No confidence in current leaders Lack of Hope Hard work not rewarded, children will not have a better life, country not moving in right direction System biased in favour of elites, elites indifferent to the people, getting richer than they deserve
  16. 16. How true is this for you? Sense of injustice Lack of hope Lack of confidence Desire for change 59% 26% 15% Majority Believe the System is Failing Them Source: 2017 Edelman Trust Barometer. Q672-675, 678-680, 688-690. Ireland. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix. 16 Not at all true 9 8 7 6 5 4 3 2 1 1 in 4 are uncertain Completely true System failing System working More than
  17. 17. Even Those at the Top Are Disillusioned Percent who believe the system is not working Source: 2017 Edelman Trust Barometer. S8. Thinking about your annual household income in 2015, which of the following categories best describes your total household income that year? S7. What is the last grade in school you completed? S9. How often do you follow public policy matters in the news? S10. How often do you follow business news and information? General Population, Ireland, cut by ‘the system is failing segments’. High-Income College-Educated Well-Informed Top quartile of income College degree or higher Follow business and public policy information several times a week or more 55% 59% 56% 7
  18. 18. Trust Critical to Belief in the System Average trust in institutions 18 Source: 2017 Edelman Trust Barometer. Q11-Q14. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. General Population, Ireland, cut by ‘the system is failing segments’. Trust differentiates those who are uncertain and those who believe the system is failing them Trust Index 49 Trust Index 43 Trust Index 30 Among those who believe the System is Working Among those who are Uncertain Among those who believe the System is Failing
  19. 19. Source: 2017 Edelman Trust Barometer Q672-675,678-680, 688-690. For details on how the “system failing” measure was calculated,please refer to the TechnicalAppendix. The margin of error for the countries scores was added and subtractedfrom the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error. Countries were considered below the global average if their score was lower than the global mean minus the margin of error. All other scores were considered aligned. 19 Global France Italy Mexico S.Africa Spain Poland Brazil Colombia Germany U.K. Australia Ireland U.S. Netherlands Canada Sweden Argentina Malaysia Turkey Russia S.Korea Indonesia Japan India HongKong Singapore China UAE System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19 Uncertain 32 22 24 25 24 25 25 25 27 26 29 30 26 33 33 30 29 29 37 31 28 41 40 45 45 50 43 47 40 In 14 countries, the percent of population that has lost faith is above the global average Systemic loss of faith restricted to Western- style democracies1 in 2 Countries Have Lost Faith in the System Percent of population who believe the system is not working Above global average Aligned with global average Below global average
  20. 20. Fears Fuel the Fire
  21. 21. The Cycle of Fear and Distrust 21
  22. 22. Corruption Globalisation Eroding Social Values Immigration Pace of Innovation Widespread corruption Compromising the safety of our citizens Makes it difficult to institute the changes necessary to solve our problems Protect our jobs from foreign competition Foreign companies/influence damaging our economy/ national culture Foreign corporations favour their home country Most countries cannot be trusted to engage in fair trade practices Values that made this country great are disappearing Society changing too quickly and not in ways that benefit people like me Influx of people from other countries damaging our economy and national culture Technological innovations happening too quickly and leading to changes not good for people like me Concerns Have Become Fears Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalisation Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation Q677. Ireland. For details on how the societal fears were measured, please refer to the Technical Appendix. 22 Percent of respondents who are concerned or fearful regarding each issue 54% Concerned 26% Fearful 38% Concerned 17% Fearful 45% Concerned 20% Fearful 43% Concerned 16% Fearful 42% Concerned 18% Fearful
  23. 23. Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalisation Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation Q677. System is failing: Q672-675, 678-680, 688- 690. Ireland. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix. 23 Fears Further Erode Belief in the System Percent of respondents with various fears who also believe the system has failed them When fears collide with a belief that the system is failing, conditions are ripe for populist action Corruption Globalisation Eroding Social Values Immigration Pace of Innovation 89 80 82 69 71
  24. 24. Systemic Distrust and Fear Trigger Action Source: 2017 Edelman Trust Barometer. CorruptionQ685-687,GlobalisationQ681-684,Eroding social values Q676 and Q758, Immigration Q685,Pace of innovation Q677. System is failing: Q672-675,678-680, 688-690.For details on how the societal fears and the “systemfailing” measure were calculated,please refer to the Technical Appendix. The margin of error for the countries scores was added and subtractedfrom the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error. 24 % Who Agree System is Failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19 Global France Italy Mexico S.Africa Spain Poland Brazil Colombia Germany U.K. Australia Ireland U.S. Netherlands Canada Sweden Argentina Malaysia Turkey Russia S.Korea Indonesia Japan India HongKong Singapore China UAE Above-Average Level of Fear Above-Average Belief the System is Failing Countries with Multiple Fears and Failing System 10 countries with above- average belief the system is failing and multiple fears 4 countries with above- average belief the system is failing – but lack multiple fears Corruption Immigration Globalisation Eroding social values Pace of change
  25. 25. 11 34 A Case in Point: U.S. 25 Trust Barometer Supplement: Post-U.S. Election Flash Poll, 1,000+ General Population Respondents, Nov. 28 to Dec. 11, 2016 Trump Voters Clinton Voters 25 42 67% are fearful 45% are fearful Source: 2017 Edelman Trust U.S. Flash Poll Q14. Who did you vote for? Audience: U.S. General Population, grouped by “system failing” segments and level of fear from the Trust Barometer. For details on how systemic distrust and societal fears were measured, please refer to the Technical Appendix. Respondents were labeled as “fearful” if they were fearful of at least one of the following societal issues: corruption, immigration, globalisation, eroding social values, and pace of innovation. System Failing and Fearful Fearful
  26. 26. 7 20 A Case in Point: U.K. 26 Trust Barometer Supplement: UK Supplement, 1,150 General Population Respondents, December 23, 2016 to January, 7 2017 Leave the EU Remain in the EU 54% are fearful 27% are fearful Source: 2017 UK Trust Supplement Q15. Did you vote…? Audience: UK General Population,grouped by ‘system failing’ segments and level of fear from the Trust Barometer. For details on how the societal fears and the “system failing” measure were calculated,please refer to the Technical Appendix. Respondentswere labeled as ‘fearful’ if they were fearful of at least one of the following societal issues: corruption, immigration, globalisation,eroding social values, and pace of innovation. System Failing and Fearful Fearful LEAVE 10 44
  27. 27. The Echo Chamber
  28. 28. Echo Chamber Amplifies Fears and Accelerates the Cycle 28
  29. 29. 29 The Echo Chamber in Action Facts matter less Bias is the filter No humans needed 1 in 3 agree “I would support politicians I trust to make things better for me and my family even if they exaggerated the truth” 45% Do not regularly listen to people or organisations with whom they often disagree More than 2.5x more likely to ignore information that supports a position they do not believe in More likely to believe 53% Search Engines 47% Human Editors 53%49% Never or rarely change their position on important social issues Source: 2017 Edelman Trust Barometer. Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q755 Have you ever changed your position on an important social issue? (Sum of “Yes, but rarely”, “No, never”) General Population, Ireland. Q749. When someone you know provides you with some information that supports a position that you do NOT believe, which of following do you typically do with it? Q752. How often do you read or listen to information or points of view from people, media sources or organisations with whom you often disagree? (Sum of “Never”, “Almost Never”, “Several Times a year”, “Once or Twice a Month”) Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. General Population, Ireland, question asked of half the sample. More than
  30. 30. 2012 2017 Traditional media 60 56 Search engines* 58 55 Online-only media** 36 41 Social media 33 27 Owned media 26 26 Media as an institution 35 29 Social Media and Media as an Institution Show Steepest Declines Source: 2017 Edelman Trust Barometer. Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) General Population, Ireland, question asked of half the sample *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.” Percent trust in each source for general news and information 30 Change, 2012 - 2017 -4 -3 +5 -6 0 -6 Social media / Media as an institution down 6 points 56 41 27 55 26 29 2012 2013 2014 2015 2016 2017
  31. 31. Source: 2017 Edelman Trust Barometer. Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. General Population, Ireland, choices shown to half the sample. 31 Official Sources Are Suspect Percent who find each source more believable than its pair 68% Individuals 32% Institutions 74% Reformer 26% Preserver of Status Quo 76% Leaked Information 24% Company Press Statements
  32. 32. 1 61 58 54 51 45 39 27 27 27 Academic expert Technical expert Apersonlike yourself Employee Financial industry analyst NGO representative CEO Boardof directors Government official/ regulator Peers More Credible than CEOs and Government Officials Source: 2017 Edelman. Trust Barometer. Q130-747 Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, Ireland, question asked of half the sample. 32 Percent who rate each spokesperson as extremely/very credible, and change from 2016 to 2017 CEO credibility decreased the most, dropping to an all-time low -5 -6 -5 -3 -9 -7 -16 -12 -6 Y-to-Y Change+−
  33. 33. Business on Notice
  34. 34. Business Plays a Role in Stoking Societal Fears Source: 2017 Edelman Trust Barometer. Q693-762. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine point scale where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. (Top 4 Box, Worried) Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) General Population, Ireland. Q349-671. For the statements below, please think about the pace of development and change and select the response that most accurately represents your opinion. (Top 4 Box, Too Fast) General Population, Ireland, question asked of half the sample. 34 Global population worries about losing their jobs due to: 43% globalisation is taking us in the wrong direction 41% the pace of change in business and industry is too fast 37% 37% 39% 44% 49% Jobs moving to cheaper markets Automation Immigrants who work for less Foreign competitors Lack of training/skills
  35. 35. Support for Anti-Business Policies Source: 2017 Edelman Trust Barometer. Q709-718 For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) General Population, Ireland. 35 Nearly 1in3agree 60%agree 65%agree Protectionism Slower Growth “The government should protect our jobs and local industries, even if it means that our economy grows more slowly.” “We need to prioritise the interests of our country over those of the rest of the world.” “We should not enter into free trade agreements because they hurt our country’s workers.” Protectionism
  36. 36. License to Operate at Risk Source: 2017 Edelman Trust Barometer. Q667-670. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q661- 664. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q658. For the statement below, please indicate how much you agree or disagree. (All respondents except Top 4 Box, Agree) General Population, Ireland, question asked of one-fifth the sample. 36 73%agree that the pharmaceutical industry needs more regulations 59%agree that policy makers should tax foods that negatively impact health 63%do not agree that financial market reforms have increased economic stability Regulation ReformTax Policy
  37. 37. 37 Business Expected to Lead Source: 2017 Edelman Trust Barometer. Q249-757. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Agree). General Population, Ireland, question asked of half the sample. . 68% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
  38. 38. Business Must Act
  39. 39. 39 NGOs 41 46 48 Business 35 45 56 Media 24 36 38 Government 20 45 56 Most Trusted NGO’s is the most trusted among the more than 1 in 4 who are uncertain about the system Business Most, or Second Most Trusted Institution NeutralDistrust Trust % trust in each institution Among those who believe the System is Working Among those who are Uncertain Among those who believe the System is Failing Most Trusted Most Trusted Source: 2017 Edelman Trust Barometer. Q11-620. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, Ireland, cut by ‘the system is failing segments’. Most Trusted
  40. 40. Source: 2017 Edelman Trust Barometer. Q732. What can businesses do that would cause the most damage to your trust in a better future? (Please select up to five.) General Population, Ireland, question asked of half the sample. 40 First, Do No Harm Actions business can take that would most damage trust in a better future (top 5 most-selected) 1. Pay bribes to government officials to win contracts 2. Pay executives hundreds of times more than workers 3. Overcharge for products that people need to live 4. Move profits to other countries to avoid taxes 5. Move jobs from here to cheaper labour markets
  41. 41. When the System is Failing, Companies Must Do More Source: 2017 Edelman Trust Barometer. Q80-639. 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, Importance) Data displayed is mean Top 2 Box rating for the listed items. Items were included if they were considered important by 50% or more of those who believe the system is failing. General Population, Ireland and cut by “the system is failing segments”. 41 Percent who rate each attribute as important in building trust in a company (top 5 most important shown) 57 58 59 59 63 66 67 68 69 75 Has ethical business practices Offers high quality products or services Listens to customer needs and feedback Pays its fair share of taxes Treats employees well Among those who have lost faith in the system, expectations are higher across the board On average +10pts higher expectations System Failing General Population
  42. 42. Source: 2017 Edelman Trust Barometer 42 And Do Things Differently Identify the business need Assess need relative to economic and societal fear(s) 1 Learn without bias 2 Provide context Advocate Act 3 Engage openly
  43. 43. Partnerships/ programs to address societal issues Business practices/ crisis handling Financial earnings & operational performance Employees Most Credible On Nearly Every Topic Source: 2017 Edelman Trust Barometer. Q610. Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611. A company’s business practices, both positive and negative, and its handling of a crisis? Q612. A company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritises customer needs ahead of company profits? Q613. A company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614. A company’s innovation efforts and new product development? Q615. A company’s stand on issues related to the industry in which it operates? General Population, Ireland, question asked of one-quarter of the sample. 43 Most trusted spokesperson to communicate each topic Innovation effortsTreatment of employees/customers Views on industry issues Company CEO Senior executive Employee Activist consumer Academic Media spokesperson 9 15 14 17 21 12 16 21 17 29 21 20 64 38 35 33 36 32 28 27 30 29 28 35 25 31 35 29 30 31 11 9 8 9 13 13
  44. 44. Which is more believable? Talk With, Not At 44 Source: 2017 Edelman Trust Barometer. Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. General Population, Ireland, choices shown to half the sample. 57% Personal experience 43% Data 66% Spontaneous speaker 34% Rehearsed speaker 52% Blunt and outspoken 48% Diplomatic and polite 54% Company’s social media 46% Advertising
  45. 45. With the People, Not For the People
  46. 46. A Fundamental Shift 46 Current Tension Old Model: For the People New Model: With the People Elites manage institutions to do things “for” the people Influence has shifted to the people; people using influence to reject established authority Institutions working with the people; institutional silos dissolved Influence & Authority Influence & Authority Influence & Authority
  47. 47. With the People: The New Integrated Operating Model 47
  48. 48. Integrity 56 27 29 Has Ethical Business Practices 57 28 29 Takes Responsible Actions To Address An Issue Or A Crisis 56 27 29 Has Transparent And Open Business Practices 54 25 29 Engagement 57 27 30 Treats Employees Well 63 31 32 Listens To Customer Needs And Feedback 59 29 30 Places Customers Ahead Of Profits 54 25 29 Communicates Frequently And Honestly On The State Of Its Business 51 24 27 Products 46 28 18 Offers High Quality Products Or Services 58 31 27 Is An Innovator Of New Products, Services Or Ideas 33 26 7 Purpose 41 22 19 Works To Protect And Improve The Environment 50 26 24 Creates Programs That Positively Impact The Local Community 43 23 20 Addresses Society's Needs In Its Everyday Business 40 20 20 Partners With NGOs, Government And Third Parties To Address Societal Issues 31 18 13 Operations 30 22 8 Has Highly-Regarded And Widely Admired Top Leadership 32 22 10 Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 28 22 6 Delivers Consistent Financial Returns To Investors 29 23 6 The Trust-building Attributes Company Importance vs. Performance % Performance % Importance Gap 48 Source: 2017 Edelman Trust Barometer. Q80-639. 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, Importance) Q114-654. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9- point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performance) General Population, Ireland.
  49. 49. Additional Dimensions that Inform Business Trust Company Importance vs. Performance % Performance % Importance Gap 49 Source: 2017 Edelman Trust Barometer. Q80-639. 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, Importance) Q114-654. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9- point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performance) General Population, Ireland. Employee Empowerment 40 22 18 Empowers its employees to make decisions 41 21 20 Regular employees have a lot of influence in how the company is run 35 21 14 Supports employees joining worker’s/trade unions or other organisations that represent their interests 44 23 21 Diversity 35 20 15 Has a lot of ethnic diversity within its management team 29 20 9 Has a lot of gender diversity within its management team 37 19 18 Has a lot of diversity when it comes to attitudes, values and points of view within its management team 38 21 17 Citizenship 48 27 21 It creates many new jobs 41 27 14 The profits it makes in this country stay in this country 44 25 19 Pays its fair share of taxes 59 30 29 Leadership 29 19 10 The CEO gets personally involved in societal issues 29 18 11 The CEO is compensated based on the ability to produce sustainable, long-term growth 31 21 10 I know who the CEO is and what he or she stands for 28 17 11 Relationship Building 36 20 16 Invites the public to contribute to and help shape their products, services or policies 33 20 13 Has a public image or heritage that I can appreciate and relate to 34 20 14 Actively encourages and facilitates conversations and interactions with the public 40 21 19
  50. 50. Thank You 1
  51. 51. Supplementary Data Trust in Institutions
  52. 52. 67 62 35 42 44 54 57 60 63 64 64 64 66 67 67 69 70 70 70 70 71 73 73 73 74 74 75 76 78 79 Global28 GDP5 Russia Sweden Japan Ireland Germany Poland Netherlands Brazil Turkey U.K. Australia Colombia S.Africa S.Korea Argentina HongKong Indonesia Malaysia France China Italy U.S. Canada Spain UAE Singapore Mexico India Trust in NGOs Steady Among Informed Public Source: 2017 Edelman Trust Barometer Q11-620.[TRACKING][NGOsIN 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-pointscale 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, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 52 Percent trust in NGOs, and change from 2016 to 2017, Informed Public Trusted in 23 countries 50% -10 -11 +2+4 0+4+6+7+1+1-1-1+4+6-5+3 -6 -1 -3 -3-4 +1 -1 +5-2 +4 -60 -1 -2 Declines in 14 countries Y-to-Y Change+− NeutralDistrust Trust
  53. 53. 53 56 30 32 35 36 39 40 44 44 45 47 49 49 49 49 51 52 52 52 53 55 55 58 64 66 66 73 77 78 Global28 GDP5 Turkey Ireland Sweden Russia Poland Australia Argentina France Japan U.K. Colombia Germany Malaysia S.Africa Spain Brazil Canada Netherlands HongKong Italy S.Korea Mexico U.S. Singapore UAE India China Indonesia Sharp Decreases in Media Trust Among Informed Public Source: 2017 Edelman Trust Barometer Q11-620.[TRACKING][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-pointscale 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, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 53 Percent trust in media, and change from 2016 to 2017, Informed Public Distrusted in 14 countries 50% 0 -4 +8-1 0-2-3+5-14+30-7-9-12-2-5 -13 0 -10 -8+5 -14 -12 +6-15 -1 -2-4 0 -5 Declines in 19 countries Y-to-Y Change+− NeutralDistrust Trust
  54. 54. 65 65 40 44 46 47 48 52 53 53 55 58 60 63 64 65 65 66 67 68 69 71 72 72 74 78 80 81 83 84 Global28 GDP5 S.Korea HongKong Ireland Poland Argentina Germany Sweden Turkey Japan Russia Australia U.K. Canada Netherlands Spain Singapore Brazil Malaysia S.Africa France Colombia Italy U.S. Mexico UAE China Indonesia India Business Trust Increases for Informed Public Source: 2017 Edelman Trust Barometer Q11-620.[TRACKING][BUSINESSIN GENERAL]Below is a list of institutions.For each one, please indicate how much you trust that institutionto do what is right using a nine-pointscale 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,28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 54 Percent trust in Business, and change from 2016 to 2017, Informed Public Trusted in 18 countries 50% +12 +3 -3+3 +1+7-6+4+4-9-6+1-8-2+6+12 -5 +3 +4 +3-7 +5 +7 +10+1 -5 -5+2 +5 +3 Increases in 18 countries Y-to-Y Change+− NeutralDistrust Trust
  55. 55. 53 62 12 23 23 30 32 35 37 40 41 43 43 44 45 51 52 52 53 54 57 58 58 63 70 76 81 83 86 87 Global28 GDP5 S.Africa Poland Brazil Mexico Colombia S.Korea Spain France Argentina HongKong Malaysia Ireland Italy Australia Russia U.K. Japan Turkey Germany Canada Sweden U.S. Netherlands Singapore Indonesia India China UAE Government Trust Increases for Informed Public Source: 2017 Edelman Trust Barometer Q11-620.[TRACKING][GOVERNMENTIN GENERAL]Below is a list of institutions.For each one, please indicate how much you trust that institutionto do what is right using a nine-pointscale 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,28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 55 Percent trust in Government, and change from 2016 to 2017, Informed Public Distrusted in 13 countries 50% -7 0 +5-3 +6+150+7+80+12+8+12-3-1-4 +9 +3 +10 -9-3 -3 +5 +14+1 -7 -13+2 +6 0 Increases in 14 countries Y-to-Y Change+− NeutralDistrust Trust
  56. 56. 39 57 46 51 69 60 United Nations Most Trusted Multinational Institution Source: 2017 Edelman Trust Barometer Q11-620.Below is a list of institutions.For each one, please indicate how much you trust that institutionto 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. *The European Union is only asked of 11 European Countries. 56 Percent trust in the three new institutions of the European Union, United Nations and International Monetary Fund Informed Public General Population European Union* United Nations International Monetary Fund
  57. 57. 57 55 33 35 38 46 46 49 50 51 53 53 53 54 54 55 55 57 58 59 60 62 62 66 68 69 73 77 78 82 Global28 GDP5 Turkey Russia Japan France Germany Argentina Poland Spain Ireland Malaysia S.Africa Australia Italy UAE U.K. Sweden U.S. Netherlands Canada Singapore S.Korea Brazil HongKong Colombia Mexico China Indonesia India Trusted or Neutral in 22 countries 50% The U.N. Neutral or Trusted in Most Countries Source: 2017 Edelman Trust Barometer Q11-620.[THE UNITEDNATIONS]Below is a list of institutions.For each one, please indicate how much you trust that institutionto 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. GDP 5 = U.S., China, Japan, Germany, U.K. 57 Percent trust in the United Nations NeutralDistrust Trust
  58. 58. 69 68 36 50 52 55 55 58 61 61 63 64 65 66 67 67 70 72 72 72 73 74 75 76 76 76 81 83 85 89 Global28 GDP5 Turkey Russia Japan Poland Argentina Malaysia France S.Africa Germany Ireland Australia Sweden Italy Spain U.K. U.S. Singapore S.Korea Colombia UAE Netherlands Brazil Canada HongKong Mexico Indonesia China India Trusted or Neutral in 27 countries 50% The U.N. Trusted Among Informed Public Source: 2017 Edelman Trust Barometer Q11-620.[THE UNITEDNATIONS]Below is a list of institutions.For each one, please indicate how much you trust that institutionto 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, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 58 Percent trust in the United Nations, Informed Public NeutralDistrust Trust
  59. 59. 46 46 28 29 30 32 32 33 34 35 37 39 39 40 40 41 42 43 45 50 52 53 53 57 58 59 61 63 74 79 Global28 GDP5 Turkey Argentina Russia Germany Ireland Spain France Sweden Poland Australia Japan Canada U.K. Italy S.Africa U.S. Netherlands S.Korea Malaysia Brazil UAE Colombia Mexico HongKong Singapore Indonesia China India Distrusted in 17 countries 50% I.M.F. Distrusted In Most Countries Source: 2017 Edelman Trust Barometer Q11-620.[THE IMF] Below is a list of institutions.For each one, please indicate how much you trust that institutionto 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. GDP 5 = U.S., China, Japan, Germany, U.K. 59 Percent trust in the International Monetary Fund NeutralDistrust Trust
  60. 60. 60 63 32 32 40 44 45 46 49 50 53 53 57 57 58 58 58 61 62 63 64 65 66 68 71 72 72 76 85 91 Global28 GDP5 Argentina Turkey Russia Spain Poland Ireland Germany Sweden France Italy Australia Canada Japan S.Africa S.Korea Brazil U.K. Colombia U.S. Malaysia Netherlands Singapore HongKong Indonesia Mexico UAE China India 50% I.M.F. Trusted Among Informed Public Source: 2017 Edelman Trust Barometer Q11-620.[THE IMF] Below is a list of institutions.For each one, please indicate how much you trust that institutionto 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, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 60 Percent trust in the International Monetary Fund, Informed Public NeutralDistrust Trust Trusted or Neutral in 21 countries
  61. 61. 39 22 30 35 37 38 40 42 43 45 46 48 Global11 Russia Turkey U.K. France Sweden Germany Italy Ireland Netherlands Poland Spain Distrusted in all 11 EU countries The European Union Distrusted Source: 2017 Edelman Trust Barometer Q11-620.[THE EUROPEANUNION]Below is a list of institutions.For each one, please indicate how much you trust that institutionto 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,11-country global total. This institutionwas only asked of eleven European countries. 61 Percent trust in the European Union NeutralDistrust Trust 50%
  62. 62. 51 34 37 48 50 52 52 54 54 55 61 64 Global11 Russia Turkey Sweden France Italy Poland Germany Ireland U.K. Netherlands Spain The European Union Neutral or Trusted Among Informed Public Source: 2017 Edelman Trust Barometer Q11-620.[THE EUROPEANUNION]Below is a list of institutions.For each one, please indicate how much you trust that institutionto 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, 11-country global total. This institutionwas only asked of eleven European countries. 62 Percent trust in the European Union, Informed Public NeutralDistrust Trust Trusted or Neutral in 8 countries 50%
  63. 63. Supplementary Data Structural Factors that Inform Trust in Business
  64. 64. Family Business and Employee-Owned Most Trusted Source: 2017 Edelman Trust Barometer Q15-17G.Thinking about different types of businesses,please indicate how much you trust each type of business 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 and across regions, question asked of half the sample. 64 Trust in different types of business structures 55 68 52 67 Global 62 58 59 65 Asia Pacific 45 74 47 69 EU 57 81 52 81 North America 62 76 45 70 Latin America Public companies Family-owned State-owned Employee-owned 44 74 46 71 Ireland
  65. 65. 30 32 32 34 43 48 48 55 56 60 61 61 64 64 68 68 68 Mexico Brazil India China S.Korea Italy Spain U.S. France Japan Netherlands U.K. Australia Germany Canada Sweden Switzerland Companies Headquartered in Developed Markets More Trusted Source: 2017 Edelman Trust Barometer Q26-Q422.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-pointscale, 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,25-country global total, countries shown to half the sample. 65 Trust in companies headquartered in each country, and change from 2013 to 2017 +1+4+7 +11-2 +8 0 +1n/a +6+7+5-3+3+2+2+45-Year Trend NeutralDistrust Trust 5-Year Trend+−
  66. 66. Think Local, Act Local Source: 2017 Edelman Trust Barometer Q15-17G.Thinking about different types of businesses,please indicate how much you trust each type of business 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, question asked of half the sample. 66 Foreign companies trusted in only 7 countries: India 75% China 74% Indonesia 74% Brazil 66% Mexico 65% Colombia 64% UAE 62% 40% Trust foreign companies 45% “Trust companies headquartered in my country”
  67. 67. 33 43 44 48 48 49 50 51 51 54 54 55 56 59 64 FINANCIAL SERVICES FASHION TELECOMMUNICAT IONS AUTOMOTIVE CONSUMER PACKAGEDGOODS ENERGY ENTERTAINMENT HEALTHCARE PROFESSIONAL SERVICES MANUFACTURING RETAIL FOODAND BEVERAGE TRANSPORTATION TECHNOLOGY EDUCATION Source: 2017 Edelman Trust Barometer Q45-429.Please indicate how much you trust businessesin 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) General Population,28-country global total. Only Education Sector Trusted 67 Percent who trust each industry NeutralDistrust Trust
  68. 68. 2012 2013 2014 2015 2016 2017 Sector Trends No Sectoral Trust in 2017 Source: 2017 Edelman Trust Barometer Q45-429.Please indicate how much you trust businessesin each of the following industries to do what is right. Again, please use the same nine-pointscale 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,25-country global total. 68 Trust in each industry sector, 2012-2017 Industry 2012 2013 2014 2015 2016 2017 6 yr. Trend Technology 68% 61% 67% 65% 67% 59% 9 Food & Beverage 60% 55% 60% 59% 60% 55% 5 Automotive 45% 52% 57% 55% 48% 48% 3 Consumer Packaged Goods 49% 47% 49% 52% 52% 48% 1 Telecommunications 51% 44% 52% 48% 49% 44% 7 Energy 46% 42% 44% 47% 50% 49% 3 Financial Services 18% 18% 23% 29% 36% 33% 15 NeutralDistrust Trust
  69. 69. Supplementary Data Trust Matters
  70. 70. 78 62 43 49 33 10 most trusted content creators#1 Friends and Family 60 56 29 23 42 6 Trust Matters Source: 2017 Edelman Trust Barometer Q371-589.Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust/do not trust? (Yes Summary) Q598-609.Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) 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 9-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,28-country global total, question asked of half the sample. 70 Percent who engage in each behavior based on trust Behaviours for Distrusted Companies Behaviours for Trusted Companies Refused to buy products/services Criticised companies Shared negative opinions Disagreed with defenders of company Paid more than wanted Sold shares Chose to buy products/services Recommended them to a friend/colleague Shared positive opinions online Defended company Paid more Bought shares most trusted media source#1 Online Search Engines Behaviours for Trusted Companies Behaviours for Distrusted Companies
  71. 71. A Good Reputation Does Not Guarantee Trust Source: 2017 Edelman Trust Barometer Q249-757.Please indicate how much you agree or disagree with the following statements.(Top 4 Box, Agree). General Population,28- country global total, question asked of half the sample. 71 47% agree “There are many companies with good reputations that I personally do not trust.”
  72. 72. Supplementary Data The System is Broken
  73. 73. Even Those At the Top Are Disillusioned Percent who believe the system is not working by management-level Source: 2017 Edelman Trust Barometer S421. Which of the following best describes your position or level within your company or organisation?General Population,28-country global total, cut by ‘system failing’ measure. For details on how the “system failing” measure was calculated,please refer to the Technical Appendix. Non-Management Middle Management Upper Management Experienced non-manager, entry level, self-employed, other Mid-level management (director, senior manager, etc.), lower-level management (supervisor, associate manager, etc.) Senior executive level (CEO, president, etc.), executive level (general manager, executive vice president, executive director, etc.), upper-level management (senior vice president, vice president, senior director, etc.) 53% 61% 60% 28
  74. 74. Older Generations Are More Disillusioned Percent who believe the system is not working by generation Source: 2017 Edelman Trust Barometer S1. What is your current age? General Population,28-country global total, cut by ‘system failing’ measure. For details on how the “system failing” measure was calculated,please refer to the TechnicalAppendix. Gen Z Gen Y Gen X Boomers Matures 18-20 21-34 35-49 50-64 65+ 31% 46% 63% 73% 66% 29
  75. 75. Supplementary Data Societal Fears
  76. 76. Corruption Threatens Safety and Prevents Solutions 76 Fear of corruption, ranked by the percent of population who believe the system is failing them 2 of 11 markets with corruption fears are developed nations: Italy and Spain Developed markets not immune Global France Italy Mexico S.Africa Spain Poland Brazil Colombia Germany U.K. Australia Ireland U.S. Netherlands Canada Sweden Argentina Malaysia Turkey Russia S.Korea Indonesia Japan India HongKong Singapore China UAE % who fear corruption 40 34 60 74 69 55 34 70 69 24 25 23 26 41 20 23 17 68 58 39 49 28 65 16 52 24 10 30 21 System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19 Above global average Aligned with global average Below global average Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalisation Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation Q677. System is failing: Q672- 675, 678-680, 688-690. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error.
  77. 77. Immigration Damaging Economy and Culture 77 Fear of immigration, ranked by the percent of population who believe the system is failing them 58% Worry about immigrants who will work for less 46% Government should close borders 46% Would support politicians they trust to make things better even if they expressed extreme attitudes toward foreigners or specific ethnic groups 44% Many immigrants are lower-quality people who should be sent back to where they came from Respondents agree Global France Italy Mexico S.Africa Spain Poland Brazil Colombia Germany U.K. Australia Ireland U.S. Netherlands Canada Sweden Argentina Malaysia Turkey Russia S.Korea Indonesia Japan India HongKong Singapore China UAE % who fear immigration 28 36 38 21 39 22 25 19 26 25 35 34 17 39 29 28 28 31 34 30 37 17 30 13 37 22 27 21 23 System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19 Above global average Aligned with global average Below global average Source: 2017 Edelman Trust Barometer. Immigration Q685. Q696. Immigrants who will work for less competing for your job (Top 4 Box, Worried) Q713. The government needs to shut our borders to outsiders in order to ensure our safety and prosperity Q711. I would support politicians I trust to make things better for me and my family even if they expressed extreme attitudes toward foreigners or people from specific ethnic groups Q714. Many immigrants are lower-quality people who should be sent back to where they came from (Top 4 Box, Agree). General Population, 28-country global total. System is failing: Q672-675, 678-680, 688-690. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error.
  78. 78. Backlash Against Globalisation 78 Fear of globalisation, ranked by the percent of population who believe the system is failing them Globalisation is taking us in the wrong direction 50% agree foreign companies 52% do not trust Global France Italy Mexico S.Africa Spain Poland Brazil Colombia Germany U.K. Australia Ireland U.S. Netherlands Canada Sweden Argentina Malaysia Turkey Russia S.Korea Indonesia Japan India HongKong Singapore China UAE % who fear globalisation 27 35 37 27 26 26 27 22 31 22 29 35 16 40 24 30 20 33 26 27 38 20 36 13 36 15 17 18 20 System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19 Above global average Aligned with global average Below global average Source: 2017 Edelman Trust Barometer. Globalisation Q681-684. Q716. Globalisation is taking us in the wrong direction (Top 4 Box, Agree) General Population, 28-country global total. Q15-17G. Thinking about different types of businesses, please indicate how much you trust each type of business 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”. (All respondents except Top 4 Box, Agree) General Population, 28-country global total, question asked of half the sample.. System is failing: Q672- 675, 678-680, 688-690. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error.
  79. 79. Traditional Values Eroding Too Quickly 79 Fear of eroding social change, ranked by the percent of population who believe the system is failing system the pace of change in our cultural and social values is too fast 56% agree: Global France Italy Mexico S.Africa Spain Poland Brazil Colombia Germany U.K. Australia Ireland U.S. Netherlands Canada Sweden Argentina Malaysia Turkey Russia S.Korea Indonesia Japan India HongKong Singapore China UAE % fear eroding social values 25 29 29 34 35 30 20 27 32 27 31 28 20 36 28 25 24 29 24 28 21 15 24 10 31 14 16 13 15 System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19 Above global average Aligned with global average Below global average Source: 2017 Edelman Trust Barometer. Eroding social values Q676 and Q758. Q349-671. For the statements below, please think about the pace of development and change and select the response that most accurately represents your opinion. (Top 4 Box, Too Fast) General Population, 28-country global total, question asked of half the sample. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error.
  80. 80. Pace of Innovation Too Fast Source: 2017 Edelman Trust Barometer. Pace of innovation Q677. Q693. Automation and/or other innovations taking your job away (Top 4 Box Worried) General Population, 28-country global total. Q349-671. For the statements below, please think about the pace of development and change and select the response that most accurately represents your opinion. (Top 4 Box, Too Fast) General Population, 28-country global total, question asked of half the sample. System is failing: Q672-675, 678-680, 688-690. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error. 80 Fear of innovation, ranked by the percent of population who believe the system is failing them the pace of change in business and industry today is too fast 53% agree automation or other innovations taking their job 54% worry about Global France Italy Mexico S.Africa Spain Poland Brazil Colombia Germany U.K. Australia Ireland U.S. Netherlands Canada Sweden Argentina Malaysia Turkey Russia S.Korea Indonesia Japan India HongKong Singapore China UAE % who fear innovation 22 23 23 27 17 23 13 25 26 20 25 23 18 31 22 23 16 22 21 27 16 16 24 10 35 15 21 19 29 System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19 Above global average Aligned with global average Below global average

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