2011 Trust USA

United States Findings
2011 Edelman Trust Barometer

Edelman Trust Barometer at a glance
Tenth edition since 2003
4, 475 people in 20 countries on 5 continents
Ages 25 to 64
College-educated
In top 25% of household income per age group in each country
Report significant media consumption and engagement in
business news and public policy
North America Countries: United States, Canada (weighted to be 90%
US, 10% Canada) N = 700 aged 25-64
United States: N=500 aged 25-64; N=400 aged 35-64
2

A decade of insights from the Edelman Trust Barometer
3
Rising Influence of NGOs2004
Fall of the celebrity CEO2005
Earned media more credible than advertising2006
U.S. companies in Europe suffer trust discount2007
Trust shifts from “authorities” to peers2008
“A person like me” is most credible spokesperson2009
Business more trusted than government and media2010
Young influencers have more trust in business2011

“Every financial system depends on
trust...We are in a full-blown crisis because
investors and financial managers—the
people who run banks, investment banks,
hedge funds, insurance companies—have
lost that trust.”
– Robert J. Samuelson, Newsweek
The State of Trust Globally
Richard S. Fuld Jr., former CEO, Lehman Brothers
1

The Trust Divide
Trust in business <50% among 25-to-64-year-olds
Trust in business >50% among 25-to-64-year-olds
5

Trust in business is country-specific; highest drop in trust was in US
6
% who trust business to do what is right
A10. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that
institution to do what is right. Please use 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) Informed publics 35-64 (global 18 countries, excluding Australia, Indonesia)
Trust Down Trust Steady Trust Up
New
additions
in 2010
Global Italy Spain Ireland Germany UK Japan Russia Brazil China Indonesia
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
51%
58%41%75%49%74%47%
49%
35%
30%
45% 45%
61%
43%42%55%61%
39%
54%
49%
38%
27%65%40%
65%
41%
45%
33%29%
45%47%
63%
45% 45%
62%69%51%71%39%68%
2009 2010

Companies less trusted now than year ago
7
A60 Thinking about everything you have read, seen, or heard about business in the last year, in general, do you trust corporations a lot
less, a little less, the same, a little more, or a lot more than you did at the same time last year? (Bottom 2 Box: Trust less) 25-64 Informed
publics in 20 countries
Global Japan Australia S. Korea France Canada NetherlandsSweden Mexico India Brazil
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
62%
83%
79%
77%
74% 73%
69%
67% 67% 67% 66%
62% 61%
56% 55% 54%
50% 49% 49%
32%
21%
% who trust companies less

Government trust declines in the United States
A8. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST
that institution to do what is right. Please use 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) Informed publics 35-64 (global 18 countries, excluding Australia, Indonesia)
8
% who trust government to do what is right
Global US India South Korea Japan China Russia Germany Canada Brazil Australia
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
43%
63%
39%
49%49%37%40%
35%
45%
35%
79%
29%
38%34%
27%
64%
39%11%22%
44%
39%
30%
41%43%
34%
38%
35%
45%
36%
80%
32%43%41%35%74%51%33%51%52%53%
2009 2010
Trust Down Trust Steady Trust Up
New
additions
in 2010

Business still more trusted than government in 13 of 20 countries
A 8,10. [Government in general, business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST
that institution to do what is right. Please use 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) Informed publics 35-64 (global 20 countries, including Australia, Indonesia)
9
Global India Brazil Poland US Spain UK Germany Canada China Australia
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
50%65%65%63%69%68%47%51%38%45%
40%
41%
45%
45%
33%
27%
45%
29%
71%
62%
39%
45%
41%
43%45%
51%52%
33%
39%
30%
38%
34%35%
41%43%
35%
32%51%36%80%74%53%
Business in general Government in general
Business more trusted Government more trusted

NGOs most trusted institution
United States has less trust in all institutions compared to the Global Total
10
.
Global Total United States
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
54%
45%
50%
38%
47%
31%
45%
30%
% who trust each institution
NGOs Business Media Government
A8-11. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you
TRUST that institution to do what is right. Please use 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.” The higher the number, the
more you TRUST them to do what is right. (Top 4 Box) Informed publics 35-64 (global 20 countries)

In U.S., trust in business at lowest level, including post-Enron
11
2002 2003 2004 2005 2006 2007 2008 2009 2010
30%
35%
40%
45%
50%
55%
60%
44% 44%
48%
51%
48%
49%
53%
58%
38%
32%
41%
35%
40%
36%
38%
34%
36%
36%
US UK/France/Germany
A10. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that
institution to do what is right. Please use 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) Informed publics 35-64 in the United States and UK/France/Germany
20
point
drop
U.S. is the new Europe

In U.S., trust in every industry declined
Coca-Cola Citicorp ExxonMobil
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
78%
64%
48%
65%
29%
27%
2009 2010
12
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
30%
47%
27%
16%
46%
23%
2009 2010
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
78%
76%
64%
73%
84%
64%
2009 2010
US UK/France/Germany China
A38-59. [TRACKING] I am going to read you a list of organizations and companies. For each one, please tell me how much you TRUST
that company or organization to do what is right. This time, please use 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) Informed publics ages 25-64

Insurance
Media companies
Banks
Entertainment
Pharmaceuticals
CPG manufacturers
Energy
Food
Retail
Health care industry
Automotive
Biotech/life sciences
Technology
100%
200%
300%
400%
500%
600%
700%
800%
900%
1000%
1100%
1200%
1300%
40%
42%
45%
50%
53%
55%
55%
55%
55%
57%
57%
66%
76%
Technology remains most trusted industry sector globally
13
US has less trust than rest of the world in most industries
A25-37. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses
in each of the following industries to do what is right. Again, please use 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) Informed Publics 35-64 in Global Total 18 countries
73%
62%
33%
42%
49%
58%
40%
54%
42%
33%
36%
25%
31%

“...our problem is not just
a deficit of dollars. It’s a deficit of
accountability...a deficit of trust.”
– Barack Obama
Lack of Trust Triggers Call for Government Intervention
2

To prevent future financial crises, more in the US think the free market
should be allowed to function independently, allowing banks to fail or be
acquired,
15
rnment should intervene; 66%
Let the free market function; 29%
Don't know; 5%
Global
F144. Given the recent financial crisis, which one of the following choices comes closest to your view on how your government should respond to prevent future
financial crises? Government should intervene in the activity of banks and the financial industry using whatever means it sees appropriate, including lending money
or guaranteeing deposits OR Government should permit the free market to function independently, allowing banks and other financial institutions to fail or be
acquired (Informed Publics 25-64 in 20 countries)
Govt should intervene; 43%
Let the free market function; 49%
Don't know; 9%
United States

Yet there is a desire in the US for to impose stricter regulations to govern the
way financial markets and banks operate
16
Stricter regulation; 70%
Minimum regulation; 27%
Don't know; 3%
Global
F145. And which one of the following choices comes closest to your view on how your government should govern the way financial markets and banks operate?
[SELECT ONE RESPONSE] Intervene to impose stricter regulations and limits on the financial industry and banking OR Permit the free market to function
independently, with the minimum necessary regulation and oversight .(Informed Publics 25-64 in 20 countries)
Stricter regulation; 61%
Minimum regulation; 35%
Don't know; 4%
United States

By 3:1 margin globally and in the United States, informed publics agree that
government should impose stricter regulations and greater control over
business across all industries
17
Agree; 65%
Disagree; 22%
Neither agree nor disagree; 12%
Don't know; 1%
Global
F146. The recent credit crisis and government bail-outs have led to debates on how much governments should intervene to regulate industry or nationalize
companies to restore public trust. Please tell me how strongly you agree or disagree that your government should in the future impose stricter regulations and
greater control over business across all industry sectors.(Informed Publics 25-64 in 20 countries)
Agree; 61%
Disagree; 31%
Neither agree nor disagree; 7%Don't know; 1%
United States

Four Global Issues:
Who Is Responsible for Causing and Solving?
Global
Warming
Energy
Costs
Access to
Affordable
Healthcare
Financial
Credit Crisis

Government and business share responsibility for causing global issues
19
.
Global United States Global United States Global United States Global United States
80%
75%
81%
87%
77%
62%
80%
68%
79%
76%
84%
89%
81%
69%
63%
66%
Government and regulators Businesses
E. 119-120, E124-125, 129-130, 134-135. Now thinking about (Energy Cost, Financial Credit Crisis, Global
Warming, Affordable Healthcare) , please tell me how responsible you think each of the following entities are for
contributing to (global issue)? TOP 4 BOX 25-64 Informed Publics in 20 countries
Energy Costs Financial Credit Crisis Global Warming Affordable
Healthcare
Globally, more people blame government for limiting access to affordable healthcare, but in United
States blame is split equally between business and government

Government held most responsible for solving these issues
20
United States assigns more responsibility to business than does rest of the world for solving energy
costs, financial credit crisis and access to affordable healthcare
.
Global United States Global United States Global United States Global United States
47%
32%
53%
34%
41%
31%
70%
42%
21%
27%
24%
34%
17% 17%
9%
25%
4% 4% 2% 2%
6%
2% 3% 3%
Government and regulators Businesses NGO
E138. And which ONE entity do you think should be MOST responsible for (solving each global issue)? Informed
Publics 25-64 in 20 countries
Reducing
Energy Costs
Financial Credit
Crisis
Global Warming Affordable
Healthcare

Business has lost ability to lead unilaterally:
Must partner with others to solve global issues
21
Global United States
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
66%
56%
31%
40%
3% 2%
Partner with governments and third parties Do what it can alone
Play no role
E139. Thinking about the role that business should play in helping to solve global issues such as energy costs, the financial credit crisis, global warming, or access
to affordable healthcare, which of these following three statements is closest to your view? Business has to partner with governments and advocacy groups to
solve these global issues, it cannot do it alone; OR Business should focus on what they themselves can do on these global issues, whether or not governments or
others partner with them ; OR Business should not play a part in helping to solve these global issues (Informed publics 25-64 in 20 countries)
U.S. is more split in opinion, but the majority still believe Businesses needs to partner with others

“Under the circumstances,
I am tendering my resignation….I am
now prepared to subject myself to the
laws of the land and face the
consequences thereof.”
– Ramalinga Raju, former chairman,
Satyam Computers
Who Can We Trust?
Trust in Information Sources and Spokespeople Declines Across the Board
3

Expertise, peer conversations and internet search engines top 2010 list of
credible sources among Informed Publics ages 35-64
23
C95-110. [TRACKING] Now I’m going to read you a list of places where you might get information about a company. Please tell me how
credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat
credible, or not credible at all? TOP 2 BOX Informed Publics 35-64 in US
TraditionalCorporateDigital
Social networking sites (such as Myspace or Facebook)
Personal or Non Business Blogs or bulletin boards
Business Blogs
Free content sources, such as Wikipedia or web portals
Internet search engines e.g. Google news, Yahoo news
Corporate or product advertising
Corporate communications such as press releases, reports, and emails
A company’s own Web site
Live communication such as a CEO speech
Conversations with company employees
Television news coverage
Articles in newspapers
News coverage on the radio
Conversations with your friends and peers
Articles in business magazines
Stock or industry analyst reports
8%
9%
12%
18%
31%
7%
14%
15%
17%
39%
21%
27%
27%
33%
43%
43%

Expertise, peer conversations and internet search engines top 2010 list of
credible sources among Informed Publics ages 25-34
24
C95-110. [TRACKING] Now I’m going to read you a list of places where you might get information about a company. Please tell me how
credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat
credible, or not credible at all? TOP 2 BOX Informed Publics 25-34 in US
TraditionalCorporateDigital
Social networking sites (such as Myspace or Facebook)
Business Blogs
Free content sources, such as Wikipedia or web portals
Personal or Non Business Blogs or bulletin boards
Internet search engines e.g. Google news, Yahoo news
Corporate or product advertising
A company’s own Web site
Corporate communications such as press releases, reports, and emails
Live communication such as a CEO speech
Conversations with company employees
Television news coverage
News coverage on the radio
Articles in newspapers
Conversations with your friends and peers
Articles in business magazines
Stock or industry analyst reports
18%
22%
28%
30%
39%
15%
21%
23%
25%
45%
26%
35%
36%
39%
55%
56%

Stock or industry analyst reports Conversations with your friends and peers News coverage on the radio
56%
60%
47% 46%
48%
44%
46% 46%
35%
30% 29%
22%
2008 2009
Perceived credibility of all traditional media sources declines in US
C95-98,103. [TRACKING] Now I’m going to read you a list of places where you might get information about a company. Please tell me
how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible,
somewhat credible, or not credible at all? (Top 2 Box), Informed Publics ages 25-64 in US
25
- 16
- 22
- 10 - 14
- 12
- 18
Informed publics age 25-64

Stock or industry analyst reports Conversations with your friends and peers Articles in newspapers
43% 43%
33%
27% 27%
21%
56% 55%
39%
35% 36%
26%
35-64 25-34
Credibility of traditional media higher among younger informed publics
somewhat credible, or not credible at all? (Top 2 Box), Informed Publics ages 35-64 and 25-34 in US
26

rate communications such as press releases, reports and emails Corporate or product advertising
33%
26%
17%16% 16%
9%
2009 2010
Perceived credibility of all corporate media sources declines in US
27
- 17 - 10
- 8

Conversations with company employees Corporate communications such as press releases, reports and emails Corporate or product advertising
39%
17%
14% 15%
7%
45%
25%
23%
21%
15%
35-64 25-34
Credibility of corporate media higher among younger informed publics
somewhat credible, or not credible at all? (Top 2 Box), Informed Publics ages 35-64 and 25-34 in US
28

Free content sources, such as wikipedia or webportals Social networking sites such as Myspace or Facebook
45%
16%
20%
10%
2009 2010
Perceived credibility of digital media sources declines in US
29
- 25
- 6

search engines e.g. Google news, Yahoo news Free content sources, such as wikipedia or webportals Social networking sites such as Myspace or F
31%
9%
18%
12%
8%
39%
30%
28%
22%
18%
35-64 25-34
Credibility of digital media higher among younger informed publics
30

Even with high viewing frequency, Traditional sources of information are
considered credible by less than the majority of informed publics.
Business Magazines is the second most credible source of information, even though only 42% of informed publics read them daily or weekly. This may be due to monthly
publications of business magazines.
S4A-S4H. Now I am going to read you a list of media sources where you might get business information. For each please tell me how often do you read, watch or visit
these media sources in a typical month to get general company news or business information. (Top 2 Box) 25-64 Informed Publics
C95-110. Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a
source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box) 25-64 Informed Publics
Local Mainstream Media Business Magazines Articles in business magazines Articles in new spapers Television new s coverage
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
94%
47%
29%
46% 46%
35%
30% 29%
22%
31
Frequency - Daily/ Weekly
Credibility – Extremely/ Very
Traditional

The majority of informed publics visit Corporate Websites daily even though
less than a quarter consider a Company’s Own Website as credible
these media sources in a typical month to get general company news or business information.
Corporate Websites Live communication A company's own website
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
34%
40%
19%
16% 16%
9%
32
Frequency - Daily/ Weekly Credibility – Extremely/ Very
Corporate

The majority of informed publics use online media sources daily. However,
digital sources of information have low credibility.
84% of Informed Publics use International Browser websites, even though only 35% consider Internet Search Engines Credible.
these media sources in a typical month to get general company news or business information.
International Brow ser Websites Blogs or Bulletin Boards Personal or Non-Business Blogs
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
84%
81%
77%
34% 33%
20%
15% 14%
10%
33
Frequency - Daily/ Weekly Credibility – Extremely/ Very
Digital

Perceived credibility of academics/experts as spokespeople increased in US
D112-118. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard
information about a company from that person, how credible would the information be--extremely credible, very credible, somewhat
credible, or not credible at all? (Top 2 Box) Informed Publics 25-34 in US
cademic or expert on that company's industry or issues. Non-profit organization or NGO representative CEO of a company
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
56% 54%
62%
52%
45%
25% 25%
66%
49%
45% 43%
34%
26%
19%
2008 2009
34
*asked as “an
academic” in 2010

Academics/experts, financial analysts, company employees and CEOs more
credible among younger informed publics
D112-118. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard
information about a company from that person, how credible would the information be--extremely credible, very credible, somewhat
credible, or not credible at all? (Top 2 Box) Informed Publics 35-64 in US
cademic or expert on that company's industry or issues* Non-profit organization or NGO representative CEO of company
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
61%
46% 45%
42%
31%
22%
17%
79%
59%
45% 45% 45%
22%
39%
35-64 25-34
35
*asked as “an
academic” in 2010

Informed publics need information from multiple sources, multiple voices
36
C111. Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do
you need to hear something about a specific company to believe that the information is likely to be true? Please give me a number. (3-5
times) 25-64 Informed Publics in US
Once (1); 5%
Twice (2); 16%
Three times (3); 33%
Four or Five times (4 - 5); 25%
Six to Nine times (6-9); 6%
Ten or more times (10+); 4%
Don’t know/refused (vol); 11%
60% 3-5 times total
And need to hear it 3-5 times to believe it

“Trust is the cornerstone for the
survival of an enterprise and a society.”
– China Daily
The Business Case for Trust
Reputation, Sales, and License to Operate Driven by Trust and Transparency
4

38
Commits time, money and resources to the greater public good
Creates and keeps jobs in your area
Is an innovator of new products, services or ideas
Has a strong commitment to protect the environment
Has senior leadership that can be trusted
Has a strong financial future
Stays within the spirit and the letter of the law in [country]
Gives value for money
Is a company I trust
Communicates frequently and honestly on its business
Is a company that treats its employees well
Offers high quality products or services
85%
86%
87%
87%
89%
90%
90%
91%
91%
91%
93%
94%
B62-73. When you think of good and responsible companies, how important is each of the following factors to the overall reputation of the
company? Please use a nine-point scale where one means that factor is “not at all important” and nine means it is “extremely important” to
overall reputation. (Top 4 Box) 25-64 Informed Publics in 20 countries
In US, trusted senior leadership as important to reputation as high
quality products/services
97%
95%
92%
94%
94%
93%
93%
96%
83%
89%
85%
85%

Through personal action, trust has tangible benefits
39
29%
44%
67%
78%
92%
B74-78 Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each
action.
B79-82. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to
each action. Informed Publics 25-64 in US
Chose to buy their products/servicesRefused to buy their products/services
Recommended them to a friend or colleagueCriticized them to a friend or colleague
Paid a premium for their products/services
Bought sharesSold shares
Shared positive company
opinions/experiences online
Shared negative company
opinions/experiences online
+- Actions taken with trusted and distrusted
companies

"I understand your disappointment, your
anger. This situation is
perfectly unacceptable.”
– Daniel Bouton,
former CEO of Société Générale
Rebuilding Trust
The Power of Public Engagement
5

What We Have Learned ~ United States
Among Informed Publics ages 35-64:
• Trust in business (38%) declined 20 percentage points over the past year.
• Even though trust in business dropped significantly, business (38%) is still trusted more than
government (30%)
• US informed publics are less trustful of all institutions than global informed publics are.
• Trust in Banks (36%) declined 33 percentage points and trust in Automotive (33%) declined 27
percentage points over the past year.
Among Informed Publics ages 25-64:
• Trust in all traditional media sources suffered significant decline over the past year
• Younger informed publics more trusting of most media channels and spokespeople
• 61% Agree that government should impose stricter regulations and greater control over business
across all industries
• 77% trust companies less now than they did a year ago
• US informed publics are more divided on the role government and business should take in solving
global issues

What We Have Learned
Diminished
trust impedes
business license
to operate
______
Regulation ≠
abdication
______
A public
company serves
shareholders
and society
______
Partnership is
the solution
______

Public Engagement: A Strategy for Changing
Policy and Communication
Shared
Sacrifice
Continuous
Conversation
Private Sector
Diplomacy
Mutual Social
Responsibility

Private Sector Diplomacy
Shape policy on world’s most pressing
problems, including ones that don’t concern
company’s industry
Partner with government, NGOs to drive
decision-making and set strategy on major
societal issues
“ …Come together—government, NGOs and
business—in new approach to solving big
problems facing our country. … This can work.”
– H. Lee Scott, Jr.,
President and CEO, Wal-Mart
Shared Sacrifice
Continuous
Conversation
Private Sector
Diplomacy
Mutual Social
Responsibility

Mutual Social Responsibility
Benefit society and the bottom line
Integrate approaches to societal
problems into products and services
Involve employees and customers in
decisions and actions about company’s
social responsibility
Starbucks invites customers to
partner as a force for good
Shared Sacrifice
Continuous
Conversation
Private Sector
Diplomacy
Mutual Social
Responsibility

Shared Sacrifice
Set collaborative tone for company:
we’re all in this together
Equitable compensation (executive pay cuts, bonus
forfeiting) sends powerful message
Communicate with employees, welcome their voices
Shared Sacrifice
Continuous
Conversation
Private Sector
Diplomacy
Mutual Social
Responsibility
“It is the kindness to take in a stranger
when the levees break, the selflessness
of workers who would rather cut their
hours than see a friend lose their job
which sees us through our darkest
hours.”
– Barack Obama’s Inaugural Address

Continuous Conversation
Be agile and “of the moment”
Inform, don’t control the
conversation
Say... then do as you say
Johnson & Johnson among first
companies to join public
conversation on health
Shared Sacrifice
Continuous
Conversation
Private Sector
Diplomacy
Mutual Social
Responsibility

A Ten Year Overview of Trust
The 2011 Edelman Trust Barometer is the firm’s 10th trust and credibility survey.
The survey was produced by research firm StrategyOne. The survey consisted of
30-minute telephone interviews conducted in November – December 2010. For the first
time, the survey sampled two different age groups concurrently (25-34 and 35-64).
For more information on the Edelman Trust Barometer and
to view past results, please visit www.edelman.com/trust.

Methodology
49
10th Edelman Trust Barometer
Global Reach 20 countries on five continents
Sample Size
N=4475 Total
N=3400 age 35-64 (20 countries)
N=1075 age 25-34 (20 countries)
Audience Profile
Informed Publics (same as 2008)
• College-educated
• In top 25% of household income per age group in each country
• Reported significant media consumption and engagement in business
news and public policy
Field Dates
Nov 5 -Dec 14, 2008
(post-U.S. election)

2011 Trust USA

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2011 Trust USA

Editor's Notes