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

1. 2017 Edelman
Trust Barometer
Ireland
1

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. 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. 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. 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. 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. 2017: Mass Population Rejects Established Authority
7
Mass population now has influence
and authority
Establishment left empty-handed
Influence
& Authority

8. Trust
in Crisis

9. How much do you
trust each institution
to do what is right?

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. 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. 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. 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. The System
Is Broken

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. 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. 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. 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. 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. Fears
Fuel the Fire

21. The Cycle of Fear and Distrust
21

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. 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. 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. 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. 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. The Echo
Chamber

28. Echo Chamber Amplifies Fears
and Accelerates the Cycle
28

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. 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. 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. 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. Business
on Notice

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. 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. 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
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. Business
Must Act

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. 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. 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. 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. 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. 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. With the People,
Not For the People

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. With the People:
The New Integrated
Operating Model
47

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. 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. Thank You
1

51. Supplementary Data
Trust in Institutions

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
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. 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. 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. 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 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. 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. 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
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. 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. 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. Supplementary Data
Structural Factors that Inform Trust in Business

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. 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. 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. 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. 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. Supplementary Data
Trust Matters

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. 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. Supplementary Data
The System is Broken

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. 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. Supplementary Data
Societal Fears

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. 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. 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. 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. 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