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#TrustBarometer
2018 Edelman
Trust Barometer
Attitudes Towards Energy
in a Polarized World
Global Energy Report
1
2
Methodology
2018 Edelman
Trust Barometer
Online Survey in 28 Markets
18 years of data
33,000+ respondents total
All fieldwork was conducted between
October 28 and November 20, 2017
General Online Population
7 years in 25+ markets
Ages 18+
1,150 respondents per market
All slides show general online
population data unless otherwise noted
Mass Population
All population not including informed public
Represents 85% of total global population
Informed Public
10 years in 20+ markets
Represents 15% of total global
population
500 respondents in U.S. and China;
200 in all other markets
Must meet 4 criteria:
Ages 25-64
College educated
In top 25% of household income per
age group in each market
Report significant media consumption
and engagement in business news
28-market global data margin of error: General population +/-
0.6% (N=32,200), informed public +/- 1.2% (N=6,200), mass
population +/- 0.6% (26,000+), half-sample global general online
population +/- 0.8 (N=16,100).
Market-specific data margin of error: General population +/- 2.9
(N=1,150), informed public +/- 6.9% (N = min 200, varies by
market, China and U.S. +/- 4.4% (N=500), mass population +/- 3.0
to 3.6 (N =min 740, varies by market).
Trust in Retrospect
3
Rising Influence
of NGOs
2001
Business Must
Partner with
Government to
Regain Trust
2009
Fall of the
Celebrity CEO
2002
Earned Media
More Credible
Than
Advertising
2003
U.S.
Companies in
Europe Suffer
Trust Discount
2004
Trust
Shifts from
“Authorities”
to Peers
2005
“A Person Like
Me” Emerges
as Credible
Spokesperson
2006
Business More
Trusted Than
Government
and Media
2007
Young
Influencers
Have More Trust
in Business
2008
Trust is Now an
Essential Line
of Business
2010
Rise of
Authority
Figures
2011
Fall of
Government
2012
Crisis of
Leadership
2013
Business
to Lead
the Debate
for Change
2014
Trust is
Essential to
Innovation
2015
Growing
Inequality
of Trust
2016
Trust in Crisis
2017
The Battle
for Truth
2018
A Polarization
of Trust
Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do
what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box,
Trust) Informed Public and General Population, 28-market global total.
5
Percent trust in each institution, and change from 2017 to 2018
No Recovery in Trust
53 52
41 43
53 52
43 43
67
65
53 53
64 64
53 53
-3 -1 0 0
Business MediaNGOs Government
0 0 +2 0
Informed
Public
General
Population
20182017
Y-to-Y Change− +0
Source: 2018 Edelman Trust Barometer.
The Trust Index is an average of a market's trust in the institutions
of government, business, media and NGOs. General population,
28-market global total.
6
Average trust in institutions,
general population, 2017 vs. 2018
Trust Index
A World
of Distrust
Biggest changes in
47 Global
72 India
69 Indonesia
67 China
60 Singapore
60 UAE
53 The Netherlands
52 Mexico
52 U.S.
50 Colombia
49 Canada
48 Brazil
48 Italy
48 Malaysia
45 Argentina
44 Hong Kong
44 Spain
43 Turkey
42 Australia
42 S. Africa
41 Germany
40 France
40 U.K.
38 S. Korea
37 Sweden
36 Ireland
35 Japan
35 Poland
34 Russia
U.S. -9
China +7
S. Korea +6
UAE +6
Italy -5
Trust
(60-100)
Neutral
(50-59)
Distrust
(1-49)
Trust decline in the U.S. is
the steepest ever measured
48 Global
74 China
71 Indonesia
68 India
66 UAE
58 Singapore
54 Mexico
54 The Netherlands
53 Malaysia
49 Canada
47 Argentina
47 Colombia
47 Spain
46 Turkey
45 Hong Kong
44 Brazil
44 S. Korea
43 Italy
43 U.S.
41 Germany
41 Sweden
40 Australia
40 France
39 Poland
39 U.K.
38 Ireland
38 S. Africa
37 Japan
36 Russia
2017
General Population
2018
General Population
Global Trust Index remains at distruster level
20 of 28 markets are distrusters, up 1 from 2017
Source: 2018 Edelman Trust Barometer.
The Trust Index is an average of a market's trust in the institutions
of government, business, media and NGOs. Informed public,
28-market global total.
7
Average trust in institutions,
informed public, 2017 vs. 2018
Trust Index
Informed Public
Declines to Neutral
60 Global
80 India
79 China
78 Indonesia
77 UAE
71 Singapore
68 U.S.
62 Canada
62 The Netherlands
61 Italy
61 Mexico
57 Malaysia
57 Spain
56 France
56 U.K.
55 Colombia
54 Australia
54 Germany
53 Hong Kong
51 Argentina
51 Brazil
50 S. Korea
50 Turkey
49 Japan
49 S. Africa
47 Sweden
45 Russia
44 Ireland
43 Poland
2017
Informed Public
2018
Informed Public
Biggest changes in
U.S. -23
Argentina +9
Sweden +9
Malaysia +8
Turkey +7
U.S. Trust Index crashes
23 points
A 1-point decline in the Global Trust Index
Trust
(60-100)
Neutral
(50-59)
Distrust
(1-49)
59 Global
83 China
81 Indonesia
77 India
76 UAE
70 Singapore
67 The Netherlands
65 Malaysia
65 Mexico
62 Canada
60 Argentina
57 Italy
57 Turkey
56 France
56 Sweden
55 Australia
55 Spain
54 Germany
52 U.K.
51 Brazil
50 Colombia
50 S. Korea
49 Hong Kong
48 Ireland
48 Poland
47 Russia
46 Japan
45 S. Africa
45 U.S.
Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2013-2018) percentage point change across the four institutions
(TRU_INS). General population, 28-market global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical
Appendix.
8
Number of markets with extreme changes in their aggregate trust in the four institutions, 2013 to 2018
A World Moving Apart
2013 2014 2015 2016 2017 2018
# of markets
with extreme
Trust Gains
# of markets
with extreme
Trust Losses
+
–
9
6
13
9
12
6
6
2
1
2
4
2
Global Leaders
Poles Apart
58 58
47 4749 48
33
42
73 74
63 64
51 54
33
42
Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using
a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General
Population, U.S. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. Informed Public and General Population,
U.S.
10
Trust Crash in U.S.
Business MediaNGOs Government
-9 -10 -14 -5
-22 -20 -30 -22
20182017
43TRUST
INDEX
45
TRUST
INDEX
9-point decrease
Fell from 8th to 18th place
General Population
23-point decrease
Fell from 6th to last place
Informed Public
Y-to-Y Change− +0
Percent trust in each institution, and change from 2017 to 2018
Percent trust in each institution, and change from 2017 to 2018
73
81
86
7776
85 89
80
61
67
76
6566
74
84
71
Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using
a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General
Population, China. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. Informed Public and General Population,
China.
11
China Rising
+5 +7 +8 +6
+3 +4 +3 +3
20182017
Business MediaNGOs Government
7-point increase
Rose from 3rd place to 1st place
General Population
4-point increase
Rose from 2nd to 1st place
Informed Public
83
TRUST
INDEX
74TRUST
INDEX
Y-to-Y Change− +0
In Search
of Truth
Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement
using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half of the sample. General
population, 28-market global total.
13
Percent who worry about false
information or fake news
being used as a weapon
World Worried About
Fake News as a Weapon
Pope criticizes
spread of fake news
Fake news disrupts
elections in South Africa
Germany passes a law
that fines social media
companies for failing to
delete fake news
Singapore announces
plans to introduce
laws designed to
fight fake newsworry about false
information or fake news
being used as a weapon
7 in 10
Canadian Conservative
leader’s campaign
manager roots out
enemies using fake news
Nearly
55-60 61-65 66-70 71-75 76-80
France
Sweden
Netherlands
Canada
Ireland
Japan
Germany
Italy
Singapore
S. Africa
UAE
U.K.
Australia
Hong Kong
Poland
Turkey
Brazil
India
Colombia
Malaysia
S. Korea
U.S.
China
Russia
Mexico
Argentina
Spain
Indonesia
14
People Define
“Media” As
Both Content
and Platforms
What did you assume was meant by
the phrase “media in general”?
Source: 2018 Edelman Trust Barometer. TRU_MED. In the above
question, what did you assume was meant by the phrase “media
in general”? General population, 28-market global total. Social is a
net of TRU_MEDr3 and r12, Influencers is r5, Search is r7, Brands
is a net of r10 and r11, Journalists is a net of r1 and r6, News
Apps is r8.
PLATFORMS
PUBLISHERS
25%48%
SearchSocial
41%
News
Apps
23%
Influencers
89%
Journalists
40%
Brands
Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for
general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.”
(Top 4 Box, Trust), question asked of half of the sample. General population, 25-market global total.
Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media. 15
Percent trust in each source for general news
and information, 2012 to 2018
While Trust in Platforms Declines,
Trust in Journalism Rebounds
Platforms
-2
Journalism
+5
Average trust in search engines
and social media platforms
Average trust in traditional
and online-only media
54
52
54
51
56
54
59
53
50
53
54
54
53
51
2012 2013 2014 2015 2016 2017 2018
MEDIA | JOURNALISM | PLATFORMS
Source: 2018 Edelman Trust Barometer. News Engagement
Scale, built from MED_SEG_OFT. How often do you engage in
the following activities related to news and information? Indicate
your answer using the 7-point scale below. General population,
28-market global total. For details on how the News Engagement
Scale was built, please refer to the Technical Appendix. 16
Consumption
How frequently do you consume news
produced by major news organizations,
either at the original source, shared by
others or pushed to you in a feed?
Half Disengaged
With the News
50%
The Disengaged
Consume news
less than weekly
25%
Consumers
Consume news
about weekly
or more
25%
Amplifiers
Consume news about
weekly or more AND
share or post content
several times a month
or more
Amplification
How often do you share or forward news
items, or post opinions or other content?
MEDIA | JOURNALISM | PLATFORMS
Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with
that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half
of the sample. General population, 28-market global total.
17
Percent who agree that news
organizations are overly focused on …
Skeptical About
News Organizations
66%
are more concerned
with attracting a big
audience than reporting
Attracting
Large Audiences
59%
support an ideology vs.
informing the public
Politics
65%
sacrifice accuracy to be
the first to break a story
Breaking News
MEDIA | JOURNALISM | PLATFORMS
Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with
that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half
of the sample. General population, 28-market global total.
18
Percent who agree that …
Uncertainty Over
Real vs. Fake News
63%
The average person does not
know how to tell good journalism
from rumor or falsehoods
59%
It is becoming harder to tell if a
piece of news was produced by a
respected media organization
MEDIA | JOURNALISM | PLATFORMS
Source: 2018 Edelman Trust Barometer. MED_CON. What consequences are you experiencing as a direct result of the media not doing a good job fulfilling
its responsibilities? Question asked of those 64% who answered codes 1-3 at MED_RSP. General population, 28-market global total.
19
Percent of respondents who feel they are experiencing these
consequences as a result of media not fulfilling its responsibilities
Lack of Confidence in Media Undermining Trust and Truth
I am not sure what is true
and what is not
Loss of Truth
I do not know which politicians to trust
Loss of Trust
in Government Leaders
I don't know which companies
or brands to trust
Loss of Trust
in Business
59% 56% 42%
MEDIA | JOURNALISM | PLATFORMS
State of Trust in
Energy
Industry 2014 2015 2016 2017 2018
5 yr.
Trend
Technology 75% 73% 74% 75% 74% -1
Health Care - - 62% 66% 64% -
Energy 57% 56% 58% 62% 63%
Food And Beverage 64% 63% 64% 66% 63% -1
Telecommunications 61% 59% 60% 63% 63% +2
Automotive 69% 66% 60% 65% 62% -7
Entertainment 64% 63% 64% 64% 62% -2
Consumer Packaged Goods 61% 60% 61% 63% 60% -1
Financial Services 48% 48% 51% 54% 54% +6
2014 2015 2016 2017 2018
Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again,
please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries
shown to half of the sample. General Population, 27-market global total.
21
Trust in each sector, and change from 2014 to 2018
TrustNeutralDistrustSector Trends
Trust in Energy Stable
+6
Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using
a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust). TRU_IND. Please indicate
how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust
them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. General population and informed public, 25-
market global total.
22
Percent trust in the energy sector vs business vs government, general population and
informed public, and change from 2012 to 2018
Energy Sector More Trusted Than
Business & Government
Business
Energy
53
57 57 56
58
62 63
47
50 49 49
53 52 52
38
41
39
42 43 43
45
2012 2013 2014 2015 2016 2017 2018
General Population Informed Public
56
60 61 61
65
70
67
54
59 59
57
63
65 64
46
50
46
50
53
55 55
2012 2013 2014 2015 2016 2017 2018
Government
63
39
43 43
47
50 51 51
54 56 57 58 59
62 62 63 64 64 66 67 69 70 71 72
79 80
85 85
88
Global28
Australia
Sweden
U.K.
Spain
Germany
Ireland
Japan
S.Africa
Argentina
Canada
France
HongKong
Italy
TheNetherlands
U.S.
Russia
Turkey
Brazil
Singapore
Poland
S.Korea
Colombia
Malaysia
Mexico
UAE
India
Indonesia
China
Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use
the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half
of the sample. General population, 28-market global total.
23
Percent trust in the Energy sector, general population, and change from 2017 to 2018
General Population Trust in Energy Increases
in 15 of 28 Markets
Trusted in 16 markets
l llllllllllllllllllllllllllll+2 -11 -1 -4 +3 -1 +2 +1 +2 +6 +4 0 -8 +3 -3 -2 +2 +3 -2 -4 +13 +13 +3 0 +7 +5 -2 -1 +6
TrustNeutralDistrust
Y-to-Y Change− +0
68
43 44 46
49 50
54 55 57 58 59
62 62 63 65 65
72 74 74 76 78 78
81 82 84 84
88
91 91
Global28
Ireland
Spain
Germany
U.K.
Australia
U.S.
France
Canada
S.Africa
HongKong
Argentina
Japan
Sweden
Brazil
TheNetherlands
Italy
Colombia
Russia
Poland
Singapore
Turkey
S.Korea
Mexico
Malaysia
UAE
China
India
Indonesia
Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use
the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half
of the sample. Informed public, 28-market global total.
24
Percent trust in the Energy sector, informed public, and change from 2017 to 2018
Informed Public Trust in Energy Increases
in 14 of 28 Markets
Trusted in 18 markets
l llllllllllllllllllllllllllll-1 -8 -15 -9 -6 -4 -20 -20 +2 +6 -17 +9 +1 +12 -3 +2 +6 +2 -1 +17 -1 +11 +12 +4 +5 -5 0 -3 +1
TrustNeutralDistrust
Y-to-Y Change− +0
Energy Sub-Sectors
Cleantech Remains the Most Trusted
25
Trust in the energy sub-sectors, general population, 2017 vs 2018
63
69
59
55
50
44
Energy
(Global 28)
Cleantech Utilities Natural gas Oil Nuclear
Source: 2017 Edelman Trust Barometer. Q61C-66C. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in
each of the following sectors 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), question asked of one-fifth of the sample. General Population, 28-market global total.
+1 +2 +1 +1+2 -4
TrustNeutralDistrust
Y-to-Y Change− +0
Trust in Energy Lowest in Europe, Highest in APAC
Source: 2017 Edelman Trust Barometer. Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means
that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Q61C-66C. Now thinking about specific sectors within the energy industry, please indicate how much you trust
businesses in each of the following sectors 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), question asked of one-fifth the sample. General Population, 28-market global total and regions.
26
Trust in energy industry and sub-sectors by region, General Population, 2018
54
37
44
65
35
56
60
43
51
62
42
59
68
45
52
73
41
49
68
64
68
74
53
71
Energy Oil Natural Gas Cleantech Nuclear Utilities
Europe
North America
Latin America
Asia Pacific
50%
Neutral
Trusted
Distrusted
Threats to Trust
in Energy:
Rising Activism &
Changing Attitudes
Trust in Energy Remains Challenged
by Continued Rise in Activism
28
Source:
Jan-00
Oct-00
Jul-01
Apr-02
Jan-03
Oct-03
Jul-04
Apr-05
Jan-06
Oct-06
Jul-07
Apr-08
Jan-09
Oct-09
Jul-10
Apr-11
Jan-12
Oct-12
Jul-13
Apr-14
Jan-15
Oct-15
Jul-16
Apr-17
Jan-18
Activist actions in the U.S., 2000 - 2018
Number of activist events
7 Month moving average
Actions in the U.S, have risen
by more than 500% since 2000
Nearly 28% of global activist
campaigns target U.S. companies
Energy is the Most Targeted Industry, by Far
29
Number of activist actions, 2000-2018, global, showing top 15
Source:
1841
2054
2320
2538
2721
2732
2951
3846
4058
4764
5350
7539
11140
11671
22680
Tourism & Sports
Electronics, Telecoms & Digital
Fisheries
Fashion
Construction & Development
Forestry & Paper
Retail
Healthcare & Pharma
Finance
Mining, Metals & Quarrying
Transport
Food & Non-alcoholic Beverages
Chemicals
Agriculture
Energy
Most targeted sectors
433
463
465
516
547
558
573
648
693
705
718
719
771
1,302
1,322
Dow Chemical
McDonald's
ENEL
Unilever
Chevron
Coca-Cola Co
ExxonMobil
World Bank
TransCanada
Bayer
Nestle
Walmart
BP
Royal Dutch Shell
Monsanto
Most targeted companies
Russia Sows Division on Pipelines, Climate
30
Russian Money Suspected
Behind Fracking Protests
Russia’s Quiet War
Against European
Fracking
Russia’s Secretly
Working with
Environmentalists to
Oppose Fracking
Source: https://nef1.org/pdflip/?file=/wp-
content/uploads/2017/08/NEF-National-Energy-Literacy-Survey-
White-Paper-with-Cover.pdf.
31
POTENTIAL THREAT:
ENERGY LITERACY
IN THE U.S.
48.8%
Americans view that energy
situation in U.S. is “very
serious”
Source: http://news.gallup.com/poll/205754/energy-concerns-
continue-diminish-near-record-
low.aspx?g_source=link_newsv9&g_campaign=item_225053&g_
medium=copy
32
POTENTIAL THREAT:
ENERGY APATHY IN
THE U.S.
23% 27%
Americans worry a “great
deal” about the availability
and affordability of energy
U.S. Energy concerns
continue to diminish; Near
record lows
Navigating a
Polarized World
Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4
Box, Agree), question asked of half of the sample. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking
about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using the following
three-point scale? (Most important responsibility, code 3), question asked of half of the sample. General population, 28-market global total.
34
Percent who agree and percent who say each is one of the most
important expectations they have for a CEO
Business Is Expected to Lead
Percent who say that CEOs
should take the lead on change
rather than waiting for
government to impose it
60
64
68
69
For CEOs, building trust is job one
64%
Their company is trusted
Their products and services
are high quality
Business decisions
reflect company values
Profits and stock price increase
63 61
54
50 50
47 46 44
41 39
35
Source: 2018 Edelman Trust Barometer. CRE_PPL. Below is a list of people. In general, when forming an opinion of a company, if you heard information
about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Very/Extremely Credible), question asked of half of the sample. General population, 28-market global total.
35
Percent who rate each spokesperson as very/extremely credible,
and change from 2017 to 2018
Voices of Authority Regain Credibility
+3 +1 -6 +4 +1 -1 +3 +7 +6 +12 +6
Person like yourself
at all-time low
− Y-to-Y Change+0
Technicalexpert
Academicexpert
Apersonlike
yourself
Financial
industryanalyst
Successful
entrepreneur
Employee
NGO
representative
CEO
Boardof
directors
Journalist
Government
official/regulator
72
57 57
60 60 62 64 65 66 68 68
71 71 71 71 72 72 72 73 74 75 76
79 80 81 82 83
86
90
Global28
Japan
S.Korea
Argentina
France
Turkey
Russia
Spain
Ireland
HongKong
Poland
Germany
S.Africa
Sweden
U.K.
Brazil
Italy
Malaysia
Singapore
Australia
Canada
UAE
U.S.
Mexico
TheNetherlands
China
Colombia
India
Indonesia
Source: 2018 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a
nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General population, 28-market global total.
Note: 2016 data was taken from Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a 9-point
scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of half of the sample. General population, 28-market
global total.
36
Percent trust in employer, and change from 2016 to 2018
Employers Trusted Around the World
TrustNeutralDistrust
l llllllllllllllllllllllllllll+7 +17 +2 -18 +12 -2 +16 +2 +6 +9 +12 +9 -1 +21 +14 -5 +14 -4 0 +20 +11 0 +15 -9 +19 +3 -2 +3 +13
Change, 2016 to 2018− +0
37
Top trust-building mandates for
each institution
Each Institution
Must Play its Role
NGOs
Support the poor
Call out abuses of power
Create a sense of community
Business
Safeguard privacy
Drive economic prosperity
Provide jobs and training
Government
Drive economic prosperity
Investigate corruption
Support the poor
Media
Guard information quality
Educate, inform and entertain
Safeguard privacy
Source: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV;
INS_EXP_MED; INS_EXP_BUS; and INS_EXP_NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking
about [insert institution] in general, how would you characterize each using the following three-point scale. General population, 28-market global total. For more
details on the Trust Mandates Analysis, please refer to the Technical Appendix.
#TrustBarometer
38
THANK YOU
For more information, please
contact Amy Hemingway, EVP,
Energy, Washington, DC
amy.hemingway@edelman.com
(202) 350-6661
2018
Edelman Trust Barometer
Appendix
53
25
37 37
42
45 46 46 46 48 49 50 50 52 54 55 55 57 58 58 59 59 61 61
64 66 67 68
71
Global28
Russia
Germany
Japan
Sweden
The
Netherlands
Ireland
Italy
U.K.
Australia
U.S.
Canada
S.Africa
France
Poland
HongKong
S.Korea
Brazil
Colombia
Turkey
Malaysia
Singapore
Spain
UAE
Argentina
China
Indonesia
India
Mexico
Source: 2018 Edelman Trust Barometer. TRU_INS. [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to
do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General
Population, 28-market global total.
40
Percent trust in NGOs, and change from 2017 to 2018
Trust in NGOs
Declines in 14 of 28 Markets
Distrusted in 10 markets
l llllllllllllllllllllllllllll0 +4 -2 +6 +19 -1 +3 -13 0 -4 -9 -9 -8 -2 +6 -4 -1 -3 -2 +5 +1 -2 +1 +6 0 +5 +3 -3 0
TrustNeutralDistrust
Y-to-Y Change− +0
52
36 36
40 41 42 43 43 43 44 44 45 46 47 48 49 49
53 54 56 57
60 60
64
68 70
74 74
78
Global28
HongKong
S.Korea
Ireland
Russia
Japan
France
Poland
U.K.
Argentina
Germany
Australia
Turkey
Sweden
U.S.
Canada
Spain
S.Africa
Italy
Singapore
Brazil
Malaysia
The
Netherlands
Colombia
UAE
Mexico
China
India
Indonesia
Source: 2018 Edelman Trust Barometer. TRU_INS. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box,
Trust) General Population, 28-market global total.
41
Percent trust in business, and change from 2017 to 2018
Trust in Business
Increases in 14 of 28 Markets
l llllllllllllllllllllllllllll0 +2 +7 -1 +2 +1 -7 +3 -2 -1 +1 -3 +3 +1 -10 -1 +3 -3 -1 -2 -4 +4 0 0 +4 +3 +7 0 +2
Distrusted in 16 markets
TrustNeutralDistrust
Y-to-Y Change− +0
43
14
18
24 25 27 28
33 33 34 35 35 36 37
41 43 44 45 46 46 46 46
51
54
65
70
73
77
84
Global28
S.Africa
Brazil
Colombia
Poland
Italy
Mexico
France
U.S.
Spain
Australia
Ireland
U.K.
Japan
Argentina
Germany
Russia
S.Korea
Canada
HongKong
Malaysia
Sweden
Turkey
The
Netherlands
Singapore
India
Indonesia
UAE
China
Source: 2018 Edelman Trust Barometer. TRU_INS. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution
to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General
Population, 28-market global total.
42
Trust in Government
Increases in 16 of 28 Markets
Percent trust in government, and change from 2017 to 2018
l llllllllllllllllllllllllllll+2 -1 -6 -8 +5 -4 +4 +8 -14 +9 -2 +3 0 0 +8 +5 0 +17 +3 +6 +9 +1 0 +3 -4 -5 +2 +2 +8
Distrusted in 21 markets
TrustNeutralDistrust
Y-to-Y Change− +0
43
30 31 32 32 32 33 33 34 35 35
39 40 42 42 43 43 43 44 45 47 48 49
52
55 56
61
68
71
Global28
Turkey
Australia
Japan
Sweden
U.K.
France
Ireland
Poland
Russia
S.Africa
Argentina
S.Korea
Germany
U.S.
Brazil
Colombia
HongKong
Spain
Italy
Malaysia
Mexico
Canada
Singapore
The
Netherlands
UAE
India
Indonesia
China
Source: 2018 Edelman Trust Barometer. TRU_INS. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust
that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great
deal.“ (Top 4 Box, Trust) General Population, 28-market global total.
43
Percent trust in media, and change from 2017 to 2018
Media Now Least Trusted Institution
Distrusted in 22 of 28 of markets
l llllllllllllllllllllllllllll0 +5 -1 0 -1 0 0 +4 +3 +4 -4 -1 0 0 -5 -5 -2 +1 0 -3 +5 +1 +4 -2 +1 +12 -5 +1 +6
TrustNeutralDistrust
Y-to-Y Change− +0
27 24 23 20 19 17 13 12 10 9 9 8 7 7 5 3 3 -1 -2 -3
-10 -10 -13 -13 -17 -17 -21
-37
China
UAE
S.Korea
Sweden
Malaysia
Poland
Turkey
Spain
Russia
Ireland
Indonesia
Mexico
Japan
Argentina
HongKong
TheNetherlands
Germany
France
U.K.
Canada
Singapore
Australia
Colombia
India
S.Africa
Brazil
Italy
U.S.
16 markets with
Typical Changes in Trust
Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across the four institutions
(TRU_INS). General population, 28-market global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical
Appendix.
44
Aggregate percentage point change in trust in the four institutions, and change from 2017 to 2018
The Polarization of Trust
6 markets with extreme
Trust Gains
6 markets with extreme
Trust Losses
Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do
what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box,
Trust) S11. For whom did you vote for in the last Presidential election? General population, U.S., among Trump (n=373) and Clinton (n=502) voters.
45
Percent trust in each institution, Trump vs. Clinton voters
U.S. Trust in Media Diverges Along Voting Lines
47
57
35
27
54
47
35
61
Business MediaNGOs Government
difference in
trust in the media
34pt
Trump
Voters
Clinton
Voters
22-point
decline since
the election
46
Government Most Broken
in the U.S.
Which institution is the
most broken?
Source: 2018 Edelman Trust Barometer. ATT_STE. Please indicate which institution – Government, Media, Business or NGO’s – is best described by each of the
following statements? General population, U.S. and China.
Government
38%
Business
59%
Government
NGOs
✓
✓
Government Path
to Better Future in China
Which institution is most likely
to lead to a better future?
68%
%
%
% %
%
%
29%
Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is
a list of potential expectations or responsibilities that a social institution might have. Thinking about the media in general, how would you characterize each using the
following three-point scale. INS_PER_MED. How well do you feel the media is currently meeting this obligation to society? Please indicate your answer using the 5-
point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3.
General population, 28-market global total. For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix.
47
Top three trust-building mandates for
media, and percent who say the media is
performing well or very well against them
Media Failing
to Meet Expectations
Trust-Building Mandate Performance Score
Guard information quality 36
Educate people on important issues 50
Inform good life decisions 45
%
%
%
MEDIA | JOURNALISM | PLATFORMS
% Trust in
Platforms 51 40 33 33 47 43 35 40 36 53 54 42 68 54 46 53 49 37 47 48 51 73 62 71 62 64 58 68 55
Global28
Germany
Ireland
Sweden
TheNetherlands
Canada
Australia
France
U.K.
Italy
Singapore
U.S.
China
Argentina
S.Africa
Spain
HongKong
Japan
Russia
S.Korea
Poland
India
Colombia
Indonesia
UAE
Brazil
Malaysia
Mexico
Turkey
% Trust in
Journalism 59 61 53 52 66 61 52 57 53 67 66 53 77 62 54 61 55 41 51 52 54 74 62 71 62 63 57 65 42
 
c cccccccccccccccccccccccccccc
Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and
information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust), question
asked of half of the sample. General population, 28-market global total.
Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.
48
Gap in trust in journalism vs. platforms
Journalism More Trusted Than
Platforms in 21 Countries
Journalism More Trusted
Platforms
More Trusted
8
21 20 19 19 18 17 17 17 14 12 11 9 8 8 8 6 4 4 4 3 1 0 0 0
-1 -1 -3
-13
Gap
Average trust in search engines
and social media platforms
Average trust in traditional
and online-only media
MEDIA | JOURNALISM | PLATFORMS
33 33 35 36 37
40 40 42 43
46 47 47 48 49 51 53 53 54 54 55
58
62 62 64
68 68
71 73
Ireland
Sweden
Australia
U.K.
Japan
France
Germany
U.S.
Canada
S.Africa
Russia
TheNetherlands
S.Korea
HongKong
Poland
Italy
Spain
Argentina
Singapore
Turkey
Malaysia
Colombia
UAE
Brazil
China
Mexico
Indonesia
India
Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for
general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.”
(Top 4 Box, Trust), question asked of half of the sample. MED_NEW_CSP. How do you normally get your news? (callout is net of codes 2, 5 and 7),
question asked of half of the sample. General population, 28-market global total.
Platforms is an average of search engines and social media.
49
Average trust in search engines and social media platforms, and change from 2017 to 2018
Trust in Platforms Decreased in 21 of 28 Countries
65% receive news
through platforms
such as social media
feeds, search or news
applications
llllllllllllllllllllllllllll-8 -4 -8 -4 +1 -3 -4 -11 -1 -8 -1 -3 0 -1 -1 -5 -6 -6 +2 +4 +2 -5 +6 -5 +6 -1 -4 -5
MEDIA | JOURNALISM | PLATFORMS
Steepest
decline in U.S.
Y-to-Y Change− +0
Among the General Population, Energy More
Trusted Than Government in 27 of 28 Markets
Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust). TRU_IND. Please
indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do
not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. General population, 28-market
global total. 50
Percent trust in the Energy sector vs. trust in government, general population, 2018
Gap− +0
GovernmentEnergy
63
39
43 43 47
50 51 51
54 56 57 58 59 62 62 63 64 64 66
67 69 70 71 72
79 80
85 85
88
43
35
46
36
34
43
35 37
14
41
46
33
46
27
54
33
44
51
18
65
25
45
24
46
28
77
70 73
84
Global28
Australia
Sweden
U.K.
Spain
Germany
Ireland
Japan
S.Africa
Argentina
Canada
France
HongKong
Italy
TheNetherlands
U.S.
Russia
Turkey
Brazil
Singapore
Poland
S.Korea
Colombia
Malaysia
Mexico
UAE
India
Indonesia
China
l llllllllllllllllllllllllllll+20 +4 -3 +7 +13 +7 +16 +14 +40 +15 +11 +25 +13 +35 +8 +30 +20 +13 +48 +2 +44 +25 +47 +26 +51 +3 +15 +12 +4
Among the Informed Public, Energy More
Trusted Than Government in 21 of 28 Markets
Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust). TRU_IND. Please
indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do
not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. Informed public, 28-market global
total. 51
Percent trust in the Energy sector vs. trust in government, informed public, 2018
Gap− +0
GovernmentEnergy
68
43 44
46 49 50
54 55
57 58 59
62 62 63 65 65
72 74 74
76 78 78 81 82
84 84
88 91 91
53
47 44
54
46 47
33
49
61
17
45
53
47
62
21
72
42
26
53
32
76
58
54
37
50
87 89
78 81
Global28
Ireland
Spain
Germany
U.K.
Australia
U.S.
France
Canada
S.Africa
HongKong
Argentina
Japan
Sweden
Brazil
TheNetherlands
Italy
Colombia
Russia
Poland
Singapore
Turkey
S.Korea
Mexico
Malaysia
UAE
China
India
Indonesia
l llllllllllllllllllllllllllll+15 -4 0 -8 +3 +3 +21 +6 -4 +41 +14 +9 +15 +1 +44 -7 +30 +48 +21 +44 +2 +20 +27 +45 +34 -3 -1 +13 +10
Energy Sub-Sectors
Cleantech Remains the Most Trusted;
Informed Public More Trusting of Sub-Sectors
52
Trust in the energy sub-sectors, general population vs. informed public, 2018
63
69
59
55
50
44 43
68
77
68
62
56 54
52
Energy
(Global 28)
Cleantech Utilities Natural gas Oil Nuclear Chemicals
Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy and manufacturing industries, please indicate how
much you trust businesses in each of the following sectors 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), question asked of one-fifth of the sample. General population and informed public, 28-
market global total.
Gap− +0
Informed PublicGeneral Population
+8 +9 +7 +6 +10 +9+5
69
49
55
58 59 60 60 62 62 63 64 66 67 67 68 68 70 71 72 72 73 73 74 75 75
84 85 87
93
Global28
Russia
U.K.
France
Canada
Australia
Japan
Germany
Ireland
Turkey
Sweden
U.S.
Malaysia
Poland
HongKong
S.Africa
Argentina
Spain
Italy
S.Korea
Brazil
Singapore
TheNetherlands
Colombia
Mexico
UAE
Indonesia
China
India
Cleantech Retains its Position of
Trust Despite Dips in Some Markets
53
Percent trust in the cleantech sub-sector, general population, and change from 2017 to 2018
Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust
businesses in each of the following sectors 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), question asked of one-fifth of the sample. General population, 28-market global total.
TrustNeutralDistrust
Y-to-Y Change− +0
l llllllllllllllllllllllllllll+1 -10 -1 -7 -8 +1 +10 0 +9 -7 -4 -4 -6 +9 -5 -4 +6 +9 -6 +12 -2 +5 +9 +1 -7 +7 -2 +6 +9
Trusted in 24 markets
50
31 31 32 32 33 35 36 37
40 41 41
44 46 47 47 48 49 49 51
55 57 57
63 63
81 82 82 84
Global28
France
Spain
Italy
Sweden
Ireland
U.K.
Australia
Argentina
Canada
Germany
Russia
Turkey
Brazil
TheNetherlands
U.S.
Mexico
Colombia
S.Africa
Poland
HongKong
Japan
S.Korea
Malaysia
Singapore
China
Indonesia
UAE
India
Despite Trust Gains, Most Markets
Remain Distrusting of Oil
Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust
businesses in each of the following sectors 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), question asked of one-fifth of the sample. General population, 28-market global total.
54
Percent trust in the oil sub-sector, general population, and change from 2017 to 2018
TrustNeutralDistrust
Y-to-Y Change− +0
l llllllllllllllllllllllllllll+1 -2 -3 -8 +3 +5 -4 +2 -2 +2 +10 -2 0 -11 +7 -9 +1 -11 +3 +12 -5 +10 +12 -4 +5 +7 +1 +5 0
Distrusted in 18 markets
55
37 39 41 41 41 42 43 43
46 46 47 47 48 49 51 52 54 55
59 59
64 65 66 67
80 80
84
87
Global28
Ireland
France
Australia
Sweden
U.K.
Spain
Argentina
Russia
Germany
Italy
Canada
S.Africa
Brazil
Turkey
The
Netherlands
Poland
Mexico
U.S.
HongKong
Japan
Colombia
S.Korea
Malaysia
Singapore
Indonesia
UAE
China
India
Broad Declines in Trust in Natural Gas
55
Percent trust in natural gas sub-sector, general population, and change from 2017 to 2018
Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust
businesses in each of the following sectors 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), question asked of one-fifth of the sample. General population, 28-market global total.
TrustNeutralDistrust
Y-to-Y Change− +0
l llllllllllllllllllllllllllll-4 -4 -10 -15 -6 -5 -4 -6 -6 -1 -17 -2 -2 -18 -5 +1 +4 -9 -13 -6 +8 -13 +8 -4 +6 -1 -2 +3 +2
Distrusted in 14 markets
59
22
42 45 46 48 48 50 50 51 52 52 53 56 56 59 60 62 63 64 64 64
69 72 75 76
81 83
87
Global28
Russia
Brazil
Australia
U.K.
S.Africa
Sweden
Argentina
Turkey
Ireland
Colombia
Mexico
Italy
Canada
France
Poland
Spain
U.S.
Japan
Germany
Malaysia
TheNetherlands
S.Korea
HongKong
Indonesia
Singapore
UAE
India
China
Utilities Now on the Verge of Trust Globally
56
Percent trust in the utilities sub-sector, general population, and change from 2017 to 2018
Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust
businesses in each of the following sectors 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), question asked of one-fifth of the sample. General population, 28-market global total.
TrustNeutralDistrust
Y-to-Y Change− +0
l llllllllllllllllllllllllllll+1 -4 -4 -8 +2 -4 0 +8 -1 +7 -15 -7 -13 +8 +4 +9 +15 -4 +11 +11 -5 +8 +22 -2 -4 +7 +6 -3 +10
Trusted in 13 markets
44
23
28 30 31 33 34 35 35 36 37 38 38 39 41 42 43 44 45 46 46 46 48 50
54
65 65
76
82
Global28
Ireland
Germany
Italy
Japan
Spain
Colombia
S.Africa
U.K.
Australia
France
Canada
TheNetherlands
Turkey
Argentina
Poland
Malaysia
Mexico
HongKong
Brazil
Sweden
U.S.
Singapore
Russia
S.Korea
Indonesia
UAE
India
China
Trust in Nuclear Increases
in 16 of 28 Markets
57
Percent trust in the nuclear sub-sector, general population, and change from 2017 to 2018
Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust
businesses in each of the following sectors 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), question asked of one-fifth of the sample. General population, 28-market global total.
TrustNeutralDistrust
Y-to-Y Change− +0
l llllllllllllllllllllllllllll+1 -4 +7 -1 +2 +2 -4 +2 -6 +1 -6 -3 +1 +6 +6 +1 -1 -1 -1 +1 +3 -7 +8 -7 +14 +3 +3 -3 +9
Distrusted in 22 markets
43
21
26 26 28
31 32 34 34 34 35 36 37 39 41 42 42 42 44 46 48 48 48
51
60
65 67
74 76
Global28
Ireland
France
Sweden
Germany
Canada
Australia
Poland
Turkey
U.K.
Spain
S.Africa
U.S.
Colombia
Russia
Argentina
Italy
Mexico
TheNetherlands
HongKong
Brazil
Malaysia
S.Korea
Singapore
Japan
UAE
Indonesia
China
India
Chemicals Broadly Distrusted
58
Percent trust in the chemicals sub-sector, general population
Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust
businesses in each of the following sectors 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), question asked of one-fifth of the sample. General population, 28-market global total.
TrustNeutralDistrust
Distrusted in 22 markets
Energy Sub-Sectors
China is the Most Trusting of the Energy Sector
and Sub-sectors
59
Trust in the energy sector and sub-sectors, informed public, 2017 vs 2018
68
77
68
62
56 54
88 87 89 89
83 85
54
66
62
58
51
47
Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again,
please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries
shown to half of the sample. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each
of the following sectors 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), question asked of one-fifth of the sample. Informed public, 28-market global total, China and U.S.
-1
TrustNeutralDistrust
Y-to-Y Change− +0
0 -20 -2 -1 -23 0 +5 -22 -7 +6 -25 -3 +4 -26 +3 -25
Energy Cleantech Utilities Natural Gas Oil Nuclear
Global28
China
U.S.
Global28
China
U.S.
Global28
China
U.S.
Global28
China
U.S.
Global28
China
U.S.
Global28
China
U.S.
-3
60
Percent trust in companies by industry sector and by their country of origin,
and change from 2017 to 2018
Sector and Home Country
Provide Context for Business Leadership
Least Trusted
Financial Services 54%
CPG 60%
Automotive 62%
Most Trusted
Canada 68%
Switzerland 66%
Sweden 65%
Most Trusted
Technology 75%
Education 70%
Professional Services 68%
Least Trusted
Mexico 32%
India 32%
Brazil 34%
Sectors
Countries of Origin
Biggest Y-to-Y Changes
Food and Beverage -4
Automotive -4
CPG -3
Biggest Y-to-Y Changes
U.S. -5
U.K. -4
Sweden -3
Y-to-Y Change− +0
Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use
the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries asked of half of
the sample. TRU_NAT. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies
headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust
them a great deal.” (Top 4 Box, Trust), countries asked of half of the sample. General Population, 28-market global total.
Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across the four institutions
(TRU_INS). General population, 28-market global total. Trust-building mandates Analysis. The most effective trust building mandates for each institution.
Mandates not shown in rank order. INS_EXP_BUS. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking
about business in general, how would you characterize each using the following three-point scale. General population, 28-market global total. For more
details on the Trust Volatility Measure and Trust Mandates Analysis, please refer to the Technical Appendix.
61
Trust-building mandates for business in markets with extreme or typical trust changes
Business Must Address Market Dynamics
Markets with
Typical Changes in Trust
Markets include Russia, Mexico, U.K., Japan
Markets with extreme
Trust Gains
Markets include China, UAE, South Korea
Markets with extreme
Trust Losses
Markets include U.S., India, Colombia, Brazil
Consumer Safety
Invest in Jobs
Improve Quality of Life
Innovate
Ensure Competitive Workforce
Ensure Equal Opportunity
Invest in Jobs
Safeguard Privacy
Provide for Future Generations
Drive Economic Prosperity
Consumer Safety
Guard Information Quality
Safeguard Privacy
Innovate
Drive Economic Prosperity
Source: 2018 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. (Top 4 Box,
Agree), question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements?
(Top4 Box, Agree), question asked of half of the sample. General population, 28-market global total.
62
Percent who agree that …
Business Must Show
Commitment to Long-Term
56%
Companies that only
think about themselves
and their profits are
bound to fail
60%
CEOs are driven more
by greed than a desire
to make a positive
difference in the world

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2018 Edelman Trust Barometer: Attitudes Toward Energy in a Polarized World

  • 1. #TrustBarometer 2018 Edelman Trust Barometer Attitudes Towards Energy in a Polarized World Global Energy Report 1
  • 2. 2 Methodology 2018 Edelman Trust Barometer Online Survey in 28 Markets 18 years of data 33,000+ respondents total All fieldwork was conducted between October 28 and November 20, 2017 General Online Population 7 years in 25+ markets Ages 18+ 1,150 respondents per market All slides show general online population data unless otherwise noted Mass Population All population not including informed public Represents 85% of total global population Informed Public 10 years in 20+ markets Represents 15% of total global population 500 respondents in U.S. and China; 200 in all other markets Must meet 4 criteria: Ages 25-64 College educated In top 25% of household income per age group in each market Report significant media consumption and engagement in business news 28-market global data margin of error: General population +/- 0.6% (N=32,200), informed public +/- 1.2% (N=6,200), mass population +/- 0.6% (26,000+), half-sample global general online population +/- 0.8 (N=16,100). Market-specific data margin of error: General population +/- 2.9 (N=1,150), informed public +/- 6.9% (N = min 200, varies by market, China and U.S. +/- 4.4% (N=500), mass population +/- 3.0 to 3.6 (N =min 740, varies by market).
  • 3. Trust in Retrospect 3 Rising Influence of NGOs 2001 Business Must Partner with Government to Regain Trust 2009 Fall of the Celebrity CEO 2002 Earned Media More Credible Than Advertising 2003 U.S. Companies in Europe Suffer Trust Discount 2004 Trust Shifts from “Authorities” to Peers 2005 “A Person Like Me” Emerges as Credible Spokesperson 2006 Business More Trusted Than Government and Media 2007 Young Influencers Have More Trust in Business 2008 Trust is Now an Essential Line of Business 2010 Rise of Authority Figures 2011 Fall of Government 2012 Crisis of Leadership 2013 Business to Lead the Debate for Change 2014 Trust is Essential to Innovation 2015 Growing Inequality of Trust 2016 Trust in Crisis 2017 The Battle for Truth 2018
  • 5. Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, 28-market global total. 5 Percent trust in each institution, and change from 2017 to 2018 No Recovery in Trust 53 52 41 43 53 52 43 43 67 65 53 53 64 64 53 53 -3 -1 0 0 Business MediaNGOs Government 0 0 +2 0 Informed Public General Population 20182017 Y-to-Y Change− +0
  • 6. Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. General population, 28-market global total. 6 Average trust in institutions, general population, 2017 vs. 2018 Trust Index A World of Distrust Biggest changes in 47 Global 72 India 69 Indonesia 67 China 60 Singapore 60 UAE 53 The Netherlands 52 Mexico 52 U.S. 50 Colombia 49 Canada 48 Brazil 48 Italy 48 Malaysia 45 Argentina 44 Hong Kong 44 Spain 43 Turkey 42 Australia 42 S. Africa 41 Germany 40 France 40 U.K. 38 S. Korea 37 Sweden 36 Ireland 35 Japan 35 Poland 34 Russia U.S. -9 China +7 S. Korea +6 UAE +6 Italy -5 Trust (60-100) Neutral (50-59) Distrust (1-49) Trust decline in the U.S. is the steepest ever measured 48 Global 74 China 71 Indonesia 68 India 66 UAE 58 Singapore 54 Mexico 54 The Netherlands 53 Malaysia 49 Canada 47 Argentina 47 Colombia 47 Spain 46 Turkey 45 Hong Kong 44 Brazil 44 S. Korea 43 Italy 43 U.S. 41 Germany 41 Sweden 40 Australia 40 France 39 Poland 39 U.K. 38 Ireland 38 S. Africa 37 Japan 36 Russia 2017 General Population 2018 General Population Global Trust Index remains at distruster level 20 of 28 markets are distrusters, up 1 from 2017
  • 7. Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. Informed public, 28-market global total. 7 Average trust in institutions, informed public, 2017 vs. 2018 Trust Index Informed Public Declines to Neutral 60 Global 80 India 79 China 78 Indonesia 77 UAE 71 Singapore 68 U.S. 62 Canada 62 The Netherlands 61 Italy 61 Mexico 57 Malaysia 57 Spain 56 France 56 U.K. 55 Colombia 54 Australia 54 Germany 53 Hong Kong 51 Argentina 51 Brazil 50 S. Korea 50 Turkey 49 Japan 49 S. Africa 47 Sweden 45 Russia 44 Ireland 43 Poland 2017 Informed Public 2018 Informed Public Biggest changes in U.S. -23 Argentina +9 Sweden +9 Malaysia +8 Turkey +7 U.S. Trust Index crashes 23 points A 1-point decline in the Global Trust Index Trust (60-100) Neutral (50-59) Distrust (1-49) 59 Global 83 China 81 Indonesia 77 India 76 UAE 70 Singapore 67 The Netherlands 65 Malaysia 65 Mexico 62 Canada 60 Argentina 57 Italy 57 Turkey 56 France 56 Sweden 55 Australia 55 Spain 54 Germany 52 U.K. 51 Brazil 50 Colombia 50 S. Korea 49 Hong Kong 48 Ireland 48 Poland 47 Russia 46 Japan 45 S. Africa 45 U.S.
  • 8. Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2013-2018) percentage point change across the four institutions (TRU_INS). General population, 28-market global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical Appendix. 8 Number of markets with extreme changes in their aggregate trust in the four institutions, 2013 to 2018 A World Moving Apart 2013 2014 2015 2016 2017 2018 # of markets with extreme Trust Gains # of markets with extreme Trust Losses + – 9 6 13 9 12 6 6 2 1 2 4 2
  • 10. 58 58 47 4749 48 33 42 73 74 63 64 51 54 33 42 Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, U.S. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. Informed Public and General Population, U.S. 10 Trust Crash in U.S. Business MediaNGOs Government -9 -10 -14 -5 -22 -20 -30 -22 20182017 43TRUST INDEX 45 TRUST INDEX 9-point decrease Fell from 8th to 18th place General Population 23-point decrease Fell from 6th to last place Informed Public Y-to-Y Change− +0 Percent trust in each institution, and change from 2017 to 2018
  • 11. Percent trust in each institution, and change from 2017 to 2018 73 81 86 7776 85 89 80 61 67 76 6566 74 84 71 Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, China. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. Informed Public and General Population, China. 11 China Rising +5 +7 +8 +6 +3 +4 +3 +3 20182017 Business MediaNGOs Government 7-point increase Rose from 3rd place to 1st place General Population 4-point increase Rose from 2nd to 1st place Informed Public 83 TRUST INDEX 74TRUST INDEX Y-to-Y Change− +0
  • 13. Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half of the sample. General population, 28-market global total. 13 Percent who worry about false information or fake news being used as a weapon World Worried About Fake News as a Weapon Pope criticizes spread of fake news Fake news disrupts elections in South Africa Germany passes a law that fines social media companies for failing to delete fake news Singapore announces plans to introduce laws designed to fight fake newsworry about false information or fake news being used as a weapon 7 in 10 Canadian Conservative leader’s campaign manager roots out enemies using fake news Nearly 55-60 61-65 66-70 71-75 76-80 France Sweden Netherlands Canada Ireland Japan Germany Italy Singapore S. Africa UAE U.K. Australia Hong Kong Poland Turkey Brazil India Colombia Malaysia S. Korea U.S. China Russia Mexico Argentina Spain Indonesia
  • 14. 14 People Define “Media” As Both Content and Platforms What did you assume was meant by the phrase “media in general”? Source: 2018 Edelman Trust Barometer. TRU_MED. In the above question, what did you assume was meant by the phrase “media in general”? General population, 28-market global total. Social is a net of TRU_MEDr3 and r12, Influencers is r5, Search is r7, Brands is a net of r10 and r11, Journalists is a net of r1 and r6, News Apps is r8. PLATFORMS PUBLISHERS 25%48% SearchSocial 41% News Apps 23% Influencers 89% Journalists 40% Brands
  • 15. Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust), question asked of half of the sample. General population, 25-market global total. Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media. 15 Percent trust in each source for general news and information, 2012 to 2018 While Trust in Platforms Declines, Trust in Journalism Rebounds Platforms -2 Journalism +5 Average trust in search engines and social media platforms Average trust in traditional and online-only media 54 52 54 51 56 54 59 53 50 53 54 54 53 51 2012 2013 2014 2015 2016 2017 2018 MEDIA | JOURNALISM | PLATFORMS
  • 16. Source: 2018 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. General population, 28-market global total. For details on how the News Engagement Scale was built, please refer to the Technical Appendix. 16 Consumption How frequently do you consume news produced by major news organizations, either at the original source, shared by others or pushed to you in a feed? Half Disengaged With the News 50% The Disengaged Consume news less than weekly 25% Consumers Consume news about weekly or more 25% Amplifiers Consume news about weekly or more AND share or post content several times a month or more Amplification How often do you share or forward news items, or post opinions or other content? MEDIA | JOURNALISM | PLATFORMS
  • 17. Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half of the sample. General population, 28-market global total. 17 Percent who agree that news organizations are overly focused on … Skeptical About News Organizations 66% are more concerned with attracting a big audience than reporting Attracting Large Audiences 59% support an ideology vs. informing the public Politics 65% sacrifice accuracy to be the first to break a story Breaking News MEDIA | JOURNALISM | PLATFORMS
  • 18. Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half of the sample. General population, 28-market global total. 18 Percent who agree that … Uncertainty Over Real vs. Fake News 63% The average person does not know how to tell good journalism from rumor or falsehoods 59% It is becoming harder to tell if a piece of news was produced by a respected media organization MEDIA | JOURNALISM | PLATFORMS
  • 19. Source: 2018 Edelman Trust Barometer. MED_CON. What consequences are you experiencing as a direct result of the media not doing a good job fulfilling its responsibilities? Question asked of those 64% who answered codes 1-3 at MED_RSP. General population, 28-market global total. 19 Percent of respondents who feel they are experiencing these consequences as a result of media not fulfilling its responsibilities Lack of Confidence in Media Undermining Trust and Truth I am not sure what is true and what is not Loss of Truth I do not know which politicians to trust Loss of Trust in Government Leaders I don't know which companies or brands to trust Loss of Trust in Business 59% 56% 42% MEDIA | JOURNALISM | PLATFORMS
  • 20. State of Trust in Energy
  • 21. Industry 2014 2015 2016 2017 2018 5 yr. Trend Technology 75% 73% 74% 75% 74% -1 Health Care - - 62% 66% 64% - Energy 57% 56% 58% 62% 63% Food And Beverage 64% 63% 64% 66% 63% -1 Telecommunications 61% 59% 60% 63% 63% +2 Automotive 69% 66% 60% 65% 62% -7 Entertainment 64% 63% 64% 64% 62% -2 Consumer Packaged Goods 61% 60% 61% 63% 60% -1 Financial Services 48% 48% 51% 54% 54% +6 2014 2015 2016 2017 2018 Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. General Population, 27-market global total. 21 Trust in each sector, and change from 2014 to 2018 TrustNeutralDistrustSector Trends Trust in Energy Stable +6
  • 22. Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust). TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. General population and informed public, 25- market global total. 22 Percent trust in the energy sector vs business vs government, general population and informed public, and change from 2012 to 2018 Energy Sector More Trusted Than Business & Government Business Energy 53 57 57 56 58 62 63 47 50 49 49 53 52 52 38 41 39 42 43 43 45 2012 2013 2014 2015 2016 2017 2018 General Population Informed Public 56 60 61 61 65 70 67 54 59 59 57 63 65 64 46 50 46 50 53 55 55 2012 2013 2014 2015 2016 2017 2018 Government
  • 23. 63 39 43 43 47 50 51 51 54 56 57 58 59 62 62 63 64 64 66 67 69 70 71 72 79 80 85 85 88 Global28 Australia Sweden U.K. Spain Germany Ireland Japan S.Africa Argentina Canada France HongKong Italy TheNetherlands U.S. Russia Turkey Brazil Singapore Poland S.Korea Colombia Malaysia Mexico UAE India Indonesia China Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. General population, 28-market global total. 23 Percent trust in the Energy sector, general population, and change from 2017 to 2018 General Population Trust in Energy Increases in 15 of 28 Markets Trusted in 16 markets l llllllllllllllllllllllllllll+2 -11 -1 -4 +3 -1 +2 +1 +2 +6 +4 0 -8 +3 -3 -2 +2 +3 -2 -4 +13 +13 +3 0 +7 +5 -2 -1 +6 TrustNeutralDistrust Y-to-Y Change− +0
  • 24. 68 43 44 46 49 50 54 55 57 58 59 62 62 63 65 65 72 74 74 76 78 78 81 82 84 84 88 91 91 Global28 Ireland Spain Germany U.K. Australia U.S. France Canada S.Africa HongKong Argentina Japan Sweden Brazil TheNetherlands Italy Colombia Russia Poland Singapore Turkey S.Korea Mexico Malaysia UAE China India Indonesia Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. Informed public, 28-market global total. 24 Percent trust in the Energy sector, informed public, and change from 2017 to 2018 Informed Public Trust in Energy Increases in 14 of 28 Markets Trusted in 18 markets l llllllllllllllllllllllllllll-1 -8 -15 -9 -6 -4 -20 -20 +2 +6 -17 +9 +1 +12 -3 +2 +6 +2 -1 +17 -1 +11 +12 +4 +5 -5 0 -3 +1 TrustNeutralDistrust Y-to-Y Change− +0
  • 25. Energy Sub-Sectors Cleantech Remains the Most Trusted 25 Trust in the energy sub-sectors, general population, 2017 vs 2018 63 69 59 55 50 44 Energy (Global 28) Cleantech Utilities Natural gas Oil Nuclear Source: 2017 Edelman Trust Barometer. Q61C-66C. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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), question asked of one-fifth of the sample. General Population, 28-market global total. +1 +2 +1 +1+2 -4 TrustNeutralDistrust Y-to-Y Change− +0
  • 26. Trust in Energy Lowest in Europe, Highest in APAC Source: 2017 Edelman Trust Barometer. Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Q61C-66C. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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), question asked of one-fifth the sample. General Population, 28-market global total and regions. 26 Trust in energy industry and sub-sectors by region, General Population, 2018 54 37 44 65 35 56 60 43 51 62 42 59 68 45 52 73 41 49 68 64 68 74 53 71 Energy Oil Natural Gas Cleantech Nuclear Utilities Europe North America Latin America Asia Pacific 50% Neutral Trusted Distrusted
  • 27. Threats to Trust in Energy: Rising Activism & Changing Attitudes
  • 28. Trust in Energy Remains Challenged by Continued Rise in Activism 28 Source: Jan-00 Oct-00 Jul-01 Apr-02 Jan-03 Oct-03 Jul-04 Apr-05 Jan-06 Oct-06 Jul-07 Apr-08 Jan-09 Oct-09 Jul-10 Apr-11 Jan-12 Oct-12 Jul-13 Apr-14 Jan-15 Oct-15 Jul-16 Apr-17 Jan-18 Activist actions in the U.S., 2000 - 2018 Number of activist events 7 Month moving average Actions in the U.S, have risen by more than 500% since 2000 Nearly 28% of global activist campaigns target U.S. companies
  • 29. Energy is the Most Targeted Industry, by Far 29 Number of activist actions, 2000-2018, global, showing top 15 Source: 1841 2054 2320 2538 2721 2732 2951 3846 4058 4764 5350 7539 11140 11671 22680 Tourism & Sports Electronics, Telecoms & Digital Fisheries Fashion Construction & Development Forestry & Paper Retail Healthcare & Pharma Finance Mining, Metals & Quarrying Transport Food & Non-alcoholic Beverages Chemicals Agriculture Energy Most targeted sectors 433 463 465 516 547 558 573 648 693 705 718 719 771 1,302 1,322 Dow Chemical McDonald's ENEL Unilever Chevron Coca-Cola Co ExxonMobil World Bank TransCanada Bayer Nestle Walmart BP Royal Dutch Shell Monsanto Most targeted companies
  • 30. Russia Sows Division on Pipelines, Climate 30 Russian Money Suspected Behind Fracking Protests Russia’s Quiet War Against European Fracking Russia’s Secretly Working with Environmentalists to Oppose Fracking
  • 32. Americans view that energy situation in U.S. is “very serious” Source: http://news.gallup.com/poll/205754/energy-concerns- continue-diminish-near-record- low.aspx?g_source=link_newsv9&g_campaign=item_225053&g_ medium=copy 32 POTENTIAL THREAT: ENERGY APATHY IN THE U.S. 23% 27% Americans worry a “great deal” about the availability and affordability of energy U.S. Energy concerns continue to diminish; Near record lows
  • 34. Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree), question asked of half of the sample. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using the following three-point scale? (Most important responsibility, code 3), question asked of half of the sample. General population, 28-market global total. 34 Percent who agree and percent who say each is one of the most important expectations they have for a CEO Business Is Expected to Lead Percent who say that CEOs should take the lead on change rather than waiting for government to impose it 60 64 68 69 For CEOs, building trust is job one 64% Their company is trusted Their products and services are high quality Business decisions reflect company values Profits and stock price increase
  • 35. 63 61 54 50 50 47 46 44 41 39 35 Source: 2018 Edelman Trust Barometer. CRE_PPL. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible), question asked of half of the sample. General population, 28-market global total. 35 Percent who rate each spokesperson as very/extremely credible, and change from 2017 to 2018 Voices of Authority Regain Credibility +3 +1 -6 +4 +1 -1 +3 +7 +6 +12 +6 Person like yourself at all-time low − Y-to-Y Change+0 Technicalexpert Academicexpert Apersonlike yourself Financial industryanalyst Successful entrepreneur Employee NGO representative CEO Boardof directors Journalist Government official/regulator
  • 36. 72 57 57 60 60 62 64 65 66 68 68 71 71 71 71 72 72 72 73 74 75 76 79 80 81 82 83 86 90 Global28 Japan S.Korea Argentina France Turkey Russia Spain Ireland HongKong Poland Germany S.Africa Sweden U.K. Brazil Italy Malaysia Singapore Australia Canada UAE U.S. Mexico TheNetherlands China Colombia India Indonesia Source: 2018 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General population, 28-market global total. Note: 2016 data was taken from Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of half of the sample. General population, 28-market global total. 36 Percent trust in employer, and change from 2016 to 2018 Employers Trusted Around the World TrustNeutralDistrust l llllllllllllllllllllllllllll+7 +17 +2 -18 +12 -2 +16 +2 +6 +9 +12 +9 -1 +21 +14 -5 +14 -4 0 +20 +11 0 +15 -9 +19 +3 -2 +3 +13 Change, 2016 to 2018− +0
  • 37. 37 Top trust-building mandates for each institution Each Institution Must Play its Role NGOs Support the poor Call out abuses of power Create a sense of community Business Safeguard privacy Drive economic prosperity Provide jobs and training Government Drive economic prosperity Investigate corruption Support the poor Media Guard information quality Educate, inform and entertain Safeguard privacy Source: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV; INS_EXP_MED; INS_EXP_BUS; and INS_EXP_NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about [insert institution] in general, how would you characterize each using the following three-point scale. General population, 28-market global total. For more details on the Trust Mandates Analysis, please refer to the Technical Appendix.
  • 38. #TrustBarometer 38 THANK YOU For more information, please contact Amy Hemingway, EVP, Energy, Washington, DC amy.hemingway@edelman.com (202) 350-6661
  • 40. 53 25 37 37 42 45 46 46 46 48 49 50 50 52 54 55 55 57 58 58 59 59 61 61 64 66 67 68 71 Global28 Russia Germany Japan Sweden The Netherlands Ireland Italy U.K. Australia U.S. Canada S.Africa France Poland HongKong S.Korea Brazil Colombia Turkey Malaysia Singapore Spain UAE Argentina China Indonesia India Mexico Source: 2018 Edelman Trust Barometer. TRU_INS. [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, 28-market global total. 40 Percent trust in NGOs, and change from 2017 to 2018 Trust in NGOs Declines in 14 of 28 Markets Distrusted in 10 markets l llllllllllllllllllllllllllll0 +4 -2 +6 +19 -1 +3 -13 0 -4 -9 -9 -8 -2 +6 -4 -1 -3 -2 +5 +1 -2 +1 +6 0 +5 +3 -3 0 TrustNeutralDistrust Y-to-Y Change− +0
  • 41. 52 36 36 40 41 42 43 43 43 44 44 45 46 47 48 49 49 53 54 56 57 60 60 64 68 70 74 74 78 Global28 HongKong S.Korea Ireland Russia Japan France Poland U.K. Argentina Germany Australia Turkey Sweden U.S. Canada Spain S.Africa Italy Singapore Brazil Malaysia The Netherlands Colombia UAE Mexico China India Indonesia Source: 2018 Edelman Trust Barometer. TRU_INS. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, 28-market global total. 41 Percent trust in business, and change from 2017 to 2018 Trust in Business Increases in 14 of 28 Markets l llllllllllllllllllllllllllll0 +2 +7 -1 +2 +1 -7 +3 -2 -1 +1 -3 +3 +1 -10 -1 +3 -3 -1 -2 -4 +4 0 0 +4 +3 +7 0 +2 Distrusted in 16 markets TrustNeutralDistrust Y-to-Y Change− +0
  • 42. 43 14 18 24 25 27 28 33 33 34 35 35 36 37 41 43 44 45 46 46 46 46 51 54 65 70 73 77 84 Global28 S.Africa Brazil Colombia Poland Italy Mexico France U.S. Spain Australia Ireland U.K. Japan Argentina Germany Russia S.Korea Canada HongKong Malaysia Sweden Turkey The Netherlands Singapore India Indonesia UAE China Source: 2018 Edelman Trust Barometer. TRU_INS. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, 28-market global total. 42 Trust in Government Increases in 16 of 28 Markets Percent trust in government, and change from 2017 to 2018 l llllllllllllllllllllllllllll+2 -1 -6 -8 +5 -4 +4 +8 -14 +9 -2 +3 0 0 +8 +5 0 +17 +3 +6 +9 +1 0 +3 -4 -5 +2 +2 +8 Distrusted in 21 markets TrustNeutralDistrust Y-to-Y Change− +0
  • 43. 43 30 31 32 32 32 33 33 34 35 35 39 40 42 42 43 43 43 44 45 47 48 49 52 55 56 61 68 71 Global28 Turkey Australia Japan Sweden U.K. France Ireland Poland Russia S.Africa Argentina S.Korea Germany U.S. Brazil Colombia HongKong Spain Italy Malaysia Mexico Canada Singapore The Netherlands UAE India Indonesia China Source: 2018 Edelman Trust Barometer. TRU_INS. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General Population, 28-market global total. 43 Percent trust in media, and change from 2017 to 2018 Media Now Least Trusted Institution Distrusted in 22 of 28 of markets l llllllllllllllllllllllllllll0 +5 -1 0 -1 0 0 +4 +3 +4 -4 -1 0 0 -5 -5 -2 +1 0 -3 +5 +1 +4 -2 +1 +12 -5 +1 +6 TrustNeutralDistrust Y-to-Y Change− +0
  • 44. 27 24 23 20 19 17 13 12 10 9 9 8 7 7 5 3 3 -1 -2 -3 -10 -10 -13 -13 -17 -17 -21 -37 China UAE S.Korea Sweden Malaysia Poland Turkey Spain Russia Ireland Indonesia Mexico Japan Argentina HongKong TheNetherlands Germany France U.K. Canada Singapore Australia Colombia India S.Africa Brazil Italy U.S. 16 markets with Typical Changes in Trust Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across the four institutions (TRU_INS). General population, 28-market global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical Appendix. 44 Aggregate percentage point change in trust in the four institutions, and change from 2017 to 2018 The Polarization of Trust 6 markets with extreme Trust Gains 6 markets with extreme Trust Losses
  • 45. Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) S11. For whom did you vote for in the last Presidential election? General population, U.S., among Trump (n=373) and Clinton (n=502) voters. 45 Percent trust in each institution, Trump vs. Clinton voters U.S. Trust in Media Diverges Along Voting Lines 47 57 35 27 54 47 35 61 Business MediaNGOs Government difference in trust in the media 34pt Trump Voters Clinton Voters 22-point decline since the election
  • 46. 46 Government Most Broken in the U.S. Which institution is the most broken? Source: 2018 Edelman Trust Barometer. ATT_STE. Please indicate which institution – Government, Media, Business or NGO’s – is best described by each of the following statements? General population, U.S. and China. Government 38% Business 59% Government NGOs ✓ ✓ Government Path to Better Future in China Which institution is most likely to lead to a better future? 68% % % % % % % 29%
  • 47. Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about the media in general, how would you characterize each using the following three-point scale. INS_PER_MED. How well do you feel the media is currently meeting this obligation to society? Please indicate your answer using the 5- point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3. General population, 28-market global total. For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix. 47 Top three trust-building mandates for media, and percent who say the media is performing well or very well against them Media Failing to Meet Expectations Trust-Building Mandate Performance Score Guard information quality 36 Educate people on important issues 50 Inform good life decisions 45 % % % MEDIA | JOURNALISM | PLATFORMS
  • 48. % Trust in Platforms 51 40 33 33 47 43 35 40 36 53 54 42 68 54 46 53 49 37 47 48 51 73 62 71 62 64 58 68 55 Global28 Germany Ireland Sweden TheNetherlands Canada Australia France U.K. Italy Singapore U.S. China Argentina S.Africa Spain HongKong Japan Russia S.Korea Poland India Colombia Indonesia UAE Brazil Malaysia Mexico Turkey % Trust in Journalism 59 61 53 52 66 61 52 57 53 67 66 53 77 62 54 61 55 41 51 52 54 74 62 71 62 63 57 65 42   c cccccccccccccccccccccccccccc Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust), question asked of half of the sample. General population, 28-market global total. Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media. 48 Gap in trust in journalism vs. platforms Journalism More Trusted Than Platforms in 21 Countries Journalism More Trusted Platforms More Trusted 8 21 20 19 19 18 17 17 17 14 12 11 9 8 8 8 6 4 4 4 3 1 0 0 0 -1 -1 -3 -13 Gap Average trust in search engines and social media platforms Average trust in traditional and online-only media MEDIA | JOURNALISM | PLATFORMS
  • 49. 33 33 35 36 37 40 40 42 43 46 47 47 48 49 51 53 53 54 54 55 58 62 62 64 68 68 71 73 Ireland Sweden Australia U.K. Japan France Germany U.S. Canada S.Africa Russia TheNetherlands S.Korea HongKong Poland Italy Spain Argentina Singapore Turkey Malaysia Colombia UAE Brazil China Mexico Indonesia India Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust), question asked of half of the sample. MED_NEW_CSP. How do you normally get your news? (callout is net of codes 2, 5 and 7), question asked of half of the sample. General population, 28-market global total. Platforms is an average of search engines and social media. 49 Average trust in search engines and social media platforms, and change from 2017 to 2018 Trust in Platforms Decreased in 21 of 28 Countries 65% receive news through platforms such as social media feeds, search or news applications llllllllllllllllllllllllllll-8 -4 -8 -4 +1 -3 -4 -11 -1 -8 -1 -3 0 -1 -1 -5 -6 -6 +2 +4 +2 -5 +6 -5 +6 -1 -4 -5 MEDIA | JOURNALISM | PLATFORMS Steepest decline in U.S. Y-to-Y Change− +0
  • 50. Among the General Population, Energy More Trusted Than Government in 27 of 28 Markets Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust). TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. General population, 28-market global total. 50 Percent trust in the Energy sector vs. trust in government, general population, 2018 Gap− +0 GovernmentEnergy 63 39 43 43 47 50 51 51 54 56 57 58 59 62 62 63 64 64 66 67 69 70 71 72 79 80 85 85 88 43 35 46 36 34 43 35 37 14 41 46 33 46 27 54 33 44 51 18 65 25 45 24 46 28 77 70 73 84 Global28 Australia Sweden U.K. Spain Germany Ireland Japan S.Africa Argentina Canada France HongKong Italy TheNetherlands U.S. Russia Turkey Brazil Singapore Poland S.Korea Colombia Malaysia Mexico UAE India Indonesia China l llllllllllllllllllllllllllll+20 +4 -3 +7 +13 +7 +16 +14 +40 +15 +11 +25 +13 +35 +8 +30 +20 +13 +48 +2 +44 +25 +47 +26 +51 +3 +15 +12 +4
  • 51. Among the Informed Public, Energy More Trusted Than Government in 21 of 28 Markets Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust). TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. Informed public, 28-market global total. 51 Percent trust in the Energy sector vs. trust in government, informed public, 2018 Gap− +0 GovernmentEnergy 68 43 44 46 49 50 54 55 57 58 59 62 62 63 65 65 72 74 74 76 78 78 81 82 84 84 88 91 91 53 47 44 54 46 47 33 49 61 17 45 53 47 62 21 72 42 26 53 32 76 58 54 37 50 87 89 78 81 Global28 Ireland Spain Germany U.K. Australia U.S. France Canada S.Africa HongKong Argentina Japan Sweden Brazil TheNetherlands Italy Colombia Russia Poland Singapore Turkey S.Korea Mexico Malaysia UAE China India Indonesia l llllllllllllllllllllllllllll+15 -4 0 -8 +3 +3 +21 +6 -4 +41 +14 +9 +15 +1 +44 -7 +30 +48 +21 +44 +2 +20 +27 +45 +34 -3 -1 +13 +10
  • 52. Energy Sub-Sectors Cleantech Remains the Most Trusted; Informed Public More Trusting of Sub-Sectors 52 Trust in the energy sub-sectors, general population vs. informed public, 2018 63 69 59 55 50 44 43 68 77 68 62 56 54 52 Energy (Global 28) Cleantech Utilities Natural gas Oil Nuclear Chemicals Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy and manufacturing industries, please indicate how much you trust businesses in each of the following sectors 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), question asked of one-fifth of the sample. General population and informed public, 28- market global total. Gap− +0 Informed PublicGeneral Population +8 +9 +7 +6 +10 +9+5
  • 53. 69 49 55 58 59 60 60 62 62 63 64 66 67 67 68 68 70 71 72 72 73 73 74 75 75 84 85 87 93 Global28 Russia U.K. France Canada Australia Japan Germany Ireland Turkey Sweden U.S. Malaysia Poland HongKong S.Africa Argentina Spain Italy S.Korea Brazil Singapore TheNetherlands Colombia Mexico UAE Indonesia China India Cleantech Retains its Position of Trust Despite Dips in Some Markets 53 Percent trust in the cleantech sub-sector, general population, and change from 2017 to 2018 Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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), question asked of one-fifth of the sample. General population, 28-market global total. TrustNeutralDistrust Y-to-Y Change− +0 l llllllllllllllllllllllllllll+1 -10 -1 -7 -8 +1 +10 0 +9 -7 -4 -4 -6 +9 -5 -4 +6 +9 -6 +12 -2 +5 +9 +1 -7 +7 -2 +6 +9 Trusted in 24 markets
  • 54. 50 31 31 32 32 33 35 36 37 40 41 41 44 46 47 47 48 49 49 51 55 57 57 63 63 81 82 82 84 Global28 France Spain Italy Sweden Ireland U.K. Australia Argentina Canada Germany Russia Turkey Brazil TheNetherlands U.S. Mexico Colombia S.Africa Poland HongKong Japan S.Korea Malaysia Singapore China Indonesia UAE India Despite Trust Gains, Most Markets Remain Distrusting of Oil Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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), question asked of one-fifth of the sample. General population, 28-market global total. 54 Percent trust in the oil sub-sector, general population, and change from 2017 to 2018 TrustNeutralDistrust Y-to-Y Change− +0 l llllllllllllllllllllllllllll+1 -2 -3 -8 +3 +5 -4 +2 -2 +2 +10 -2 0 -11 +7 -9 +1 -11 +3 +12 -5 +10 +12 -4 +5 +7 +1 +5 0 Distrusted in 18 markets
  • 55. 55 37 39 41 41 41 42 43 43 46 46 47 47 48 49 51 52 54 55 59 59 64 65 66 67 80 80 84 87 Global28 Ireland France Australia Sweden U.K. Spain Argentina Russia Germany Italy Canada S.Africa Brazil Turkey The Netherlands Poland Mexico U.S. HongKong Japan Colombia S.Korea Malaysia Singapore Indonesia UAE China India Broad Declines in Trust in Natural Gas 55 Percent trust in natural gas sub-sector, general population, and change from 2017 to 2018 Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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), question asked of one-fifth of the sample. General population, 28-market global total. TrustNeutralDistrust Y-to-Y Change− +0 l llllllllllllllllllllllllllll-4 -4 -10 -15 -6 -5 -4 -6 -6 -1 -17 -2 -2 -18 -5 +1 +4 -9 -13 -6 +8 -13 +8 -4 +6 -1 -2 +3 +2 Distrusted in 14 markets
  • 56. 59 22 42 45 46 48 48 50 50 51 52 52 53 56 56 59 60 62 63 64 64 64 69 72 75 76 81 83 87 Global28 Russia Brazil Australia U.K. S.Africa Sweden Argentina Turkey Ireland Colombia Mexico Italy Canada France Poland Spain U.S. Japan Germany Malaysia TheNetherlands S.Korea HongKong Indonesia Singapore UAE India China Utilities Now on the Verge of Trust Globally 56 Percent trust in the utilities sub-sector, general population, and change from 2017 to 2018 Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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), question asked of one-fifth of the sample. General population, 28-market global total. TrustNeutralDistrust Y-to-Y Change− +0 l llllllllllllllllllllllllllll+1 -4 -4 -8 +2 -4 0 +8 -1 +7 -15 -7 -13 +8 +4 +9 +15 -4 +11 +11 -5 +8 +22 -2 -4 +7 +6 -3 +10 Trusted in 13 markets
  • 57. 44 23 28 30 31 33 34 35 35 36 37 38 38 39 41 42 43 44 45 46 46 46 48 50 54 65 65 76 82 Global28 Ireland Germany Italy Japan Spain Colombia S.Africa U.K. Australia France Canada TheNetherlands Turkey Argentina Poland Malaysia Mexico HongKong Brazil Sweden U.S. Singapore Russia S.Korea Indonesia UAE India China Trust in Nuclear Increases in 16 of 28 Markets 57 Percent trust in the nuclear sub-sector, general population, and change from 2017 to 2018 Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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), question asked of one-fifth of the sample. General population, 28-market global total. TrustNeutralDistrust Y-to-Y Change− +0 l llllllllllllllllllllllllllll+1 -4 +7 -1 +2 +2 -4 +2 -6 +1 -6 -3 +1 +6 +6 +1 -1 -1 -1 +1 +3 -7 +8 -7 +14 +3 +3 -3 +9 Distrusted in 22 markets
  • 58. 43 21 26 26 28 31 32 34 34 34 35 36 37 39 41 42 42 42 44 46 48 48 48 51 60 65 67 74 76 Global28 Ireland France Sweden Germany Canada Australia Poland Turkey U.K. Spain S.Africa U.S. Colombia Russia Argentina Italy Mexico TheNetherlands HongKong Brazil Malaysia S.Korea Singapore Japan UAE Indonesia China India Chemicals Broadly Distrusted 58 Percent trust in the chemicals sub-sector, general population Source: 2018 Edelman Trust Barometer. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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), question asked of one-fifth of the sample. General population, 28-market global total. TrustNeutralDistrust Distrusted in 22 markets
  • 59. Energy Sub-Sectors China is the Most Trusting of the Energy Sector and Sub-sectors 59 Trust in the energy sector and sub-sectors, informed public, 2017 vs 2018 68 77 68 62 56 54 88 87 89 89 83 85 54 66 62 58 51 47 Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. TRU_SUB_ENE. Now thinking about specific sectors within the energy industry, please indicate how much you trust businesses in each of the following sectors 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), question asked of one-fifth of the sample. Informed public, 28-market global total, China and U.S. -1 TrustNeutralDistrust Y-to-Y Change− +0 0 -20 -2 -1 -23 0 +5 -22 -7 +6 -25 -3 +4 -26 +3 -25 Energy Cleantech Utilities Natural Gas Oil Nuclear Global28 China U.S. Global28 China U.S. Global28 China U.S. Global28 China U.S. Global28 China U.S. Global28 China U.S. -3
  • 60. 60 Percent trust in companies by industry sector and by their country of origin, and change from 2017 to 2018 Sector and Home Country Provide Context for Business Leadership Least Trusted Financial Services 54% CPG 60% Automotive 62% Most Trusted Canada 68% Switzerland 66% Sweden 65% Most Trusted Technology 75% Education 70% Professional Services 68% Least Trusted Mexico 32% India 32% Brazil 34% Sectors Countries of Origin Biggest Y-to-Y Changes Food and Beverage -4 Automotive -4 CPG -3 Biggest Y-to-Y Changes U.S. -5 U.K. -4 Sweden -3 Y-to-Y Change− +0 Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries asked of half of the sample. TRU_NAT. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust), countries asked of half of the sample. General Population, 28-market global total.
  • 61. Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across the four institutions (TRU_INS). General population, 28-market global total. Trust-building mandates Analysis. The most effective trust building mandates for each institution. Mandates not shown in rank order. INS_EXP_BUS. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about business in general, how would you characterize each using the following three-point scale. General population, 28-market global total. For more details on the Trust Volatility Measure and Trust Mandates Analysis, please refer to the Technical Appendix. 61 Trust-building mandates for business in markets with extreme or typical trust changes Business Must Address Market Dynamics Markets with Typical Changes in Trust Markets include Russia, Mexico, U.K., Japan Markets with extreme Trust Gains Markets include China, UAE, South Korea Markets with extreme Trust Losses Markets include U.S., India, Colombia, Brazil Consumer Safety Invest in Jobs Improve Quality of Life Innovate Ensure Competitive Workforce Ensure Equal Opportunity Invest in Jobs Safeguard Privacy Provide for Future Generations Drive Economic Prosperity Consumer Safety Guard Information Quality Safeguard Privacy Innovate Drive Economic Prosperity
  • 62. Source: 2018 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. (Top 4 Box, Agree), question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top4 Box, Agree), question asked of half of the sample. General population, 28-market global total. 62 Percent who agree that … Business Must Show Commitment to Long-Term 56% Companies that only think about themselves and their profits are bound to fail 60% CEOs are driven more by greed than a desire to make a positive difference in the world