This document summarizes key findings from the 2018 Edelman Trust Barometer regarding trust levels around the world. Some of the main points included:
- Trust declined significantly in the U.S., especially among the informed public, crashing 23 points.
- Trust increased in China, with both the general population and informed public rising to become the most trusted market.
- The media was found to be the least trusted institution globally, distrusted in 22 of 28 markets.
- Over 70% of people worldwide worry about false information or fake news being used as a weapon. There is also uncertainty about distinguishing real from fake news.
I do not own the copyright to this material. I uploaded it to be able to embed it in a post because I could not find any version of the full report uploaded by Edelman.
I do not own the copyright to this material. I uploaded it to be able to embed it in a post because I could not find any version of the full report uploaded by Edelman.
The 2018 Edelman Trust Barometer delves into the shifting societal and economic forces that are challenging people’s belief in.
Fake news. Rising social activism. Growing populism. Trust in the media?institutions, and identifies new opportunities for
organisations to build trust. This year the Barometer also looks in detail at what makes the media and other information sources trustworthy or not.
2018 Edelman Trust Barometer - Malaysia ReportEdelman
As Malaysia finally steps out of the “State of Distrust” to a neutral position among the general population in this year’s Edelman Trust Barometer, an overall sense of optimism takes center stage amongst both the informed public and general population.
Read more: http://edl.mn/2D57QA6
2018 Edelman Trust Barometer: Attitudes Toward Energy in a Polarized World Edelman
Each year, Edelman provides a measure of Trust in the Energy industry and its key subsectors. While trust in the Energy industry writ large continues to rise globally, inherent challenges remain among the subsectors. Particularly notable this year is the precipitous drop in Trust in natural gas. Edelman also offers a summary of threats to Trust in the industry, from activism to literacy to apathy. Still, there is ample opportunity for this industry to tell its story and earn Trust.
2016 Edelman Trust Barometer - Trust and the CEOEdelman
As part of this year’s Edelman Trust Barometer, we conducted a special piece of supplementary research on trust in the CEO. The findings included in this presentation reveal a critical trust challenge for CEOs but also a rich opportunity for leadership. We believe a new model of CEO leadership is emerging and there are clear actions a CEO can take to rebuild trust and credibility.
Edelman Trust Barometer 2016 - UK Energy Sector ResultsEdelman_UK
The last 18 months have marked one of the most turbulent times in energy industry history. World-renowned energy expert and chairman of IHS Daniel Yergin said, “The energy industry has never faced so many questions about what its future will look like.” In today’s complex operating environment, the Edelman Trust BarometerTM underscores that trust is an asset that enterprises must understand and properly manage in order to be successful.
Edelman Trust Barometer Special Flash Poll - Mexico’s Trust ChallengesEdelman
Edelman Trust Barometer Special Flash Poll on Mexico’s Trust Challenges — the U.S. Perspective — conducted in mid-November in the U.S. of 1,000 people in the general population 18 years and older.
The findings provide important context on the bilateral relationship as NAFTA negotiations come to the finish line and Mexico begins its presidential campaign.
2017 Edelman Trust Barometer Special Report: Investor Trust Executive SummaryEdelman
The 2017 Edelman Trust Barometer Special Report: Institutional Investors, a survey of institutional investors who invest in global equities highlights emerging business risks and opportunities for companies, their boards, and management to build and maintain trust with the financial community.
The inaugural report reveals that roughly half of institutional investors think that most companies do not acknowledge the risks to their business from the current political climate, reflecting broader concerns raised in the Trust Barometer Global Report 2017.
The 2017 Edelman Ireland Trust Barometer reveals a crisis in trust levels across the institutions of government, business, media and NGOs. Trust in media fell from 39 percent to 29 percent and media is now seen as the least trusted institution in Ireland. Trust in Government in Ireland remained at the same level as the previous year on 32 percent. Trust in Business and NGOs dropped and are now only 2 percentage points apart at 41 percent and 43 percent respectively.
Edelman Ireland can benchmark trust levels in your organisation compared to your competitors and wider industry. Further information, analysis and commentary on this year's Edelman Trust Barometer is available at www.edelman.ie
At one end of the spectrum, in the U.S., trust in institutions dropped a combined 37 points, the steepest decline of any country. At the opposite end, in the United Arab Emirates, trust towards institutions rose a combined 24 points, second only to China.
Read more: http://edl.mn/2on3C1t
2018 Edelman Trust Barometer - Australia ResultsEdelman
In 2018, trust in Australia continues to decline across all four key institutions: media, business, government and NGOs. This has resulted with Australia sitting just four percentage points above the world’s least trusting country, Russia.
Trust in media has fallen to a new all-time-low of 31 percent, and 60 percent of Aussies are disengaged with news from major organizations.
Read more: http://edl.mn/2sdBiUc
The 2018 Edelman Trust Barometer delves into the shifting societal and economic forces that are challenging people’s belief in.
Fake news. Rising social activism. Growing populism. Trust in the media?institutions, and identifies new opportunities for
organisations to build trust. This year the Barometer also looks in detail at what makes the media and other information sources trustworthy or not.
2018 Edelman Trust Barometer - Malaysia ReportEdelman
As Malaysia finally steps out of the “State of Distrust” to a neutral position among the general population in this year’s Edelman Trust Barometer, an overall sense of optimism takes center stage amongst both the informed public and general population.
Read more: http://edl.mn/2D57QA6
2018 Edelman Trust Barometer: Attitudes Toward Energy in a Polarized World Edelman
Each year, Edelman provides a measure of Trust in the Energy industry and its key subsectors. While trust in the Energy industry writ large continues to rise globally, inherent challenges remain among the subsectors. Particularly notable this year is the precipitous drop in Trust in natural gas. Edelman also offers a summary of threats to Trust in the industry, from activism to literacy to apathy. Still, there is ample opportunity for this industry to tell its story and earn Trust.
2016 Edelman Trust Barometer - Trust and the CEOEdelman
As part of this year’s Edelman Trust Barometer, we conducted a special piece of supplementary research on trust in the CEO. The findings included in this presentation reveal a critical trust challenge for CEOs but also a rich opportunity for leadership. We believe a new model of CEO leadership is emerging and there are clear actions a CEO can take to rebuild trust and credibility.
Edelman Trust Barometer 2016 - UK Energy Sector ResultsEdelman_UK
The last 18 months have marked one of the most turbulent times in energy industry history. World-renowned energy expert and chairman of IHS Daniel Yergin said, “The energy industry has never faced so many questions about what its future will look like.” In today’s complex operating environment, the Edelman Trust BarometerTM underscores that trust is an asset that enterprises must understand and properly manage in order to be successful.
Edelman Trust Barometer Special Flash Poll - Mexico’s Trust ChallengesEdelman
Edelman Trust Barometer Special Flash Poll on Mexico’s Trust Challenges — the U.S. Perspective — conducted in mid-November in the U.S. of 1,000 people in the general population 18 years and older.
The findings provide important context on the bilateral relationship as NAFTA negotiations come to the finish line and Mexico begins its presidential campaign.
2017 Edelman Trust Barometer Special Report: Investor Trust Executive SummaryEdelman
The 2017 Edelman Trust Barometer Special Report: Institutional Investors, a survey of institutional investors who invest in global equities highlights emerging business risks and opportunities for companies, their boards, and management to build and maintain trust with the financial community.
The inaugural report reveals that roughly half of institutional investors think that most companies do not acknowledge the risks to their business from the current political climate, reflecting broader concerns raised in the Trust Barometer Global Report 2017.
The 2017 Edelman Ireland Trust Barometer reveals a crisis in trust levels across the institutions of government, business, media and NGOs. Trust in media fell from 39 percent to 29 percent and media is now seen as the least trusted institution in Ireland. Trust in Government in Ireland remained at the same level as the previous year on 32 percent. Trust in Business and NGOs dropped and are now only 2 percentage points apart at 41 percent and 43 percent respectively.
Edelman Ireland can benchmark trust levels in your organisation compared to your competitors and wider industry. Further information, analysis and commentary on this year's Edelman Trust Barometer is available at www.edelman.ie
At one end of the spectrum, in the U.S., trust in institutions dropped a combined 37 points, the steepest decline of any country. At the opposite end, in the United Arab Emirates, trust towards institutions rose a combined 24 points, second only to China.
Read more: http://edl.mn/2on3C1t
2018 Edelman Trust Barometer - Australia ResultsEdelman
In 2018, trust in Australia continues to decline across all four key institutions: media, business, government and NGOs. This has resulted with Australia sitting just four percentage points above the world’s least trusting country, Russia.
Trust in media has fallen to a new all-time-low of 31 percent, and 60 percent of Aussies are disengaged with news from major organizations.
Read more: http://edl.mn/2sdBiUc
2018 Edelman Trust Barometer - South Africa ReportEdelman
The Edelman Trust Barometer revealed that 20 of the 28 markets surveyed now fall into the category of distrusters, with South Africa’s Trust Index decreasing four points and dropping to the third least-trusting market.
Read more: http://edl.mn/2tnraZK
2017 Edelman TRUST BAROMETER™- Global ResultsEdelman
The 2017 Edelman TRUST BAROMETER™ reveals that trust is in crisis around the world. The general population’s trust in the institutions of business, government, NGOs, and media declined broadly, a phenomenon not recorded since Edelman began tracking trust in 2001.
For more information, visit www.edelman.com/trust2017
January 17, 2017 Correction: A previous version of this report incorrectly represented the data associated with “Leave the EU” and “Remain in the EU” on slide 30. The numbers reflected have been updated.
Copyright (c) 2017 Daniel J. Edelman, Inc. All rights reserved.
2017 es el año de la Crisis de Confianza.
La confianza en las instituciones cae en caída libre.
- El 75% de los países que participan en el estudio, desconfían del gobierno.
- El 82% de los encuestados desconfían de los medios de Comunicación.
La desconfianza está instalada en el sistema y afecta a todo tipo de instituciones: empresas, medios de comunicación, gobiernos y, por primera vez, desde que se hace el estudio, aparecen las ONGs.
El estudio desvela que:
- El 53% de la población cree que el sistema no funciona.
- Solo el 15% piensa que el sistema funciona.
- El resto, el 32% se muestra indeciso.
Entre las preocupaciones más populares que motivan la desconfianza en el sistema:
-La corrupción.
-La globalización
- La erosión de los valores sociales.
-El fenómeno de la inmigración.
- La incertidumbre que genera la rapidez con las que se producen las innovaciones.
El Barómatro de Confianza 2017 identifica tres atributos que ayudan a construir confianza en las empresas y marcas:
- Los empleados como elemento indispensable. Las empresas tienen que dar un giro y tomar conciencia que el talento hay que retenerlo y que los empleados son la base de generación de confianza. Tratar bien los empleados es vital.
- Ofrecer productos y servicios de calidad.
- Escuchar y empatizar con los clientes.
2016 Edelman Trust Barometer - Energy ResultsEdelman
The last 18 months have marked one of the most turbulent times in energy industry history. World-renowned energy expert and chairman of IHS Daniel Yergin said, “The energy industry has never faced so many questions about what its future will look like.” In today’s complex operating environment, the Edelman Trust BarometerTM underscores that trust is an asset that enterprises must understand and properly manage in order to be successful.
2016 Edelman TRUST BAROMETER - Global ResultsEdelman
Our 2016 Edelman TRUST BAROMETER revealed trust levels in all four institutions have reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
There is a growing trust disparity that has put business in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide.
For more information, visit www.edelman.com/trust2016
Barómetro sobre CONFIANZA de Edelman 2016Soymimarca
Informe 2016 sobre la evolución de la confianza entre organizaciones y consumidores. Realizada con un universo de 33.000 personas +18 en 25 países, con muestras de 1.150 participantes por país (España incluida). Añade elementos comparativos con estudios de años anteriores
rust in traditional journalism has rebounded by five percentage points to 53 percent while trust in search engines and social media platforms has plummeted by eight percentage points to 33 percent since last year, according to the 2018 Edelman Trust Barometer. The annual study shows that as a significant majority (64 percent) are concerned about fake news there is a yearning for journalism that provides accurate, credible information. According to the study a strong majority of Irish people believe that traditional journalists are meeting expectations in terms of investigating corruption (56 percent), guarding information quality (54 percent) and educating on issues (61 percent).
This year’s study shows a revival of faith in experts. Academic (68%) and technical (66%) experts are seen as the most credible spokespeople for a company, while trust in ‘a person like yourself’ dropped 2 points to 52%. Trust in CEO’S as a voice of authority increased by 14 points to 41%.
The research finds that business is now expected to be an agent of change. 63% say that CEOs
should take the lead on change rather than wait for Government to impose it. This show of faith in business comes with high expectations. 75% of respondents believe that producing high-quality products and services is the most important job for CEOs, followed by ensuring that the company is trusted (73%) and has high ethical standards (66%). In Ireland trust in US headquartered companies fell by 6 points.
“At a time when people are struggling with who and what to believe there is a notable rise in trust in journalism. People’s trust in social media as a source of news is collapsing, leaving an opportunity for journalists and bona fide experts to inform society,” said Joe Carmody, MD, Edelman Ireland.
According to the Barometer, Government is seen as the preferred institution to lead Ireland to a better future ahead of business and NGOs. Trust in Government is also increasing year on year and now stands at 35%. Over the past five years trust in Government has increased by 15%, the largest increase of each of the four institutions during that period.
Manufacturing (61%) and education (70%) are the most trusted sectors, according to the Irish study, with financial services (29%) and automotive (44%) the least. The study also reveals that trust in industry sectors including technology, food and beverage, telecommunications, entertainment, automotive and consumer packaged goods declined over the past five years.
Edelman Trust Barometer 2016 - UK ResultsEdelman_UK
The 2016 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.
The 2016 Edelman Trust Barometer surveyed more than 33,000 respondents with an oversample of 1,150 general population respondents ages 18 and over and 500 informed public respondents in the U.S. and China and 200 informed public respondents in all other countries representing 15 percent of the total population across 28 countries. All informed publics met the following criteria: ages 25-64, college-educated; household income in the top 25 percent for their age in their country; report significant media consumption and engagement in business news and public policy. The 2016 Trust Barometer UK Supplement was fielded from 11th – 13th January. The survey consists of 1,000 general online population with Informed Publics occurring naturally in the population sample. Additional boost samples of 250 low income households and 100 high net worth individuals have been included in the UK Supplement.
2019 Edelman Trust-Barometer Global Report42medien
- Mehr Vertrauen im Vergleich zum Vorjahreszeitraum haben die Deutschen in folgende Akteure gewonnen: Wirtschaft (plus drei Prozentpunkte/insgesamt 47 Prozent), NGOs (+7 %Pkt./44%) und Medien (+2 %Pkt./44%)
- Dagegen ist das Vertrauen in die Regierung gesunken: -3 %Pkt./40%
- 73 Prozent der Deutschen geben an, dass sie ihrem Arbeitgeber vertrauen. Global sind es 75 Prozent.
- 39 Prozent der Deutschen halten CEOs für einen glaubwürdigen Absender von Informationen, 56 Prozent Mitarbeiter
- In Deutschland liegt der Vertrauensindex der informierten Öffentlichkeit in Bezug auf Institutionen mit 60 Punkten weit über dem der breiten Öffentlichkeit (42 Punkte). Höher war der Unterschied in Deutschland noch nie.
In 2012, trust in financial services was at 43 percent on a global basis. In 2016, global trust in this industry is at 51 percent – an 8-point increase over this five-year period, the most of any industry the barometer surveys.
Financial services, however, is still the least trusted industry we survey. Trust is too fragile, and today’s financial services climate is too unpredictable for companies to rest on their laurels. The industry needs to continue to be dynamic and double-down on trust building solutions.
2016 Edelman Trust Barometer.
The 2016 Edelman Trust Barometer has been kindly provided by Edelman for the Woolf Institute Trust Website: www.trustcommunity.eu
For more information visit http://www.edelman.com/insights/intellectual-property/2016-edelman-trust-barometer/global-results/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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
APAC regional definition:
Australia, China, Hong Kong, India, Indonesia,
Japan, Malaysia, Singapore, S. Korea
General Online Population
7 years in 25+ markets
Ages 18+
1,150 respondents per markets
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 markets
Report significant media consumption
and engagement in business news
28-country global data margin of error: General population +/-
0.6% (N=32,200), informed public +/- 1.2% (N=6,200), mass
population +/- 0.6% (26,000+), half-sample global general online
population +/- 0.8 (N=16,100).
Country-specific data margin of error: General population +/- 2.9
(N=1,150), informed public +/- 6.9% (N = min 200, varies by
country), China and U.S. +/- 4.4% (N=500), mass population +/-
3.0 to 3.6 (N =min 740, varies by country).
APACMEA
3. Trust in Retrospect
3
Rising Influence
of NGOs
2001
Business Must
Partner with
Government to
Regain Trust
2009
Fall of the
Celebrity CEO
2002
Earned Media
More Credible
Than
Advertising
2003
U.S.
Companies in
Europe Suffer
Trust Discount
2004
Trust
Shifts from
“Authorities”
to Peers
2005
“A Person Like
Me” Emerges
as Credible
Spokesperson
2006
Business More
Trusted Than
Government
and Media
2007
Young
Influencers
Have More Trust
in Business
2008
Trust is Now an
Essential Line
of Business
2010
Rise of
Authority
Figures
2011
Fall of
Government
2012
Crisis of
Leadership
2013
Business
to Lead
the Debate
for Change
2014
Trust is
Essential to
Innovation
2015
Growing
Inequality
of Trust
2016
Trust in Crisis
2017
The Battle
for Truth
2018
4. 71
58
42
42
33
16
50
44
27
21
35
10
Trust Matters
Source: 2017 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that
you trust/do not trust? (Yes Summary) Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following
authors or content creators? (Top 4 Box, Trust) Q178-182. When looking for general news and information, how much would you trust each type of source for general
news and information? Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box, Trust)
General Population, 28-country global total, question asked of half the sample. 4
Percent who engage in each behavior based on trust
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Disagreed with others
Paid more than wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Defended company
Paid more
Bought shares
Behaviors for
Trusted Companies
Behaviors for
Distrusted Companies
5. Source: 2018 Edelman Trust Barometer.
The Trust Index is an average of a country's trust in the institutions
of government, business, media and NGOs. General population,
28-country global total.
5
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
6. Source: 2018 Edelman Trust Barometer.
The Trust Index is an average of a country's trust in the institutions
of government, business, media and NGOs. Informed public,
28-country global total.
6
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.
7. 58 58
47 4749 48
33
42
73 74
63 64
51 54
33
42
Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using
a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General
Population, U.S. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed Public and General Population,
U.S.
7
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
8. Percent trust in each institution, and change from 2017 to 2018
73
81
86
7776
85 89
80
61
67
76
6566
74
84
71
Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using
a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General
Population, China. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed Public and General
Population, China.
8
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
9. 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-country global total.
9
Trust in Government
Increases in 16 of 26 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
10. 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; APACMEA markets, APAC total and 28-
country global total.
10
Which institution is the
most broken?
Government is
Most Broken Yet
Most Crucial for
Guiding a Market
Which institution is most likely to
lead to a better future?
Most Broken Better Future
GLOBAL Government 42% Government 30%
APAC Government 32% Government 40%
Australia Government 56% Government 22%
China Business 38% Government 68%
Hong Kong Government 31% Government 28%
India Government 30% Government 44%
Indonesia Media 31% Government 59%
Japan Government 30% Government 23%
Malaysia Government 43% Business 33%
Singapore Media 25% Government 53%
S. Africa Government 82% Business 45%
S. Korea Government 43% Government 36%
UAE Media 32% Government 52%
APACMEA
12. 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
TheNetherlands
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-country global total.
12
Percent trust in media, and change from 2017 to 2018
Media Least Trusted Institution
TrustNeutralDistrust
Distrusted in 22 of 28 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
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-country 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
worry about false
information or fake news
being used as a weapon,
globally
7 in 10
Nearly
61-65 66-70 71-75 76-80
Japan Australia
Hong Kong
Singapore
S. Africa
UAE
China
India
Malaysia
S. Korea
Indonesia
South Korea:
Presidential election
affected by fake news
Indonesia: Jakarta
governor targeted for his
race and religion in election
Malaysia: Government plans
to clamp down on fake news
ahead of election
India: Declining price of
smartphones and data prices
leads to surge in fake news
Singapore: Government poll:
90 percent of Singaporeans
support stronger laws to
remove or correct fake news
China: Military sets up website
to report leaks, fake news
Australia: Study finds most
young Australians cannot
identify fake news online
South Africa: Fake news
disrupts elections
APACMEA
14. APAC
62%
Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with
that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half
of the sample. General population; 28-country global total, APAC total and APACMEA markets.
14
Uncertainty Over
Real vs. Fake News
Percent who agree with
this statement
14
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
65 64
58
73 74
50
63
58
62
58 59
Australia
China
HongKong
India
Indonesia
Japan
Malaysia
Singapore
S.Africa
S.Korea
UAE
APAC
61%
58 60
64
67
63
51
63 64
54
63 62
Australia
China
HongKong
India
Indonesia
Japan
Malaysia
Singapore
S.Africa
S.Korea
UAE
Global Global
APACMEA
15. Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with
that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half
of the sample. General population; 28-country global total, APAC total and APACMEA markets.
15
66%
are more concerned with
attracting a big audience than
they are about telling people
what they need to know
Skeptical About News Organizations
Attracting Large Audiences PoliticsBreaking News
65%
sacrifice accuracy in
order to be the first to
break a story
59%
are more concerned with supporting
an ideology or political position than
they are with informing the public
about what is happening in the world
APAC
68%
70
65 65
77
72
59
64 64
61
70
64
Australia
China
HongKong
India
Indonesia
Japan
Malaysia
Singapore
S.Africa
S.Korea
UAE
71
63 64
74 74
47
62 60 59
67
63
Australia
China
HongKong
India
Indonesia
Japan
Malaysia
Singapore
S.Africa
S.Korea
UAE
APAC
65% APAC
61%
61 59
62
72
67
41
65
56 55
61
57
Australia
China
HongKong
India
Indonesia
Japan
Malaysia
Singapore
S.Africa
S.Korea
UAE
Percent who agree that news organizations are overly focused on …
Global Global Global
APACMEA
16. Source: 2018 Edelman Trust Barometer. MED_CON. What consequences are you experiencing as a direct result of the media not doing a good job fulfilling
its responsibilities? Question asked of those who answered codes 1-3 at MED_RSP. General population; 28-country global total, APAC total and
APACMEA markets.
16
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
59% I am not sure what is
true and what is not
Loss of Truth
APAC
54%
56% I do not know which
politicians to trust
Loss of Trust in Govt. Leaders
APAC
53%
42%
I don't know which
companies or brands
to trust
Loss of Trust in Business
APAC
39%
65
30
48
55
60
55
51
59
67
61
43
Australia
China
HongKong
India
Indonesia
Japan
Malaysia
Singapore
S.Africa
S.Korea
UAE
57
43
58 60
64
47
58
48
64
49
44
Australia
China
HongKong
India
Indonesia
Japan
Malaysia
Singapore
S.Africa
S.Korea
UAE
40
46
40
45 43
35 36
33
43
34
38
Australia
China
HongKong
India
Indonesia
Japan
Malaysia
Singapore
S.Africa
S.Korea
UAE
Global Global Global
APACMEA
17. 17
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, Singapore. 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
31%63%
SearchSocial
41%
News
Apps
30%
Influencers
89%
Journalists
51%
Brands
18. % 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-country global total.
Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.
18
Gap in trust in journalism vs. platforms
Journalism More Trusted Than
Platforms in 21 Markets
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
19. 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, Singapore.
Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.
19
Percent trust in each source for general news
and information, 2012 to 2018, in Singapore
Trust in News Sources Rises
Platforms
+3
Journalism
+10
Average trust in search engines
and social media platforms
Average trust in traditional
and online-only media
67
59
62
55
59
56
66
61
54 54
55
55
51
54
2012 2013 2014 2015 2016 2017 2018
MEDIA | JOURNALISM | PLATFORMS
20. Message
Data and
statistical analysis
The personal
experiences of
people you know
Sources
Individual people Institutions and
organizations
Format
A long, detailed
argument with lots
of supporting data
A short
communication that
makes a simple point
Words Video
Every Company is a
Media Company
Source: 2018 Edelman Trust Barometer. COM_RFB. You are about to see a series of two choices. Each choice describes a different source of information, a different
format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is
giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given- the one that is most likely
to be true most often. General population; 28-country global total, APAC total and APACMEA markets.
20
Percent who believe will give the truth
Australia
Indonesia
Japan
South Korea
Hong KongChina
India
UAE
South Africa
Malaysia
Singapore
Global
APAC
APACMEA
22. 52
36 36
40 41 42 42 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
France
Japan
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-country global total.
22
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 -8 +1 +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
23. 72
57 57
60 60 62 64 65 66 68 68
71 71 71 71 72 72 72 73 74 75 76
79 80 81 82 83
86
90
Global28
Japan
S.Korea
Argentina
France
Turkey
Russia
Spain
Ireland
HongKong
Poland
Germany
S.Africa
Sweden
U.K.
Brazil
Italy
Malaysia
Singapore
Australia
Canada
UAE
U.S.
Mexico
TheNetherlands
China
Colombia
India
Indonesia
Source: 2018 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a
nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General population, 28-country global total.
Note: 2016 data was taken from Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a 9-point
scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of half of the sample. General population, 28-country
global total.
23
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
24. 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, Singapore.
24
Percent who trust each sector, and change from 2017 to 2018, in
Singapore
Trust Declines in 11 of 15 Sectors
59 61 63 65 67 68 68 69 70 71 72 74
77
80
83
Entertainment
Financialservices
Automotive
Consumerpackaged
goods
Energy
Fashion
Foodandbeverage
Telecommunications
Retail
Transportation
Manufacturing
Technology
Professionalservices
Healthcare
Education
l l l l l l l l l l l l l l l-5 -4 -7 -6 -4 0 -8 -6 -1 -5 -1 -7 +1 0 +1
TrustNeutralDistrust
Y-to-Y Change− +0
25. Source: 2018 Edelman Trust Barometer. TRU_NAT. Now we would like to focus on global companies headquartered in specific countries. Please indicate
how much you trust global companies headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that
you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust), countries asked of half of the sample. General
Population; 28-country global total, APAC total and APACMEA markets.
25
A Company’s Headquarters Impacts Trust in Asia Pacific
Percent trust in companies headquartered in each market
GLOBAL Australia China Hong Kong India Indonesia Japan Malaysia Singapore S. Africa S. Korea UAE APAC
U.S. 50 44 66 44 78 73 48 49 59 50 57 67 58
UK 57 61 73 59 75 78 48 56 66 60 60 73 64
France 56 52 75 53 74 75 47 51 57 52 60 69 60
Germany 62 53 81 63 78 76 55 56 65 61 68 77 66
Italy 50 44 74 47 68 72 40 49 53 49 53 68 55
Brazil 34 27 65 25 61 62 24 38 34 34 30 57 41
China 36 25 90 27 42 64 7 46 34 32 16 61 39
India 32 22 45 15 86 55 24 36 30 26 27 54 38
Japan 60 52 48 62 83 86 66 72 77 48 44 82 65
Sweden 65 57 77 74 69 74 55 64 74 54 68 71 68
The Netherlands 61 54 75 69 71 73 51 63 70 54 63 69 66
Canada 68 59 78 76 80 76 53 66 75 61 67 79 70
Spain 50 34 72 49 71 70 36 56 58 44 46 67 55
Switzerland 66 56 81 77 78 78 57 71 76 60 70 78 71
S. Korea 43 33 46 48 67 78 12 63 61 33 50 63 51
Mexico 32 17 57 27 61 59 18 39 37 22 29 51 38
Australia 63 66 71 72 79 74 49 70 74 59 60 75 68
Neutral
Trust
Distrust
APACMEA
Locationofcompanyheadquarters
APACMEA markets
26. 26
Percent trust in companies by industry sector and by their country of origin,
and change from 2017 to 2018, in Singapore
Sector and Home Country
Provide Context for Business Leadership
Least Trusted
Entertainment 59%
Financial services 61%
Automotive 63%
Most Trusted
Japan 77%
Switzerland 76%
Canada 75%
Most Trusted
Education 83%
Health care 80%
Professional services 77%
Least Trusted
India 30%
Brazil 34%
China 34%
Sectors
Countries of Origin
Biggest Y-to-Y Changes
Biggest Y-to-Y Changes
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, Singapore.
Spain +11
Mexico +8
U.S. -6
Food and beverage -8
Automotive -7
Technology -7
27. Technology and automation's impact on jobs
Corruption
Prejudice and discrimination
Globalization and its impact on the economy
Global warming and climate change
Improving the healthcare system
Creating new, well-paying jobs
How to strengthen and growth the economy
The impact of new regulations on their industry
Source: 2018 Edelman Trust Barometer. CEO_RSP. For each of the following topics, please indicate to which degree corporate CEOs should be held responsible for
directly helping to inform and shape ongoing conversations and policy debates. (Mandatory for CEOs). General population; 28-country global total, APAC total and
APACMEA markets.
27
Top issues corporate CEOs should be held
responsible for directly helping to inform and shape
ongoing conversations and policy debates
CEOs Expected to Contribute
China Hong Kong
Japan
Australia
Malaysia
Singapore
Indonesia
UAE
India
South Africa
South Korea
Global & APAC
APACMEA
28. Source: 2018 Edelman Trust Barometer. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking about CEOs
in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using the following three-point
scale? (Most important responsibility, code 3), question asked of half of the sample. General population; 28-country global total, APAC total and APACMEA
markets.
28
30%
Publicly support a position
or cause they believe in
APAC
36%
24%
APAC
26%
Hide their true opinions
about an issue
Mixed Views on
Taking Positions
on Social Issues
Percent who believe each is
one of the most important
responsibilities for CEOs
27
42
23
39
29
47
42
34 33
43
35
Australia
China
HongKong
India
Indonesia
Japan
Malaysia
Singapore
S.Africa
S.Korea
UAE
20
27
24
32
27 28
31
21 22 22
31
Australia
China
HongKong
India
Indonesia
Japan
Malaysia
Singapore
S.Africa
S.Korea
UAE
APACMEA
29. 52
72
47
72
65
37
64
53
60
64
61
Australia
China
HongKong
India
Indonesia
Japan
Malaysia
Singapore
S.Africa
S.Korea
UAE
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. General population; 28-country global total, APAC total and APACMEA markets.
29
CEOs Must Show Commitment to Market
CEOs of multinational companies make business decisions
that most benefit the country where they are from
Percent who agree with this statement
54%
Global
CEOs are so focused on global issues that they
overlook local and national matters
42
51
37
65
51
37
53
41 41
64
52
Australia
China
HongKong
India
Indonesia
Japan
Malaysia
Singapore
S.Africa
S.Korea
UAE
47%
Global
APAC
58%
APAC
49%
APACMEA
30. 57 57
50 49 48
45 44
41 40 39 38
Academic
expert
Technicalexpert
Successful
entrepreneur
NGO
representative
Government
official/regulator
CEO
Financial
industryanalyst
Apersonlike
yourself
Boardof
directors
Journalist
Employee
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, Singapore.
30
Percent who rate each spokesperson as very/extremely credible,
and change from 2017 to 2018, in Singapore
Voices of Authority Regain Credibility
+2 +2 +7 +6 +3 +9 +3 -10 +7 +12 -5
− Y-to-Y Change+0
31. Media NGO Business Government
1.
Guard information
quality
Protect the poor Protect privacy
Drive economic
prosperity
2. Protect privacy
Champion everyday
person
Provide jobs Build infrastructure
3.
Ensure access
to information
Create a sense
of community
Drive economic
prosperity
Investigate corruption
4.
Educate on important
issues
Prevent discrimination Provide training Protect the poor
5.
Shape or influence
public opinion
Guard information
quality
Foster innovation Provide social services
31
Each Institution
Has a Role to Play
Most important responsibilities for
each institution, Asia Pacific region
Source: 2018 Edelman Trust Barometer. 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, APAC total.
Overlapping Expectations
APACMEA