This document provides information from the 2018 Edelman Trust Barometer, including details on its methodology, historical trends in trust, current levels of trust in institutions, and perceptions of media. Some key findings:
- Trust has declined globally, with the trust index falling to 47 in 2018 from 48 in 2017. 20 of 28 countries now have distrust levels.
- Trust in NGOs declined in 14 of 28 countries and they are now distrusted in 10 countries. Trust also declined for government in most countries and media is now the least trusted institution.
- There is a polarization of trust, with some countries like the US seeing steep declines while others like China saw gains. 16 countries had typical changes while 6
This document provides methodology details for the 2018 Edelman Trust Barometer survey. It describes the survey methodology including the number of respondents, countries surveyed, population segments, dates of fieldwork, and margins of error. It provides information on the general online population sample, informed public sample, and mass population. Key aspects covered include sample sizes in each country, eligibility criteria for the informed public sample, and margins of error for global and country-specific data.
This document provides an overview of methodology and key findings from the 2018 Edelman Trust Barometer survey conducted in 28 markets. It summarizes trust levels in various institutions among the general population and informed public in 2017 versus 2018. Some key findings for Malaysia include an increase in trust across all institutions year-over-year for both the general population and informed public. However, respondents expressed skepticism about news organizations and uncertainty in distinguishing real news from rumors or falsehoods.
This document provides methodology details for the 2018 Edelman Trust Barometer survey. It describes the online survey conducted in 28 markets with over 33,000 total respondents. The general population sample included 1,150 respondents per market ages 18+, while the informed public sample included 500 respondents in the US and China and 200 in other markets who met certain criteria. Response margins of error are provided for each sample group. The document outlines the methodology used to measure trust in key institutions and trends in trust over time.
This document provides data from the 2018 Edelman Trust Barometer, an annual survey that measures trust in institutions. Some key findings include:
- Globally, trust remains low, with the average trust index at 47 out of 100 for the general population.
- Trust declined significantly in the US, with the general population index down 9 points and informed public down 23 points.
- Trust increased in China, with both populations rising in their trust index rankings compared to other countries.
- Trust in government increased substantially in South Korea for both populations.
This document provides methodology details and results from the 2018 Edelman Trust Barometer survey conducted in 28 markets. Some key findings:
- The global Trust Index remains in the "distrust" range at 48, unchanged from 2017. 20 of 28 markets are now categorized as distrusting.
- Trust declined significantly in the US, falling 9 points in the general population and a record 23 points among the informed public.
- Trust in government increased in China and several other markets but declined in most others, including India.
- Media remains the least trusted institution globally, distrusted in 22 of 28 markets.
- Concerns about fake news being used as a weapon are widespread, with 7 in 10 Indians worrying
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.
This document provides an overview of the methodology used in Edelman's 2018 Trust Barometer survey. It describes the online survey conducted in 28 countries with over 33,000 total respondents. It outlines the sample sizes and demographics for the general online population, mass population, and informed public segments. The margins of error for global, country-specific, and demographic data are also reported.
This document provides an overview of the methodology and key findings of the 2018 Edelman Trust Barometer. Some of the main points include:
- The survey was conducted online in 28 markets with over 33,000 total respondents to measure trust in four institutions: government, business, media, and NGOs.
- The overall Trust Index remains in the distrust range globally, with 20 of 28 markets classified as distrusting.
- Trust declined the most in the US, with drops of 9 points in the general population and a record 23-point drop among the informed public.
- Government was seen as the most broken institution in the US, while in China government was viewed as most likely to lead to a
This document provides methodology details for the 2018 Edelman Trust Barometer survey. It describes the survey methodology including the number of respondents, countries surveyed, population segments, dates of fieldwork, and margins of error. It provides information on the general online population sample, informed public sample, and mass population. Key aspects covered include sample sizes in each country, eligibility criteria for the informed public sample, and margins of error for global and country-specific data.
This document provides an overview of methodology and key findings from the 2018 Edelman Trust Barometer survey conducted in 28 markets. It summarizes trust levels in various institutions among the general population and informed public in 2017 versus 2018. Some key findings for Malaysia include an increase in trust across all institutions year-over-year for both the general population and informed public. However, respondents expressed skepticism about news organizations and uncertainty in distinguishing real news from rumors or falsehoods.
This document provides methodology details for the 2018 Edelman Trust Barometer survey. It describes the online survey conducted in 28 markets with over 33,000 total respondents. The general population sample included 1,150 respondents per market ages 18+, while the informed public sample included 500 respondents in the US and China and 200 in other markets who met certain criteria. Response margins of error are provided for each sample group. The document outlines the methodology used to measure trust in key institutions and trends in trust over time.
This document provides data from the 2018 Edelman Trust Barometer, an annual survey that measures trust in institutions. Some key findings include:
- Globally, trust remains low, with the average trust index at 47 out of 100 for the general population.
- Trust declined significantly in the US, with the general population index down 9 points and informed public down 23 points.
- Trust increased in China, with both populations rising in their trust index rankings compared to other countries.
- Trust in government increased substantially in South Korea for both populations.
This document provides methodology details and results from the 2018 Edelman Trust Barometer survey conducted in 28 markets. Some key findings:
- The global Trust Index remains in the "distrust" range at 48, unchanged from 2017. 20 of 28 markets are now categorized as distrusting.
- Trust declined significantly in the US, falling 9 points in the general population and a record 23 points among the informed public.
- Trust in government increased in China and several other markets but declined in most others, including India.
- Media remains the least trusted institution globally, distrusted in 22 of 28 markets.
- Concerns about fake news being used as a weapon are widespread, with 7 in 10 Indians worrying
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.
This document provides an overview of the methodology used in Edelman's 2018 Trust Barometer survey. It describes the online survey conducted in 28 countries with over 33,000 total respondents. It outlines the sample sizes and demographics for the general online population, mass population, and informed public segments. The margins of error for global, country-specific, and demographic data are also reported.
This document provides an overview of the methodology and key findings of the 2018 Edelman Trust Barometer. Some of the main points include:
- The survey was conducted online in 28 markets with over 33,000 total respondents to measure trust in four institutions: government, business, media, and NGOs.
- The overall Trust Index remains in the distrust range globally, with 20 of 28 markets classified as distrusting.
- Trust declined the most in the US, with drops of 9 points in the general population and a record 23-point drop among the informed public.
- Government was seen as the most broken institution in the US, while in China government was viewed as most likely to lead to a
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.
This document summarizes the methodology of the 2017 Edelman Trust Barometer survey. It describes the different respondent populations surveyed (general online population, informed public, mass population) and sample sizes in 28 countries. Key findings show that trust has collapsed among the mass population in 20 of 28 countries compared to the informed public. Media trust is at an all-time low in 17 countries. Countries with high levels of societal fears like corruption and immigration combined with a belief that the system is failing are most prone to populist action. The U.S. is highlighted as a case where Trump voters expressed higher levels of fear compared to Clinton voters.
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
2017 Edelman Trust Barometer - Trust and the U.S. Presidential ElectionEdelman
The document provides information on a supplementary research study conducted by Edelman on trust and the 2016 U.S. presidential election. It finds that a majority of Americans feel the system is failing them and hold fears related to issues like corruption, globalization and immigration. Trump voters were more likely to be fearful, especially of immigration and globalization, while Clinton voters showed less fear. The study also found divisions between Trump and Clinton voters in levels of trust in institutions and support for various policy priorities.
- India bucks the global trend of declining trust in institutions, with trust increasing across government, business, media and NGOs from 2016 to 2017.
- Trust in all four institutions remains above 50% in India, compared to a global average of under 50%.
- The gap between India's informed public and mass population is decreasing, with both groups trusting institutions more than the global average.
- Trust in NGOs and media has remained steady in India from 2013-2017, while trust in government has seen sustained growth over the past five years.
The document summarizes the methodology of the 2017 Edelman Trust Barometer survey. It was conducted online in 28 countries between October and November 2016 with over 33,000 total respondents. There were three respondent populations: the general online population (ages 18+ with 1,150 respondents per country), the informed public (college-educated, high-income, and engaged in business news with 200-500 respondents per country), and the mass population (all other respondents). The survey measures levels of trust in four institutions (government, business, media, and NGOs) across populations and countries.
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.
This document provides an overview of the methodology and key findings of the 2018 Edelman Trust Barometer. It summarizes data on trust levels in various institutions among the general population and informed public in 28 global markets and specific countries. Some of the main findings are that global trust remains at distrusted levels, trust declined significantly in the US but increased in China, and government is seen as the most broken institution in the US and Japan but most likely to lead to a better future in China.
This document provides methodology details and key findings from the 2016 Edelman Trust Barometer survey conducted in 28 countries. It includes information on:
- The methodology including sample sizes, margins of error, and dates of fieldwork.
- Overview of the different population segments surveyed: General Population, Informed Public, and Mass Population.
- Trends in trust levels for different institutions (government, business, media, NGOs) from 2015 to 2016 globally and for South Korea specifically.
- A comparison of trust levels between the Informed Public and Mass Population, noting a growing trust gap.
- Other findings related to trusted companies and credibility of different spokesperson types.
This document provides methodology details for the 2017 Edelman Trust Barometer survey. It describes the different population samples included in the study (general online population, informed public, mass population) and the sample sizes for each in different countries. It also outlines the criteria for being considered part of the "informed public" sample. The study was conducted online between October and November 2016 across 28 countries.
The document provides methodology details for the 2017 Edelman Trust Barometer, including the number of respondents surveyed in each country, margins of error, and criteria for the different respondent populations (Informed Public, General Online Population, Mass Population). It also lists the years of data collection and total number of respondents. The fieldwork for the 2017 study was conducted online between October 13th and November 16th, 2016 across 28 countries.
Edelman Trust Barometer 2016 - UK Energy Sector ResultsEdelman_UK
This document summarizes the key findings of the 2016 Energy Trust Barometer survey regarding consumer trust in the energy sector in the UK. The main points are:
1. Trust in the UK energy sector is low but has improved slightly in recent years, though still lags other industries. Transparency, leadership, and addressing social issues are seen as most important to building trust but the energy sector performs poorly in these areas.
2. Employees are seen as the most trusted spokespersons to communicate about a energy company's performance, practices, and impact. Engaging employees as advocates is important to building trust.
3. Addressing issues like access to education, inequality, and the environment are seen as important roles for
The document discusses findings from the 2017 Edelman Trust Barometer survey regarding echo chambers and polarization. Some key findings include:
- 2 in 5 people agree they would support politicians they trust even if they exaggerated the truth.
- 52% do not regularly listen to people or organizations they disagree with. People are 7 times more likely to ignore information that doesn't align with their own beliefs.
- 60% never or rarely change their position on important issues.
- People are more likely to believe information from search engines over human editors by a margin of 65% to 35%.
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.
2017 Edelman Trust Barometer Special Report: Family BusinessEdelman
The 2017 Edelman TRUST BAROMETER Special Report: Family Business is a general population survey conducted amongst 15,000 respondents across 12 markets: U.S., UK, China, Indonesia, Saudi Arabia, India, Germany, Brazil, Italy, France, Canada and Mexico.
The study looks at trust in family business as it relates to business performance; perception of next-generation leaders; expectations of the wealthy; and philanthropy.
Learn more here: http://edl.mn/2ha727I
2011 Australian Edelman Trust BarometerMatthew Gain
The document summarizes key findings from the 2011 Edelman Trust Barometer survey conducted in Australia. It finds that:
1) Trust in NGOs is highest at 65% while trust in media is lowest at 32%; trust in business, government, and institutions overall has increased since last year.
2) Australians trust technology companies the most and media/finance companies the least. They are also less trusting of companies headquartered in BRIC countries than others.
3) Most Australians believe corporations should create shareholder value in a way that aligns with societal interests, and that government needs to regulate companies to ensure responsible behavior.
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
This document provides methodology details for the 2017 Edelman Trust Barometer report. It describes the sample sizes and margins of error for the general population, informed public, and mass population in 28 countries. It also outlines the criteria for classifying respondents as the informed public versus the mass population. Charts are included showing average trust levels in various institutions from 2016 to 2017.
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
This document provides methodology details for the 2017 Edelman Trust Barometer survey, which measured trust in institutions in 28 countries. It surveyed over 33,000 total respondents, including two populations: the Informed Public of college-educated, high-income individuals who closely follow business news; and the general Mass Population. The survey found a 3-point decline in the global Trust Index average and that trust declined in most countries and institutions, with media and government seeing the broadest declines. While trust increased in all four institutions (government, business, media, NGOs) in Indonesia year-over-year, the trust gap widened between the Informed Public and Mass Population in that country.
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.
This document summarizes the methodology of the 2017 Edelman Trust Barometer survey. It describes the different respondent populations surveyed (general online population, informed public, mass population) and sample sizes in 28 countries. Key findings show that trust has collapsed among the mass population in 20 of 28 countries compared to the informed public. Media trust is at an all-time low in 17 countries. Countries with high levels of societal fears like corruption and immigration combined with a belief that the system is failing are most prone to populist action. The U.S. is highlighted as a case where Trump voters expressed higher levels of fear compared to Clinton voters.
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
2017 Edelman Trust Barometer - Trust and the U.S. Presidential ElectionEdelman
The document provides information on a supplementary research study conducted by Edelman on trust and the 2016 U.S. presidential election. It finds that a majority of Americans feel the system is failing them and hold fears related to issues like corruption, globalization and immigration. Trump voters were more likely to be fearful, especially of immigration and globalization, while Clinton voters showed less fear. The study also found divisions between Trump and Clinton voters in levels of trust in institutions and support for various policy priorities.
- India bucks the global trend of declining trust in institutions, with trust increasing across government, business, media and NGOs from 2016 to 2017.
- Trust in all four institutions remains above 50% in India, compared to a global average of under 50%.
- The gap between India's informed public and mass population is decreasing, with both groups trusting institutions more than the global average.
- Trust in NGOs and media has remained steady in India from 2013-2017, while trust in government has seen sustained growth over the past five years.
The document summarizes the methodology of the 2017 Edelman Trust Barometer survey. It was conducted online in 28 countries between October and November 2016 with over 33,000 total respondents. There were three respondent populations: the general online population (ages 18+ with 1,150 respondents per country), the informed public (college-educated, high-income, and engaged in business news with 200-500 respondents per country), and the mass population (all other respondents). The survey measures levels of trust in four institutions (government, business, media, and NGOs) across populations and countries.
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.
This document provides an overview of the methodology and key findings of the 2018 Edelman Trust Barometer. It summarizes data on trust levels in various institutions among the general population and informed public in 28 global markets and specific countries. Some of the main findings are that global trust remains at distrusted levels, trust declined significantly in the US but increased in China, and government is seen as the most broken institution in the US and Japan but most likely to lead to a better future in China.
This document provides methodology details and key findings from the 2016 Edelman Trust Barometer survey conducted in 28 countries. It includes information on:
- The methodology including sample sizes, margins of error, and dates of fieldwork.
- Overview of the different population segments surveyed: General Population, Informed Public, and Mass Population.
- Trends in trust levels for different institutions (government, business, media, NGOs) from 2015 to 2016 globally and for South Korea specifically.
- A comparison of trust levels between the Informed Public and Mass Population, noting a growing trust gap.
- Other findings related to trusted companies and credibility of different spokesperson types.
This document provides methodology details for the 2017 Edelman Trust Barometer survey. It describes the different population samples included in the study (general online population, informed public, mass population) and the sample sizes for each in different countries. It also outlines the criteria for being considered part of the "informed public" sample. The study was conducted online between October and November 2016 across 28 countries.
The document provides methodology details for the 2017 Edelman Trust Barometer, including the number of respondents surveyed in each country, margins of error, and criteria for the different respondent populations (Informed Public, General Online Population, Mass Population). It also lists the years of data collection and total number of respondents. The fieldwork for the 2017 study was conducted online between October 13th and November 16th, 2016 across 28 countries.
Edelman Trust Barometer 2016 - UK Energy Sector ResultsEdelman_UK
This document summarizes the key findings of the 2016 Energy Trust Barometer survey regarding consumer trust in the energy sector in the UK. The main points are:
1. Trust in the UK energy sector is low but has improved slightly in recent years, though still lags other industries. Transparency, leadership, and addressing social issues are seen as most important to building trust but the energy sector performs poorly in these areas.
2. Employees are seen as the most trusted spokespersons to communicate about a energy company's performance, practices, and impact. Engaging employees as advocates is important to building trust.
3. Addressing issues like access to education, inequality, and the environment are seen as important roles for
The document discusses findings from the 2017 Edelman Trust Barometer survey regarding echo chambers and polarization. Some key findings include:
- 2 in 5 people agree they would support politicians they trust even if they exaggerated the truth.
- 52% do not regularly listen to people or organizations they disagree with. People are 7 times more likely to ignore information that doesn't align with their own beliefs.
- 60% never or rarely change their position on important issues.
- People are more likely to believe information from search engines over human editors by a margin of 65% to 35%.
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.
2017 Edelman Trust Barometer Special Report: Family BusinessEdelman
The 2017 Edelman TRUST BAROMETER Special Report: Family Business is a general population survey conducted amongst 15,000 respondents across 12 markets: U.S., UK, China, Indonesia, Saudi Arabia, India, Germany, Brazil, Italy, France, Canada and Mexico.
The study looks at trust in family business as it relates to business performance; perception of next-generation leaders; expectations of the wealthy; and philanthropy.
Learn more here: http://edl.mn/2ha727I
2011 Australian Edelman Trust BarometerMatthew Gain
The document summarizes key findings from the 2011 Edelman Trust Barometer survey conducted in Australia. It finds that:
1) Trust in NGOs is highest at 65% while trust in media is lowest at 32%; trust in business, government, and institutions overall has increased since last year.
2) Australians trust technology companies the most and media/finance companies the least. They are also less trusting of companies headquartered in BRIC countries than others.
3) Most Australians believe corporations should create shareholder value in a way that aligns with societal interests, and that government needs to regulate companies to ensure responsible behavior.
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
This document provides methodology details for the 2017 Edelman Trust Barometer report. It describes the sample sizes and margins of error for the general population, informed public, and mass population in 28 countries. It also outlines the criteria for classifying respondents as the informed public versus the mass population. Charts are included showing average trust levels in various institutions from 2016 to 2017.
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
This document provides methodology details for the 2017 Edelman Trust Barometer survey, which measured trust in institutions in 28 countries. It surveyed over 33,000 total respondents, including two populations: the Informed Public of college-educated, high-income individuals who closely follow business news; and the general Mass Population. The survey found a 3-point decline in the global Trust Index average and that trust declined in most countries and institutions, with media and government seeing the broadest declines. While trust increased in all four institutions (government, business, media, NGOs) in Indonesia year-over-year, the trust gap widened between the Informed Public and Mass Population in that country.
The document provides an overview of the 2017 Edelman Trust Barometer findings for South Korea. Some key points:
- Trust in all four institutions (government, business, media, and NGOs) declined in South Korea between 2016 and 2017 according to the survey.
- The gap in trust levels between the general population and the more educated "informed public" widened in South Korea, from a 10 point gap to a 14 point gap.
- Globally, trust declined in government, media, and NGOs between 2016-2017, with media reaching new lows in trust in many countries. Business also declined but remained more trusted than the other institutions in several countries.
- Leadership credibility
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
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.
This year, the Edelman Trust Barometer asked about the importance and performance of several behaviors regarding the financial services industry. The gaps shown in this graphic detail the divide in behaviors of financial services companies, including contributing to the greater good and effectively representing interests of all stakeholders.
Explore the results for more: www.edelman.com/trust2017
In modern society, we delegate important aspects of our well-being to the four institutions of business) economic well-being), government (national security and public policy), media (information and knowledge) and NGOs (social causes and issues).
In order to feel safe delegating important aspects of our lives and well-being to others, we need to trust them to act with integrity and with our best interests in mind. Trust, therefore, is at the heart of an individual’s relationship with an institution and, by association, its leadership.
If trust in these institutions breaks down, we begin to fear that we are no longer in safe, reliable hands. Without trust, the fabric of society can unravel to the detriment of all.
In this session, we will look at the present state of trust globally through the lens of the Edelman Trust Barometer. We will dig into various aspects of trust specifically focusing on media and business.
The document provides methodology details for the 2018 Edelman Trust Barometer survey conducted in 28 countries. It describes the different populations surveyed, including the general online population, mass population, and informed public. Sample sizes and dates of fieldwork are given for each group. Margin of error details are also provided. The document then summarizes the methodology used for the Israel-specific survey, which had 500 respondents and was conducted in December 2017.
This document provides information about the 2016 Edelman Trust Barometer, including details about methodology, key findings, and trust levels in different institutions. Some of the key points include:
- Trust in business increased globally by 50% among the informed public from 2015 to 2016. Several countries like India, Mexico, and China saw increases in business trust.
- Trust in media increased in some Asia Pacific and Middle East/Africa countries but decreased in others from 2015 to 2016.
- Trust in government remained relatively high in Asia compared to other regions.
- Trust in NGOs remained high in Asia Pacific and increased or stayed the same in many countries in the region from 2015 to 2016.
Edelman Trust Barometer 2016 - UK ResultsEdelman_UK
The document provides information about the methodology used for the 2016 Edelman Trust Barometer in the United Kingdom. It details the sample sizes and criteria for the informed public, general online population, and mass population surveys in the UK. It also lists the margin of error for country-specific and global data. The UK supplement survey included additional waves in October 2015 and January 2016 totaling 2,500 respondents.
This document summarizes data from the 2016 Edelman Trust Barometer report on Malaysia. Some key findings include:
- Trust in NGOs increased 4% among the Informed Public in Malaysia from 2015 to 2016, while trust in other institutions like government, business, and media declined or remained steady.
- Government trust increased slightly among the general population worldwide, with increased or equal trust in 17 out of 28 countries surveyed.
- Less than half of the mass population in 19 out of 28 countries think they will be better off financially in five years, including Malaysia. However, Malaysia was more optimistic than most countries surveyed.
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.
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/
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
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
2017 Edelman Trust Barometer - Energy ResultsEdelman
What is the state of Trust in Energy?
During the last year, trust in the U.S. energy sector rose 4 points to 65 percent globally, earning a spot in the “truster” category. Even with prolonged low oil prices exacerbating geopolitical tensions and continued polarized debates around climate change and pipelines, people have found a reason to believe in energy.
There is no magic formula to building trust among food and beverage industry stakeholders, but there are actions individual companies and organizations can take to establish and maintain trust in this environment. This year, Edelman’s 2016 TRUST BAROMETER offers a five-step recipe for increasing trust levels in food and beverage.
Edelman Trust Barometer 2016 - Italian launchEdelman Italia
The document provides information on the methodology and findings of the 2016 Edelman Trust Barometer, an annual survey on trust in institutions. Some key findings include:
- Trust in institutions rebounded in many countries in 2016, driven by gains among the "Informed Public". However, trust remained low or declined among the "Mass Population".
- A growing "trust gap" exists between the Informed Public and Mass Population in many countries, including a doubling of the gap in some nations between 2012-2016.
- Income inequality is linked to trust, with higher income respondents generally expressing more trust than lower income respondents in most countries.
- Peer-driven social media has become one of the top sources of news for
Similar to 2018 Edelman Trust Barometer - South Africa (19)
This document provides methodology details for the 2017 Edelman Trust Barometer survey. It describes the sample sizes and margins of error for the Informed Public, General Online Population, and Mass Population samples in the 28 countries surveyed. A total of over 33,000 respondents were surveyed between October 13th and November 16th, 2016 online. The Informed Public sample consisted of college-educated, high-income individuals ages 25-64 who closely follow business news. The General Online Population was ages 18+ and sample sizes were 1,150 per country. The Mass Population represented the remaining 87% of the population.
The document summarizes findings from the 2017 Edelman Trust Barometer in China. It shows that the gap in trust levels between China's informed public and mass population has widened further. Trust in key institutions like government, business, media and NGOs declined between 2016 and 2017 for both groups. However, belief that "the system is failing" does not directly correlate with lower trust levels. Instead, societal fears around issues like corruption, globalization and immigration contribute to eroding belief in the system. The data also suggests that in China, unofficial sources and individuals are seen as more credible than official spokespeople when it comes to news and information.
The document discusses the concept of an "Earned Brand" and the importance of brands having a world view, belief system, and expressed set of values that define communications and behaviors. It states that an Earned Brand's values should inform the products made, language used, customer treatment, and ultimately the legacy and impact on communities. Survey results are also presented showing that most consumer relationships with brands fall short of their full potential for commitment. Strengthening relationships requires brands to have shared values and actions with consumers.
The document discusses how brands can strengthen their relationships with consumers to earn commitment. It finds that brands are falling short in demonstrating their purpose and engaging consumers through listening, storytelling, and shared experiences. To improve in these areas, the research identifies the top brand attributes that drive deeper relationships, such as being part of social media conversations, having an admirable heritage, and bringing humor and enjoyment to consumers' lives. Stronger relationships lead to more committed consumers who are willing to buy first, stay loyal, advocate for the brand, and defend it.
The document discusses the importance of building strong relationships between brands and consumers in today's changing marketplace. It notes that consumers now expect brands to have a clear purpose and values that guide all aspects of their business. The Edelman Brand Relationship Index is used to measure relationship strength on a scale of 0-100 across seven dimensions. On average, Chinese consumers score their relationships with favorite brands at 53, leaving room for growth. Relationship strength correlates with important consumer behaviors like brand advocacy, loyalty, and willingness to participate in co-creating brand content. Building commitment requires moving consumers through five stages of relationships from indifferent to interested to invested to committed. Peer-to-peer engagement and owned media become increasingly important at higher stages over paid advertising.
The document discusses the results of a global survey on consumer brand relationships conducted by Edelman. Some key findings:
- The average strength of consumer brand relationships globally is "involved" on their scale, with Australians also averaging "involved".
- Consumers in "committed" relationships are much more loyal, willing to pay premiums, advocate, and defend brands.
- Earned and owned media are more effective at building stronger relationships than paid media, but brands need a balanced approach using all channels.
- Purpose-based brand actions have the biggest impact on driving relationships from "involved" to "committed".
This document summarizes key findings from the 2016 Edelman Trust Barometer on building trust in European markets for Chinese companies.
1) Trust in government and institutions remains low in Europe, though business is now the second most trusted institution. Chinese companies looking to expand in Europe need to address economic and social issues to build trust.
2) Addressing issues like education, healthcare, environment, and inequality can help Chinese businesses gain a "license to operate" in Europe where public wants businesses invested in communities long-term.
3) CEOs are increasingly seen as credible spokespeople, so Chinese company leaders must focus on job creation and long-term value over short-term profits to build trust with the European
Edelman China Public Affairs Update - March 2016 Edelman APACMEA
The document summarizes key points from China's 2016 NPC/CPPCC session, including:
- China set its 2016 GDP growth target at 6.5-7% and its 13th Five-Year Plan target at 6.5% annually, showing a prudent approach to managing economic expectations.
- Supply-side structural reform is a key strategy to address overcapacity, incentivize innovation, and attract Chinese consumers back to domestic markets.
- Fiscal and monetary policies will be used to stabilize growth, including increased fiscal deficit and money supply. Tax reform and private sector access to markets will also support growth.
Business leaders are seen as important catalysts for building trust but there are gaps between what is important and how leaders are performing. While integrity, engagement, and products are seen as highly important for building trust, leaders are viewed as underperforming in these areas. There is an opportunity for leaders to focus more on ethical practices, transparency, social responsibility and listening to stakeholders to help close the trust gaps. Leadership's actions and values are key factors in building or eroding trust.
This document provides information from the 2016 Edelman Trust Barometer, which measures trust in institutions globally. Some key findings include:
- Trust is rising globally, with a 5 point increase among the informed public and a 3 point rise for the general population compared to 2015 levels.
- However, a significant trust gap exists between the informed public and the mass population. In 16 of 25 countries, this gap increased from 2012 to 2016, with a 5 point jump among the top 5 global economies.
- Many countries have a double-digit trust gap between the informed public and mass population, with the US having the largest 19 point difference. Income inequality is also linked to lower trust levels.
This document provides information from the 2016 Edelman Trust Barometer on trust in China. Some key findings include:
- Trust is rising in China, with the informed public showing increases in trust across all institutions compared to 2015. However, a large trust gap remains between the informed public and the general population.
- Trust in companies and in family-owned businesses is higher in China than the global average. However, Chinese respondents see CEOs as too focused on short-term financial results and not focused enough on long-term impacts.
- Respondents believe businesses must lead in addressing societal issues like education, income inequality, and environmental protection for trust to increase further. Attributes like integrity, ethics, and positive
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
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We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
2. 2
Methodology
2018 Edelman
Trust Barometer
Online Survey in 28 Countries
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+ countries
Ages 18+
1,150 respondents per country
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+ countries
Represents 15% of total global
population
500 respondents in U.S. and China;
200 in all other countries
Must meet 4 criteria:
Ages 25-64
University educated
In top 25% of household income per
age group in each country
Report significant media consumption
and engagement in business news
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. 88
80
58
55
55
16
58
56
37
31
49
7
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
Criticised 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
6. Two of four institutions distrusted
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, South Africa.
6
Percent trust in each institution, and change from 2017 to 2018, in South Africa
Institutional Trust Decreases
58 56
15
39
50
53
14
35
Business MediaNGOs Government
-8 -3 -1 -4
General
Population
20182017
Y-to-Y Change− +0
50%
Neutral
Trusted
Distrusted
7. 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-country global total.
7
Percent trust in NGOs, and change from 2017 to 2018
Trust in NGOs
Declines in 14 of 28 Countries
Distrusted in 10 countries
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
8. 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.
8
Percent trust in business, and change from 2017 to 2018
Trust in Business
Increases in 14 of 28 Countries
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 countries
TrustNeutralDistrust
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 Countries
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 countries
TrustNeutralDistrust
Y-to-Y Change− +0
10. 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-country global total.
10
Percent trust in media, and change from 2017 to 2018
Media Now Least Trusted Institution
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
Declines in 10 countries & distrusted in 22 countries
11. 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.
11
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 countries are distrusters, up 1 from 2017
13. -37
-21
-17 -17 -13 -13 -10 -10
-3 -2 -1
3 3 5 7 7 8 9 9 10 12 13 17 19 20 23 24 27
U.S.
Italy
Brazil
S.Africa
India
Colombia
Australia
Singapore
Canada
U.K.
France
Germany
TheNetherlands
HongKong
Argentina
Japan
Mexico
Indonesia
Ireland
Russia
Spain
Turkey
Poland
Malaysia
Sweden
S.Korea
UAE
China
16 countries 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-country global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical
Appendix.
13
Aggregate percentage point change in trust in the four institutions, and change from 2017 to 2018
The Polarisation of Trust
6 countries with extreme
Trust Losses
6 countries with extreme
Trust Gains
14. 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, South Africa.
14
Percent trust in each institution, and change from 2017 to 2018, in South Africa
Institutional Trust Decreases
50 53
14
35
60 59
17
45
-7 -10 +5 -4
Business MediaNGOs Government
-8 -3 -1 -4
Informed
Public
General
Population
50%
Neutral
Trusted
Distrusted
50%
Neutral
Trusted
Distrusted
16. 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, South Africa.
16
Percent who worry about false
information or fake news
being used as a weapon
World Worried About Fake
News as a Weapon
in South Africa worry
about false information
or fake news being used
as a weapon
69%
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
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, South Africa. 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
21%54%
SearchSocial
41%
News
Apps
29%
Influencers
90%
Journalists
45%
Brands
18. 2014 2018
Search engines* 72 59
Traditional media 63 55
Online-only
media**
51 53
Owned media 51 34
Social media 44 33
Media as an
institution
45 35
Trust in Media Continues to Plummet
Source: 2018 Edelman Trust Barometer. When looking for general news and information, how much would you trust each type of source for general news
and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box,
Trust) General Population, South Africa, question asked of half the sample.
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”
**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
Percent trust in each source for general news and information
18
Change,
2014 - 2018
-13
-8
+2
-17
-11
-10
30
35
40
45
50
55
60
65
70
75
2014 2015 2016 2017 2018
59
55
35
33
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, South Africa.
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, 2014 to 2018, in South Africa
Trust in Platforms and
Journalism Declines
Platforms
-8
Journalism
-2
Average trust in search engines
and social media platforms
Average trust in traditional
and online-only media
57
58
60
56
54
58
61
56
54
46
2014 2015 2016 2017 2018
20. 20
Consumption
How frequently do you consume news
produced by major news organisations,
either at the original source, shared by
others or pushed to you in a feed?
Nearly Half Disengaged
With the News
48%
The Disengaged
Consume news
less than weekly
24%
Consumers
Consume news
about weekly
or more
27%
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?
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,
South Africa. For details on how the News Engagement Scale was
built, please refer to the Technical Appendix.
21. 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, South Africa.
21
Percent who agree that news
organisations are overly focused on …
Skeptical About
News Organisations
61%
are more concerned
with attracting a big
audience than reporting
Attracting
Large Audiences
55%
support an ideology vs.
informing the public
Politics
59%
sacrifice accuracy to be
the first to break a story
Breaking News
22. 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, South Africa.
22
Percent who agree that …
Uncertainty Over
Real vs. Fake News
62%
The average person does not
know how to tell good journalism
from rumor or falsehoods
54%
It is becoming harder to tell if a
piece of news was produced by a
respected media organisation
23. 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, South Africa. For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix.
23
Top three trust-building mandates for
media, and percent who say the media is
performing well or very well against
them, in South Africa
Media Failing
to Meet Expectations
Trust-Building Mandate Performance Score
Guard information quality 24
Educate on issues 47
Inform good life decisions 35
%
%
%
24. 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, South Africa.
24
Percent of respondents who feel they are experiencing these
consequences as a result of media not fulfilling its responsibilities, in South Africa
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
67% 64% 43%
26. 26
Government Most Broken
in South Africa
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, 28-country global total and South Africa.
Business
42%
Government
82%
Government
Government✓
Business Path to Better
Future in South Africa
Which institution is most likely
to lead to a better future?
Global Global
Business✓23%
%
30%
% 6%
11%
23%
45%
27. CEOs Expected to Lead
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, South Africa.
27
Percent who agree and percent who say each is one of the most
important expectations they have for a CEO, in South Africa
Percent who say that CEOs
should take the lead on change
rather than waiting for
government to impose it
76
79
80
81
For CEOs, building trust is job one
77%
Business decisions reflect
company values
Their company is trusted
Their products and services
are high quality
Set high ethical standards
28. 76 75
71 71
63 63 61
56 56
44
26
Technicalexpert
Academic
expert
Financial
industryanalyst
Successful
entrepreneur
Apersonlike
yourself
CEO
Boardof
directors
Employee
NGO
representative
Journalist
Government
official/regulator
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, South Africa.
28
Percent who rate each spokesperson as very/extremely credible,
and change from 2017 to 2018, in South Africa
Voices of Authority Regain Credibility
+5 +5 +5 -2 -7 +11 +12 +3 +4 +13 +6
− Y-to-Y Change+0
29. 44
21
27
30
33 33 34 34 34
36
38 39 39 40 40 41 42
45 45
49
52 53
55
60 60 61
63 63
75
Global
28-Country
Japan
The
Netherlands
France
Italy
S.Korea
Argentina
Germany
Poland
Canada
Sweden
Australia
Russia
HongKong
US
Ireland
UK
Singapore
Spain
Malaysia
Brazil
Turkey
Indonesia
China
UAE
Mexico
Colombia
S.Africa
India
An Uptick in CEO Credibility
SOURCE: 2018 Edelman Trust Barometer. 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)
29
Percent rate CEOs as extremely/very credible, 2017 vs. 2018
CEOs only credible in two countries
50%
+4 +11 +5+3 +15+0+5+16+4+10+9+5+9+14+14+7 +13 +5 +13 +2+9 -8 +6 +11+0 +7 +5+7 +11
Increases in 27 of 28 countries
Y-to-Y Change+−
NeutralDistrust Trust
30. 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, South Africa.
30
Trust in each industry sector, and change from 2014 to 2018, in South Africa
Sector Trends
Trust Decreases Across Almost All Industries
2014 2015 2016 2017 2018
TrustNeutralDistrust
Industry 2014 2015 2016 2017 2018
5 yr.
Trend
Technology 80 80 78 79 76 -4
Automotive 71 73 65 68 61 -10
Food and beverage 66 71 67 68 60 -6
Entertainment 67 71 67 67 59 -8
Telecommunications 62 62 55 59 57 -5
Consumer packaged goods 62 65 62 65 56 -6
Health care - - 57 62 56 -
Financial Services 55 59 57 58 52 -3
Energy 53 51 42 52 54 +1
Change, 2014 to 2018− +0
31. 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, South Africa.
31
Percent who agree that …
Business Must Show
Commitment to Long-Term
53%
Companies that only
think about themselves
and their profits are
bound to fail
63%
CEOs are driven more
by greed than a desire
to make a positive
difference in the world
32. 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-country 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-country global total. For more
details on the Trust Volatility Measure and Trust Mandates Analysis, please refer to the Technical Appendix.
32
Trust-building mandates for business in countries with extreme or typical trust changes
Business Must Address Market Dynamics
Countries with
Typical Changes in Trust
Countries include Russia, Mexico, U.K., Japan
Countries with extreme
Trust Gains
Countries include China, UAE, South Korea
Countries with extreme
Trust Losses
Countries include U.S., India, Colombia, Brazil, S. Africa
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
33. 33
Top trust-building mandates for
each institution, in South Africa
Each Institution
Must Play its Role
NGOs
Support the poor
Create a sense of community
Call out abuses of power
Business
Safeguard privacy
Invest in jobs
Innovate
Government
Drive economic prosperity
Invest in jobs
Prevent discrimination
Media
Guard information quality
Educate on issues
Inform good life decisions
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, South Africa. For more details
on the Trust Mandates Analysis, please refer to the Technical Appendix.
34. Re-think “media”
Leverage a cross-channel strategy
Bring back voices of authority and influence
The CEO must take action and be the leading voice
Demonstrate a long-term commitment and put purpose at the centre
1
2
3
4
5
Bringing it All Together
34
2016: Rise of populism, business scandal and “fake news”, but 2017 was more tumultuous, especially here in South Africa.
Trust explains forces, but acts as a roadmap for orgnizations.
Look at Global Trust, Fake News, Oppty for Biz
Prior to ANC Elections.
“Battle for Truth“ with many populations not believing what they’re hearing from business, NGOs or even their own government.
SA Flag.
Vote w/ Wallets and Mouth
Global stability in trust across all four institutions
South Africa dropping in all 4, last year 3 of 4
2 of 4 institutions are distrusted; 2 are on the cusp;
Business is the most trusted institution, creating a real opportunity
South Africa on the upper end (barely).
Economies in Indonesia, India and China
South Africa Trust, continues to erode to all time low
Brazil economy shrinking
Gain: South Korea & Spain
Decrease USA
One word: Fake News
Given Bell Pottinger, this could have been worse in SA
State-run media continues to be trusted (Indonesia, china)
Trust Index: Average of Business/Media/Gov’t/NGOs
Last year 3 pt. decrease, this year 1 pt. increase.
Living in a world of Distrust.
Due to issues such as populism and economic growth, we’re seeing trust diverge, creating a gap between our informed/mass pop, as well as polarization of trust.
Historically, we countries have moved in sync, with a general tendency to rise or decline as one, global population. However, for the first time we’re seeing a polarization in trust trends with an equal number moving in opposite directions.
The stable center in the middle does not mean they have not experienced change.
USA and China at extreme ends, moving in opposite directions, but SA is also experiencing a dramatic loss.
Informed vs. Gen Pop
Greatest gap in NGO and Media
Overall Trust gap increasing: 7.5
Trust in gov’t among the informed pubic actually went up.
We see that the decline in trust is actually a battle for truth.
It is a concern about whether we are getting factual information.
For the first time, we are in the search of truth. People are scared they do not know whether the information they are consuming is true or not.
So far, we have discussed a world of contrast.
Global commonality is “Fake News.”
South Africa is front and center due to Bell Pottinger.
Germany and Singapore looking at new laws and regulations to address the challenge.
The definition of “media” has changed dramatically.
We asked people to define what they mean by “media.”
South Africans consider Social, Influencers and Brands “media” much more than the global population.
Trust in Media continues it’s epic decline; all types declining
Trust in Search Engines (once a shining star) and Owned Media took a 10-point hit this year
Social media least trusted source of information
Due to a declining trust across platforms, brands must leverage all channels in order to reach audiences
Historically, journalism and platforms have been fairly close together in their trust levels.
Journalism: traditional and online media
Platforms: Social and search
This year they have started moving in dramatically different directions.
First time these two things are actually separate and distinct it he eyes of the population
Half of those that consume news are are amplifiers, meaning they not only consume news but they also share and post content among their online community.
And as you can imagine. there is skepticism about the motive of the industry.
Overly focused on click-throughs, breaking news, or supporting political beliefs
This has created a situation where we don’t know how to tell the difference between what is real and what is fake.
The media is failing to perform on its most important mandate: to be the guardian of information quality.
They’re getting a failing score
The culmination is a broken system and fundamental loss of truth.
Perhaps the most important part of the discussion this morning is how organizations can navigate the such a polarized world.
42 percent believe that government is the most broken.
South Africa is double that.
However, for business there is hope.
Half believe business can lead us to a better future.
In a distrustful world, people continue to look to business to take the lead.
60% Global
Not surprising given business is trusted 4X
The good news is that there are positive trends.
Voices of authority are regaining credibility. People want more credentialed individuals
A “person like yourself” is at an all-time low, but still among the top 5.
This is huge for South Africa
2018 we see trust in CEOs rising in nearly every market.
After a tough year, we’re seeing an 11 pt. increase in SA.
In 2017 we saw a decrease in every single market and 16-point drop in SA.
There is hope, CEOs should not bury heads in sand.
Nearly every industry declined
Energy continues to dig out of a dismal pit
Companies need to act like tech cos. 15 pt. gap b/w automotive
This is not an easy solution, will take long term view towards business
In order to be successful business must show long-term commitment in order to be successful.
So, we must consider executive visibility programming carefully, thoughtfully.
Purpose is still key
When we analyze the trust building mandates, priorities vary.
Trust Strong: , business is expected to lean in and invest in growth and jobs.
Trust Losss: protections and safeguards (including information quality and filling the void of distrust in media)
While we’ve focused on business, every institution must play a role in rebuilding trust.
All institutions have the responsibility of being guardians of information
We will never going to have trust if we cannot first agree on the truth.