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#TrustBarometer
2018 Edelman
Trust Barometer
The State of Trust in Business
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
College educated
In top 25% of household income per
age group in each country
Report significant media consumption
and engagement in business news
28-country global data margin of error: General population +/-
0.6% (N=32,200), informed public +/- 1.2% (N=6,200), mass
population +/- 0.6% (26,000+), half-sample global general online
population +/- 0.8 (N=16,100).
Country-specific data margin of error: General population +/- 2.9
(N=1,150), informed public +/- 6.9% (N = min 200, varies by
country), China and U.S. +/- 4.4% (N=500), mass population +/-
3.0 to 3.6 (N =min 740, varies by country).
71
58
42
42
33
16
50
44
27
21
35
10
Trust Matters
Source: 2017 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that
you trust/do not trust? (Yes Summary) Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following
authors or content creators? (Top 4 Box, Trust) Q178-182. When looking for general news and information, how much would you trust each type of source for general
news and information? Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box, Trust)
General Population, 28-country global total, question asked of half the sample. 3
Percent who engage in each behavior based on trust
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Disagreed with others
Paid more than wanted
Sold shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Defended company
Paid more
Bought shares
Behaviors for
Trusted Companies
Behaviors for
Distrusted Companies
A Polarization
of Trust
Source: 2018 Edelman Trust Barometer.
The Trust Index is an average of a country's trust in the institutions
of government, business, media and NGOs. General population,
28-country global total.
5
Average trust in institutions,
general population, 2017 vs. 2018
Trust Index
A World
of Distrust
Biggest changes in
47 Global
72 India
69 Indonesia
67 China
60 Singapore
60 UAE
53 The Netherlands
52 Mexico
52 U.S.
50 Colombia
49 Canada
48 Brazil
48 Italy
48 Malaysia
45 Argentina
44 Hong Kong
44 Spain
43 Turkey
42 Australia
42 S. Africa
41 Germany
40 France
40 U.K.
38 S. Korea
37 Sweden
36 Ireland
35 Japan
35 Poland
34 Russia
U.S. -9
China +7
S. Korea +6
UAE +6
Italy -5
Trust
(60-100)
Neutral
(50-59)
Distrust
(1-49)
Trust decline in the U.S. is
the steepest ever measured
48 Global
74 China
71 Indonesia
68 India
66 UAE
58 Singapore
54 Mexico
54 The Netherlands
53 Malaysia
49 Canada
47 Argentina
47 Colombia
47 Spain
46 Turkey
45 Hong Kong
44 Brazil
44 S. Korea
43 Italy
43 U.S.
41 Germany
41 Sweden
40 Australia
40 France
39 Poland
39 U.K.
38 Ireland
38 S. Africa
37 Japan
36 Russia
2017
General Population
2018
General Population
Global Trust Index remains at distruster level
20 of 28 countries are distrusters, up 1 from 2017
Source: 2018 Edelman Trust Barometer.
The Trust Index is an average of a country's trust in the institutions
of government, business, media and NGOs. Informed public,
28-country global total.
6
Average trust in institutions,
informed public, 2017 vs. 2018
Trust Index
Informed Public
Declines to Neutral
60 Global
80 India
79 China
78 Indonesia
77 UAE
71 Singapore
68 U.S.
62 Canada
62 The Netherlands
61 Italy
61 Mexico
57 Malaysia
57 Spain
56 France
56 U.K.
55 Colombia
54 Australia
54 Germany
53 Hong Kong
51 Argentina
51 Brazil
50 S. Korea
50 Turkey
49 Japan
49 S. Africa
47 Sweden
45 Russia
44 Ireland
43 Poland
2017
Informed Public
2018
Informed Public
Biggest changes in
U.S. -23
Argentina +9
Sweden +9
Malaysia +8
Turkey +7
U.S. Trust Index crashes
23 points
A 1-point decline in the Global Trust Index
Trust
(60-100)
Neutral
(50-59)
Distrust
(1-49)
59 Global
83 China
81 Indonesia
77 India
76 UAE
70 Singapore
67 The Netherlands
65 Malaysia
65 Mexico
62 Canada
60 Argentina
57 Italy
57 Turkey
56 France
56 Sweden
55 Australia
55 Spain
54 Germany
52 U.K.
51 Brazil
50 Colombia
50 S. Korea
49 Hong Kong
48 Ireland
48 Poland
47 Russia
46 Japan
45 S. Africa
45 U.S.
27 24 23 20 19 17 13 12 10 9 9 8 7 7 5 3 3 -1 -2 -3
-10 -10 -13 -13 -17 -17 -21
-37
China
UAE
S.Korea
Sweden
Malaysia
Poland
Turkey
Spain
Russia
Ireland
Indonesia
Mexico
Japan
Argentina
HongKong
TheNetherlands
Germany
France
U.K.
Canada
Singapore
Australia
Colombia
India
S.Africa
Brazil
Italy
U.S.
16 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.
7
Aggregate percentage point change in trust in the four institutions, and change from 2017 to 2018
The Polarization of Trust
6 countries with extreme
Trust Gains
6 countries with extreme
Trust Losses
Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using
a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General
Population, UAE.
8
Percent trust in each institution, and change from 2017 to 2018, in UAE
UAE - General Population Trust
Increases Across All Institutions
55
64
75
44
61
68
77
56
75
80
87
66
72
81
87
64
-3 +1 0 -2
Business MediaNGOs Government
+6 +4 +2 +12
Informed
Public
General
Population
20182017
Y-to-Y Change− +0
58 58
47 4749 48
33
42
73 74
63 64
51 54
33
42
Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using
a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General
Population, U.S. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed Public and General Population,
U.S.
9
Trust Crash in U.S.
Business MediaNGOs Government
-9 -10 -14 -5
-22 -20 -30 -22
20182017
43TRUST
INDEX
45TRUST
INDEX
9-point decrease
Fell from 8th to 18th place
General Population
23-point decrease
Fell from 6th to last place
Informed Public
Y-to-Y Change− +0
Percent trust in each institution, and change from 2017 to 2018
Percent trust in each institution, and change from 2017 to 2018
73
81
86
7776
85 89
80
61
67
76
6566
74
84
71
Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using
a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General
Population, China. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed Public and General
Population, China.
10
China Rising
+5 +7 +8 +6
+3 +4 +3 +3
20182017
Business MediaNGOs Government
7-point increase
Rose from 3rd place to 1st place
General Population
4-point increase
Rose from 2nd to 1st place
Informed Public
83TRUST
INDEX
74TRUST
INDEX
Y-to-Y Change− +0
11
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 UAE.
Business
Government Government✓
Government Path to Better
Future in UAE
Which institution is most likely
to lead to a better future?
Global
Business
✓
23%
%
30%
% %
52%
11%
20%
State of Trust
in Business
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. Trust-building mandates Analysis. The most effective trust building mandates for each institution.
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. Question asked of one-third of the sample. General Population, 28-country global total.
13
Without Trust, They Will Stop Buying
1 Safeguard privacy
2 Drive economic prosperity
3 Invest in jobs
4 Ensure competitive workforce
5 Consumer safety63% agree
A good reputation may get me to
try a product—but unless I come
to trust the company behind the
product I will soon stop buying
it, regardless of its reputation”
“ Trust-building mandates for business
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.
14
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
Government
% Trust 43 28 24 18 14 27 25 34 33 46 35 33 36 54 73 35 37 70 41 46 43 46 44 51 65 45 77 84 46
Global28
Mexico
Colombia
Brazil
S.Africa
Italy
Poland
Spain
U.S.
Malaysia
Australia
France
U.K.
TheNetherlands
Indonesia
Ireland
Japan
India
Argentina
Canada
Germany
Sweden
Russia
Turkey
Singapore
S.Korea
UAE
China
HongKong
9
42 40 39 39
27
18 15 15 14 10 10 7 6 5 5 5 4 3 3 1 1
-3 -5 -9 -9 -9 -10 -10
 
c cccccccccccccccccccccccccccc
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) General Population, 28-country
global total.
15
Gap in trust in business vs. government
Business More Trusted Than
Government in 21 Countries
Business
%Trust 52 70 64 57 53 54 43 49 48 60 45 43 47 60 78 40 42 74 44 49 44 47 41 46 56 36 68 74 36
Business More Trusted Government More Trusted
Gap
TrustNeutralDistrust
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, UAE.
16
Percent who trust each sector, and change from 2017 to 2018, in UAE
UAE Trust Increases in 11 of 15 Sectors
69 71 73 75 76 76 77 77 78 78 80 80 81 81
84
Financialservices
Consumerpackaged
goods
Foodandbeverage
Telecommunications
Fashion
Retail
Entertainment
Professionalservices
Automotive
Healthcare
Energy
Manufacturing
Education
Technology
Transportation
l l l l l l l l l l l l l l l+4 +2 0 +3 +8 +7 +4 +6 0 0 +5 +2 +2 -2 +4
TrustNeutralDistrust
Y-to-Y Change− +0
32 32 34 36
43
50 50 50
56 57
60 61 62 63 65 66 68
India
Mexico
Brazil
China
S.Korea
U.S.
Italy
Spain
France
U.K.
Japan
TheNetherlands
Germany
Australia
Sweden
Switzerland
Canada
Source: 2018 Edelman Trust Barometer. TRU_NAT. Now we would like to focus on global companies headquartered in specific countries. Please indicate
how much you trust global companies headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that
you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust), countries shown to half of the sample. General
Population, 28-country global total.
17
Trust in companies headquartered in each country, and change from 2017 to 2018
Trust Declines in Nine Country Brands
l l l l l l l l l l l l l l l l l
Significant declines
for brand U.S.
-1 +1 +2 +1 -1 -5 +2 +1 +1 -4 -1 0 -2 -1 -3 -1 0
TrustNeutralDistrust
Y-to-Y Change− +0
51
54
57
61
63
67 67 68 69 69
71
73
75
77 78 79
82
Mexico
India
Brazil
China
SouthKorea
Spain
U.S.
Italy
France
TheNetherlands
Sweden
U.K.
Australia
Germany
Switzerland
Canada
Japan
Source: 2018 Edelman Trust Barometer. TRU_NAT. Now we would like to focus on global companies headquartered in specific countries. Please indicate
how much you trust global companies headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that
you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust), countries shown to half of the sample. General
Population, UAE.
18
Trust in companies headquartered in each country, and change from 2017 to 2018,
in UAE
Largest Increase in UAE for Brand China
l l l l l l l l l l l l l l l l l+12 +9 +14 +15 +5 +11 +6 +9 +5 +7 +4 +4 +5 +3 +7 +6 +3
Largest increase
for Brand China
TrustNeutralDistrust
Y-to-Y Change− +0
Source: 2018 Edelman Trust Barometer. TRU_NAT. Now we would like to focus on global companies headquartered in specific countries. Please indicate
how much you trust global companies headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that
you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust), countries asked of half of the sample. General
Population; 28-country global total, APAC total and APACMEA markets.
19
A Company’s Headquarters Impacts Trust
Percent trust in companies headquartered in each market
GLOBAL Australia China Hong Kong India Indonesia Japan Malaysia Singapore S. Africa S. Korea UAE APAC
U.S. 50 44 66 44 78 73 48 49 59 50 57 67 58
UK 57 61 73 59 75 78 48 56 66 60 60 73 64
France 56 52 75 53 74 75 47 51 57 52 60 69 60
Germany 62 53 81 63 78 76 55 56 65 61 68 77 66
Italy 50 44 74 47 68 72 40 49 53 49 53 68 55
Brazil 34 27 65 25 61 62 24 38 34 34 30 57 41
China 36 25 90 27 42 64 7 46 34 32 16 61 39
India 32 22 45 15 86 55 24 36 30 26 27 54 38
Japan 60 52 48 62 83 86 66 72 77 48 44 82 65
Sweden 65 57 77 74 69 74 55 64 74 54 68 71 68
The Netherlands 61 54 75 69 71 73 51 63 70 54 63 69 66
Canada 68 59 78 76 80 76 53 66 75 61 67 79 70
Spain 50 34 72 49 71 70 36 56 58 44 46 67 55
Switzerland 66 56 81 77 78 78 57 71 76 60 70 78 71
S. Korea 43 33 46 48 67 78 12 63 61 33 50 63 51
Mexico 32 17 57 27 61 59 18 39 37 22 29 51 38
Australia 63 66 71 72 79 74 49 70 74 59 60 75 68
Neutral
Trust
Distrust
APACMEA
Locationofcompanyheadquarters
APACMEA markets
72
57 57
60 60 62 64 65 66 68 68
71 71 71 71 72 72 72 73 74 75 76
79 80 81 82 83
86
90
Global28
Japan
S.Korea
Argentina
France
Turkey
Russia
Spain
Ireland
HongKong
Poland
Germany
S.Africa
Sweden
U.K.
Brazil
Italy
Malaysia
Singapore
Australia
Canada
UAE
U.S.
Mexico
TheNetherlands
China
Colombia
India
Indonesia
Source: 2018 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a
nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General population, 28-country global total.
Note: 2016 data was taken from Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a 9-point
scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of half of the sample. General population, 28-country
global total.
20
Percent trust in employer, and change from 2016 to 2018
Employers Trusted Around the World
TrustNeutralDistrust
l llllllllllllllllllllllllllll+7 +17 +2 -18 +12 -2 +16 +2 +6 +9 +12 +9 -1 +21 +14 -5 +14 -4 0 +20 +11 0 +15 -9 +19 +3 -2 +3 +13
Change, 2016 to 2018− +0
Doing Business in
a Polarized World
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.
22
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
Consumer Safety
Invest in Jobs
Improve Quality of Life
Innovate
Ensure Competitive Workforce
Ensure Equal Opportunity
Invest in Jobs
Safeguard Privacy
Provide for Future Generations
Drive Economic Prosperity
Consumer Safety
Guard Information Quality
Safeguard Privacy
Innovate
Drive Economic Prosperity
Source: 2018 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. (Top 4 Box,
Agree), question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements?
(Top4 Box, Agree), question asked of half of the sample. General population, UAE.
23
Percent who agree that …
UAE Businesses Must Show
Commitment to Long-Term
62%
Companies that only
think about themselves
and their profits are
bound to fail
59%
CEOs are driven more
by greed than a desire
to make a positive
difference in the world
UAE Businesses are 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, UAE.
24
Percent who agree and percent who say each is one of the most
important expectations they have for a CEO, in UAE
Percent who say that CEOs
should take the lead on change
rather than waiting for
government to impose it
58
59
60
66
For CEOs, building trust is job one
66%
Their products and services
are high quality
Their company is trusted
Business decisions reflect
company values
Profits and stock price increase
Source: 2018 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] Below is a list of institutions. For each one, please indicate how much you trust
that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great
deal.“ (Top 4 Box, Trust). CEO_EMP_EXP. Below is a list of potential expectations that you might have for a company employee. Thinking about
employees in general, how would you characterize each using the following five-point scale. (Some expectation, codes 4-5), question asked of half of the
sample. General Population, 28-country global total.
25
Percent who strongly expect each of the following of employees
CEOs Must Empower Employees
Speak up if they see their
company doing wrong
Support their company’s causes
and community activities
Pressure management to
weigh in on social issues
62% 55% 36%
Trust their
employer
72%
Automation
Corruption
Discrimination
Globalization
Global warming
Healthcare
Jobs
Economic growth
Regulations
Source: 2018 Edelman Trust Barometer. CEO_RSP. For each of the following topics, please indicate to which degree corporate CEOs should be held responsible for
directly helping to inform and shape ongoing conversations and policy debates. (Mandatory for CEOs). General population; 28-country global total, APAC total and
APACMEA markets.
26
Top issues corporate CEOs should be held
responsible for directly helping to inform and shape
ongoing conversations and policy debates
CEOs Expected to Contribute
China Hong Kong
Japan
Australia
Malaysia
Singapore
Indonesia
UAE
India
South Africa
South Korea
Global & APAC
APACMEA
Inform and Engage
65 63 62 60 60 60 59 59
56 54 52
Academic
expert
Technicalexpert
Government
official/regulator
Apersonlike
yourself
Boardof
directors
CEO
Financial
industryanalyst
Successful
entrepreneur
Employee
NGO
representative
Journalist
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, UAE.
28
Percent who rate each spokesperson as very/extremely credible,
and change from 2017 to 2018, in UAE
Journalists, Government, CEOs Gain Credibility
-4 -4 +7 0 +4 +5 +4 -3 +5 +4 +17
− Y-to-Y Change+0
Big rise in trust in
journalists
Government officials
rank high in trust
Source: 2018 Edelman Trust Barometer. COM_TAC. 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), question asked of half of the sample. General Population, 28-country global total.
29
Percent who trust information created by each author, 2017 vs. 2018
Company Content is Trusted
(When You Have A Relationship)
71
66 64
60
51 49
39 36 34 31
27
Myfriendsand
family
Peoplelikeme
Academicexpert
CompaniesthatI
use
Journalist
Onlinepersonality
withsmallfollowing
CompanyCEO
Well-knownonline
personality
Electedofficials
CompaniesIdon’t
use
Celebrities
Company content twice as trusted among customers
− Y-to-Y Change+0
l l l l l l l l l l l-6 -8 -4 -1 +5 N/A -7 -5 -2 +2 -3
Source: 2018 Edelman Trust Barometer. MED_SPF_SRC. Please indicate how important each of the following is in making this one of your favorite media sources
using the 6-point scale below where zero means the statement is “not an accurate description of this media source”, one means the statement is “true of this media
source, but it is not at all important in making this source one of my favorites” and five means the statement is “true and it is extremely important in making this source
one of my favorites”. (Top 2 Box, True and Important), question asked of half of the sample. General Population, 28-country global total.
30
Percent who rate each as true and important when describing their favorite media source
Emulate Quality Journalism
Engage in
high-quality journalism
Rigorous
Present information in a simple
and easy-to-understand way
Clear
I can access it
anytime, anywhere
Accessible
62% 66% 66%
Source: 2018 Edelman Trust Barometer. COM_RFB. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different
style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do
your best to select only one of the two options given--the one that is most likely to be true most often. Choices shown to half of the sample. CEO_AGR. Please indicate how important each of the following is in
making this one of your favorite media sources using the 6-point scale below where zero means the statement is “not an accuratedescription of this media source”, one means the statement is “true of this media
source, but it is not at all important in making this source one of my favorites” and five means the statement is “true and it is extremely important in making this source one of my favorites”. (Top 4 Box, Agree),
question asked of half of the sample. CEO_EMP_EXP. Below is a list of potential expectations that you might have for a company employee. Thinking about employees in general, how would you characterize each
using the following five-point scale. (At least some expectation, codes 3-5), question asked of half of the sample. General Population, 28-country global total.
31
Which is more believable about a company?
Engage in Conversation
63%
CEOs Employees
52% 64%
should regularly
communicate directly to the
public using social media
should participate in
their company’s social
media activities
Company’s
social media
Percent who agree:
Source: 2018 Edelman Trust Barometer. MED_SEG_TIM. In your experience, if there is a news story that you are not automatically interested in, how many
times on average do you need to see or hear people you know talking about it before your curiosity or fear of missing out drives you to check the story out
yourself? General population, 28-country global total and among the Disengaged. For details on how the News Engagement Scale was built, please refer to
the Technical Appendix.
32
Percent who would check out a news story they were not automatically
interested in after hearing about it form other people
Use Peer Voices to Draw Attention
50%
The Disengaged
25%
Consumers
25%
Amplifiers
Among
the Disengaged,
Will check out a news story after
hearing about it five times or less
51%
65%
Will check out a news
story after hearing about
it five times or less
I would probably never
check out the story if I was
not already interested in it
27%
6 or more times 8%
3-5 times 30%
1-2 times 35%
Message
Data and
statistical analysis
The personal
experiences of
people you know
Sources
Individual people Institutions and
organizations
Format
A long, detailed
argument with lots
of supporting data
A short
communication that
makes a simple point
Words Video
Every Company is a
Media Company
Source: 2018 Edelman Trust Barometer. COM_RFB. You are about to see a series of two choices. Each choice describes a different source of information, a different
format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is
giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given- the one that is most likely
to be true most often. General population; 28-country global total, APAC total and APACMEA markets.
33
Which do you believe is more
likely to give you the truth?
Australia
Indonesia
Japan
South Korea
Hong KongChina
India
UAE
South Africa
Malaysia
Singapore
Global
APAC
APACMEA
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, UAE.
34
Percent who worry about false
information or fake news
being used as a weapon
UAE Worried About Fake
News as a Weapon
Pope criticizes
spread of fake news
Fake news disrupts
elections in South Africa
Germany passes a law that
fines social media
companies for failing to
delete fake news
Singapore announces
plans to introduce laws
designed to
fight fake newsin UAE worry about false
information or fake news
being used as a weapon
68%
Canadian Conservative
leader’s campaign
manager roots out
enemies using fake news
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
35
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, UAE. Social is a net of
TRU_MEDr3 and r12, Influencers is r5, Search is r7, Brands is a
net of r10 and r11, Journalists is a net of r1 and r6, News Apps is
r8.
PLATFORMS
PUBLISHERS
25%58%
SearchSocial
31%
News
Apps
27%
Influencers
77%
Journalists
49%
Brands
Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for
general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.”
(Top 4 Box, Trust), question asked of half of the sample. General population, UAE.
Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.
36
Percent trust in each source for general news
and information, 2012 to 2018, in UAE
Trust in Journalism and Platforms
Rebounds
Platforms
+6
Journalism
+8
Average trust in search engines
and social media platforms
Average trust in traditional
and online-only media
59 59
61
61
63
54
62
62
59
66 66 65
56
62
2012 2013 2014 2015 2016 2017 2018
MEDIA | JOURNALISM | PLATFORMS
37
Consumption
How frequently do you consume news
produced by major news organizations,
either at the original source, shared by
others or pushed to you in a feed?
Nearly Half Disengaged
With the News
44%
The Disengaged
Consume news
less than weekly
18%
Consumers
Consume news
about weekly
or more
38%
Amplifiers
Consume news about
weekly or more AND
share or post content
several times a month
or more
Amplification
How often do you share or forward news
items, or post opinions or other content?
MEDIA | JOURNALISM | PLATFORMS
Source: 2018 Edelman Trust Barometer. 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,
UAE. For details on how the News Engagement Scale was built,
please refer to the Technical Appendix.
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, UAE.
38
Percent who agree that news
organizations are overly focused on …
Skeptical About
News Organizations
64%
are more concerned
with attracting a big
audience than reporting
Attracting
Large Audiences
57%
support an ideology vs.
informing the public
Politics
63%
sacrifice accuracy to be
the first to break a story
Breaking News
MEDIA | JOURNALISM | PLATFORMS
Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with
that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half
of the sample. General population, UAE.
39
Percent who agree that …
Uncertainty Over
Real vs. Fake News
59%
The average person does not
know how to tell good journalism
from rumor or falsehoods
62%
It is becoming harder to tell if a
piece of news was produced by a
respected media organization
MEDIA | JOURNALISM | PLATFORMS
40
Top trust-building mandates for
each institution
UAE Institutions
Must Play a Role
NGOs
Create a sense of community
Educate on issues
Inform good life decisions
Business
Invest in jobs
Ensure equal opportunity
Consumer safety
Government
Support the poor
Ensure equal opportunity
Preserve cultural traditions
Media
Shape public opinion
Entertain
Protect our country’s values
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, UAE. For more details on the
Trust Mandates Analysis, please refer to the Technical Appendix.
Source:
41
Navigating a
Polarized World 1 Go beyond business
2 Localize trust-building strategies
3 Speak up on key issues
4 Inform and engage
5 Communicate through trusted voices
6 Activate entire organization

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2018 Edelman Trust Barometer - UAE

  • 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 College educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news 28-country global data margin of error: General population +/- 0.6% (N=32,200), informed public +/- 1.2% (N=6,200), mass population +/- 0.6% (26,000+), half-sample global general online population +/- 0.8 (N=16,100). Country-specific data margin of error: General population +/- 2.9 (N=1,150), informed public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), mass population +/- 3.0 to 3.6 (N =min 740, varies by country).
  • 3. 71 58 42 42 33 16 50 44 27 21 35 10 Trust Matters Source: 2017 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust/do not trust? (Yes Summary) Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. (Top 4 Box, Trust) General Population, 28-country global total, question asked of half the sample. 3 Percent who engage in each behavior based on trust Behaviors for Distrusted Companies Behaviors for Trusted Companies Refused to buy products/services Criticized companies Shared negative opinions Disagreed with others Paid more than wanted Sold shares Chose to buy products/services Recommended them to a friend/colleague Shared positive opinions online Defended company Paid more Bought shares Behaviors for Trusted Companies Behaviors for Distrusted Companies
  • 5. Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. General population, 28-country global total. 5 Average trust in institutions, general population, 2017 vs. 2018 Trust Index A World of Distrust Biggest changes in 47 Global 72 India 69 Indonesia 67 China 60 Singapore 60 UAE 53 The Netherlands 52 Mexico 52 U.S. 50 Colombia 49 Canada 48 Brazil 48 Italy 48 Malaysia 45 Argentina 44 Hong Kong 44 Spain 43 Turkey 42 Australia 42 S. Africa 41 Germany 40 France 40 U.K. 38 S. Korea 37 Sweden 36 Ireland 35 Japan 35 Poland 34 Russia U.S. -9 China +7 S. Korea +6 UAE +6 Italy -5 Trust (60-100) Neutral (50-59) Distrust (1-49) Trust decline in the U.S. is the steepest ever measured 48 Global 74 China 71 Indonesia 68 India 66 UAE 58 Singapore 54 Mexico 54 The Netherlands 53 Malaysia 49 Canada 47 Argentina 47 Colombia 47 Spain 46 Turkey 45 Hong Kong 44 Brazil 44 S. Korea 43 Italy 43 U.S. 41 Germany 41 Sweden 40 Australia 40 France 39 Poland 39 U.K. 38 Ireland 38 S. Africa 37 Japan 36 Russia 2017 General Population 2018 General Population Global Trust Index remains at distruster level 20 of 28 countries are distrusters, up 1 from 2017
  • 6. Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed public, 28-country global total. 6 Average trust in institutions, informed public, 2017 vs. 2018 Trust Index Informed Public Declines to Neutral 60 Global 80 India 79 China 78 Indonesia 77 UAE 71 Singapore 68 U.S. 62 Canada 62 The Netherlands 61 Italy 61 Mexico 57 Malaysia 57 Spain 56 France 56 U.K. 55 Colombia 54 Australia 54 Germany 53 Hong Kong 51 Argentina 51 Brazil 50 S. Korea 50 Turkey 49 Japan 49 S. Africa 47 Sweden 45 Russia 44 Ireland 43 Poland 2017 Informed Public 2018 Informed Public Biggest changes in U.S. -23 Argentina +9 Sweden +9 Malaysia +8 Turkey +7 U.S. Trust Index crashes 23 points A 1-point decline in the Global Trust Index Trust (60-100) Neutral (50-59) Distrust (1-49) 59 Global 83 China 81 Indonesia 77 India 76 UAE 70 Singapore 67 The Netherlands 65 Malaysia 65 Mexico 62 Canada 60 Argentina 57 Italy 57 Turkey 56 France 56 Sweden 55 Australia 55 Spain 54 Germany 52 U.K. 51 Brazil 50 Colombia 50 S. Korea 49 Hong Kong 48 Ireland 48 Poland 47 Russia 46 Japan 45 S. Africa 45 U.S.
  • 7. 27 24 23 20 19 17 13 12 10 9 9 8 7 7 5 3 3 -1 -2 -3 -10 -10 -13 -13 -17 -17 -21 -37 China UAE S.Korea Sweden Malaysia Poland Turkey Spain Russia Ireland Indonesia Mexico Japan Argentina HongKong TheNetherlands Germany France U.K. Canada Singapore Australia Colombia India S.Africa Brazil Italy U.S. 16 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. 7 Aggregate percentage point change in trust in the four institutions, and change from 2017 to 2018 The Polarization of Trust 6 countries with extreme Trust Gains 6 countries with extreme Trust Losses
  • 8. 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, UAE. 8 Percent trust in each institution, and change from 2017 to 2018, in UAE UAE - General Population Trust Increases Across All Institutions 55 64 75 44 61 68 77 56 75 80 87 66 72 81 87 64 -3 +1 0 -2 Business MediaNGOs Government +6 +4 +2 +12 Informed Public General Population 20182017 Y-to-Y Change− +0
  • 9. 58 58 47 4749 48 33 42 73 74 63 64 51 54 33 42 Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, U.S. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed Public and General Population, U.S. 9 Trust Crash in U.S. Business MediaNGOs Government -9 -10 -14 -5 -22 -20 -30 -22 20182017 43TRUST INDEX 45TRUST INDEX 9-point decrease Fell from 8th to 18th place General Population 23-point decrease Fell from 6th to last place Informed Public Y-to-Y Change− +0 Percent trust in each institution, and change from 2017 to 2018
  • 10. Percent trust in each institution, and change from 2017 to 2018 73 81 86 7776 85 89 80 61 67 76 6566 74 84 71 Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, China. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed Public and General Population, China. 10 China Rising +5 +7 +8 +6 +3 +4 +3 +3 20182017 Business MediaNGOs Government 7-point increase Rose from 3rd place to 1st place General Population 4-point increase Rose from 2nd to 1st place Informed Public 83TRUST INDEX 74TRUST INDEX Y-to-Y Change− +0
  • 11. 11 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 UAE. Business Government Government✓ Government Path to Better Future in UAE Which institution is most likely to lead to a better future? Global Business ✓ 23% % 30% % % 52% 11% 20%
  • 12. State of Trust in Business
  • 13. 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. Trust-building mandates Analysis. The most effective trust building mandates for each institution. 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. Question asked of one-third of the sample. General Population, 28-country global total. 13 Without Trust, They Will Stop Buying 1 Safeguard privacy 2 Drive economic prosperity 3 Invest in jobs 4 Ensure competitive workforce 5 Consumer safety63% agree A good reputation may get me to try a product—but unless I come to trust the company behind the product I will soon stop buying it, regardless of its reputation” “ Trust-building mandates for business
  • 14. 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. 14 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
  • 15. Government % Trust 43 28 24 18 14 27 25 34 33 46 35 33 36 54 73 35 37 70 41 46 43 46 44 51 65 45 77 84 46 Global28 Mexico Colombia Brazil S.Africa Italy Poland Spain U.S. Malaysia Australia France U.K. TheNetherlands Indonesia Ireland Japan India Argentina Canada Germany Sweden Russia Turkey Singapore S.Korea UAE China HongKong 9 42 40 39 39 27 18 15 15 14 10 10 7 6 5 5 5 4 3 3 1 1 -3 -5 -9 -9 -9 -10 -10   c cccccccccccccccccccccccccccc 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) General Population, 28-country global total. 15 Gap in trust in business vs. government Business More Trusted Than Government in 21 Countries Business %Trust 52 70 64 57 53 54 43 49 48 60 45 43 47 60 78 40 42 74 44 49 44 47 41 46 56 36 68 74 36 Business More Trusted Government More Trusted Gap TrustNeutralDistrust
  • 16. 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, UAE. 16 Percent who trust each sector, and change from 2017 to 2018, in UAE UAE Trust Increases in 11 of 15 Sectors 69 71 73 75 76 76 77 77 78 78 80 80 81 81 84 Financialservices Consumerpackaged goods Foodandbeverage Telecommunications Fashion Retail Entertainment Professionalservices Automotive Healthcare Energy Manufacturing Education Technology Transportation l l l l l l l l l l l l l l l+4 +2 0 +3 +8 +7 +4 +6 0 0 +5 +2 +2 -2 +4 TrustNeutralDistrust Y-to-Y Change− +0
  • 17. 32 32 34 36 43 50 50 50 56 57 60 61 62 63 65 66 68 India Mexico Brazil China S.Korea U.S. Italy Spain France U.K. Japan TheNetherlands Germany Australia Sweden Switzerland Canada Source: 2018 Edelman Trust Barometer. TRU_NAT. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust), countries shown to half of the sample. General Population, 28-country global total. 17 Trust in companies headquartered in each country, and change from 2017 to 2018 Trust Declines in Nine Country Brands l l l l l l l l l l l l l l l l l Significant declines for brand U.S. -1 +1 +2 +1 -1 -5 +2 +1 +1 -4 -1 0 -2 -1 -3 -1 0 TrustNeutralDistrust Y-to-Y Change− +0
  • 18. 51 54 57 61 63 67 67 68 69 69 71 73 75 77 78 79 82 Mexico India Brazil China SouthKorea Spain U.S. Italy France TheNetherlands Sweden U.K. Australia Germany Switzerland Canada Japan Source: 2018 Edelman Trust Barometer. TRU_NAT. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust), countries shown to half of the sample. General Population, UAE. 18 Trust in companies headquartered in each country, and change from 2017 to 2018, in UAE Largest Increase in UAE for Brand China l l l l l l l l l l l l l l l l l+12 +9 +14 +15 +5 +11 +6 +9 +5 +7 +4 +4 +5 +3 +7 +6 +3 Largest increase for Brand China TrustNeutralDistrust Y-to-Y Change− +0
  • 19. Source: 2018 Edelman Trust Barometer. TRU_NAT. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust), countries asked of half of the sample. General Population; 28-country global total, APAC total and APACMEA markets. 19 A Company’s Headquarters Impacts Trust Percent trust in companies headquartered in each market GLOBAL Australia China Hong Kong India Indonesia Japan Malaysia Singapore S. Africa S. Korea UAE APAC U.S. 50 44 66 44 78 73 48 49 59 50 57 67 58 UK 57 61 73 59 75 78 48 56 66 60 60 73 64 France 56 52 75 53 74 75 47 51 57 52 60 69 60 Germany 62 53 81 63 78 76 55 56 65 61 68 77 66 Italy 50 44 74 47 68 72 40 49 53 49 53 68 55 Brazil 34 27 65 25 61 62 24 38 34 34 30 57 41 China 36 25 90 27 42 64 7 46 34 32 16 61 39 India 32 22 45 15 86 55 24 36 30 26 27 54 38 Japan 60 52 48 62 83 86 66 72 77 48 44 82 65 Sweden 65 57 77 74 69 74 55 64 74 54 68 71 68 The Netherlands 61 54 75 69 71 73 51 63 70 54 63 69 66 Canada 68 59 78 76 80 76 53 66 75 61 67 79 70 Spain 50 34 72 49 71 70 36 56 58 44 46 67 55 Switzerland 66 56 81 77 78 78 57 71 76 60 70 78 71 S. Korea 43 33 46 48 67 78 12 63 61 33 50 63 51 Mexico 32 17 57 27 61 59 18 39 37 22 29 51 38 Australia 63 66 71 72 79 74 49 70 74 59 60 75 68 Neutral Trust Distrust APACMEA Locationofcompanyheadquarters APACMEA markets
  • 20. 72 57 57 60 60 62 64 65 66 68 68 71 71 71 71 72 72 72 73 74 75 76 79 80 81 82 83 86 90 Global28 Japan S.Korea Argentina France Turkey Russia Spain Ireland HongKong Poland Germany S.Africa Sweden U.K. Brazil Italy Malaysia Singapore Australia Canada UAE U.S. Mexico TheNetherlands China Colombia India Indonesia Source: 2018 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General population, 28-country global total. Note: 2016 data was taken from Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of half of the sample. General population, 28-country global total. 20 Percent trust in employer, and change from 2016 to 2018 Employers Trusted Around the World TrustNeutralDistrust l llllllllllllllllllllllllllll+7 +17 +2 -18 +12 -2 +16 +2 +6 +9 +12 +9 -1 +21 +14 -5 +14 -4 0 +20 +11 0 +15 -9 +19 +3 -2 +3 +13 Change, 2016 to 2018− +0
  • 21. Doing Business in a Polarized World
  • 22. 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. 22 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 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
  • 23. 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, UAE. 23 Percent who agree that … UAE Businesses Must Show Commitment to Long-Term 62% Companies that only think about themselves and their profits are bound to fail 59% CEOs are driven more by greed than a desire to make a positive difference in the world
  • 24. UAE Businesses are 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, UAE. 24 Percent who agree and percent who say each is one of the most important expectations they have for a CEO, in UAE Percent who say that CEOs should take the lead on change rather than waiting for government to impose it 58 59 60 66 For CEOs, building trust is job one 66% Their products and services are high quality Their company is trusted Business decisions reflect company values Profits and stock price increase
  • 25. Source: 2018 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust). CEO_EMP_EXP. Below is a list of potential expectations that you might have for a company employee. Thinking about employees in general, how would you characterize each using the following five-point scale. (Some expectation, codes 4-5), question asked of half of the sample. General Population, 28-country global total. 25 Percent who strongly expect each of the following of employees CEOs Must Empower Employees Speak up if they see their company doing wrong Support their company’s causes and community activities Pressure management to weigh in on social issues 62% 55% 36% Trust their employer 72%
  • 26. Automation Corruption Discrimination Globalization Global warming Healthcare Jobs Economic growth Regulations Source: 2018 Edelman Trust Barometer. CEO_RSP. For each of the following topics, please indicate to which degree corporate CEOs should be held responsible for directly helping to inform and shape ongoing conversations and policy debates. (Mandatory for CEOs). General population; 28-country global total, APAC total and APACMEA markets. 26 Top issues corporate CEOs should be held responsible for directly helping to inform and shape ongoing conversations and policy debates CEOs Expected to Contribute China Hong Kong Japan Australia Malaysia Singapore Indonesia UAE India South Africa South Korea Global & APAC APACMEA
  • 28. 65 63 62 60 60 60 59 59 56 54 52 Academic expert Technicalexpert Government official/regulator Apersonlike yourself Boardof directors CEO Financial industryanalyst Successful entrepreneur Employee NGO representative Journalist 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, UAE. 28 Percent who rate each spokesperson as very/extremely credible, and change from 2017 to 2018, in UAE Journalists, Government, CEOs Gain Credibility -4 -4 +7 0 +4 +5 +4 -3 +5 +4 +17 − Y-to-Y Change+0 Big rise in trust in journalists Government officials rank high in trust
  • 29. Source: 2018 Edelman Trust Barometer. COM_TAC. 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), question asked of half of the sample. General Population, 28-country global total. 29 Percent who trust information created by each author, 2017 vs. 2018 Company Content is Trusted (When You Have A Relationship) 71 66 64 60 51 49 39 36 34 31 27 Myfriendsand family Peoplelikeme Academicexpert CompaniesthatI use Journalist Onlinepersonality withsmallfollowing CompanyCEO Well-knownonline personality Electedofficials CompaniesIdon’t use Celebrities Company content twice as trusted among customers − Y-to-Y Change+0 l l l l l l l l l l l-6 -8 -4 -1 +5 N/A -7 -5 -2 +2 -3
  • 30. Source: 2018 Edelman Trust Barometer. MED_SPF_SRC. Please indicate how important each of the following is in making this one of your favorite media sources using the 6-point scale below where zero means the statement is “not an accurate description of this media source”, one means the statement is “true of this media source, but it is not at all important in making this source one of my favorites” and five means the statement is “true and it is extremely important in making this source one of my favorites”. (Top 2 Box, True and Important), question asked of half of the sample. General Population, 28-country global total. 30 Percent who rate each as true and important when describing their favorite media source Emulate Quality Journalism Engage in high-quality journalism Rigorous Present information in a simple and easy-to-understand way Clear I can access it anytime, anywhere Accessible 62% 66% 66%
  • 31. Source: 2018 Edelman Trust Barometer. COM_RFB. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. Choices shown to half of the sample. CEO_AGR. Please indicate how important each of the following is in making this one of your favorite media sources using the 6-point scale below where zero means the statement is “not an accuratedescription of this media source”, one means the statement is “true of this media source, but it is not at all important in making this source one of my favorites” and five means the statement is “true and it is extremely important in making this source one of my favorites”. (Top 4 Box, Agree), question asked of half of the sample. CEO_EMP_EXP. Below is a list of potential expectations that you might have for a company employee. Thinking about employees in general, how would you characterize each using the following five-point scale. (At least some expectation, codes 3-5), question asked of half of the sample. General Population, 28-country global total. 31 Which is more believable about a company? Engage in Conversation 63% CEOs Employees 52% 64% should regularly communicate directly to the public using social media should participate in their company’s social media activities Company’s social media Percent who agree:
  • 32. Source: 2018 Edelman Trust Barometer. MED_SEG_TIM. In your experience, if there is a news story that you are not automatically interested in, how many times on average do you need to see or hear people you know talking about it before your curiosity or fear of missing out drives you to check the story out yourself? General population, 28-country global total and among the Disengaged. For details on how the News Engagement Scale was built, please refer to the Technical Appendix. 32 Percent who would check out a news story they were not automatically interested in after hearing about it form other people Use Peer Voices to Draw Attention 50% The Disengaged 25% Consumers 25% Amplifiers Among the Disengaged, Will check out a news story after hearing about it five times or less 51% 65% Will check out a news story after hearing about it five times or less I would probably never check out the story if I was not already interested in it 27% 6 or more times 8% 3-5 times 30% 1-2 times 35%
  • 33. Message Data and statistical analysis The personal experiences of people you know Sources Individual people Institutions and organizations Format A long, detailed argument with lots of supporting data A short communication that makes a simple point Words Video Every Company is a Media Company Source: 2018 Edelman Trust Barometer. COM_RFB. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given- the one that is most likely to be true most often. General population; 28-country global total, APAC total and APACMEA markets. 33 Which do you believe is more likely to give you the truth? Australia Indonesia Japan South Korea Hong KongChina India UAE South Africa Malaysia Singapore Global APAC APACMEA
  • 34. 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, UAE. 34 Percent who worry about false information or fake news being used as a weapon UAE Worried About Fake News as a Weapon Pope criticizes spread of fake news Fake news disrupts elections in South Africa Germany passes a law that fines social media companies for failing to delete fake news Singapore announces plans to introduce laws designed to fight fake newsin UAE worry about false information or fake news being used as a weapon 68% Canadian Conservative leader’s campaign manager roots out enemies using fake news 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
  • 35. 35 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, UAE. Social is a net of TRU_MEDr3 and r12, Influencers is r5, Search is r7, Brands is a net of r10 and r11, Journalists is a net of r1 and r6, News Apps is r8. PLATFORMS PUBLISHERS 25%58% SearchSocial 31% News Apps 27% Influencers 77% Journalists 49% Brands
  • 36. 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, UAE. Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media. 36 Percent trust in each source for general news and information, 2012 to 2018, in UAE Trust in Journalism and Platforms Rebounds Platforms +6 Journalism +8 Average trust in search engines and social media platforms Average trust in traditional and online-only media 59 59 61 61 63 54 62 62 59 66 66 65 56 62 2012 2013 2014 2015 2016 2017 2018 MEDIA | JOURNALISM | PLATFORMS
  • 37. 37 Consumption How frequently do you consume news produced by major news organizations, either at the original source, shared by others or pushed to you in a feed? Nearly Half Disengaged With the News 44% The Disengaged Consume news less than weekly 18% Consumers Consume news about weekly or more 38% Amplifiers Consume news about weekly or more AND share or post content several times a month or more Amplification How often do you share or forward news items, or post opinions or other content? MEDIA | JOURNALISM | PLATFORMS Source: 2018 Edelman Trust Barometer. 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, UAE. For details on how the News Engagement Scale was built, please refer to the Technical Appendix.
  • 38. 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, UAE. 38 Percent who agree that news organizations are overly focused on … Skeptical About News Organizations 64% are more concerned with attracting a big audience than reporting Attracting Large Audiences 57% support an ideology vs. informing the public Politics 63% sacrifice accuracy to be the first to break a story Breaking News MEDIA | JOURNALISM | PLATFORMS
  • 39. 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, UAE. 39 Percent who agree that … Uncertainty Over Real vs. Fake News 59% The average person does not know how to tell good journalism from rumor or falsehoods 62% It is becoming harder to tell if a piece of news was produced by a respected media organization MEDIA | JOURNALISM | PLATFORMS
  • 40. 40 Top trust-building mandates for each institution UAE Institutions Must Play a Role NGOs Create a sense of community Educate on issues Inform good life decisions Business Invest in jobs Ensure equal opportunity Consumer safety Government Support the poor Ensure equal opportunity Preserve cultural traditions Media Shape public opinion Entertain Protect our country’s values 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, UAE. For more details on the Trust Mandates Analysis, please refer to the Technical Appendix.
  • 41. Source: 41 Navigating a Polarized World 1 Go beyond business 2 Localize trust-building strategies 3 Speak up on key issues 4 Inform and engage 5 Communicate through trusted voices 6 Activate entire organization