Edelman 2017 Trust Barometer Global Report .pdf

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2017 Edelman
Trust Barometer
Global Report

1

2017 Edelman Trust Barometer
Methodology

Online Survey in
28 Countries

General Online
Population

Informed
Public

Mass
Population

17 years of data

6 years in 25+ markets

9 years in 20+ markets

33,000+ respondents total

Ages 18+

Represents 13% of total global population

All population not including
Informed Public

All fieldwork was conducted
between October 13th and
November 16th, 2016

1,150 respondents
per country

500 respondents in U.S. and China; 200
in all other countries

Represents 87% of total
global population

Must meet 4 criteria:
All slides show General
Online Population unless
otherwise noted

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+). Countryspecific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500),
Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).

2

Trust in Retrospect

2001

2002

2003

2004

2005

2006

2007

2008

2009

Rising Influence
of NGOs

Fall of the
Celebrity CEO

Earned Media
More Credible
Than Advertising

U.S. Companies
in Europe Suffer
Trust Discount

Trust Shifts from
“Authorities” to
Peers

“A Person Like
Me” Emerges as
Credible
Spokesperson

Business More
Trusted Than
Government
and Media

Young Influencers
Have More Trust
in Business

Business Must
Partner with
Government to
Regain Trust

2010

2011

2012

2013

2014

2015

2016

2017

Trust is Now an
Essential Line
of Business

Rise of
Authority
Figures

Fall of
Government

Crisis of
Leadership

Business to
Lead the Debate
for Change

Trust is
Essential to
Innovation

Growing
Inequality of Trust

Trust
in Crisis

3

2016: The Inversion of Influence

Influence
& Authority

85% of
population

Influence
Mass
Population

48 Trust Index
12pt
Gap

Authority

15% of
population
Informed
Public

60 Trust Index

Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed
Public and Mass Population, 28-country global total.

4

2017: Trust Gap Widens
Percent trust in the four institutions of government,
business, media and NGOs, 2012 to 2017

60

53

9pt
Gap

12pt
Gap

60

Largest Gaps

21 pts

15pt
Gap
A 3-point
increase in
the last year

19 pts

48
45

44

2012

Informed
Public

2016

Mass
Population

18 pts

2017

Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs.
Informed Public and Mass Population, 25-country global total.

5

Informed
Public

Trust Index

Mass Population
Left Behind
Average trust in institutions,
Informed Public vs. Mass Population
Trusters
(60-100)

Neutrals
(50-59)

Distrusters
(1-49)

Source: 2017 Edelman Trust Barometer.
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
Informed Public and Mass Population, 28-country global
total.

60
80
79
78
77
71
68
62
62
61
61
57
57
56
56
55
54
54
53
51
51
50
50
49
49
47
45
44
43

Global
India
China
Indonesia
UAE
Singapore
U.S.
Canada
Netherlands
Italy
Mexico
Malaysia
Spain
France
U.K.
Colombia
Australia
Germany
Hong Kong
Argentina
Brazil
S. Korea
Turkey
Japan
S. Africa
Sweden
Russia
Ireland
Poland

Mass
Population

45
70
67
62
59
59
52
50
50
47
47
47
47
47
45
42
41
41
41
40
39
38
37
36
36
35
34
34
31

Global
India
Indonesia
China
Singapore
UAE
Netherlands
Colombia
Mexico
Brazil
Canada
Italy
Malaysia
U.S.
Argentina
Hong Kong
S. Africa
Spain
Turkey
Australia
Germany
France
U.K.
S. Korea
Sweden
Ireland
Japan
Poland
Russia

The Mass Population
distrusts
their institutions in
20 of 28 countries

6

2017: Mass Population Rejects Established Authority

Influence
& Authority

Mass population now has influence
and authority

Establishment left empty-handed

7

Trust
in Crisis

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


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