The 2017 Edelman Trust Barometer is the firm’s 17th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.
2. Informed
Public
9 years in 20+ markets
Represents 13% 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
General Online
Population
6 years in 25+ markets
Ages 18+
1,150 respondents
per country
All slides show General
Online Population unless
otherwise noted
2017 Edelman Trust Barometer
Methodology
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+). 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), half sample Global General Online Population +/- 0.8 (N=16,100).
2
17 years of data
33,000+ respondents total
Initial fieldwork was conducted
between October 13th and
November 16th, 2016
Online Survey in
28 Countries
Mass
Population
All population not including
Informed Public
Represents 87% of total
global population
1,150 General Online Population
respondents, with additional boosts of
250 Low Income Household respondents
and 100 High Net Worth individuals
Fieldwork was conducted between 23
December, 2016 and 7 January, 2017
January Supplement, UK JAN
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
Trust
in Crisis
2017
Growing
Inequality of Trust
2016
4. 2017: Trust Gap Widens
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.
4
Percent trust in the four institutions of government,
business, media and NGOs, 2012 to 2017
21 pts
19 pts
18 pts
53
60 60
44
48
45
2012 2016 2017
Informed
Public
15pt
Gap
9pt
Gap
A 3-point
increase in
the last year
12pt
Gap
Largest Gaps
Mass
Population
5. 45 Global
70 India
67 Indonesia
62 China
59 Singapore
59 UAE
52 Netherlands
50 Colombia
50 Mexico
47 Brazil
47 Canada
47 Italy
47 Malaysia
47 U.S.
45 Argentina
42 Hong Kong
41 S. Africa
41 Spain
41 Turkey
40 Australia
39 Germany
38 France
37 U.K.
36 S. Korea
36 Sweden
35 Ireland
34 Japan
34 Poland
31 Russia
Trust Index
Mass Population
Left Behind
Average trust in institutions,
Informed Public vs. Mass Population
The Mass Population
distrusts
their institutions in
20 of 28 countries
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.
Mass
Population
Informed
Public
5
60 Global
80 India
79 China
78 Indonesia
77 UAE
71 Singapore
68 U.S.
62 Canada
62 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
Trusters
(60-100)
Neutrals
(50-59)
Distrusters
(1-49)
7. Trust Index
A World of Distrust
Average trust in institutions,
2016 vs. 2017
7
47 Global
72 India
69 Indonesia
67 China
60 Singapore
60 UAE
53 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
2016 2017
50 Global
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil
49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Africa
42 Germany
42 S. Korea
42 U.K.
41 France
41 Ireland
41 Turkey
39 Russia
38 Japan
37 Sweden
35 Poland
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. General Population,
28-country global total.
3-point decrease
in the global
Trust Index
Trust declines in 21
of 28 countries—the
broadest declines
since beginning
General Population
tracking in 2012
2 in 3 countries are
now distrusters
8. Evaporation of Trust in Past Year in the UK
Source: 2017 Edelman Trust Barometer UK Supplement Q1. 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] Base: UK
General Population (n=1,150)
8
Percent trust in institutions, 2012-2017
JAN
29
37
36
34
36 36
26
32
36
37
33
36
32
24
38
49
45
44
46
45
33
42
52
51
46
50
46
32
2012 2013 2014 2015 2016 2017 January Supplement - 2017
Government
Media
Business
NGOs
35 43 42 39 42 40 29
Trust
Index:
9. 50
46
36 36
46 45
32
36
32 33
24 26
All Four Institutions Distrusted in UK
Source: 2017 Edelman Trust Barometer Q11-620. 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] Base: UK General
Population (n=1,150)
9
Percent trust in the four institutions of government,
business, media and NGOs, 2016 vs. 2017
Business MediaNGOs Government
50%
Neutral
Trusted
Distrusted
-14 -12 -8
20172016
JAN UK
Supplement
-10
10. 44
35 34
26
44 43
32
37
54
67
46
54
NGOs Business Media Government
Trust Crisis Deepens Amongst Low Income
Households And Hits High Net Worth For First Time
Source: 2016 Edelman Trust Barometer UK Supplement Q11-14 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) Low income households (n250), General population (n1000), High net
worth (n100) // 2017 Edelman Trust Barometer UK Supplement Q1. 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) Low income households (n485), General population (n1,150), High net
worth (n116)
10
Percent trust in the four institutions of government, business, media and NGOs
Low Income Households
General Population
High Net Worth
26 27
21 20
32 33
24
26
51 53
35 38
NGOs Business Media Government
2016 2017
JAN
12. If We Ran the Referendum Again, People Think We’d
Get a Different Outcome. We Would Not.
Source: 2017 Edelman Trust Barometer UK Supplement Q15. Did you vote...? Base: UK General Population (n=960), Informed Public (n=99), Mass Population
(n=861) // Q16. 6 months after the referendum, would you say...? Base: Those who voted leave (n=476), Those who voted remain (n=474)
12
Percent who voted for the UK to leave/remain in the European Union
50 49
38
62
51
48
Leave Remain
General Population
Informed Public
Mass Population
JAN
87% of those who voted to leave, and
88%of those who voted to remain
Are sure of their decision six months after
the vote
13. Even High Net Worth Split Over Brexit Vote
Source: 2017 Edelman Trust Barometer UK Supplement Q15. Did you vote...? Base: General Population (n=960), Low Income Households (n=377), High Net Worth
(n=107)
13
Percent who voted for the UK to leave/remain in the European Union
61
39
50 49
45
54
Leave Remain
JAN
Low Income Households
General Population
High Net Worth
14. Post Brexit Broad Agreement That We Should Just
Get On With It
Source: 2017 Edelman Trust Barometer UK Supplement Q17. The results of the referendum are being challenged. What do you think should happen? Base: General
Population (n=1,150), Low Income Households (n=485), High Net Worth (n=116)
14
Percent who agree with the following statements
JAN
Low Income Households
General Population
High Net Worth
62
7
17
58
9
22
66
8
23
The referendum vote to leave the EU
should be acted upon
The referendum vote to leave the EU
should be ignored
There should be a second referendum
15. Post Brexit, 6 in 10 Are Not Worried About The Future
Source: 2017 Edelman Trust Barometer UK Supplement Q22. Following the UK decision to leave the European Union, would you say you are…[Top 2 Box, More
Confident] [Bottom 2 Box, More Worried] Base: UK General Population (n=1,150), Low Income Households (n=485), High Net Worth (n=116)
15
Attitude toward the future following the UK decision to leave the European Union
JAN
Low Income Households
General Population
High Net Worth
33
30 3031
29
36
49
20
29
More Confident Perception of Future Unchanged More Worried
16. 40
30
43
37 39 37
11
22
11
17
14
23
42 41 39 39 40
33
Future generations Immigration The UK Economy UK Society Employment and the job
market in the UK
Your personal life and future
General Population Unclear on the Impact of
Brexit
Source: 2017 Edelman Trust Barometer UK Supplement Q20. Thinking about the implications of Brexit, how much do you expect the withdrawal of the UK from the European
Union to make a positive, negative or no impact in future... [Top 4 Box, Positive] [Bottom 4 Box, Negative] [Neutral] Base: UK General Population (n=1,150)
16
Perceived impact of the UK’s withdrawal from the EU
JAN
Negative
Neutral
Positive
17. 36
24 24 26
22
16
20
40 39
34
26
25 24 23
35
23 23
26
22
15
20
Theresa May - the
Prime Minister
Sadiq Khan - Mayor of
London
David Davis - Secretary
of State for Leaving the
European Union
Boris Johnson -
Secretary of State for
Foreign and
Commonwealth Affairs
Philip Hammond -
'Chancellor of the
Exchequer
Amber Rudd -
'Secretary of State
Liam Fox - Secretary of
State for International
Trade
Theresa May and the Three Brexiteers Not
Trusted to Deliver Brexit
Source: 2017 Edelman Trust Barometer UK Supplement Source: 2017 Edelman Trust Barometer Q19. Please indicate how much you trust the following members of
the Government to do what is right when negotiating the UK withdrawal from the EU. [Top 4 Box, Trust] Base: UK General Population (n=1,150), Informed Public
(n=114), Mass Population (n=1,036)
17
Percent trust political figures to do what is right as regards the UK’s withdrawal from the EU,
2017
JAN
General Population
Informed Public
Mass Population
50%
NeutralTrustedDistrusted
18. 22 23 25 26 29
34
37 38
43 44 46 47
NGOs The British
People
Business The United
Nations
The
International
Monetary
Fund
The House of
Lords
The House of
Commons
Media Government The
European
Union
Political
leaders in
general
Political
parties in
general
Rejection of UK Political Institutions Post Brexit
Source: 2017 Edelman Trust Barometer UK Supplement Q2. Please indicate how much your personal trust in each institution has changed over the past year.
[Bottom 2 Box Box, Trust Less] Base: UK General Population (n=1,150)
18
Percent who trust institutions less over past year, 2017
50%
JAN
Significant decline of trust in political system
19. 18 19
26 27 27 28
40
49
55
60
82
88
Political
partiesin
general
Political
leadersin
general
TheHouse
ofCommons
The
European
Union
The
International
Monetary
Fund
TheHouse
ofLords
TheUnited
Nations
Other
generations
TheBritish
People
Your
generation
Yourfriends
Yourfamily
Post Brexit 8 In 10 Brits Do Not Trust Political
Leaders to Do What Is Right
Source: 2017 Edelman Trust Barometer UK Supplement Q1. 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] Base: UK
General Population (n=1,150)
19
Percent trust in institutions, 2017
50%
NeutralDistrust Trust
JAN
20. Political Party 2014 2015 2016 2017
Conservatives
37% 36% 38% 28%
Labour
41% 36% 31% 25%
Liberal Democrats
31% 25% 23% 20%
UKIP
29% 27% 19% 19%
Green Party
38% 36% 29% 27%
Scottish National Party
23% 20% 22% 19%
Plaid Cymru
22% 15% 16% 16%
10%
15%
20%
25%
30%
35%
40%
45%
2014 2015 2016 2017
Loss of Trust Amongst Parties Post Brexit
Source: Edelman Trust Barometer UK Supplement Q3/Q14. Please indicate how much you trust each of the following political parties 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. Base: UK General population
Trust in each political party to do what is right, 2014-2017
20
JAN
All Parties
Distrusted
Six Months
Post Brexit
21. Political Leader 2014 2015 2016 2017
David Cameron
33% 34% 40% 23%
Boris Johnson
43% 39% 37% 24%
Jeremy Corbyn
N/A N/A 28% 23%
Tim Farron
N/A N/A 18% 15%
Nigel Farage
25% 28% 21% 20%
Nicola Sturgeon
N/A 20% 28% 23%
Leanne Wood
11% 14% 16% 11%
Theresa May
N/A N/A N/A 35%
Sadiq Khan
N/A N/A N/A 24%0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
2014 2015 2016 2017
Loss of Faith in all Political Leaders Following Brexit
Source: Edelman Trust Barometer UK Supplement Q4/15. Please indicate how much you trust the following political leaders to do what is right using 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] Base: UK General population. N/A – individuals not included in the previous surveys
Trust in each political leader to do what is right, 2014-2017
21
JAN
Six Months
Post Brexit
All Politicians
Distrusted
22. 35
24
24 23 23 23
20 19
17 15 15 15
11 11 11
8
41
26
41
36
27
30
24
29
22
15
21 21
17 17 15 16
34
24 22 21 22 22
20 18 16 15 14 14
10 11 10
8
Theresa
May
Boris
Johnson
Sadiq
Khan
David
Cameron
Jeremy
Corbyn
Nicola
Sturgeon
Nigel
Farage
Philip
Hammond
David
Davis
Caroline
Lucas
Tim
Farron
Liam Fox Paul
Nuttall
Leanne
Wood
Amber
Rudd
Jonathan
Bartley
Across the Board, British Political Leaders
Distrusted
Source: 2017 Edelman Trust Barometer UK Supplement Q4. Please indicate how much you trust the following political leaders to do what is right. [Top 4 Box, Trust]
Base: UK General Population (n=1,150), Informed Public (n=114), Mass Population (n=1,036)
22
Trust in each political leader to do what is right, 2017
JAN
General Population
Informed Public
Mass Population
50%
NeutralTrustedDistrusted
23. 33
25 23 23 23 22
20 18 17 16 16
13 13 11 11
8
39
24
34
26
31 33
25
23 24
21
18 18 19 18
13 11
33
25
22 23 22 21 19 18 16 15 15
13 12 11 11
8
Theresa
May
Boris
Johnson
Sadiq
Khan
Jeremy
Corbyn
Nicola
Sturgeon
David
Cameron
Nigel
Farage
Philip
Hammond
David
Davis
Caroline
Lucas
Liam Fox Tim
Farron
Leanne
Wood
Paul
Nuttall
Amber
Rudd
Jonathan
Bartley
Honesty Seen as Unlikely from British Politicians
Source: Edelman Trust Barometer UK Supplement Q5/Q21. Please indicate how much you trust the following political leaders to communicate honestly. [Top 4 Box,
Trust] Base: UK General Population (n=1,150), Informed Public (n=114), Mass Population (n=1,036)
23
Trust in each political leader to communicate honestly, 2017
JAN
General Population
Informed Public
Mass Population
50%
NeutralTrustedDistrusted
24. 66
59 57
45 45
36
12
15
17
28
32
47
14
18 18 19
15
10
Political stability in the world The world economy Future generations The UK economy UK society Your personal life and future
Trump Triggers Crisis of Trust in Post-Brexit
Britain
Source: 2017 Edelman Trust Barometer UK Supplement Q21. Thinking about the implications of the election of Donald Trump as the new U.S. president, how much do you
expect his presidency to make a positive, negative or no impact in the future on the following? [Top 4 Box, Positive] [Bottom 4 Box, Negative] [Neutral] Base: UK General
Population (n=1,150)
24
Perceived impact of the US election of Donald Trump
JAN
Negative
Neutral
Positive
26. Source: 2017 Edelman Trust Barometer Q672-675, 678-680, 688-690.
For details on how the “system failing” measure was calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and
subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error.
Countries were considered below the global average if their score was lower than the global mean minus the margin of error. All other scores were considered aligned. 26
Global
France
Italy
Mexico
S.Africa
Spain
Poland
Brazil
Colombia
Germany
U.K.
Australia
Ireland
U.S.
Netherlands
Canada
Sweden
Argentina
Malaysia
Turkey
Russia
S.Korea
Indonesia
Japan
India
HongKong
Singapore
China
UAE
System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19
Uncertain 32 22 24 25 24 25 25 25 27 26 29 30 26 33 33 30 29 29 37 31 28 41 40 45 45 50 43 47 40
In 14 countries, the percent of
population that has lost faith is
above the global average
Systemic loss of faith
restricted to Western-
style democracies1 in 2 Countries Have Lost
Faith in the System
Percent of population who believe
the system is not working
Above
global average
Aligned with
global average
Below
global average
27. Barely 1 in 10
believe the
system is
working for
them
60%
29%
11%
Majority in the UK Believe the
System is Failing Them
Source: 2017 Edelman Trust Barometer Q672-675, 678-680, 688-690.
For details on how the “system failing” measure was calculated, please refer to the Technical Appendix.
27
Not at all true
9 8 7 6 5 4 3 2 1
3 in 10 are uncertain
Completely true
System failing System working
Approximately
28. Globally Even The Informed Believe the
System Is Not Working
Source: 2017 Edelman Trust Barometer S8. Thinking about your annual household income in 2015, which of the following categories best describes your total
household income that year? S7. What is the last grade in school you completed? S9. How often do you follow public policy matters in the news? S10. How often do
you follow business news and information? General Population, 28-country global total, cut by ‘populism’. For details on how the “system failing” measure was
calculated, please refer to the Technical Appendix.
High-Income College-Educated Well-Informed
Top quartile of income College degree or higher
Follow business and public policy
information several times a week or more
48% 49% 51%
18
29. UK Amongst Countries with Above Average
Belief the System Is Failing
Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalization Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of
innovation Q677. System is failing: Q672-675, 678-680, 688-690. For details on how the societal fears and the “system failing” measure were calculated, please refer
to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries were considered above the global
average if their score was higher than the global mean plus the margin of error. 29
% Who Agree
System is Failing
53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19
Global
France
Italy
Mexico
S.Africa
Spain
Poland
Brazil
Colombia
Germany
U.K.
Australia
Ireland
U.S.
Netherlands
Canada
Sweden
Argentina
Malaysia
Turkey
Russia
S.Korea
Indonesia
Japan
India
HongKong
Singapore
China
UAE
Above-Average Level of Fear
Above-Average Belief the
System is Failing
Countries with Multiple
Fears and Failing System
10 countries with above-
average belief the system
is failing and multiple fears
4 countries with above-
average belief the system is
failing – but lack multiple fears
Corruption
Immigration
Globalization
Eroding social values
Pace of change
31. 31
The Echo Chamber in Action
Facts matter less Bias is the filter Humans not required
2 in 5 agree
“I would support politicians
I trust to make things better
for me and my family
even if they
exaggerated the truth”
52%
Do not regularly listen to
people or organisations
with whom they often
disagree
Nearly
4x more likely
to ignore information
that supports a position
they do not believe in
More likely
to believe
59%
Search
Engines
41%
Human
Editors
Source: 2017 Edelman Trust Barometer Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q755 Have you ever changed your position on an
important social issue? (Sum of “Yes, but rarely,” “No, never”) General Population, 28-country global total. Q749. When someone you know provides you with some information that supports a position that you do
NOT believe, which of following do you typically do with it? Q752. How often do you read or listen to information or points of view from people, media sources or organizations with whom you often disagree? (Sum
of “Never,” “Almost Never,” “Several Times a year,” “Once or Twice a Month”) Q754. 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, question asked of half
the sample.
Nearly
32. 43
2012 2017
Search engines* 61 64
Traditional media 62 57
Online-only
media**
46 51
Owned media 41 43
Social media 44 41
Media as an
institution
46 43
57
51
41
64
2012 2013 2014 2015 2016 2017
Globally Traditional Media Shows Steepest Decline
Source: 2017 Edelman Trust Barometer 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 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, 25-country global total, 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
32
Change,
2012 - 2017
+3
-5
+5
+2
-3
-3
Owned media now
as trusted as media
as an institution
Traditional media
down 5 points
43
33. Source: 2017 Edelman Trust Barometer Q754. 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, choices shown to half the sample. 33
In the UK Official Sources Are
Distrusted
Percent who find each source more believable than its pair
73%
Individuals
27%
Institutions
66%
Reformer
34%
Preserver of
Status Quo
76%
Leaked
Information
24%
Company Press
Statements
34. Desire for Trustworthy Information Amidst Questionable
Media Ethics
Source: UK Supplement, Q6/Q12. Thinking specifically about traditional media how much do you agree or disagree with the following statements? (By traditional
media we mean mainstream media sources that are available in a print or broadcast format, such as newspapers, magazines, television news and radio news)
[Top 4 Box, agree] Base: UK General Population
34
82%
78%
59% 59% 57%
42%
37%
77% 74%
52% 53%
46%
32%
25%
We all need more
trustworthy
information about
business and the
world around us
There is a lot of bad
news in the world
and I want to be sure
I am getting reliable
information about it
More modern media
such as social media
seem less
trustworthy than
sources I grew up
with
We can rely less and
less on the
government to
provide news and
information for us
Compared to newer
forms of media, I find
traditional media
more reliable and
trustworthy
I think that social
media is really just a
way of accessing
traditional media
The media’s conduct
and ethics are less of
an issue than in
recent years
2016
2017
JAN
Percent agreement with each statement, 2016 vs. 2017
36. 36
Business Expected
to Lead
Source: 2017 Edelman Trust Barometer Q249-757. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). UK General
Population, question asked of half the sample.
.
73% agree
“A company can take specific
actions that both increase
profits and improve the economic
and social conditions in the
community where it operates.”
37. 37
18
23 23 24 25 26 27 27 27 28 28 28
31
34
36
38
40 40
42 43 44
48 48
51 52
55
61
70
Global
28-Country
Japan
France
Poland
S.Korea
Canada
Australia
HongKong
Ireland
Netherlands
Germany
Italy
U.K.
Sweden
Russia
Singapore
U.S.
Malaysia
Spain
Argentina
Turkey
China
Brazil
Colombia
Indonesia
S.Africa
UAE
Mexico
India
All-time Low for CEO Credibility
Source: 2017 Edelman. Trust Barometer Q130-747 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) General Population, 28-country global total, question asked of half the sample.
GDP 5 = U.S., China, Japan, Germany, U.K.
37
Percent rate CEOs as extremely/very credible, 2016 vs. 2017
CEOs not credible in 23 countries
50%
-12 -15 -8-7 -12-16-6-16-18-13-17-10-16-5-14-10 -10 -12 -11 -15-12 -13 -19 -7-9 -12 -11-12 -16
Declines in all 28 countries
Y-to-Y Change+−
NeutralDistrust Trust
38. 60 60 60
48 46
43
29
37 35
60 59
53
50
43
40
30 28 28
Academic
expert
Technical
expert
Apersonlike
yourself
Employee
Financial
industry
analyst
NGO
representative
Government
official/
regulator
CEO
Boardof
directors
Global
UK
Experts Retain Position of Credibility
Source: 2017 Edelman. Trust Barometer Q130-747 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) UK General Population, question asked of half the sample.
38
Percent who rate each spokesperson as extremely/very credible,
and change from 2016 to 2017
CEO credibility decreased the
most, dropping to an all-time low
-7 -5
A person like yourself amongst
most credible spokespeople
-6 -7 -3 -5 -9 -7 -8 -12 -8
Y-to-Y Change+−
Unlike the global
trend, experts
remain more
trusted than “a
person like
yourself”
39. Business Plays a Role in Stoking Societal Fears
Source: 2017 Edelman Trust Barometer Q693-762. Some people say they worry about many things while others say they have few concerns. We are interested in
what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine point scale where one means “I do
not worry about this at all” and nine means “I am extremely worried about this”. (Top 4 Box, Worried) Q709-718. For each of the statements below, please indicate
how much you agree or disagree. (Top 4 Box, Agree) UK General Population. Q349-671. For the statements below, please think about the pace of development and
change and select the response that most accurately represents your opinion. (Top 4 Box, Too Fast) UK General Population, question asked of half the sample.
39
UK population worries about
losing their jobs due to:
54% globalization
is taking us in the
wrong direction
52% the pace of change
in business and industry is
too fast
41%
44%
50%
51%
56%
Jobs moving to cheaper markets
Automation
Lack of training/skills
Foreign competitors
Immigrants who work for less
40. What’s at Stake for Business?
Source: 2017 Edelman. Trust Barometer Q709-718 For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) UK
General Population.
40
69%agree 71%agree
“The government
should protect our
jobs and local
industries, even if
it means that our
economy grows
more slowly.”
“We need to
prioritise the
interests of our
country over those
of the rest of the
world.”
41. Business’ License to Operate at Risk
Source: 2017 Edelman Trust Barometer Q667-670. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q661-
664. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q658. For the statement below, please indicate how
much you agree or disagree. (All respondents except Top 4 Box, Agree) UK General Population, question asked of one-fifth the sample.
41
78%agree that the
pharmaceutical
industry needs
more regulation
60%agree that policymakers
should
tax foods that negatively
impact health
52%do not agree that
financial market reforms
have increased
economic stability
Regulation ReformTax Policy
42. Which is more believable?
Talk With the People,
Not At the People
42
Source: 2017 Edelman Trust Barometer Q754. 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. UK General Population, choices shown to half the sample.
60%
Personal
experience
40%
Data
65%
Spontaneous
speaker
35%
Rehearsed
speaker
54%
Blunt and
outspoken
46%
Diplomatic
and polite
48%
Company’s
social media
52%
Advertising
44. A Fundamental Shift
44
Current
Tension
Old Model:
For the People
New Model:
With the People
Elites manage
institutions to
do things “for”
the people
Influence has
shifted to the
people; people
using influence to
reject established
authority
Institutions
working
with the people;
institutional silos
dissolved
Editor's Notes
12/16: UPDATED WITH RWE’S ESSAY TOPIC BY SA
Updated BUT may need to revisit.
12/16: CHECKED BY SA USING TABLES
1/8/17: CHECKED BY SA USING TABLES; UPDATED THE TIE SCORES TO BE IN ALPHABETICAL ORDER BASED ON COUNTRY NAME; UPDATED NUMBER OF DISTRUSTER COUNTRIES FOR MASS IN CALL OUT, FROM 25 TO 20 (THE 25 WAS INCLUDED NEUTRALS WHICH I FEEL IS INACCURATE
Slide Notes: In today’s atmosphere of distrust, the unvirtuous, self-reinforcing cycle of societal fears interacting with a system that is highly suspect is reinforced and amplified by the radical changes in our media ecosystem, the long-term impact of which are as yet little-understood.
12/16: CHECKED BY SA USING ANNOTATED
1/5/17: CHECKED BY SA USING ANNOTATED
1/5/17: CHECKED BY SA USING ANNOTATED; CALLOUTS CHECKED
12/16: CHECKED BY SA USING ANNOTATED
Slide Notes: Globally, we have never before reported declines in all 4 institutions.
2 of them are now distrusted,
1/5/17: CHECKED BY SA USING ANNOTATED
1/5/17: CHECKED BY SA USING ANNOTATED; CALLOUTS CHECKED
1/5/17: CHECKED BY SA USING ANNOTATED; CALLOUTS CHECKED
Image Notes: A retouched and gray-scale version of http://forward.com/opinion/326547/are-french-jews-succumbing-to-marine-le-pens-xenophobic-siren-song/
FAITH
The institutions of the government, the media, business and NGOs function together to form the bedrock of the societies in which we live and work.
When we lose trust in them, we risk also losing faith in the entire system.
Data checked and updated by Cody. Used SR to check on 12/9.
CA: Updated with new populism numbers run out of SR on 12/13.
12/16: CHECKED BY SA WITH DATA FROM SURVEY REPORTER
SLIDE NOTES: So far we have looked only at global averages. Drilling down at a country level, you see that there are 14 countries where the sense that the system is not working has become the prevailing sentiment among the general population. Note that this sentiment is specific to western-style democracies, with the most intense levels in Western Europe, Latin America, and the Anglo-Saxon countries.
Trust in institutions is literally evaporating… So what do this year’s results tell us about the state of trust in 2016?
(Image Source: A cropped and gray-scaled retouch of Wikipedia https://upload.wikimedia.org/wikipedia/commons/2/27/Capitol_Building_Full_View.jpg)
Image Notes: A retouched and gray-scale version of http://forward.com/opinion/326547/are-french-jews-succumbing-to-marine-le-pens-xenophobic-siren-song/
FAITH
The institutions of the government, the media, business and NGOs function together to form the bedrock of the societies in which we live and work.
When we lose trust in them, we risk also losing faith in the entire system.
CA: Checked on 12/16 using the annotated. Updated footer.
Images
http://www.vishwagujarat.com/international/british-pm-faces-pressure-over-sugar-tax/
http://www.post-gazette.com/opinion/2016/10/06/In-defense-of-Heather-Bresch/stories/201610060014
1/5/17: CHECKED BY SA USING ANNOTATED
CA: Checked on 12/16 using the annotated. Added YOY comparison to sub-title. Added gaps because we had some that weren’t callout out. Updated gap for ‘financial industry analyst’. Updated footer.
SA: Checked on 1/10/17 using annotated
SLIDE NOTES: For the first time ever, “a person like yourself” is as credible as a technical or academic expert.
When institutions are not trusted, neither are their leaders. Boards of directors, government officials, NGO representatives, financial industry analysts—none of these are credible sources anymore.
Credibility of CEOs is at an all-time low, with a 12-point decline in the last year.
CA: Checked on 1/10/17 using annotated
Gone are the days if the traditional “pyramid of influence,” in which both authority and influence were concentrated in the hands of a small number of opinion shapers. This model was predicated on the belief that the informed publics have access to superior information, their interests were interconnected with those of the broader public and that becoming ‘an elite’ was open to all of those who work hard.
But today, due primarily to the democratization of information, we have seen the pyramid turned upside down. Influence now rests among the broad population, who talk to each other on social media or use search to access information, and no longer need to rely on the more “informed” population for ideas.
Influence is no longer automatically granted to those in authority.
And, as we have seen, the Mass Population’s view of the world—at a trust level of just 48—is vastly different from that of the 15% who have a trust level of 60, creating real challenge for those in authority who want to earn the ability to have broad influence.