2. Informed Public
‣ 8 years in 20+ markets
‣ 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
General Online Population
‣ 5 years in 25+ markets
‣ Ages 18+
‣ 1,150 respondents per country
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).
‣ 16 years of data
‣ 33,000+ respondents total
‣ All fieldwork was conducted between
October 13th and November 16th, 2015
Online Survey in 28 Countries
Mass Population
‣ All population not including Informed Public
‣ Represents 85% of total global population
2
3. Trust in Retrospect
3
Rising Influence
of NGOs
2001
Business Must
Partner with
Government to
Regain Trust
2009
Fall of the
Celebrity CEO
2002
Earned Media
More Credible
Than Advertising
2003
U.S. Companies
in Europe Suffer
Trust Discount
2004
Trust Shifts from
“Authorities” to
Peers
2005
“A Person Like
Me” Emerges as
Credible
Spokesperson
2006
Business More
Trusted Than
Government
and Media
2007
Young Influencers
Have More Trust
in Business
2008
Trust is Now an
Essential Line
of Business
2010
Rise of
Authority
Figures
2011
Fall of
Government
2012
Crisis of
Leadership
2013
Business to
Lead the Debate
for Change
2014
Trust is
Essential to
Innovation
2015
Growing
Inequality
of Trust
2016
5. 48
42
26
35
20
12
Trust Matters - Global
5
Percent who engage in each behavior based on trust
68
59
41
38
37
18
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
General
Population
Source: 2016 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? Please
answer yes or no to each action. General Population, 28-country global total, questions asked of half the sample. Q377-380. Still thinking about the past 12 months, have you taken any of
the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Population, 28-country global total, question asked of half the sample.
most trusted
content creators:#1
Friends and
Family
most trusted
media source:#1
Online Search
Engines
6. 82
78
56
54
46
13
56
48
32
45
26
10
Trust Matters - LATAM
Source: 2016 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? Please answer yes or no to each action. General Population, Latin America, question asked of half the sample. Q377-380. Still thinking about the
past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General
Population, Latin America, question asked of half the sample. 6
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
most trusted
content creators:#1
Friends and
Family
most trusted
media source:#1
Search Engines
General
Population
7. 60
55
31
24
49
8
Trust Matters - Argentina
Source: 2016 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? Please answer yes or no to each action. General Population, Argentina, question asked of half the sample. Q377-380. Still thinking about the past
12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Population,
Argentina, question asked of half the sample. 7
Percent who engage in each behavior based on trust
82
74
47
43
42
10
Behaviors for Distrusted Companies Behaviors for Trusted Companies
Refused to buy products/services
Criticized companies
Shared negative opinions
Paid more than
wanted
Disagreed with others
Sold
shares
Chose to buy products/services
Recommended them to a friend/colleague
Shared positive opinions online
Paid More for products/services
Defended company
Bought
shares
most trusted
content creators:#1
Friends and
Family
most trusted
media source:#1
Online Search
Engines
General
Population
8. 51
48
45
41
55 53
47
42
63
57
51
48
67 63
57
51
Trust Rising - Global
Source: 2016 Edelman Trust Barometer 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) Informed Public
and General Population, 27-country global total.
8
Percent trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016
NGOs Business Media Government
+4 +6 +6 +3
Informed
Public
General
Population
2015 2016
+4 +5 +2 +1
9. 60
56
48
28
67 66
55
28
71
63
51
30
74 74
63
34
Trust Rising - LATAM
Source: 2016 Edelman Trust Barometer 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) Informed Public
and General Population, Latin America.
9
Percent trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016
Informed
Public
General
Population
NGOs Business Media Government
+3 +11 +12 +4
2015 2016
+7 +10 +7 0
10. 62
43 45
23
70
53 53
26
71
46
40
21
75
55 56
27
Trust Rising - Argentina
Source: 2016 Edelman Trust Barometer 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) Informed Public
and General Population, Argentina.
10
Percent trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016
Informed
Public
General
Population
NGOs Business Media Government
+4 +9 +16 +6
2015 2016
+8 +10 +8 +3
11. 60
64 65
63
66
50
53 54
51
55
46
48
45
48
51
38
41
39
42
43
2012 2013 2014 2015 2016
54
58 58
56
62
47
50
49 49
53
2012 2013 2014 2015 2016
Source: 2016 Edelman Trust Barometer 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) Informed Public
and General Population, 25-country global total.
11
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
53
57
53
51
56
46
49
48
46
49
NGOs
Government
Media
Business
Post-Recession Highs - Global
Informed
Public
General
Population
12. 67
69 71 71
74
61
65 66
60
67
34
31
29
30
34
30 32
25
28 28
2012 2013 2014 2015 2016
65 65 67
63
74
57
60 59
56
66
2012 2013 2014 2015 2016
Source: 2016 Edelman Trust Barometer 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) Informed Public
and General Population, Latin America.
12
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
58 59 59
51
63
52 54
51
48
55
NGO’s
Government
Media
Business
Post-Recession Highs - LATAM
Informed
Public
General
Population
13. 75
66
76
71
75
68 69
73
62
70
36
19
23 21
27
30
20 22 23
26
2012 2013 2014 2015 2016
57
49
58
46
55
49
53 54
43
53
2012 2013 2014 2015 2016
Source: 2016 Edelman Trust Barometer 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) Informed Public
and General Population, Argentina.
13
Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016
49 47
54
40
56
47
50 49
45
53
NGO’s
Government
Media
Business
Post-Recession Highs - Argentina
Informed
Public
General
Population
14. 53
58
56 56
60
44
47
46 46
48
2012 2013 2014 2015 2016
A Significant Divide - Global
Source: 2016 Edelman Trust Barometer 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) Informed Public
and Mass Population, 25-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
14
Percent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016 Informed
Public
Mass
Population
12pt
Gap
9pt
Gap
in trust inequality--
which jumps to a
5-point increase
among the GDP5
3-point increase
15. A Growing Divide - LATAM
Source: 2016 Edelman Trust Barometer 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) Informed Public
and Mass Population, Latin America.
15
Percent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016 Informed
Public
Mass
Population
8pt
Gap
7pt
Gap
56 56 56
54
61
49
51
49
47
53
2012 2013 2014 2015 2016
16. 54
45
53
45
53
48 48 48
44
50
2012 2013 2014 2015 2016
A Narrowing Divide - Argentina
Source: 2016 Edelman Trust Barometer 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) Informed Public
and Mass Population, Argentina.
16
Percent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016 Informed
Public
Mass
Population
3pt
Gap6pt
Gap
17. 55 Global 60 Global
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
84 UAE
79 India
78 Indonesia
75 China
65 Singapore
64 Netherlands
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
48 Italy
48 S. Africa
47 Hong Kong
47 S. Korea
46 U.K.
45 Argentina
45 Poland
45 Russia
45 Spain
45 Sweden
40 Turkey
37 Ireland
37 Japan
58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
59 Brazil
59 Mexico
56 Malaysia
53 Canada
52 Australia
52 France
52 U.S.
50 Germany
Trust Index:
Informed Public
Drives Rebound
Average trust in institutions,
Informed Public, 2015 vs. 2016
2015 2016
Informed Public
trust up 5 points
Trusters from 22% in
2015 to 39% in 2016
Distrusters from 48%
in 2015 to 21% in 2016
Trusters
Neutrals
Distrusters
17
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
27-country global total.
18. 49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
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
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
Trust Index:
General Population
Lags
Average trust in institutions,
Informed Public vs.
General Population, 2016
Nearly 6 in 10
countries are
distrusters among the
General Population
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country global total.
Informed
Public
General
Population
60 Global 50 Global
18
Trusters
Neutrals
Distrusters
19. 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
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
57 Mexico
55 Canada
55 Colombia
52 Netherlands
50 Argentina
50 Malaysia
48 Brazil
47 Australia
47 Italy
46 Hong Kong
45 U.S.
44 S. Africa
44 Spain
42 Germany
40 S. Korea
40 U.K.
39 France
39 Ireland
39 Russia
39 Turkey
38 Japan
36 Sweden
34 Poland
71 China
65 UAE
62 India
62 Indonesia
62 Singapore
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil
Trust Index:
Mass Population
Left Behind
Average trust in institutions,
Informed Public vs. General
Population vs. Mass Population
For the mass
population,
17 of 28 countries
are distrusters
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
28-country global total.
General
Population
Mass
Population
50 Global 48 Global
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
82 China
78 India
74 UAE
72 Mexico
72 Singapore
70 Indonesia
64 U.S.
63 Australia
63 Canada
62 Netherlands
61 Colombia
58 Brazil
58 Italy
58 Malaysia
57 U.K.
55 France
54 S. Africa
53 Argentina
53 Spain
52 Hong Kong
51 Germany
50 S. Korea
Informed
Public
60 Global For the mass
population, the
global index falls into
distruster territory
19
Trusters
Neutrals
Distrusters
21. 53
58
56 56
60
44
47
46 46
48
2012 2013 2014 2015 2016
A Significant Divide
Source: 2016 Edelman Trust Barometer 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) Informed Public
and Mass Population, 25-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
21
Percent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016 Informed
Public
Mass
Population
12pt
Gap
9pt
Gap
in trust inequality--
which jumps to a
5-point increase
among the GDP5
3-point increase
22. Trust Index 2012 – 2016, percentage point change in the size of
the trust gap between Informed Public and Mass Population
An Accelerating Disparity
Source: 2016 Edelman Trust Barometer 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) Informed Public
and Mass Population, 25-country global total, 2012 vs 2016.
GDP 5 = U.S., China, Japan, Germany, U.K.
22
Increased Gap Decreased Gap
Gap has increased in 16 of 25 countries
Global25
GDP5
France
U.K.
U.S.
Spain
Mexico
Singapore
S.Korea
Malaysia
India
China
Brazil
Germany
Australia
Ireland
Russia
Poland
Canada
Japan
Indonesia
Italy
Argentina
UAE
HongKong
Netherlands
2012 Gap 9 7 4 7 11 1 8 6 6 4 13 8 7 6 14 8 2 7 8 3 10 13 6 13 10 14 15
2016 Gap 12 12 16 17 19 9 15 10 10 8 16 11 10 9 16 10 3 8 8 3 8 11 3 9 6 10 10
Sweden
3
5
12
10
8 8
7
4 4 4
3 3 3 3
2 2
1 1
0 0
-2 -2
-3
-4 -4 -4
-5
23. A Global Phenomenon
Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs,
28-country global total.
23
Trust Index, Informed Public vs. Mass Population,
15 countries with double-digit trust gaps in 2016
Country
Informed
Public
Mass
Population Gap
U.S. 64 45 19
U.K. 57 40 17
France 55 39 16
India 78 62 16
Australia 63 47 16
Mexico 72 57 15
Italy 58 47 11
China 82 71 11
Brazil 58 48 10
Ireland 49 39 10
Netherlands 62 52 10
Sweden 46 36 10
S. Africa 54 44 10
S. Korea 50 40 10
Singapore 72 62 10
24. 50%
18 of 28 countries have a double-digit trust gap
between high-income and low-income respondents
Trust Index:
A Link to Income Inequality
Source: 2016 Edelman Trust Barometer Q13. 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, lower vs. upper quartile income in each country. [“CEOs are fairly paid
relative to the rest of the workforce”]
GDP 5 = U.S., China, Japan, Germany, U.K.
24
Average trust in institutions, respondents in top quartile of income vs.
respondents in bottom quartile of income in each country,
ranked by the size of the gap between them
60
57
71
64
78 78
68
49
52
62
67
49
45 46
50
53
40
74
79
46
65
68
59
38
44
80
55
62
58
71
46
42 40
35
52
56
48
30 33
45
50
32 31 32
37
40
27
62
69
36
56
59
51
30
37
73
48
55 52
66
Global
GDP5
U.S.
France
Brazil
India
Netherlands
Russia
U.K.
Italy
Singapore
Japan
HongKong
Turkey
Sweden
Spain
Poland
Colombia
Mexico
Ireland
SouthAfrica
UAE
Argentina
SouthKorea
Germany
Indonesia
Australia
Malaysia
Canada
China
19192022262931
Low-income
respondents
High-income
respondents
25. 50%
55
46
19 21
28
48
41
45
42
47
44
57
46
50
46
63
52
49
58 55 55
51
69
62 64
73 73
79 81
87
47
37
15
20
24
31 31 33 33 34 34
36 36 37
39
45 46 47 49 49 49
57
64 64 65
69 70
74
81 83
Global
GDP5
Japan
France
Germany
U.K.
Australia
Italy
S.Korea
Netherlands
Sweden
Poland
HongKong
Canada
Russia
U.S.
Singapore
Turkey
Ireland
S.Africa
Spain
Malaysia
Mexico
Argentina
Brazil
China
UAE
Indonesia
Colombia
India
In 19 of 28 countries, less than half of Mass Population
think they will be better off in five years
Mass Population Less Optimistic
Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing
in five years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K. 25
Percent of the Informed Public vs. Mass Population who
believe they and their families will be better off in five years’ time Informed
Public
Mass
Population
17 10 12 13 10 21 10 13 18
27. Mass
Population
The Inversion of Influence - Global
27
Authority
& Influence
Influence
Authority
Source: 2016 Edelman Trust Barometer 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) Informed Public
and Mass Population, 28-country global total.
85%
of
population
48 Trust Index
15%
of
population
60 Trust Index
Informed
Public
28. Mass
Population
The Inversion of Influence - LATAM
28
Authority
& Influence
Influence
Authority
Source: 2016 Edelman Trust Barometer 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) Informed Public
and Mass Population, Latin America.
84%
of
population
53 Trust Index
16%
of
population
61 Trust Index
Informed
Public
29. The Inversion of Influence - Argentina
29
84%
of Population
50
Trust Index
16%
of Population
53
Trust Index
Informed
Public
Mass
Population
Source: 2016 Edelman Trust Barometer 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) Informed Public
and Mass Population, Argentina.
Authority
& Influence
Influence
Authority
30. 71
69
67
45
32
28
Search
TV
Social
Newspapers
Magazines
Blogs
Influence of Peer-Driven Media - Global
Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online
search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter,
etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed
magazines(Q283), Blogs (Q279) (Several times a week+) General Population, 28-country global total, question asked of half the sample. 30
Percent who use each media source several times a week or more
2 of top 3 most-used
sources of news and
information are peer-
influenced media
General
Population
31. Influence of Peer-Driven Media - LATAM
31
Percent who use each media source several times a week or more
General
Population
80
80
74
46
36
34
Search
Social
TV
Newspapers
Magazines
Blogs
2 of top 3 most-used
sources of news and
information are peer-
influenced media
Source: 2016 Edelman Trust Barometer Q278-597 How often do you read, view, click on or engage with the following types of content, media or information
sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn,
Instagram, Twitter, etc. (Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers
(Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, Latin America, question asked of half the sample.
32. Influence of Peer-Driven Media - Argentina
Source: 2016 Edelman Trust Barometer Q278-597 - How often do you read, view, click on or engage with the following types of content, media or information
sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn,
Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284),
articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, Argentina, question asked of half the sample. 32
Percent who use each media source several times a week or more
General
Population
79
74
71
40
25
21
Search
TV
Social
Newspapers
Magazines
Blogs
2 of top 3 most-used
sources of news and
information are peer-
influenced media
33. Peers Recommend Companies
and Influence Purchasing
33
Actions taken in the last 12 months
based on trust
recommended companies
to a friend/colleague
59%
Impact of conversations about
brands with peers
make decisions/overcome
concerns/warn me about risks75%
Source: 2015 Earned Brand Study of Global Consumers
Source: 2016 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? Please answer yes or no to
each action. General Population, 28-country global total, question asked of half the sample.
Source: 2015 Earned Brand. Q41: Thinking about the conversations you have online and offline with
friends and other people like you about brands, products and services you purchase, what impact do
they have on you? [Net of ‘They warn me about the risks,’ ‘They help me make decisions,’ ‘They help
me overcome my concerns about the product / service,’ and ‘They help me overcome my concerns
about my data being collected / my privacy being respected.’]
General
Population
34. 63 64
57
50
48
41
50
39
33
67
64 63
53 52
49 48
44
35
Peers, Employees More Credible than Leaders - Global
Source: 2016 Edelman. Trust Barometer Q130-587. 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, 27-country global total.
34
Percent who rate each spokesperson as extremely/very credible
2015 2016
+8
Technical
expert
Academic
expert
A person
like
yourself
Financial
industry
analyst
Employee CEO NGO
representative
Board of
Directors
Government
official/regulator
CEO credibility
increased the most
General
Population
+6
35. 78 77 75
65
55
61
54
64
26
79 78 76
68 66 64 63 61
30
Experts, Peers, Analysts More Credible than Leaders - LATAM
Source: 2016 Edelman. Trust Barometer Q130-587. 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, Latin America, question asked of half the sample.
35
Percent who rate each spokesperson as extremely/very credible
2015 2016
+11
Technical
Expert
Academic
Expert
A person
like
yourself
Financial
Industry
Analyst
EmployeeCEO NGO
representative
Board of
Directors
Government
official/regul
ator
CEO credibility
increased the most
General
Population
+9
36. 78
76
74
64
69
60
50
52
23
84
81 80
73
70
64
59
57
29
Experts, Peers More Credible than Leaders - Argentina
Source: 2016 Edelman. Trust Barometer Q130-587. 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, Argentina, question asked of half the sample.
36
Percent who rate each spokesperson as extremely/very credible
2015 2016
+9+9
Technical
Expert
Academic
Expert
A person
like
yourself
Financial
Industry
Analyst
Employee CEONGO
representative
Board of
Directors
Government
official/regu
lator
CEO and Employee
credibility
increased the most
General
Population
38. A Position of Strength - Global
Source: 2016 Edelman Trust Barometer 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) Informed Public
and General Population, 27-country global total.
38
Percent trust in the four institutions of government,
business, media and NGOs, 2015 vs. 2016
51
48
45
41
55 53
47
42
63
57
51
48
67
63
57
51
NGOs Business Media Government
+4 +6 +6 +3
+4 +5 +2 +1
Informed
Public
General
Population
2015 2016
Business closing NGO’s
long-held lead in trust
39. A Position of Strength - LATAM
Source: 2016 Edelman Trust Barometer 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) Informed Public
and General Population, Latin America.
39
Percent trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016 2015 2016
60
56
48
28
67 66
55
28
71
63
51
30
74 74
63
34
Informed
Public
General
Population
NGOs Business Media Government
+3 +11 +12 +4
+7 +10 +7 0
40. 62
43 45
23
70
53 53
26
71
46
40
21
75
55 56
27
NGOs Business Media Government
+4 +9 +16 +6
+8 +10 +8 +3
A Position of Strength - Argentina
Source: 2016 Edelman Trust Barometer 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) Informed Public
and General Population, Argentina.
40
Percent trust in the four institutions of
government, business, media and NGOs, 2015 vs. 2016
Informed
Public
General
Population
2015 2016
41. 63
57
51
48
67
63
57
51
63
69
62
47
51
48
45
41
55
53
48
42
55
61
56
41
NGOs Business Media Government
Business Most Trusted to Keep Pace - Global
41
Percent trust, 2015 and 2016, and percent who trust each
institution to keep up with the changing times, 2016
Informed
Public
General
Population
Trust
2016
Trusted to
keep pace
Source: 2016 Edelman Trust Barometer 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), Informed Public
and General Population, 27-country global total. Q441-444 Below is a list of institutions. For each one, please indicate how much you trust that institution to keep
up with the changing times using a 9-point scale where one means that you “do not trust them at all to keep up with change” and nine means that you “trust them a
great deal to keep up with change”. (Top 4 Box, Trust) Informed Public and General Population, 28-country global total.
Business in the lead
Trust
2015
42. 74 74
63
34
68
77
70
37
67 66
55
28
63
69
65
35
NGOs Business Media Government
Business Most Trusted to Keep Pace - LATAM
Source: 2016 Edelman Trust Barometer 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) Q441-444 Below
is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one means
that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust) Informed
Public and General Population, Latin America.
42
Percent trust, and percent who trust each institution to keep up
with the changing times, 2016
Informed
Public
General
Population
Trust Trusted to
keep paceBusiness in the lead
43. 75
55 56
27
65 64
60
29
70
53 53
26
62 61 63
33
NGOs Business Media Government
NGOs Most Trusted to Keep Pace - Argentina
Source: 2016 Edelman Trust Barometer 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), Q441-444
Below is a list of institutions. For each one, please indicate how much you trust that institution to keep up with the changing times using a 9-point scale where one
means that you “do not trust them at all to keep up with change” and nine means that you “trust them a great deal to keep up with change”. (Top 4 Box, Trust)
Informed Public and General Population, Argentina.
43
Percent trust, and percent who trust each institution to keep up
with the changing times, 2016
Informed
Public
General
Population
Trust Trusted to
keep paceNGOs in the lead
44. 50%
Source: 2016 Edelman Trust Barometer 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) General
Population, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
48 47
64
70
58
68
65
59 56 57
48
51
43
46
51
36
44
30
46
36
40
32
42
38 36 37
30
60 57
53
50
76
71 70 69 67
64
60 60
57 56
53
52 51
48 46 46 46
43 43 42 42
39 38 38
33
70
58 56
Global27
GDP5
Mexico
Indonesia
China
India
UAE
Brazil
S.Africa
Singapore
Italy
Canada
Argentina
Australia
U.S.
Spain
U.K.
France
Sweden
Ireland
Japan
Turkey
Germany
HongKong
Poland
Russia
S.Korea
Columbia
Malaysia
Netherlands
Global Increase in Business Trust
44
Percent trust in business, 2015 vs. 2016
Increased or equal trust in business in 25 countries
+12 +12 +10 +12 +16 +10
General
Population
2015 2016
n/a
45. Industry 2012 2013 2014 2015 2016
5 yr.
Trend
Technology 76% 73% 75% 73% 74% 2
Food & Beverage 63% 63% 64% 63% 64% 1
Consumer Packaged Goods 57% 60% 61% 60% 61% 4
Telecommunications 58% 60% 61% 59% 60% 2
Automotive 62% 65% 69% 66% 60% 2
Energy 53% 57% 57% 56% 58% 5
Pharmaceutical 54% 54% 55% 54% 53% 1
Financial Services 43% 47% 48% 48% 51% 8
40%
45%
50%
55%
60%
65%
70%
75%
Sector Trends:
Financial Services Rebounds - Global
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please 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) General Population, 25-country global total. *From 2012-2014, Pharma included as
subsector(Q). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012-2016
2012 2013 2014 2015 2016
General
Population
45
46. 40%
45%
50%
55%
60%
65%
70%
75%
80%
85%
90%
Sector Trends:
Financial Services Rebounds - LATAM
Source: 2016 Edelman Trust Barometer Q45-429. 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) General Population, Latin America.
*From 2012-2014, Pharma included as subsector(Q61f-65f).
**From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012 - 2016
2012 2013 2014 2015 2016
Industry 2012 2013 2014 2015 2016
5 yr.
Trend
Technology 85% 83% 83% 80% 85% 0
Automotive 76% 78% 79% 75% 75% 1
Food & Beverage 73% 76% 73% 71% 74% 1
Consumer Packaged Goods 64% 66% 65% 61% 66% 2
Pharmaceutical 66% 70% 67% 65% 64% 2
Telecommunications 60% 65% 61% 59% 63% 3
Energy 61% 67% 64% 59% 61% 0
Financial Service 50% 55% 54% 51% 58% 8
General
Population
46
47. 35%
45%
55%
65%
75%
85%
Sector Trends:
Financial Services Rebounds - Argentina
Source: 2016 Edelman Trust Barometer Q45-429. 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) General Population, Argentina.
*From 2012-2014, Pharma included as subsector(Q61f-65f).
**From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector.
Trust in each industry sector, 2012 - 2016
2012 2013 2014 2015 2016
Industry 2012 2013 2014 2015 2016
5 yr.
Trend
Technology 84% 81% 82% 74% 79% 5
Automotive 73% 75% 80% 69% 69% 4
Food & Beverage 70% 73% 72% 66% 67% 3
Pharmaceutical 57% 61% 61% 57% 62% 5
Consumer Packaged Goods 60% 60% 59% 54% 58% 2
Energy 52% 57% 55% 47% 51% 1
Telecommunications 55% 59% 53% 49% 49% 6
Financial Service 39% 42% 44% 41% 43% 4
General
Population
47
48. Higher trust in business in 21 countries
53
50
76
71 70
69
64
60
58 57 56 56
53 52 51
48
46 46 46
43 43 42
38
42
70
67
60
39 38
33
42
46
32
58
32
65
21
16
39
30
53
49
26
45
39
26
45
36
24
39
32
39
19
42
79 80
74
45
53
35
Global
GDP5
Mexico
Indonesia
Colombia
India
Brazil
S.Africa
Malaysia
Italy
Canada
Netherlands
Argentina
Australia
U.S.
Spain
Sweden
U.K.
France
Japan
Ireland
Germany
Poland
Turkey
China
UAE
Singapore
HongKong
Russia
S.Korea
50%
Business vs. Government
Source: 2016 Edelman Trust Barometer 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) General
Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
48
Percent trust in business vs. government, 2016, ranked by trust in business
Business Government
General
Population
49. Business Must Lead to Solve Problems - Global
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree).
General Population, 27-country global total, question asked of half the sample.
.
80% agree
“A company can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
up from 74% in 2015
General
Population
49
50. Business Must Lead to Solve Problems - LATAM
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General
Population, Latin America, question asked of half the sample.
91% agree
“A company can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
up from 82% in 2015
General
Population
50
51. Business Must Lead to Solve Problems - Argentina
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General
Population, Argentina, question asked of half the sample.
89% agree
“A company can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
up from 79% in 2015
General
Population
51
52. Access to education/training
Address income inequality
Access to healthcare
Protecting/improving the environment
Reducing poverty
Supporting human & civil rights
Modern infrastructure
E
E
P
H
Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues?
Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country
global total, question asked of one quarter the sample.
Societal
Expectations
Vary
52
Most important issue for
business to address in
each country
Canada
Brazil
Germany
France
China
U.S.
Poland
Argentina
Sweden
Mexico
U.K.
Ireland
Netherlands
Turkey
Singapore
Hong Kong
Malaysia
Colombia
Japan
Australia
Russia
S. Korea
Italy
Spain
Indonesia
UAE
S. Africa
India
General
Population
R
I
I
E
E
R
H
E
E
E
E
E
P
P
E
H
P
E
H
H
H
E
E
E
E
E
P
I
H
E
I
56. CEO Focus Misplaced - Global
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? General Population.
[‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just four years, CEOs aren’t in their role long enough to make a positive impact,’ ‘CEOs are
too focused on short-term financial results’ (Top 4 Box, Agree), ‘CEOs can be trusted to create jobs’ (Bottom 5 Box, Do Not Agree)], 28 country global total.
56
Percent who agree with each statement about CEOs
Focus on short-term
financial results
Lobbying
Too Much
67%
57%
Positive
long-term impact
Job creation
Not Enough
57%
49%
General
Population
57. CEO Focus Misplaced - LATAM
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? [‘CEOs do too much lobbying,’ ‘Given that the
average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ (Top 4 Box, Agree) ‘CEOs are too focused on short-term financial results,’ ‘CEOs can
be trusted to create jobs’ ] (Bot 5 Box, Do not agree) General Population, Latin America.
57
Percent who agree with each statement about CEOs
Focus on short-term
financial results
Lobbying
Too Much
68%
58% Job creation
Positive
long-term impact
Not Enough
38%
58%
General
Population
58. CEO Focus Misplaced - Argentina
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? [‘CEOs do too much lobbying,’ ‘Given that the
average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ (Top 4 Box, Agree) ‘CEOs are too focused on short-term financial results,’ ‘CEOs can
be trust to create jobs’ (Bot 5 Box, Do not agree) General Population, Argentina.
58
Percent who agree with each statement about CEOs
Focus on short-term
financial results
Lobbying
Too Much
61%
54% Job creation
Positive
long-term impact
Not Enough
48%
52%
General
Population
59. Purpose and Profits Matter - Global
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please
use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, 28-country
global total, question asked of half the sample.
59
Percent who agree that CEOs should be personally visible in discussing…
8in10
Societal
Issues
‣ Income inequality
‣ Public policy discussions
‣ Personal views on
societal issues
7in10
Financial
Results
General
Population
60. Purpose and Profits Matter - LATAM
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please
use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, Latin
America, question asked of half the sample.
60
Percent who agree that CEOs should be personally visible in discussing…
83%
Societal
Issues
‣ Income inequality
‣ Public policy discussions
‣ Personal views on
societal issues
76%
Financial
Results
General
Population
61. Purpose and Profits Matter - Argentina
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please
use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, Argentina,
question asked of half the sample.
61
Percent who agree that CEOs should be personally visible in discussing…
80%
Societal
Issues
‣ Income inequality
‣ Public policy discussions
‣ Personal views on
societal issues
67%
Financial
Results
General
Population
62. Purpose Impacts Trust - Global
62
Percent who cite each as a reason for why their trust in business has increased or decreased
Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which
of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, 28-country global total.
Reasons Trust in
Business Has Increased
Reasons Trust in
Business Has Decreased
Produces
economic growth
Contributes to the
greater good
Allows me to be a productive
member of society
Fails to contribute
to the greater good
Lacks economic growth
No public services
59%
45%
40%
50%
39%
36%
General
Population
63. Purpose Impacts Trust - LATAM
Percent who cite each as a reason for why their trust in business has increased or decreased
Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which
of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, Latin America.
Reasons Trust in
Business Has Increased
Reasons Trust in
Business Has Decreased
Produces
economic growth
Contributes to the
greater good
Allows me to be a
productive member of
society
Fails to contribute
to the greater good
Provides few/no public
services
Does not help me and
my family live a healthy
life
66%
51%
48%
45%
39%
37%
General
Population
63
64. Purpose Impacts Trust - Argentina
Percent who cite each as a reason for why their trust in business has increased or decreased
Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? Q330-331. For which
of the following reasons, if any, has your trust in each institution listed below decreased over the past year? General Population, Argentina.
Reasons Trust in
Business Has Increased
Reasons Trust in
Business Has Decreased
Produces
economic growth
Contributes to the
greater good
Allows me to be a
productive member of
society
Fails to contribute
to the greater good
Provides few/no public
services
Does not help me and
my family live a fulfilling
life
55%
41%
33%
49%
42%
39%
General
Population
64
66. Integrity 51 27 24
Exhibits highly ethical behaviors 50 24 26
Takes responsible actions to address an issue or crisis 53 33 20
Behaves in a way that is transparent and open 50 24 26
Engagement 49 24 25
Treats employees well 52 25 27
Listens to customer needs and feedback 50 25 25
Places customer ahead of profits 47 23 24
Communicates frequently and honestly on the state of their company 46 23 23
Products 45 33 12
Places a premium on offering high-quality products or services 48 34 14
Is focused on driving innovation and introducing new products/services/ideas 42 32 10
Purpose 40 25 15
Is dedicated to protecting and improving the environment 41 22 19
Ensures that the company creates programs that positively impact the local community in which it operates 42 28 14
Ensures that the company addresses society's needs in its everyday business 43 26 17
Ensures that the company partners with NGOs, government and third parties to address societal issues 33 24 9
Operations 37 28 9
Attracts and retains a highly regarded and widely admired top leadership team 40 29 11
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 29 25 4
Manages the company in a way that delivers consistent financial returns 41 29 12
Leaders Seen As Underperforming - Global
Importance vs. performance of 16 trust-building leadership attributes
%
Performance
%
Importance Gap
General
Population
66
Source: 2016 Edelman Trust
Barometer. Q462-478 How important is
each of the following attributes to
building your trust in CEOs? (Top 2
Box, Important) Q479-495 Please rate
CEOs on how well you think they are
performing on each of the following
attributes. Use a nine-point scale where
one means they are “performing
extremely poorly” and nine means they
are “performing extremely well.” CEO
questions use the same scales as the
business questions. (Top 2 Box,
Performance) General Population, 28-
country global total.
67. Integrity 61 42 19
Exhibits highly ethical behaviors 61 39 22
Takes responsible actions to address an issue or crisis 63 49 14
Behaves in a way that is transparent and open 60 38 22
Engagement 60 38 22
Treats employees well 63 40 23
Listens to customer needs and feedback 62 39 23
Places customer ahead of profits 56 35 21
Communicates frequently and honestly on the state of their company 57 37 20
Products 62 51 11
Places a premium on offering high quality products or services 65 52 13
Is focused on driving innovation and introducing new products/services/ideas 58 49 9
Purpose 53 39 14
Is dedicated to protecting and improving the environment 55 36 19
Ensures that the company creates programs that positively impact the local community in which it
operates
58 44 14
Ensures that the company addresses society's needs in its everyday business 57 41 16
Ensures that the company partners with NGOs, government and third parties to address societal
issues
42 36 6
Operations 52 43 9
Attracts and retains a highly-regarded and widely admired top leadership team 55 45 10
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 46 40 6
Manages the company in a way that delivers consistent financial returns 54 44 10
Leaders Seen As Underperforming - LATAM
Source: 2016 Edelman Trust
Barometer. Q462-478 How important
is each of the following attributes to
building your trust in CEOs? (Top 2
Box, Important) Q479-495 Please rate
CEOs on how well you think they are
performing on each of the following
attributes. Use a 9-point scale where
one means they are “performing
extremely poorly” and nine means
they are “performing extremely well.”
CEO questions use the same scales
as the business questions. (Top 2
Box, Performance) General
Population, Latin America.
Importance vs. performance of 16 trust-building leadership attributes
%
Importance
%
Performance Gap
General
Population
67
68. Integrity 54 32 22
Exhibits highly ethical behaviors 51 27 24
Takes responsible actions to address an issue or crisis 56 39 17
Behaves in a way that is transparent and open 54 29 25
Engagement 51 27 24
Treats employees well 56 28 28
Listens to customer needs and feedback 53 27 26
Places customer ahead of profits 49 25 24
Communicates frequently and honestly on the state of their company 46 27 19
Products 54 41 13
Places a premium on offering high quality products or services 60 44 16
Is focused on driving innovation and introducing new products/services/ideas 48 39 9
Purpose 46 31 15
Is dedicated to protecting and improving the environment 47 26 21
Ensures that the company creates programs that positively impact the local community in which it
operates
51 34 17
Ensures that the company addresses society's needs in its everyday business 52 37 15
Ensures that the company partners with NGOs, government and third parties to address societal
issues
34 27 7
Operations 42 33 9
Attracts and retains a highly-regarded and widely admired top leadership team 47 36 11
Is ranked on a global list of top CEOs, such as "The Best Performing CEOs in The World" 36 30 6
Manages the company in a way that delivers consistent financial returns 43 33 10
Leaders Seen As Underperforming - Argentina
Source: 2016 Edelman Trust
Barometer. Q462-478 How important
is each of the following attributes to
building your trust in CEOs? (Top 2
Box, Important) Q479-495 Please rate
CEOs on how well you think they are
performing on each of the following
attributes. Use a nine-point scale
where one means they are
“performing extremely poorly” and
nine means they are “performing
extremely well.” CEO questions use
the same scales as the business
questions. (Top 2 Box, Performance)
General Population, Argentina.
Importance vs. performance of 16 trust-building leadership attributes
%
Importance
%
Performance Gap
General
Population
68
69. Desired Leadership Qualities
Characteristics that make a CEO trustworthy, percent who
selected each as one of the top five in each region
69
cannot name any CEOs*
60% of
global
respondents
North America
Honest 59%
Ethical 48%
Competent 26%
Transparent 26%
Sincere 24%
Latin America
Ethical 47%
Honest 44%
Competent 36%
Visionary 34%
Innovative 33%
Europe
Honest 53%
Competent 43%
Experienced 28%
Ethical 27%
Transparent 27%
APAC
Honest 39%
Visionary 35%
Decisive 31%
Ethical 31%
Competent 26%
General
Population
Source: 2016 Edelman Trust Barometer Q515. Which of the following personal characteristics make a CEO trustworthy? Please select the five most important
characteristics that make a CEO trustworthy. General Population, 28-country global total, question asked of half the sample.
* Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about company CEOs in general, how many CEOs could you name in full? General
Population, 10-country global total.
70. 62%65%
70%
79%
Their education and
how it shaped them
Their personal
success story
The obstacles
they have overcome
Their personal
values
Personal Values and History Matter - Global
Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in?
Please use a nine-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. [Media Engagement net = Q507
‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524.
For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a nine-point scale where one means that
attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, 28-country global total, question asked of half the
sample.
Percent who agree that each type of information
is important in building trust in a CEO
both directly (86%)
and via media (75%)
General
Population
70
CEOs must engage
71. 70%
77%81%
86%
Their education and
how it shaped them
Their personal
success story
The obstacles
they have overcome
Their personal values
Personal Values and History Matter - LATAM
Source: 2016 Edelman Trust Barometer Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a
9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, Latin America, question
asked of half the sample.
Percent who agree that each type of information
is important in building trust in a CEO
General
Population
71
72. 64%64%
76%
82%
Their personal
success story
Their education and
how it shaped them
The obstacles
they have overcome
Their personal values
Personal Values and History Matter - Argentina
Source: 2016 Edelman Trust Barometer Q516-524. For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business?
Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population,
Argentina, question asked of half the sample.
Percent who agree that each type of information
is important in building trust in a CEO
General
Population
72
74. 25
27
19
25
28
33
27 28
24
28
37
3132
30
48
24 25 26
21 21 22 23
20
16
19 19
14
19 18 18
8 9 8
13
10 11
Employees are Essential Advocates - Global
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments?
Q611 a company’s business practices, both positive and negative, and its handling of a crisis? Q612 a company’s employee programs, benefits and working conditions, and how a company serves its customers and
prioritizes customer needs ahead of company profits? Q613 a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 a company’s
innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General
Population, 28-country global total.
74
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customer
Partnerships/
Programs to address
societal issues
Views on
industry issues
Employees Most Trusted
General
Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
75. 35
39
29
33
37
41
35 36
33 33
42
38
29
25
45
23
21
25
12 13 13
15
19
8
19
21
15
20
16
19
8 9
7
15
10 10
CEO’s and Senior Execs are Essential Advocates - LATAM
Source: 2016 Edelman Trust Barometer Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611
Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust MOST to provide you with credible and
honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 Who do you trust MOST to provide you
with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust MOST to provide you with credible and
honest information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it
operates? General Population, Latin America, question asked of half the sample.
75
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customer
Partnerships/
Programs to address
societal issues
Views on
industry issues
General
Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
76. 26 26
23
27 28
38
24
32
26
30
41
33
36
27
44
21 22
27
12 12 12
17
15
6
25
27
23 23
25
27
9
11
6
14
9 8
Employees Are Essential Advocates - Argentina
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 A company’s
business practices and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust
MOST to provide you with credible and honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613
Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust
MOST to provide you with credible and honest information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on
issues related to the industry in which it operates? General Population, Argentina, question asked of half the sample.
76
Most trusted spokesperson to communicate each topic
Innovation effortsFinancial earnings &
operational
performance
Business practices/
crisis handling
Treatment of
employees/customer
Partnerships/
Programs to address
societal issues
Views on
industry issues
Senior Execs
Most Trusted
General
Population
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
77. 65
60
40
48 48 50
54 55 56
57 58 59 60 62 62 63 64 64 64
72 73 76 76 77 77 78 79
83 85
89
Global
GDP5
Japan
Russia
France
Sweden
Australia
S.Korea
Poland
U.K.
Italy
HongKong
Ireland
Germany
Netherlands
Spain
Turkey
Canada
U.S.
S.Africa
Singapore
Malaysia
UAE
Indonesia
Brazil
Argentina
China
India
Colombia
Mexico
50%
Significant Employee Lack of Trust
Source: 2016 Edelman Trust Barometer 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 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.
GDP 5 = U.S., China, Japan, Germany, U.K.
77
Percent who trust the company for which they work
TrustedNot Trusted
General
Population
78. Employees of
companies NOT
engaged in societal
issues
Employees of
companies engaged
in societal issues
Employee Advocacy Increases
With Societal Issue Engagement - Global
Source: 2016 Edelman Trust Barometer Q527-529 Does your company get involved in addressing broader societal issues beyond the core business, through
programs or relationships with other companies? Q530-536. Thinking about your current company, please indicate how much you agree with each of the following
statements using a nine-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General
Population, 28-country global total, question was asked of half the sample. 78
Percent who agree with each statement, comparing those who
work at companies involved in addressing broader societal issues
vs. those who do not
57
61
60
62
68
66
78
Recommend company as an employer
Stay working for the company
Confidence in the future of the company
Motivated to perform
Committed to achieving our strategy
Recommend products and services to others
Do the best possible job for the customer
Impact of
Company
Engagement
12
21
19
22
24
22
25
90
87
87
84
84
83
82
General
Population
Level of Employee Advocacy/Commitment
79. Company NOT
engaged in
societal issues
Company
engaged in
societal issues
Employee Advocacy Increases
With Societal Issue Engagement - LATAM
Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the
core business, through programs or relationships with other companies? Thinking about your current company, please indicate how much you agree with each of
the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General
Population, Latin America, question asked of half the sample. 79
Percent who agree with each statement, comparing those who work at
companies involved in addressing broader societal issues vs. those who do
not
76
80
76
82
87
82
93
Motivated to perform
Stay working for the company
Recommend company as an employer
Confidence in the future of the company
Committed to achieving our strategy
Recommend products and services to
others
Do the best possible job for the customer 92
92
92
91
90
89
89
General
Population
Impact of
Company
Engagement
1
10
5
9
14
9
13
80. Company NOT
engaged in
societal issues
Company
engaged in
societal issues
Employee Advocacy Increases
With Societal Issue Engagement - Argentina
Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the
core business, through programs or relationships with other companies? Thinking about your current company, please indicate how much you agree with each of
the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General
Population, Argentina, question asked of half the sample. 80
Percent who agree with each statement, comparing those who work at
companies/for CEOs involved in addressing broader societal issues vs.
those who do not
80
70
69
82
72
82
89
Stay working for the company
Recommend company as an employer
Motivated to perform
Confidence in the future of the company
Recommend products and services to
others
Committed to achieving our strategy
Do the best possible job for the customer
Impact of
Company
Engagement
3
8
16
6
16
15
4
92
90
88
88
85
85
84
General
Population
82. 58
53
44
63
46
2012 2013 2014 2015 2016
Transformed Media Landscape - Global
Source: 2016 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 and Millennials, 25-country global total.
*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
Millennials
even more trusting
of digital media than
general population
2012 2013 2014 2015 2016
Search engines* 61 58 61 62 63
Traditional media 62 59 61 57 58
Online-only media** 46 44 47 45 53
Owned media 41 40 43 43 46
Social media 44 41 44 45 44
General
Population
82
Millennials Gap
66 3
58 0
58 5
51 5
51 7
83. Millennials Gap
76 3
68 2
67 2
63 1
61 0
Transformed Media Landscape - LATAM
Source: 2016 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 and Millennials, Latin America, question asked of half the sample.
Trust in each source for general news and information
*From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines.
**From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only.
Millennials
even less trusting
of digital media than
general population
General
Population
69
70
61
79
64
2012 2013 2014 2015 2016
2012 2013 2014 2015 2016
Search engines* 73 69 75 74 79
Online-only media** 56 53 57 54 70
Traditional media 70 67 66 63 69
Owned media 56 56 58 56 64
Social media 56 54 59 59 61
84. 68
64
71
68
71
66
64
67
62
64
45 44
48
43
60
48
47
49
52
54
49
48
52 52
54
2012 2013 2014 2015 2016
Transformed Media Landscape - Argentina
Source: 2016 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 and Millennials, Argentina, question asked of half the sample.
Trust in each source for general news and information
*From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines.
**From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only.
Millennials
even more trusting
of digital media than
general population
Industry Millenials Gap
Search Engines* 76% 5
Traditional Media 66% 2
Online-only Media** 63% 3
Owned media 56% 2
Social media 57% 3
General
Population
85. 50%
67
61
53
46
39
46
40
34
30
26
78
65
62
55
49
44 42
37
32 31
My friends
and family
An academic
expert
Companies
that I use
Employees of
a company
A company
CEO
A journalist A well-known
online
personality
Elected
officials
Celebrities Companies I
don’t use*
Every Voice Matters - Global
Source: 2016 Edelman Trust Barometer 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) General Population, 27-country global total, question asked of half the sample.
* Asked as “Brands I don’t use” in 2015. 85
Percent who trust information created by each author on social networking
sites, content sharing sites and online-only information sources, 2015 vs. 2016
+11
General
Population
+10
2015 2016
86. 73 73
65
51 54
58
54
38
32 31
83
79
72
64 63
56
52
40
36
32
My friends
and family
An academic
expert
Companies
that I use
A company
CEO
Employees of
a company
A journalist A well-known
online
personality
Celebrities Companies
[brands] I
don’t use
Elected
officials
Every Voice Matters - LATAM
Source: 2016 Edelman Trust Barometer 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) General Population, Latin America, question asked of half the sample.
* Asked as “Brands I don’t use” in 2015 86
Percent who trust information created by each author on social networking
sites, content sharing sites and online-only information sources, 2015 vs. 2016 2015 2016
+10
General
Population
+13
87. 50%
66
69
55
47
51
42
46
35
25 23
82
74
62
57
49 48 46
33
25 24
My friends
and family
An academic
expert
Companies I
use
Employees of
a company
A journalist A company
ceo
A well-known
online
personality
Celebrities Companies
[brands] I
don’t use
Elected
officials
Every Voice Matters - Argentina
Source: 2016 Edelman Trust Barometer 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) General Population, Argentina, question asked of half the sample.
87
Percent who trust information created by each author on social networking
sites, content sharing sites and online-only information sources, 2015 vs. 2016 2015 2016
+16
General
Population
88. Peers Influence Purchase
Source: The Edelman Earned Brand study 2015, Q41: Thinking about the conversations you have online and offline with friends and other people like you about
brands, products and services you purchase, what impact do they have on you?
The impact of online and offline conversations about brands
with friends and other people like me
Source: 2015 Earned Brand Study of Global Consumers
purchase decisions
at the moment of truth
75%
Build Inspiration %
They give me a sense of community 16
They get me 17
Push Consideration %
They push me to try new things 25
They suggest products/services 27
They make me trust the brand more 29
Moment of Truth %
They help me overcome concerns 37
They help me make decisions 44
They warn me about the risks 45
peers
influence
88
89. Influence
The Inversion of
Influence
89
Influence
& Authority
Authority
Old Model
‣ Elites have access
to more/better
information
‣ Elites’ interests
interconnected with
those of mass
‣ Becoming an “elite”
open to all
New Reality
‣ Peer-to-peer influence
more powerful than top-
down
‣ Increasing distrust
among mass population
‣ Mass movements based
on dissatisfaction and
urgency
The Divide
‣ Democratization of
information and more
information
‣ High-profile revelations
of greed and
misbehavior
‣ Income inequality
91. Actions
Values
Employee
Advocacy
Engagement
Embracing the
New Reality of Influence to
Address Trust Inequality
‣ Create societal impact in addition to profits through
purposeful action
‣ Express your values through honest, ethical
engagement in which you share your story
‣ Ignite your most powerful advocate, your employees
‣ Engage cross channel to meet stakeholders, where
they are, about what most interests/concerns them
Influence
TRUST
91
Leadership
TRUST
94. 50%
47
52
71
68
64 63
59 58 58 58 57 57 56 54 52
48 48 46 46 45
40 40
36 35 34
30
24 22
18
12
Global28
GDP5
Netherlands
U.K.
Australia
Argentina
Italy
Sweden
Canada
France
Poland
Germany
Japan
U.S.
Ireland
Russia
Spain
Colombia
Brazil
Turkey
S.Africa
Singapore
Mexico
Malaysia
HongKong
Indonesia
China
UAE
India
S.Korea
Half Admit They Cannot Name a Single CEO
94
Percent who say that they cannot name any CEOs:
Source: 2016 Edelman Trust Barometer Q446. Thinking about company CEOs in general, how many CEOs could you name in full? General Population
and Informed Publics, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
Lower Awareness Higher Awareness
Majority acknowledge inability to name a CEO
General
Population
95. 2016 Trust Barometer CEO Supplement:
How Many Can They
Actually Name?
Margin of error for the global sample is +/-1.0% (N=10,000), and +/- 2.0% (N=2,600) for Informed Public.
95
‣ 10,0000+ respondents total
‣ All fieldwork was conducted
between 4th - 14th December, 2015
‣ 10 Markets:
Online Survey in 10 Countries
Informed Public
‣ 500 respondents in U.S. and China; 200 in all other countries
‣ Represents 19% of total population at a global level
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 and public policy
General Online Population
‣ 1,000 respondents per country
‣ Ages 18+
‣ Germany
‣ Australia
‣ U.K.
‣ Brazil
‣ Japan
‣ France
‣ U.S.
‣ Mexico
‣ China
‣ India
96. 50% 48
57
64
68
46
56 58
54
36
24
18
60
80
74
68
65 64 63
53
50
47
38
Global 10 Germany Australia U.K. Brazil Japan France U.S. Mexico China India
Percent who say they cannot name a CEO vs percent who cannot
actually name a CEO
Less Than Half Can Actually Name a CEO
Source: 2016 Edelman Trust Barometer Q446. Thinking about company CEOs in general, how many CEOs could you name in full? General Population and
Informed Public, 10-country total, and 2016 Edelman Trust Barometer CEO Supplementary Study Q1. Thinking about company CEOs in general, how many CEOs
could you name in full? General Population, 10-country total.
96
General
Population
Acknowledge inability
to name a CEO
Cannot name a CEO
97. Global Top 10
Source: 2016 Edelman Trust Barometer CEO Supplement Q1. Thinking about CEOs of companies in general, how many can you name? Please be specific and
use their full names in the boxes below. General Population, [Open ended question, coded for industry sector] 10-country global total.
97
Percent who mention each CEO name, across all 10 markets
10% Mark Zuckerberg 8% Bill Gates 4% Steve Jobs 4% Tim Cook 3% Carlos Slim
3% Jack Ma 3% Satya Nadella 2% Sundar Pichai 2% Carlos Ghosn 2%
Richard
Branson
Only one CEO achieved
double-digit recall
99. 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
56 Canada
55 Colombia
52 Netherlands
51 Argentina
51 Malaysia
50 Brazil
47 Hong Kong
44 U.S.
43 Argentina
42 Australia
42 Germany
42 Italy
42 S. Africa
40 Russia
39 U.K.
38 France
38 S. Korea
37 Sweden
36 Poland
36 Spain
35 Turkey
34 Japan
32 Ireland
46 Global 49 Global
68 India
68 UAE
67 Indonesia
63 China
60 Singapore
53 Malaysia
52 Canada
52 Netherlands
51 Mexico
50 Brazil
Trust Index:
General Population Relatively
Steady in Most Countries
Average trust in institutions, General Population
2015 vs. 2016
2015 2016
Trusters from 19% in
2015 to 21% in 2016
Trusters
Neutrals
Distrusters
99
The Trust Index is an average of a country’s trust in the
institutions of government, business, media and NGOs.
27-country global total.
Distrusters from 63%
in 2015 to 57% in 2016
73 China
66 UAE
65 India
64 Singapore
62 Indonesia
60 Mexico
100. 50% 51
45
63
54
62
57 58 57
59
52 53 54
52
57
52 52
55
49
46 47
37
46
40
31
25
65
60
64
30
55
51
74
71 70
62 62 61 61 60
58 58 58 57 57 57 56 55
50 50 49 49
45
34
26
63 64
59
57
27
Global27
GDP5
Mexico
China
Argentina
Brazil
Singapore
Canada
Malaysia
Spain
Italy
SouthAfrica
SouthKorea
HongKong
U.S.
Australia
France
Turkey
U.K.
Poland
Ireland
Netherlands
Germany
Japan
Sweden
Colombia
India
UAE
Indonesia
Russia
NGO Trust Increases
Source: 2016 Edelman Trust Barometer Q11-14. [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4
Box, Trust) General Population, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
100
Percent trust in NGOs, General Population, 2015 vs. 2016
General
Population
Increased or equal trust in NGOs in 23 countries
+11 +17 +12
2015 2016
n/a
101. 63
55
73 72 74
71 71 71
68 66 65 64
67
61 63 63 62
59
51
48
58 57
37
29
67
81
77
70
38
67
63
89
83
77 76 75
72 72 72 72 72 71 70 68
64 64
61 61 60 59 59
44
40
68 67
71
66 66
31
Global27
GDP5
Mexico
China
India
Singapore
Argentina
France
S.Korea
Australia
U.S.
Italy
Malaysia
S.Africa
Spain
HongKong
Netherlands
Germany
U.K.
Ireland
Poland
Turkey
Sweden
Japan
Colombia
Canada
UAE
Indonesia
Brazil
Russia
50%
NGO Trust Increases
Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much you
trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great
deal.“ (Top 4 Box, Trust) Informed Publics, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
101
Percent trust in NGOS, Informed Public, 2015 vs. 2016
+16
Increased or equal trust in 22 countries
+11 +10 +12 +11 -10 -11
Informed
Public
2015 2016
n/a
102. 50%
Source: 2016 Edelman Trust Barometer 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) General
Population, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
48 47
64
70
58
68
65
59 56 57
48
51
43
46
51
36
44
30
46
36
40
32
42
38 36 37
30
60 57
53
50
76
71 70 69 67
64
60 60
57 56
53
52 51
48 46 46 46
43 43 42 42
39 38 38
33
70
58 56
Global27
GDP5
Mexico
Indonesia
China
India
UAE
Brazil
S.Africa
Singapore
Italy
Canada
Argentina
Australia
U.S.
Spain
U.K.
France
Sweden
Ireland
Japan
Turkey
Germany
HongKong
Poland
Russia
S.Korea
Columbia
Malaysia
Netherlands
Global Increase in Business Trust
102
Percent trust in business, 2015 vs. 2016
Increased or equal trust in business in 25 countries
+12 +12 +10 +12 +16 +10
General
Population
2015 2016
n/a
103. 57 55
84
72 70
73
64
60 61
53
48
52
47 45 43
46 48
41
38
45 45
42
84 85
67 66
49 48
63
60
87
84
80
75 75
70 68 68
65
60 60 59 59
55
52 51 51
47 46
43
37
81 80
73
67
62
46 45
Global27
GDP5
India
Mexico
China
Brazil
S.Africa
U.S.
Singapore
Italy
Australia
U.K.
Canada
France
Spain
Argentina
Poland
Turkey
Ireland
Germany
Russia
HongKong
S.Korea
Colombia
Indonesia
UAE
Malaysia
Netherlands
Sweden
Japan
50%
Global Increase in Business Trust
Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [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) Informed Publics, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
103
Percent trust in business, Informed Public, 2015 vs. 2016
+15 +17 +13 +14 +16 +10 +13 -12
Increased or equal trust in 22 Countries
Informed
Public
2015 2016
+12 +10 +11 +10
n/a
104. 45
42
64
55
48
52
54
51
45
41 42
39
41 41
34
31 30
33
28
70
68
62
50
46 45
39
42
38
47 48
73
60
58
55 55 54 53
50 49
47
45
43 42
39 38
36
31
23
55
63 63
59
47
45 44
38 38
34
Global27
GDP5
China
Singapore
Mexico
Canada
Netherlands
Brazil
Argentina
Italy
Spain
U.S.
SouthAfrica
SouthKorea
Australia
Ireland
Japan
U.K.
Sweden
Turkey
Colombia
India
Indonesia
UAE
HongKong
Malaysia
Germany
France
Russia
Poland
50%
Media Increases
Source: 2016 Edelman Trust Barometer Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4
Box, Trust) General Population, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
104
Percent trust in media, General Population, 2015 vs. 2016
General
Population
+10
Increased trust in 18 countries
2015 2016
n/a
105. 51
47
77
57 56
59
47 46
43
52
40
48
43
47
41
50
38
45
34
31
34
20
76
80 79
62
51
44
42
57 56
81
72
64
69
61
59 59
57 56 55 54 53 53 52 52
49
47
39
36
31
62
73
70
68
59
49
38
34
Global27
GDP5
China
Mexico
Brazil
Singapore
Canada
Malaysia
U.S.
S.Africa
Argentina
Italy
Australia
Spain
HongKong
S.Korea
U.K.
Germany
Ireland
Japan
Sweden
Turkey
Colombia
India
Indonesia
UAE
Netherlands
France
Russia
Poland
50%
Global Increase in Media Trust
Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you
trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great
deal.“ (Top 4 Box, Trust) Informed Publics, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
105
Percent trust in media, Informed Public, 2015 vs. 2016
Increased trust in 20 Countries
+15 +10 +14 +13 +16 +16 +11 +12 +14 +13 +11 -10
Informed
Public
2015 2016
n/a
106. 41
44
75
68
47
51
37
44
41
35 36
34
30
28
22
27
23
15 16
83
68
65
51
48
40
46
27
32
23
42
46
79
74
53 53
45 45
42
39 39
36 35
32 32
30
26 26
16
32
80
65
58
49
45
39 39
24
21
19
Global27
GDP5
China
Singapore
Canada
Russia
Australia
HongKong
Turkey
U.S.
Japan
U.K.
SouthKorea
Mexico
Ireland
Italy
Argentina
Spain
SouthAfrica
Colombia
UAE
India
Indonesia
Netherlands
Sweden
Germany
Malaysia
France
Brazil
Poland
50%
Government Increases Slightly
Source: 2016 Edelman Trust Barometer Q11-14. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust
that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“
(Top 4 Box, Trust) General Population, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
106
Percent trust in government, General Population, 2015 vs. 2016
General
Population
Increased/equal trust in 17 countries
+10 +11 -11
2015 2016
n/a
107. 48
51
82
70
49 49
43 41 42 41
33
26
40
33
28 26
90
82
72
65
59
54
50
42
45
37
30
16
51
56
86
76
65
60
55 55
47 46
43 41 41
38
35
32
27
35
82
77
66
63
58
53
45
40
34
30
22
15
Global27
GDP5
China
Singapore
Canada
Australia
U.K.
U.S.
HongKong
Turkey
Mexico
Ireland
Japan
S.Korea
Italy
Spain
Argentina
Colombia
UAE
India
Indonesia
Netherlands
Sweden
Russia
Germany
France
Malaysia
Brazil
Poland
S.Africa
50%
Government Trust Increases in Some Countries
Source: 2016 Edelman Trust Barometer Q11-14. [TRACKING] [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how
much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a
great deal.“ (Top 4 Box, Trust) Informed Publics, 27-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
107
Percent trust in government, Informed Public, 2015 vs. 2016
+16 +11 +12 +14 +10 +15 -11
Informed
Public
2015 2016
+16 +11 +12 +10
Increased trust in 15 Countries
n/a
108. Family Business Most Trusted
Source: 2016 Edelman Trust Barometer Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of business 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.
108
Trust in different types of business
52%
66%
46%
Global
59%
54%52%
Asia Pacific
41%
72%
41%
Europe
52%
80%
47%
North America
57%
76%
40%
Latin America
Public Companies
Family-owned
State-owned
General
Population
109. 66 66 66
64
62 62
60 59
56
54
47
45
42
33
31 30 29
Canada
Sweden
Switzerland
Germany
Australia
U.K.
Japan
Netherlands
U.S.
France
Italy
Spain
SouthKorea
China
Brazil
India
Mexico
Developed Markets More Trusted
Source: 2016 Edelman Trust Barometer Q26-Q422. 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) General Population, 25-country global total.
109
Trust in companies headquartered in each country, and percentage
point change, 2013 vs. 2016
+6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +3
4 Year
Trend
General
Population
110. Integrity 54 31 23
Has Ethical Business Practices 51 31 24
Takes Responsible Actions To Address An Issue Or A Crisis 54 31 23
Has Transparent And Open Business Practices 55 31 24
Engagement 55 32 23
Treats Employees Well 58 33 25
Listens To Customer Needs And Feedback 58 33 25
Places Customers Ahead Of Profits 55 31 24
Communicates Frequently And Honestly On The State Of Its Business 48 29 19
Products 49 34 15
Offers High Quality Products Or Services 58 35 23
Is An Innovator Of New Products, Services Or Ideas 41 32 9
Purpose 43 28 15
Works To Protect And Improve The Environment 50 30 20
Creates Programs That Positively Impact The Local Community 44 29 15
Addresses Society's Needs In Its Everyday Business 45 29 16
Partners With NGOs, Government And Third Parties To Address Societal Issues 34 24 10
Operations 37 28 9
Has Highly-Regarded And Widely Admired Top Leadership 39 27 12
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 36 27 9
Delivers Consistent Financial Returns To Investors 36 28 8
Trust-Building Attributes - Global
Company Importance vs. Performance
%
Performance
%
Importance Gap
General
Population
110
Source: 2016 Edelman Trust
Barometer Q80-95 How important is
each of the following attributes to
building your TRUST in a company?
Use a 9-point scale where one means
that attribute is “not at all important to
building your trust” and nine means it
is “extremely important to building
your trust” in a company. (Top 2 Box,
Importance) Q114-129 Please rate
businesses in general on how well
you think they are performing on each
of the following attributes. Use a 9-
point scale where one means they are
"performing extremely poorly" and
nine means they are "performing
extremely well". (Top 2 Box,
Performance) General Population, 28-
country global total.
111. Integrity 69 50 19
Has Ethical Business Practices 69 51 18
Takes Responsible Actions To Address An Issue Or A Crisis 66 50 16
Has Transparent And Open Business Practices 71 49 22
Engagement 68 50 18
Treats Employees Well 73 53 20
Listens To Customer Needs And Feedback 71 51 20
Places Customers Ahead Of Profits 68 48 20
Communicates Frequently And Honestly On The State Of Its Business 59 47 12
Products 68 54 14
Offers High Quality Products Or Services 75 57 18
Is An Innovator Of New Products, Services Or Ideas 62 52 10
Purpose 60 45 15
Works To Protect And Improve The Environment 70 50 20
Creates Programs That Positively Impact The Local Community 63 47 16
Addresses Society's Needs In Its Everyday Business 60 47 13
Partners With NGOs, Government And Third Parties To Address Societal Issues 46 37 9
Operations 55 46 9
Has Highly-Regarded And Widely Admired Top Leadership 60 47 13
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 55 46 9
Delivers Consistent Financial Returns To Investors 51 44 7
Trust Building - LATAM
Source: 2016 Edelman Trust
Barometer Q80-95 How important is
each of the following attributes to
building your TRUST in a company?
Use a 9-point scale where one means
that attribute is “not at all important to
building your trust” and nine means it
is “extremely important to building
your trust” in a company. (Top 2 Box,
Importance) Q114-129 Please rate
businesses in general on how well
you think they are performing on each
of the following attributes. Use a 9-
point scale where one means they are
"performing extremely poorly" and
nine means they are "performing
extremely well". (Top 2 Box,
Performance) General Population,
Latin America.
Company Importance vs. Performance
%
Importance
%
Performance Gap
General
Population
111
112. Integrity 64 36 28
Has Ethical Business Practices 63 37 26
Takes Responsible Actions To Address An Issue Or A Crisis 60 35 25
Has Transparent And Open Business Practices 69 37 32
Engagement 64 37 27
Treats Employees Well 68 40 28
Listens To Customer Needs And Feedback 66 37 29
Places Customers Ahead Of Profits 65 36 29
Communicates Frequently And Honestly On The State Of Its Business 56 33 23
Products 61 42 19
Offers High Quality Products Or Services 69 44 25
Is An Innovator Of New Products, Services Or Ideas 52 39 13
Purpose 52 32 20
Works To Protect And Improve The Environment 62 37 25
Creates Programs That Positively Impact The Local Community 53 33 20
Addresses Society's Needs In Its Everyday Business 52 33 19
Partners With NGOs, Government And Third Parties To Address Societal Issues 41 26 15
Operations 44 33 11
Has Highly-Regarded And Widely Admired Top Leadership 50 36 14
Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 41 33 8
Delivers Consistent Financial Returns To Investors 41 31 10
Trust Building - Argentina
Source: 2016 Edelman Trust
Barometer Q80-95 How important is
each of the following attributes to
building your TRUST in a company?
Use a 9-point scale where one means
that attribute is “not at all important to
building your trust” and nine means it
is “extremely important to building
your trust” in a company. (Top 2 Box,
Importance) Q114-129 Please rate
businesses in general on how well
you think they are performing on each
of the following attributes. Use a 9-
point scale where one means they are
"performing extremely poorly" and
nine means they are "performing
extremely well". (Top 2 Box,
Performance) General Population,
Argentina.
Company Importance vs. Performance
%
Importance
%
Performance Gap
General
Population
112
113. Societal Expectations Vary
Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the
following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box,
Importance) General Population, 28-country global total, question asked of one quarter the sample.
113
Percent who agree that each is an important issue for business to address
U.S.
Canada
Mexico
Brazil
Argentina
U.K.
Germany
France
Italy
Spain
Ireland
Netherlands
Poland
Sweden
Russia
UAE
SouthAfrica
Turkey
India
China
Japan
S.Korea
Indonesia
Australia
Singapore
HongKong
Malaysia
Columbia
Improving access to education and training 81 82 94 88 85 84 84 82 89 89 88 87 81 78 76 85 86 86 87 82 63 82 84 82 85 76 87 89
Improving access to food, potable water
and housing
79 82 93 85 83 73 82 84 89 89 80 84 75 76 77 81 85 82 86 85 65 76 83 78 78 72 82 89
Reducing poverty 76 81 95 85 82 81 83 83 93 90 84 84 77 74 75 85 84 85 83 86 74 80 85 77 81 74 82 88
Protecting and improving the environment 80 84 94 89 82 80 86 87 88 89 84 84 76 82 80 84 87 85 87 87 76 87 81 81 82 73 83 88
Creating and maintaining a modern
infrastructure
80 80 90 89 83 81 85 81 85 85 85 79 80 76 81 84 84 83 87 87 71 84 80 82 81 73 82 88
Supporting human and civil rights 83 84 93 85 81 81 84 81 88 90 84 87 82 84 70 79 83 86 84 82 64 79 82 80 79 68 80 86
Improving the access to healthcare 85 81 93 85 83 79 85 84 90 90 84 85 83 79 77 86 89 85 89 82 72 78 83 80 80 76 84 85
Addressing income inequality 79 82 91 84 78 83 83 86 88 90 87 85 79 79 71 77 85 85 82 85 76 84 79 83 81 72 82 85
Addressing climate change/global warming 71 77 92 84 79 74 84 81 88 87 82 81 67 75 53 77 80 80 82 82 68 77 79 77 77 73 76 84
Addressing gender inequality 75 78 91 79 76 74 78 83 80 83 79 74 59 74 47 78 81 75 82 80 68 79 78 76 75 67 73 84
Developing better solutions for immigrants,
refugees and migrant workers
67 66 89 80 71 62 66 55 75 78 75 71 53 64 50 77 69 77 81 78 58 66 75 67 71 58 70 81
Maintaining geo-political stability 68 69 86 83 75 69 75 71 77 79 71 71 72 64 67 79 75 77 83 81 60 72 78 74 73 69 79 79