2018 edelman trust barometer · 2018-06-12 · source: 2018 edelman trust barometer. tru_ins. below...

#TrustBarometer

2018 Edelman

Trust BarometerGlobal Trust in Technology

1

2

Methodology

2018 Edelman

Trust Barometer

Online Survey in 28 Countries

18 years of data

33,000+ respondents total

All fieldwork was conducted between

October 28 and November 20, 2017

General Online Population

7 years in 25+ countries

Ages 18+

1,150 respondents per country

All slides show general online population data unless otherwise noted

Mass Population

All population not including informed public

Represents 85% of total global population

Informed Public

10 years in 20+ countries

Represents 15% of total global population

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

Must meet 4 criteria:

Ages 25-64

College educated

In top 25% of household income per age group in each country

Report significant media consumption and engagement in business news

28-country global data margin of error: General population +/-

0.6% (N=32,200), informed public +/- 1.2% (N=6,200), mass

population +/- 0.6% (26,000+), half-sample global general online

population +/- 0.8 (N=16,100).

Country-specific data margin of error: General population +/- 2.9

(N=1,150), informed public +/- 6.9% (N = min 200, varies by

country), China and U.S. +/- 4.4% (N=500), mass population +/-

3.0 to 3.6 (N =min 740, varies by country).

Trust in Retrospect

3

Rising Influence

of NGOs

2001

Business Must

Partner with

Government to

Regain Trust

2009

Fall of the

Celebrity CEO

2002

Earned Media

More Credible

Than

Advertising

2003

U.S.

Companies in

Europe Suffer

Trust Discount

2004

Trust

Shifts from

“Authorities”

to Peers

2005

“A Person Like

Me” Emerges

as Credible

Spokesperson

2006

Business More

Trusted Than

Government

and Media

2007

Young

Influencers

Have More Trust

in Business

2008

Trust is Now an

Essential Line

of Business

2010

Rise of

Authority

Figures

2011

Fall of

Government

2012

Crisis of

Leadership

2013

Business

to Lead

the Debate

for Change

2014

Trust is

Essential to

Innovation

2015

Growing

Inequality

of Trust

2016

Trust in Crisis

2017

The Battle

for Truth

2018

Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do

what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box,

Trust) Informed Public and General Population, 28-market global total.

4

Percent trust in each institution, and change from 2017 to 2018

No Recovery in Trust

53 52

41 43

53 52

43 43

6765

53 53

64 64

53 53

-3 -1 0 0

Business MediaNGOs Government

0 0 +2 0

Informed

Public

General

Population

20182017

Y-to-Y Change− +0

Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2013-2018) percentage point change across the four institutions

(TRU_INS). General population, 28-market global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical

Appendix.

5

Number of markets with extreme changes in their aggregate trust in the four institutions, 2013 to 2018

A World Moving Apart

2013 2014 2015 2016 2017 2018

# of markets

with extreme

Trust Gains

# of markets

with extreme

Trust Losses

+

–

9

6

13

9

12

6

6

21

2

4

2

27 24 23 20 19 17 13 12 10 9 9 8 7 7 5 3 3 -1 -2 -3-10 -10 -13 -13 -17 -17 -21

-37

Ch

ina

UA

E

S. K

ore

a

Sw

ed

en

Ma

lay

sia

Po

lan

d

Tu

rke

y

Sp

ain

Ru

ss

ia

Ire

lan

d

Ind

on

esia

Me

xic

o

Jap

an

Arg

en

tin

a

Ho

ng

Ko

ng

Th

e N

eth

erl

an

ds

Ge

rma

ny

Fra

nc

e

U.K

.

Ca

na

da

Sin

ga

po

re

Au

str

alia

Co

lom

bia

Ind

ia

S. A

fric

a

Bra

zil

Ita

ly

U.S

.

16 markets with

Typical Changes in Trust


(TRU_INS). General population, 28-market global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical

Appendix.

6

Aggregate percentage point change in trust in the four institutions, and change from 2017 to 2018

The Polarization of Trust

6 markets with extreme

Trust Gains

6 markets with extreme

Trust Losses

58 58

47 4749 48

33

42

73 74

63 64

51 54

3342

Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using

a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General

Population, U.S. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed Public and General Population,

U.S.7

Trust Crash in U.S.


-9 -10 -14 -5

-22 -20 -30 -22

20182017

43TRUST

INDEX

45TRUST

INDEX

9-point decrease

Fell from 8th to 18th place

General Population

23-point decrease

Fell from 6th to last place

Informed Public

Y-to-Y Change− +0

Percent trust in each institution, and change from 2017 to 2018

Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do

what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box,

Trust) S11. For whom did you vote for in the last Presidential election? General population, U.S., among Trump (n=373) and Clinton (n=502) voters.

8

Percent trust in each institution, Trump vs. Clinton voters

U.S. Trust in Media Diverges Along Voting Lines

47

57

3527

5447

35

61


difference in

trust in the media

34pt

Trump

Voters

Clinton

Voters

22-point

decline since

the election

In Search of Truth

Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement

using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half of the sample. General

population, 28-market global total.

10

Percent who worry about false

information or fake news

being used as a weapon

World Worried About

Fake News as a Weapon

Pope criticizes

spread of fake news

Fake news disrupts

elections in South Africa

Germany passes a law

that fines social media

companies for failing to

delete fake news

Singapore announces

plans to introduce

laws designed to

fight fake newsworry about false

information or fake news

being used as a weapon

7 in 10

Canadian Conservative

leader’s campaign

manager roots out

enemies using fake news

Nearly

55-60 61-65 66-70 71-75 76-80

France

Sweden

Netherlands

Canada

Ireland

Japan

Germany

Italy

Singapore

S. Africa

UAE

U.K.

Australia

Hong Kong

Poland

Turkey

Brazil

India

Colombia

Malaysia

S. Korea

U.S.

China

Russia

Mexico

Argentina

Spain

Indonesia

43

30 31 32 32 32 33 33 34 35 3539 40 42 42 43 43 43 44 45 47 48 49

5255 56

61

6871

Glo

ba

l 2

8

Turk

ey

Au

str

alia

Ja

pa

n

Sw

ede

n

U.K

.

Fra

nce

Ire

land

Po

land

Ru

ssia

S. A

fric

a

Arg

en

tin

a

S. K

ore

a

Ge

rma

ny

U.S

.

Bra

zil

Co

lom

bia

Ho

ng

Ko

ng

Sp

ain

Ita

ly

Ma

laysia

Me

xic

o

Ca

na

da

Sin

gapore

The

Ne

therla

nd

s

UA

E

India

Indo

ne

sia

Ch

ina

Source: 2018 Edelman Trust Barometer. TRU_INS. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust

that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great

deal.“ (Top 4 Box, Trust) General population, 28-market global total.

11

Percent trust in media, and change from 2017 to 2018

Media Now Least Trusted InstitutionTrustNeutralDistrust

Distrusted in 22 of 28 of markets

l llllllllllllllllllllllllllll0 +5 -1 0 -1 0 0 +4 +3 +4 -4 -1 0 0 -5 -5 -2 +1 0 -3 +5 +1 +4 -2 +1 +12 -5 +1 +6

Y-to-Y Change− +0

12

People Define

“Media” As

Both Content

and Platforms

What did you assume was meant by

the phrase “media in general”?

Source: 2018 Edelman Trust Barometer. TRU_MED. In the above

question, what did you assume was meant by the phrase “media

in general”? General population, 28-market global total. Social is a

net of TRU_MEDr3 and r12, Influencers is r5, Search is r7, Brands

is a net of r10 and r11, Journalists is a net of r1 and r6, News

Apps is r8.

PLATFORMS

PUBLISHERS

25%48%

SearchSocial

41%News

Apps

23%

Influencers

89%

Journalists

40%

Brands

Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for

general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.”

(Top 4 Box, Trust), question asked of half of the sample. General population, 25-market global total.

Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.13

Percent trust in each source for general news

and information, 2012 to 2018

While Trust in Platforms Declines,

Trust in Journalism Rebounds

Platforms

-2

Journalism

+5

Average trust in search engines

and social media platforms

Average trust in traditional

and online-only media

54

52

54

51

56

54

59

53

50

53

54

54

53

51

2012 2013 2014 2015 2016 2017 2018

MEDIA | JOURNALISM | PLATFORMS

% Trust in

Platforms 51 40 33 33 47 43 35 40 36 53 54 42 68 54 46 53 49 37 47 48 51 73 62 71 62 64 58 68 55

Glo

bal 28

Germ

an

y

Irela

nd

Sw

ed

en

Th

e N

eth

erl

an

ds

Can

ad

a

Au

str

alia

Fra

nce

U.K

.

Italy

Sin

gap

ore

U.S

.

Ch

ina

Arg

en

tin

a

S. A

fric

a

Sp

ain

Ho

ng

Ko

ng

Jap

an

Ru

ssia

S. K

ore

a

Po

lan

d

Ind

ia

Co

lom

bia

Ind

on

esia

UA

E

Bra

zil

Mala

ysia

Mexic

o

Tu

rkey

% Trust in

Journalism59 61 53 52 66 61 52 57 53 67 66 53 77 62 54 61 55 41 51 52 54 74 62 71 62 63 57 65 42

c cccccccccccccccccccccccccccc

Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and

information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust), question

asked of half of the sample. General population, 28-market global total.

Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.14

Gap in trust in journalism vs. platforms

Journalism More Trusted Than

Platforms in 21 Countries

Journalism More TrustedPlatforms

More Trusted

8

21 20 19 19 18 17 17 1714 12 11 9 8 8 8 6 4 4 4 3 1 0 0 0

-1 -1 -3

-13

Gap

Average trust in search engines

and social media platforms

Average trust in traditional

and online-only media


33 33 35 36 3740 40 42 43

46 47 47 48 49 51 53 53 54 54 5558

62 62 6468 68

71 73

Ire

land

Sw

eden

Au

str

alia

U.K

.

Ja

pa

n

Fra

nce

Ge

rma

ny

U.S

.

Ca

na

da

S. A

fric

a

Ru

ssia

The

Ne

therla

nd

s

S. K

ore

a

Ho

ng

Ko

ng

Po

land

Ita

ly

Sp

ain

Arg

en

tin

a

Sin

ga

po

re

Turk

ey

Ma

laysia

Co

lom

bia

UA

E

Bra

zil

Ch

ina

Me

xic

o

Indo

ne

sia

India

Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for

general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.”

(Top 4 Box, Trust), question asked of half of the sample. MED_NEW_CSP. How do you normally get your news? (callout is net of codes 2, 5 and 7),

question asked of half of the sample. General population, 28-market global total.

Platforms is an average of search engines and social media.

15

Average trust in search engines and social media platforms, and change from 2017 to 2018

Trust in Platforms Decreased in 21 of 28 Countries

65% receive news

through platforms

such as social media

feeds, search or news

applications

llllllllllllllllllllllllllll-8 -4 -8 -4 +1 -3 -4 -11 -1 -8 -1 -3 0 -1 -1 -5 -6 -6 +2 +4 +2 -5 +6 -5 +6 -1 -4 -5


Steepest

decline in U.S.

Y-to-Y Change− +0

Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with

that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half

of the sample. General population, 28-market global total.

16

Percent who agree that news

organizations are overly focused on …

Skeptical About

News Organizations

66%

are more concerned

with attracting a big

audience than reporting

Attracting

Large Audiences

59%

support an ideology vs.

informing the public

Politics

65% sacrifice accuracy to be

the first to break a story

Breaking News


Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with

that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of half


17

Percent who agree that …

Uncertainty Over

Real vs. Fake News

63%

The average person does not

know how to tell good journalism

from rumor or falsehoods

59% It is becoming harder to tell if a

piece of news was produced by a

respected media organization


Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is

a list of potential expectations or responsibilities that a social institution might have. Thinking about the media in general, how would you characterize each using the

following three-point scale. INS_PER_MED. How well do you feel the media is currently meeting this obligation to society? Please indicate your answer using the 5-

point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3.

General population, 28-market global total. For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix.18

Top three trust-building mandates for

media, and percent who say the media is

performing well or very well against them

Media Failing

to Meet Expectations

Trust-Building Mandate Performance Score

Guard information quality 36

Educate people on important issues 50

Inform good life decisions 45

%

%

%


Source: 2018 Edelman Trust Barometer. MED_CON. What consequences are you experiencing as a direct result of the media not doing a good job fulfilling

its responsibilities? Question asked of those 64% who answered codes 1-3 at MED_RSP. General population, 28-market global total.

19

Percent of respondents who feel they are experiencing these

consequences as a result of media not fulfilling its responsibilities

Lack of Confidence in Media Undermining Trust and Truth

I am not sure what is true

and what is not

Loss of Truth

I do not know which politicians to trust

Loss of Trust

in Government Leaders

I don't know which companies

or brands to trust

Loss of Trust

in Business

59% 56% 42%


Navigating aPolarized World

63 61

5450 50

47 46 4441 39

35

Source: 2018 Edelman Trust Barometer. CRE_PPL. Below is a list of people. In general, when forming an opinion of a company, if you heard information

about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?

(Top 2 Box, Very/Extremely Credible), question asked of half of the sample. General population, 28-market global total.

21

Percent who rate each spokesperson as very/extremely credible,

and change from 2017 to 2018

Voices of Authority Regain Credibility

+3 +1 -6 +4 +1 -1 +3 +7 +6 +12 +6

Person like yourself

at all-time low

− Y-to-Y Change+0

Te

ch

nic

al e

xp

ert

Ac

ad

em

ic e

xp

ert

A p

ers

on

lik

e

yo

urs

elf

Fin

an

cia

l

ind

us

try a

na

lys

t

Su

cc

es

sfu

l

en

tre

pre

ne

ur

Em

plo

ye

e

NG

O

rep

res

en

tati

ve

CE

O

Bo

ard

of

dir

ec

tors

Jo

urn

ali

st

Go

ve

rnm

en

t

off

icia

l/re

gu

lato

r

Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4

Box, Agree), question asked of half of the sample. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking

about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using the following

three-point scale? (Most important responsibility, code 3), question asked of half of the sample. General population, 28-market global total.22

Percent who agree and percent who say each is one of the most

important expectations they have for a CEO

Business Is Expected to Lead

Percent who say that CEOs

should take the lead on change

rather than waiting for

government to impose it

60

64

68

69

For CEOs, building trust is job one

64%

Their company is trusted

Their products and services are high quality

Business decisions reflect company values

Profits and stock price increase

72

57 5760 60 62 64 65 66 68 68

71 71 71 71 72 72 72 73 74 75 7679 80 81 82 83

8690

Glo

ba

l 2

8

Ja

pa

n

S. K

ore

a

Arg

en

tin

a

Fra

nce

Turk

ey

Ru

ssia

Sp

ain

Ire

land

Ho

ng

Ko

ng

Po

land

Ge

rma

ny

S. A

fric

a

Sw

ede

n

U.K

.

Bra

zil

Ita

ly

Ma

laysia

Sin

ga

po

re

Au

str

alia

Ca

na

da

UA

E

U.S

.

Me

xic

o

The

Ne

therla

nd

s

Ch

ina

Co

lom

bia

India

Indo

ne

sia

Source: 2018 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a

nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General population, 28-market global total.

Note: 2016 data was taken from Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a 9-point

scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of half of the sample. General population, 28-market

global total.

23

Percent trust in employer, and change from 2016 to 2018

Employers Trusted Around the WorldTrustNeutralDistrust

l llllllllllllllllllllllllllll+7 +17 +2 -18 +12 -2 +16 +2 +6 +9 +12 +9 -1 +21 +14 -5 +14 -4 0 +20 +11 0 +15 -9 +19 +3 -2 +3 +13

Change, 2016 to 2018− +0

Source: 2018 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. (Top 4 Box,

Agree), question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements?

(Top4 Box, Agree), question asked of half of the sample. General population, 28-market global total.

24


Business Must Show

Commitment to Long-Term

56%

Companies that only

think about themselves

and their profits are

bound to fail

60% CEOs are driven more

by greed than a desire

to make a positive

difference in the world

25

Percent trust in companies by industry sector and by their country of origin,


Sector and Home Country

Provide Context for Business Leadership

Least Trusted

Financial Services 54%

CPG 60%

Automotive 62%

Most Trusted

Canada 68%

Switzerland 66%

Sweden 65%

Most Trusted

Technology 75%

Education 70%

Professional Services 68%

Least Trusted

Mexico 32%

India 32%

Brazil 34%

Sectors

Countries of Origin

Biggest Y-to-Y Changes

Food and Beverage -4

Automotive -4

CPG -3

Biggest Y-to-Y Changes

U.S. -5

U.K. -4

Sweden -3

Y-to-Y Change− +0

Source: 2018 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use

the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries asked of half of

the sample. TRU_NAT. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies

headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust

them a great deal.” (Top 4 Box, Trust), countries asked of half of the sample. General Population, 28-market global total.


(TRU_INS). General population, 28-market global total. Trust-building mandates Analysis. The most effective trust building mandates for each institution.

Mandates not shown in rank order. INS_EXP_BUS. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking

about business in general, how would you characterize each using the following three-point scale. General population, 28-market global total. For more

details on the Trust Volatility Measure and Trust Mandates Analysis, please refer to the Technical Appendix.26

Trust-building mandates for business in markets with extreme or typical trust changes

Business Must Address Market Dynamics

Markets with

Typical Changes in Trust

Markets include Russia, Mexico, U.K., Japan

Markets with extreme

Trust Gains

Markets include China, UAE, South Korea

Markets with extreme

Trust Losses

Markets include U.S., India, Colombia, Brazil

Consumer Safety

Invest in Jobs

Improve Quality of Life

Innovate

Ensure Competitive Workforce

Ensure Equal Opportunity

Invest in Jobs

Safeguard Privacy

Provide for Future Generations

Drive Economic Prosperity

Consumer Safety

Guard Information Quality

Safeguard Privacy

Innovate

Drive Economic Prosperity

27

Top trust-building mandates for

each institution

Each Institution

Must Play its Role

NGOsSupport the poor

Call out abuses of power

Create a sense of community

BusinessSafeguard privacy

Drive economic prosperity

Provide jobs and training

GovernmentDrive economic prosperity

Investigate corruption

Support the poor

MediaGuard information quality

Educate, inform and entertain

Safeguard privacy

Source: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV;

INS_EXP_MED; INS_EXP_BUS; and INS_EXP_NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking

about [insert institution] in general, how would you characterize each using the following three-point scale. General population, 28-market global total. For more

details on the Trust Mandates Analysis, please refer to the Technical Appendix.

Trust in Technology

28

Industry 2014 2015 2016 2017 2018

5 yr.

Trend

Technology 75% 73% 74% 75% 74% -1

Health Care - - 62% 66% 64% -

Energy 57% 56% 58% 62% 63% +6

Food And Beverage 64% 63% 64% 66% 63% -1

Telecommunications 61% 59% 60% 63% 63% +2

Automotive 69% 66% 60% 65% 62% -7

Entertainment 64% 63% 64% 64% 62% -2

Consumer Packaged Goods 61% 60% 61% 63% 60% -1

Financial Services 48% 48% 51% 54% 54% +6


the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half

of the sample. General Population, 27-market global total.

29

Trust in each sector, and change from 2014 to 2018

Technology Most Trusted Business Sector

2014 2015 2016 2017 2018

TrustNeutralDistrust

Change, 2014 to 2018− +0

Source: 2018 Edelman Trust Barometer. DRV_TEC_GEN. How well do you think the technology industry is performing on the behaviors listed below? Use a 9-point scale

where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 box, Performing Well), question asked of one-fifth of

the sample. General population, 28-market global total.

30

Percent who believe the technology industry performance is performing well on each

behavior, 2018 and 2017, and change from year to year

Tech Sector Losing Ground on Key Behaviors20182017

79

76

73

68

68

71

70

67

64

57

53

53

Develops innovations that have a positive impacton my life and the world

Ensures quality control

Contributes to the greater good

Has leadership that effectively represents theinterests of all stakeholders

Is transparent and authentic in how it operates

Protects consumer data

Y-to-Y Change− +0

-18

-15

-11

-9

-9

-9

Largest performance

decreases among consumer

protection, transparency, and

representative leadership

75

58 59 6064 64

67 68 6871 71 71

74 74 74 74 75 76 76 77 7881 81

86 88 89 89 91 91

Glo

ba

l 2

8

Ire

land

Sw

ede

n

Japan

Ge

rma

ny

U.K

.

Fra

nce

Au

str

alia

Ho

ng

Ko

ng

Ca

na

da

Ru

ssia

Turk

ey

Sin

ga

po

re

Sp

ain

The

Ne

therla

nd

s

U.S

.

S. K

ore

a

Po

land

S. A

fric

a

Arg

en

tin

a

Italy

Ma

laysia

UA

E

Bra

zil

Co

lom

bia

India

Me

xic

o

Ch

ina

Indo

ne

sia




31

Percent trust in the technology sector,


Trust in Technology

Declines in 18 of 28 Markets

l llllllllllllllllllllllllllll-1 -1 -4 -3 +1 -5 -3 -3 -10 -1 -1 -6 -7 +2 -5 -1 +7 +10 -3 0 -1 0 -2 +4 +1 -3 +2 +3 -2


Y-to-Y Change− +0

Trusted in 26 markets

80

57

66 67 67 69 70 7074 75 76 77 78 79 80 81 81 82 84 85 87 88 89 90 90 92 93 94 95

Glo

ba

l 2

8

Ire

land

Ge

rma

ny

Fra

nce

U.S

.

U.K

.

Ho

ng

Ko

ng

Sw

ede

n

Ca

na

da

Sp

ain

Ja

pa

n

Ita

ly

Au

str

alia

Arg

en

tin

a

S. A

fric

a

The

Ne

therla

nd

s

UA

E

Ru

ssia

Turk

ey

S. K

ore

a

Pola

nd

Sin

ga

po

re

Bra

zil

Ch

ina

Co

lom

bia

Me

xic

o

Ma

laysia

India

Indo

ne

sia



of the sample. Informed public, 28-market global total.

32

Percent trust in the technology sector, informed public,


Informed Public Trust in Technology

Declines in 16 of 28 Markets

l llllllllllllllllllllllllllll-3 -11 -9 -18 -19 -6 -14 +3 -4 -9 +3 -9 -1 0 -2 0 -9 -2 +1 +7 +12 +6 +4 -4 -1 +2 +8 -1 +1


Y-to-Y Change− +0

Trusted in 27 markets

52

75

4950 52

55 56

6367

Business Technology Blockchaintechnology

Self-drivingvehicles

Sharing economybusinesses

Virtual-realityplatforms

Artificialintelligence

Internet of things Mobile/smartphone appdevelopers

Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you

“do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust). TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again,

please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries shown to half of the sample. TRU_SUB_TEC.

Now thinking about specific sectors within the technology industry, please indicate how much you trust businesses in each of the following sectors 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), question asked of one-fifth of the sample. General population, 28-market global total. 33

Trust in Technology Sub-Sectors

Lags Tech Sector Overall

-2+10 0 N/A+3N/A-10

Y-to-Y Change− +0


Percent trust in business, technology sector and technology sub-sectors,


Source: 2018 Edelman Trust Barometer. DRV_TEC_AGR. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box,

Agree), question asked of one-fifth of the sample. General population, 28-market global total.

34


Tech Companies Expected to

Lead on Societal Issues

76% Tech companies should

do more to help regular

people affected by

automation

79% Tech companies

should play a larger

role in educating the

future workforce to

keep pace with

emerging skills

35

Silence Is Not An Option

Higher levels of trust in tech

means people expect more

leadership from tech companies

36

Behaviors to

Build Trust in Technology

Anticipate and

facilitate training

and skills

development

Motivate and inspire

employees

Set the example for

transparency,

inclusion and ethics

Address the risks

and the benefits of

innovation

Make the case for

openness

By firing engineer,

Google shows what

you can say – and

what you can’t – at

work

Sheryl Sandberg says

Facebook is taking

the tech backlash

seriously – and it’s

going to do

something about it

Facebook, Google and

others join The Trust

Project, an effort to

increase transparency

around online news

Google commits

$1 Billion in grants to

train US workers for

high-tech jobs

Employees at Apple

and Google are more

productive

2018 edelman trust barometer · 2018-06-12 · source: 2018 edelman trust barometer. tru_ins. below...

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