edelman trust barometer 2017 - uk results
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2017 Edelman Trust Barometer
1
Informed Public
9 years in 20+ markets
Represents 13% of total global population
500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
Ages 25-64College educatedIn top 25% of household income per age group in each countryReport significant media consumption and engagement in business news
General Online Population
6 years in 25+ markets
Ages 18+
1,150 respondents per country
All slides show General Online Population unless otherwise noted
2017 Edelman Trust Barometer Methodology
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000+). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100). 2
17 years of data
33,000+ respondents total
Initial fieldwork was conducted between October 13th and November 16th, 2016
Online Survey in 28 Countries
Mass Population
All population not including Informed Public
Represents 87% of total global population
1,150 General Online Population respondents, with additional boosts of 250 Low Income Household respondents and 100 High Net Worth individuals
Fieldwork was conducted between 23 December, 2016 and 7 January, 2017
January Supplement, UK JAN
Trust in Retrospect
3
Rising Influence of NGOs
2001Business Must Partner with Government to Regain Trust
2009Fall of the Celebrity CEO
2002Earned Media More Credible Than Advertising
2003U.S. Companies in Europe Suffer Trust Discount
2004Trust Shifts from “Authorities” to Peers
2005“A Person Like Me” Emerges as Credible Spokesperson
2006Business More Trusted Than Government and Media
2007Young Influencers Have More Trust in Business
2008
Trust is Now an Essential Line of Business
2010Rise of Authority Figures
2011Fall of Government
2012Crisis of Leadership
2013Business to Lead the Debate for Change
2014Trust is Essential to Innovation
2015
Trust in Crisis
2017Growing Inequality of Trust
2016
2017: Trust Gap Widens
Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed Public and Mass Population, 25-country global total.
4
Percent trust in the four institutions of government, business, media and NGOs, 2012 to 2017
21 pts
19 pts
18 pts
2012 2016 2017
53
60 60
44
48
45
Informed Public
15pt Gap
9pt Gap
A 3-point increase in the last year
12pt Gap
Largest Gaps
MassPopulation
45 Global70 India67 Indonesia62 China59 Singapore59 UAE52 Netherlands50 Colombia50 Mexico47 Brazil47 Canada47 Italy47 Malaysia47 U.S.45 Argentina42 Hong Kong41 S. Africa41 Spain41 Turkey40 Australia39 Germany38 France37 U.K.36 S. Korea36 Sweden35 Ireland34 Japan34 Poland31 Russia
Trust IndexMass Population Left BehindAverage trust in institutions, Informed Public vs. Mass Population
The Mass Population distrusts
their institutions in 20 of 28 countries
Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed Public and Mass Population, 28-country global total.
MassPopulation
InformedPublic
5
60 Global80 India79 China78 Indonesia77 UAE71 Singapore68 U.S.62 Canada62 Netherlands61 Italy61 Mexico57 Malaysia57 Spain56 France56 U.K.55 Colombia54 Australia54 Germany53 Hong Kong51 Argentina51 Brazil50 S. Korea50 Turkey49 Japan49 S. Africa47 Sweden45 Russia44 Ireland43 Poland
Trusters (60-100)
Neutrals (50-59)
Distrusters (1-49)
Trust in Crisis
Trust IndexA World of DistrustAverage trust in institutions,2016 vs. 2017
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47 Global72 India69 Indonesia67 China60 Singapore60 UAE53 Netherlands52 Mexico52 U.S.50 Colombia49 Canada48 Brazil48 Italy48 Malaysia45 Argentina44 Hong Kong44 Spain43 Turkey42 Australia42 S. Africa41 Germany40 France40 U.K.38 S. Korea37 Sweden36 Ireland35 Japan35 Poland34 Russia
2016 2017
50 Global 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil 49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland
Trusters (60-100)
Neutrals (50-59)
Distrusters (1-49)
Source: 2017 Edelman Trust Barometer. The TrustIndex is an average of a country's trust in the institutionsof government, business, media and NGOs. General Population, 28-country global total.
3-point decrease in the global Trust Index
Trust declines in 21 of 28 countries—the broadest declines since beginning General Population tracking in 2012
2 in 3 countries are now distrusters
Evaporation of Trust in Past Year in the UK
Source: 2017 Edelman Trust Barometer UK Supplement Q1. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. [Top 4 Box, Trust] Base: UK General Population (n=1,150)
8
Percent trust in institutions, 2012-2017
JAN
2012 2013 2014 2015 2016 2017 January Supplement
- 2017
29
37 3634
36 36
26
32
36 37
3336
32
24
38
49
45 4446 45
33
42
52 51
46
50
46
32
GovernmentMediaBusinessNGOs
35 43 42 39 42 40 29Trust Index:
50 4636 36
46 45
32 3632 3324 26
All Four Institutions Distrusted in UK
Source: 2017 Edelman Trust Barometer Q11-620. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” [Top 4 Box, Trust] Base: UK General Population (n=1,150)
9
Percent trust in the four institutions of government, business, media and NGOs, 2016 vs. 2017
Business MediaNGOs Government
50%Neutral
Trusted
Distrusted
-14 -12 -8
20172016
JAN UK Supplement
-10
10
4435 34
26
44 43
3237
54
67
4654
NGOs Business Media Government
Trust Crisis Deepens Amongst Low Income Households And Hits High Net Worth For First Time
Source: 2016 Edelman Trust Barometer UK Supplement Q11-14 Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Low income households (n250), General population (n1000), High net worth (n100) // 2017 Edelman Trust Barometer UK Supplement Q1. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Low income households (n485), General population (n1,150), High net worth (n116)
Percent trust in the four institutions of government, business, media and NGOs
Low Income HouseholdsGeneral Population
High Net Worth
26 2721 20
32 3324 26
51 53
35 38
NGOs Business Media Government
2016 2017
JAN
Post Brexit
12
If We Ran the Referendum Again, People Think We’d Get a Different Outcome. We Would Not.
Source: 2017 Edelman Trust Barometer UK Supplement Q15. Did you vote...? Base: UK General Population (n=960), Informed Public (n=99), Mass Population (n=861) // Q16. 6 months after the referendum, would you say...? Base: Those who voted leave (n=476), Those who voted remain (n=474)
Percent who voted for the UK to leave/remain in the European Union
50 49
38
62
51 48
Leave Remain
General Population
Informed Public
Mass Population
JAN
87% of those who voted to leave, and
88%of those who voted to remainAre sure of their decision six months after the vote
13
Even High Net Worth Split Over Brexit Vote
Source: 2017 Edelman Trust Barometer UK Supplement Q15. Did you vote...? Base: General Population (n=960), Low Income Households (n=377), High Net Worth (n=107)
Percent who voted for the UK to leave/remain in the European Union
61
39
50 4945
54
Leave Remain
JAN
Low Income HouseholdsGeneral Population
High Net Worth
14
Post Brexit Broad Agreement That We Should Just Get On With It
Source: 2017 Edelman Trust Barometer UK Supplement Q17. The results of the referendum are being challenged. What do you think should happen? Base: General Population (n=1,150), Low Income Households (n=485), High Net Worth (n=116)
Percent who agree with the following statements
JAN
Low Income HouseholdsGeneral Population
High Net Worth
62
717
58
922
66
823
15
Post Brexit, 6 in 10 Are Not Worried About The Future
Source: 2017 Edelman Trust Barometer UK Supplement Q22. Following the UK decision to leave the European Union, would you say you are…[Top 2 Box, More Confident] [Bottom 2 Box, More Worried] Base: UK General Population (n=1,150), Low Income Households (n=485), High Net Worth (n=116)
Attitude toward the future following the UK decision to leave the European Union
JAN
Low Income HouseholdsGeneral Population
High Net Worth
More Confident Perception of Future Unchanged More Worried
3330 3031 29
36
49
20
29
Future generations Immigration The UK Economy UK Society Employment and the job market in the UK
Your personal life and future
40
30
4337 39 37
11
2211
17 1423
42 41 39 39 4033
General Population Unclear on the Impact of Brexit
Source: 2017 Edelman Trust Barometer UK Supplement Q20. Thinking about the implications of Brexit, how much do you expect the withdrawal of the UK from the European Union to make a positive, negative or no impact in future... [Top 4 Box, Positive] [Bottom 4 Box, Negative] [Neutral] Base: UK General Population (n=1,150)
16
Perceived impact of the UK’s withdrawal from the EU
JAN
Negative
Neutral
Positive
Theresa May - the Prime Minister
Sadiq Khan - Mayor of London
David Davis - Secretary of State
for Leaving the European Union
Boris Johnson - Secretary of State
for Foreign and Commonwealth Af -
fairs
Philip Hammond - 'Chancellor of the
Exchequer
Amber Rudd - 'Secretary of State
Liam Fox - Secre-tary of State for
International Trade
36
24 24 2622 16 20
40 3934
26 25 24 23
35
23 23 26 2215
20
Theresa May and the Three Brexiteers Not Trusted to Deliver Brexit
Source: 2017 Edelman Trust Barometer UK Supplement Source: 2017 Edelman Trust Barometer Q19. Please indicate how much you trust the following members of the Government to do what is right when negotiating the UK withdrawal from the EU. [Top 4 Box, Trust] Base: UK General Population (n=1,150), Informed Public (n=114), Mass Population (n=1,036)
17
Percent trust political figures to do what is right as regards the UK’s withdrawal from the EU, 2017
JAN
General Population
Informed Public
Mass Population
50%Neu
tral
Trus
ted
Dis
trus
ted
NGOs The British People
Business The United Nations
The In-terna-tional
Monetary Fund
The House of Lords
The House of Com-mons
Media Gov-ern-
ment
The Euro-pean Union
Political leaders in general
Political parties in general
22 23 25 26 2934 37 38
43 44 46 47
Rejection of UK Political Institutions Post Brexit
Source: 2017 Edelman Trust Barometer UK Supplement Q2. Please indicate how much your personal trust in each institution has changed over the past year. [Bottom 2 Box Box, Trust Less] Base: UK General Population (n=1,150)
18
Percent who trust institutions less over past year, 2017
50%
JAN
Significant decline of trust in political system
Polit
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..
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18 1926 27 27 28
4049
5560
8288
Post Brexit 8 In 10 Brits Do Not Trust Political Leaders to Do What Is Right
Source: 2017 Edelman Trust Barometer UK Supplement Q1. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. [Top 4 Box, Trust] Base: UK General Population (n=1,150)
19
Percent trust in institutions, 2017
50%
NeutralDistrust Trust
JAN
Political Party 2014 2015 2016 2017
Conservatives37% 36% 38% 28%
Labour41% 36% 31% 25%
Liberal Democrats31% 25% 23% 20%
UKIP29% 27% 19% 19%
Green Party38% 36% 29% 27%
Scottish National Party23% 20% 22% 19%
Plaid Cymru22% 15% 16% 16%
2014 2015 2016 201710%
15%
20%
25%
30%
35%
40%
45%
Loss of Trust Amongst Parties Post Brexit
Source: Edelman Trust Barometer UK Supplement Q3/Q14. Please indicate how much you trust each of the following political parties to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. TOP 4 BOX. Base: UK General population
Trust in each political party to do what is right, 2014-2017
20
JAN
All Parties Distrusted
Six Months Post Brexit
Political Leader 2014 2015 2016 2017
David Cameron33% 34% 40% 23%
Boris Johnson43% 39% 37% 24%
Jeremy CorbynN/A N/A 28% 23%
Tim FarronN/A N/A 18% 15%
Nigel Farage25% 28% 21% 20%
Nicola Sturgeon N/A 20% 28% 23%
Leanne Wood11% 14% 16% 11%
Theresa MayN/A N/A N/A 35%
Sadiq KhanN/A N/A N/A 24%
2014 2015 2016 201710%
15%
20%
25%
30%
35%
40%
45%
Loss of Faith in all Political Leaders Following Brexit
Source: Edelman Trust Barometer UK Supplement Q4/15. Please indicate how much you trust the following political leaders to do what is right using the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. [Top 4 Box, Trust] Base: UK General population. N/A – individuals not included in the previous surveys
Trust in each political leader to do what is right, 2014-2017
21
JAN
Six Months Post Brexit
All Politicians Distrusted
Theresa May
Boris Johnson
Sadiq Khan
David Camero
n
Jeremy Corbyn
Nicola Stur-geon
Nigel Farage
Philip Hammond
David Davis
Caroline Lucas
Tim Farron
Liam Fox
Paul Nuttall
Leanne Wood
Amber Rudd
Jonathan Bart-
ley
35
24 24 23 23 23 20 19 17 15 15 15 11 11 11 8
41
26
4136
27 3024
2922
1521 21
17 17 15 16
34
24 22 21 22 22 20 18 16 15 14 1410 11 10 8
Across the Board, British Political Leaders Distrusted
Source: 2017 Edelman Trust Barometer UK Supplement Q4. Please indicate how much you trust the following political leaders to do what is right. [Top 4 Box, Trust] Base: UK General Population (n=1,150), Informed Public (n=114), Mass Population (n=1,036)
22
Trust in each political leader to do what is right, 2017
JAN
General Population
Informed Public
Mass Population
50%Neu
tral
Trus
ted
Dis
trus
ted
Theresa May
Boris Johnson
Sadiq Khan
Jeremy Corbyn
Nicola Stur-geon
David Camero
n
Nigel Farage
Philip Hammond
David Davis
Caroline Lucas
Liam Fox
Tim Farron
Leanne Wood
Paul Nuttall
Amber Rudd
Jonathan Bart-
ley
33
25 23 23 23 22 20 18 17 16 16 13 13 11 11 8
39
24
3426
31 3325 23 24 21 18 18 19 18
13 11
3325 22 23 22 21 19 18 16 15 15 13 12 11 11 8
Honesty Seen as Unlikely from British Politicians
Source: Edelman Trust Barometer UK Supplement Q5/Q21. Please indicate how much you trust the following political leaders to communicate honestly. [Top 4 Box, Trust] Base: UK General Population (n=1,150), Informed Public (n=114), Mass Population (n=1,036)
23
Trust in each political leader to communicate honestly, 2017
JAN
General Population
Informed Public
Mass Population
50%Neu
tral
Trus
ted
Dis
trus
ted
Political stability in the world
The world economy Future generations The UK economy UK society Your personal life and future
6659 57
45 4536
12 1517
2832
47
1418 18 19
1510
Trump Triggers Crisis of Trust in Post-Brexit Britain
Source: 2017 Edelman Trust Barometer UK Supplement Q21. Thinking about the implications of the election of Donald Trump as the new U.S. president, how much do you expect his presidency to make a positive, negative or no impact in the future on the following? [Top 4 Box, Positive] [Bottom 4 Box, Negative] [Neutral] Base: UK General Population (n=1,150)
24
Perceived impact of the US election of Donald Trump
JAN
Negative
Neutral
Positive
The SystemIs Broken
Source: 2017 Edelman Trust Barometer Q672-675, 678-680, 688-690. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error. Countries were considered below the global average if their score was lower than the global mean minus the margin of error. All other scores were considered aligned.
26
Global
France
Italy
Mexico
S. Africa
Spain
Poland
Brazil
Colombia
Germany
U.K.
Australia
Ireland
U.S.
Netherlands
Canada
Sweden
Argentina
Malaysia
Turkey
Russia
S. Korea
Indonesia
Japan
India
Hong Kong
Singapore
China
UAE
System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19
Uncertain 32 22 24 25 24 25 25 25 27 26 29 30 26 33 33 30 29 29 37 31 28 41 40 45 45 50 43 47 40
In 14 countries, the percent of population that has lost faith is above the global average
Systemic loss of faith restricted to Western-style democracies1 in 2 Countries Have Lost
Faith in the SystemPercent of population who believethe system is not working
Above global average
Aligned withglobal average
Belowglobal average
Barely 1 in 10 believe the system is working for them
60%
29%
11%
Majority in the UK Believe the System is Failing Them
Source: 2017 Edelman Trust Barometer Q672-675, 678-680, 688-690. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix.
27
Not at all true
9 8 7 6 5 4 3 2 1
3 in 10 are uncertain
Completely true
System failing System working
Approximately
Globally Even The Informed Believe the System Is Not Working
Source: 2017 Edelman Trust Barometer S8. Thinking about your annual household income in 2015, which of the following categories best describes your total household income that year? S7. What is the last grade in school you completed? S9. How often do you follow public policy matters in the news? S10. How often do you follow business news and information? General Population, 28-country global total, cut by ‘populism’. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix.
High-Income College-Educated Well-Informed
Top quartile of income College degree or higher Follow business and public policy information several times a week or more
48% 49% 51%
18
UK Amongst Countries with Above Average Belief the System Is Failing
Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalization Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation Q677. System is failing: Q672-675, 678-680, 688-690. For details on how the societal fears and the “system failing” measure were calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error. 29
% Who Agree System is Failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19
Global
France Italy Mexi
coS.
Africa
Spain
Poland
Brazil
Colombia
German
yU.K. Aust
raliaIrela
nd U.S.Netherlands
Canada
Sweden
Argentin
aMalaysia
Turkey
Russia
S. Kore
a
Indonesi
aJapa
nIndiaHon
g Kon
g
Singapor
eChin
a UAE
Above-Average Level of Fear
Above-Average Belief the System is Failing
Countries with Multiple Fears and Failing System
10 countries with above-average belief the system is failing and multiple fears
4 countries with above-average belief the system is failing – but lack multiple fears
Corruption
Immigration
Globalization
Eroding social values
Pace of change
The EchoChamber
31
The Echo Chamber in Action
Facts matter less Bias is the filter Humans not required
2 in 5 agree
“I would support politicians I trust to make things better for me and my family even if they exaggerated the truth”
52%Do not regularly listen to people or organisations with whom they often disagree
Nearly 4x more likelyto ignore information that supports a position they do not believe in
More likely to believe
59%Search Engines
41%Human Editors
Source: 2017 Edelman Trust Barometer Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q755 Have you ever changed your position on an important social issue? (Sum of “Yes, but rarely,” “No, never”) General Population, 28-country global total. Q749. When someone you know provides you with some information that supports a position that you do NOT believe, which of following do you typically do with it? Q752. How often do you read or listen to information or points of view from people, media sources or organizations with whom you often disagree? (Sum of “Never,” “Almost Never,” “Several Times a year,” “Once or Twice a Month”) Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. General Population, 28-country global total, question asked of half the sample.
Nearly
43
2012 2017
Search engines* 61 64
Traditional media 62 57
Online-only media** 46 51
Owned media 41 43
Social media 44 41
Media as an institution 46 43
2012 2013 2014 2015 2016 2017
57
51
41
64
Globally Traditional Media Shows Steepest Decline
Source: 2017 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) General Population, 25-country global total, question asked of half the sample.
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
Percent trust in each source for general news and information
32
Change,2012 - 2017
+3
-5
+5
+2
-3
-3
Owned media now as trusted as media as an institution
Traditional media down 5 points
43
Source: 2017 Edelman Trust Barometer Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. General Population, 28-country global total, choices shown to half the sample.
33
In the UK Official Sources Are DistrustedPercent who find each source more believable than its pair
73% Individuals
27% Institutions
66% Reformer
34% Preserver ofStatus Quo
76% Leaked Information
24% Company PressStatements
34
Desire for Trustworthy Information Amidst Questionable Media Ethics
Source: UK Supplement, Q6/Q12. Thinking specifically about traditional media how much do you agree or disagree with the following statements? (By traditional media we mean mainstream media sources that are available in a print or broadcast format, such as newspapers, magazines, television news and radio news) [Top 4 Box, agree] Base: UK General Population
82% 78%59% 59% 57%
42% 37%
77% 74%52% 53% 46%
32% 25%
20162017
JAN
Percent agreement with each statement, 2016 vs. 2017
Business on Notice
36
Business Expected to Lead
Source: 2017 Edelman Trust Barometer Q249-757. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). UK General Population, question asked of half the sample..
73% agree
“A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
Glob
al
28-C
ount
ry
Japa
n
Fran
ce
Pola
nd
S. K
orea
Cana
da
Aust
ralia
Hong
Kon
g
Irela
nd
Neth
erla
nds
Germ
any
Italy
U.K.
Swed
en
Russ
ia
Sing
apor
e
U.S.
Mal
aysia
Spai
n
Arge
ntin
a
Turk
ey
Chin
a
Braz
il
Colo
mbi
a
Indo
nesia
S. A
frica
UAE
Mex
ico
Indi
a
37
1823 23 24 25 26 27 27 27 28 28 28 31 34 36 38 40 40 42 43 44
48 48 51 52 5561
70
All-time Low for CEO Credibility
Source: 2017 Edelman. Trust Barometer Q130-747 Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, 28-country global total, question asked of half the sample.
GDP 5 = U.S., China, Japan, Germany, U.K. 37
Percent rate CEOs as extremely/very credible, 2016 vs. 2017
CEOs not credible in 23 countries
50%
-12 -15 -8-7 -12-16-6-16-18-13-17-10-16-5-14-10 -10 -12 -11 -15-12 -13 -19 -7-9 -12 -11-12 -16
Declines in all 28 countries
Y-to-Y Change+−
NeutralDistrust Trust
Aca
dem
ic e
x...
Tech
nica
l ex.
..
A p
erso
n lik
e...
Em
ploy
ee
Fina
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l ind
...
NG
O re
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e...
Gov
ernm
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f...
CE
O
Boa
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...
60 60 60
48 46 43
2937 35
60 5953
5043 40
30 28 28
GlobalUK
Experts Retain Position of Credibility
Source: 2017 Edelman. Trust Barometer Q130-747 Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) UK General Population, question asked of half the sample.
38
Percent who rate each spokesperson as extremely/very credible, and change from 2016 to 2017
CEO credibility decreased the most, dropping to an all-time low
-7 -5
A person like yourself amongst most credible spokespeople
-6 -7 -3 -5 -9 -7 -8 -12 -8
Y-to-Y Change+−
Unlike the global trend, experts remain more trusted than “a person like yourself”
Business Plays a Role in Stoking Societal Fears
Source: 2017 Edelman Trust Barometer Q693-762. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine point scale where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. (Top 4 Box, Worried) Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) UK General Population. Q349-671. For the statements below, please think about the pace of development and change and select the response that most accurately represents your opinion. (Top 4 Box, Too Fast) UK General Population, question asked of half the sample.
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UK population worries about losing their jobs due to:
54% globalization
is taking us in the wrong direction
52% the pace of change
in business and industry is too fast
Jobs moving to cheaper markets
Automation
Lack of training/skills
Foreign competitors
Immigrants who work for less
41%
44%
50%
51%
56%
What’s at Stake for Business?
Source: 2017 Edelman. Trust Barometer Q709-718 For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) UK General Population.
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69% agree 71% agree
“The government should protect our jobs and local industries, even if it means that our economy grows more slowly.”
“We need to prioritise the interests of our country over those of the rest of the world.”
Business’ License to Operate at Risk
Source: 2017 Edelman Trust Barometer Q667-670. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q661-664. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q658. For the statement below, please indicate how much you agree or disagree. (All respondents except Top 4 Box, Agree) UK General Population, question asked of one-fifth the sample. 41
78% agree that the pharmaceutical industry needs more regulation
60% agree that policymakers should tax foods that negatively impact health
52% do not agree that financial market reforms have increased economic stability
Regulation ReformTax Policy
Which is more believable?
Talk With the People, Not At the People
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Source: 2017 Edelman Trust Barometer Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given-the one that is most likely to be true most often. UK General Population, choices shown to half the sample.
60% Personal experience
40% Data
65% Spontaneousspeaker
35% Rehearsedspeaker
54% Blunt and outspoken
46% Diplomatic and polite
48% Company’ssocial media
52% Advertising
With the People,Not For the People
A Fundamental Shift
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Current Tension
Old Model:For the People
New Model:With the People
Elites manage institutions to do things “for” the people
Influence has shifted to the people; people using influence to reject established authority
Institutions working with the people;institutional silos dissolved