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  • 2017 Edelman

    Trust BarometerIreland

    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 25-64

    College educated

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

    Report significant media consumption and engagement in business news

    General Online

    Population

    6 years in 25+ markets

    Ages 18+

    1,150 respondents per country

    All slides show General Online Population unless otherwise noted

    2017 Edelman Trust Barometer

    Methodology

    28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000+). Country-

    specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500),

    Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).

    2

    17 years of data

    33,000+ respondents total

    All 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

  • Trust in Retrospect

    3

    Rising Influence

    of NGOs

    2001

    Business Must

    Partner with

    Government to

    Regain Trust

    2009

    Fall of the

    Celebrity CEO

    2002

    Earned Media

    More Credible

    Than Advertising

    2003

    U.S. Companies

    in Europe Suffer

    Trust Discount

    2004

    Trust Shifts from

    Authorities to

    Peers

    2005

    A Person Like

    Me Emerges as

    Credible

    Spokesperson

    2006

    Business More

    Trusted Than

    Government

    and Media

    2007

    Young Influencers

    Have More Trust

    in Business

    2008

    Trust is Now an

    Essential Line

    of Business

    2010

    Rise of

    Authority

    Figures

    2011

    Fall of

    Government

    2012

    Crisis of

    Leadership

    2013

    Business to

    Lead the Debate

    for Change

    2014

    Trust is

    Essential to

    Innovation

    2015

    Trust

    in Crisis

    2017Growing

    Inequality of Trust

    2016

  • 2016: The Inversion of Influence

    4

    MassPopulation

    85%of population

    39 Trust Index

    15%of population

    49 Trust IndexInformed

    Public

    10pt

    Gap

    Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a countrys trust in the institutions of government, business, media and NGOs. Informed

    Public and Mass Population, Ireland.

  • 2017: Trust Gap Decreases Slightly

    Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a countrys trust in the institutions of government, business, media and NGOs.

    Informed Public and Mass Population, Ireland.

    5

    Percent trust in the four institutions of government,

    business, media and NGOs, 2012 to 2017

    21 pts

    19 pts

    18 pts

    42

    49

    44

    33

    39

    35

    2012 2016 2017

    Informed

    Public

    9pt

    Gap

    9pt

    Gap

    A 1-point

    decrease in

    the last year

    10pt

    Gap

    Largest Gaps

    Mass

    Population

  • 45 Global

    70 India

    67 Indonesia

    62 China

    59 Singapore

    59 UAE

    52 Netherlands

    50 Colombia

    50 Mexico

    47 Brazil

    47 Canada

    47 Italy

    47 Malaysia

    47 U.S.

    45 Argentina

    42 Hong Kong

    41 S. Africa

    41 Spain

    41 Turkey

    40 Australia

    39 Germany

    38 France

    37 U.K.

    36 S. Korea

    36 Sweden

    35 Ireland

    34 Japan

    34 Poland

    31 Russia

    Trust Index

    Mass Population Left 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 countrys trust in the

    institutions of government, business, media and NGOs.

    Informed Public and Mass Population, 28-country global

    total.

    MassPopulation

    InformedPublic

    6

    60 Global

    80 India

    79 China

    78 Indonesia

    77 UAE

    71 Singapore

    68 U.S.

    62 Canada

    62 Netherlands

    61 Italy

    61 Mexico

    57 Malaysia

    57 Spain

    56 France

    56 U.K.

    55 Colombia

    54 Australia

    54 Germany

    53 Hong Kong

    51 Argentina

    51 Brazil

    50 S. Korea

    50 Turkey

    49 Japan

    49 S. Africa

    47 Sweden

    45 Russia

    44 Ireland

    43 Poland

    Trusters (60-100)

    Neutrals (50-59)

    Distrusters (1-49)

  • 2017: Mass Population Rejects Established Authority

    7

    Mass population now has influence

    and authority

    Establishment left empty-handed

    Influence& Authority

  • Trust in Crisis

  • How much do you

    trust each institution

    to do what is right?

  • 4943

    3932

    43 41

    29 32

    Trust in Three Institutions Declines

    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) General Population,

    Ireland.

    10

    Percent trust in the four institutions of government,

    business, media and NGOs, 2016 vs. 2017

    Business MediaNGOs Government

    50%

    Neutral

    Trusted

    Distrusted

    -6 -2 -10 0

    20172016

    All four institutions distrusted

  • 45 Global

    70 India

    67 Indonesia

    62 China

    59 Singapore

    59 UAE

    52 Netherlands

    50 Colombia

    50 Mexico

    47 Brazil

    47 Canada

    47 Italy

    47 Malaysia

    47 U.S.

    45 Argentina

    42 Hong Kong

    41 S. Africa

    41 Spain

    41 Turkey

    40 Australia

    39 Germany

    38 France

    37 U.K.

    36 S. Korea

    36 Sweden

    35 Ireland

    34 Japan

    34 Poland

    31 Russia

    Trust Index

    Mass Population Left 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 countrys trust in the

    institutions of government, business, media and NGOs.

    Informed Public and Mass Population, 28-country global

    total.

    MassPopulation

    InformedPublic

    11

    60 Global

    80 India

    79 China

    78 Indonesia

    77 UAE

    71 Singapore

    68 U.S.

    62 Canada

    62 Netherlands

    61 Italy

    61 Mexico

    57 Malaysia

    57 Spain

    56 France

    56 U.K.

    55 Colombia

    54 Australia

    54 Germany

    53 Hong Kong

    51 Argentina

    51 Brazil

    50 S. Korea

    50 Turkey

    49 Japan

    49 S. Africa

    47 Sweden

    45 Russia

    44 Ireland

    43 Poland

    Trusters (60-100)

    Neutrals (50-59)

    Distrusters (1-49)

  • 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 beextremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box,

    Very/Extremely Credible) General Population, Ireland, question asked of half the sample.

    12

    Credibility of Leadership in CrisisPercent who rate each spokesperson as very/extremely credible

    CEOs

    27% Credible

    Government

    Officials

    27% Credible

  • 37

    18

    23 23 2425 26

    27 27 27 28 28 2831

    3436

    3840 40

    42 4344

    48 4851 52

    55

    61

    70

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    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 beextremely 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. 13

    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

  • The SystemIs Broken

  • Without Trust,

    Belief in the System Fails

    15

    How true are each of the following?

    Sense of Injustice

    Desire for Change

    Need forceful reformers to bring change

    Lack of Confidence

    No confidence in current leaders

    Lack of Hope

    Hard work not rewarded, children will not have a better life, country not moving in right direction

    System biased in favour of elites, elites

    indifferent to the people, getting richer than

    they deserve

  • How true is

    this for you?

    Sense of injustice

    Lack of hope

    Lack of confidence

    Desire for change

    59%

    26%

    15%

    Majority Believe the

    System is Failing Them

    Source: 2017 Edelman Trust Barometer. Q672-675, 678-680, 688-690. Ireland. For details on how the system failing measure was calculated, please refer to the

    Technical Appendix.

    16

    Not at all true

    9 8 7 6 5 4 3 2 1

    1 in 4 are uncertain

    Completely true

    System failing System working

    More than

  • Even Those at the Top Are DisillusionedPercent who 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, Ireland, cut by the system is failing segments.

    High-Income College-Educated Well-Informed

    Top quartile of income College degree or higherFollow business and public policy

    information several times a week or more

    55% 59% 56%

    7

  • Trust Critical to Belief in the SystemAverage trust in institutions

    18

    Source: 2017 Edelman Trust Barometer. Q11-Q14. The Trust Index is an average of a countrys trust in the institutions of government, business, media and NGOs.

    General Population, Ireland, cut by the system is failing segments.

    Trust differentiates those who are uncertain and those who believe the system is failing them

    Trust Index

    49Trust Index

    43Trust Index

    30

    Among those

    who believe the

    System

    is Working

    Among those

    who are

    Uncertain

    Among those

    who believe the

    System

    is Failing

  • 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. 19

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    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 believe

    the system is not working

    Above global average

    Aligned withglobal average

    Belowglobal average

  • Fears Fuel the Fire

  • The Cycle of Fear and Distrust

    21

  • Corruption Globalisation Eroding Social Values Immigration Pace of Innovation

    Widespread corruption

    Compromising the safety of

    our citizens

    Makes it difficult to institute the

    changes necessary to solve our

    problems

    Protect our jobs from

    foreign competition

    Foreign companies/influence

    damaging our economy/

    national culture

    Foreign corporations favour their

    home country

    Most countries cannot be

    trusted to engage in fair

    trade practices

    Values that made this country

    great are disappearing

    Society changing too quickly and

    not in ways that benefit people

    like me

    Influx of people from other

    countries damaging our economy

    and national culture

    Technological innovations

    happening too quickly and leading

    to changes not good for

    people like me

    Concerns Have Become Fears

    Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalisation Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation

    Q677. Ireland. For details on how the societal fears were measured, please refer to the Technical Appendix.

    22

    Percent of respondents who are concerned or fearful regarding each issue

    54% Concerned

    26% Fearful

    38% Concerned

    17% Fearful

    45% Concerned

    20% Fearful

    43% Concerned

    16% Fearful

    42% Concerned

    18% Fearful

  • Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalisation Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation Q677. System is failing: Q672-675, 678-680, 688-

    690. Ireland. For details on how the societal fears and the system failing measure were calculated, please refer to the Technical Appendix.

    23

    Fears Further Erode

    Belief in the System

    Percent of respondents with various fears

    who also believe the system has failed them

    When fears collide

    with a belief that

    the system is

    failing, conditions

    are ripe for

    populist action

    Corruption GlobalisationEroding

    Social ValuesImmigration

    Pace ofInnovation

    89 80 82 69 71

  • Systemic Distrust and Fear Trigger Action

    Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalisation 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. 24

    % Who Agree

    System is Failing53 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

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    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

    Globalisation

    Eroding social values

    Pace of change

  • 11

    34

    A Case in Point: U.S.

    25

    Trust Barometer Supplement: Post-U.S. Election Flash Poll,

    1,000+ General Population Respondents, Nov. 28 to Dec. 11, 2016

    Trump Voters Clinton Voters

    25

    42

    67% are fearful

    45% are fearful

    Source: 2017 Edelman Trust U.S. Flash Poll Q14. Who did you vote for? Audience: U.S. General Population, grouped by system failing segments and level of fear

    from the Trust Barometer. For details on how systemic distrust and societal fears were measured, please refer to the Technical Appendix. Respondents were labeled

    as fearful if they were fearful of at least one of the following societal issues: corruption, immigration, globalisation, eroding social values, and pace of innovation.

    System Failingand Fearful

    Fearful

  • 7

    20

    A Case in Point: U.K.

    26

    Trust Barometer Supplement: UK Supplement, 1,150 General

    Population Respondents, December 23, 2016 to January, 7 2017

    Leavethe EU

    Remainin the EU

    54% are fearful

    27% are fearful

    Source: 2017 UK Trust Supplement Q15. Did you vote? Audience: UK General Population, grouped by system failing segments and level of fear from the Trust Barometer. For details on how the societal fears and the system failing measure were calculated, please refer to the Technical Appendix. Respondents were labeled as fearful if they were fearful of at least one of the following societal issues: corruption, immigration, globalisation, eroding social values, and pace of innovation.

    System Failingand Fearful

    Fearful

    LEAVE

    10

    44

  • The EchoChamber

  • Echo Chamber Amplifies Fears

    and Accelerates the Cycle

    28

  • 29

    The Echo Chamber in Action

    Facts matter less Bias is the filter No humans needed

    1 in 3 agree

    I would support politicians

    I trust to make things better

    for me and my family

    even if they

    exaggerated the truth

    45%

    Do not regularly listen to

    people or organisations

    with whom they often

    disagree

    More than

    2.5x more likely

    to ignore information that supports a position

    they do not believe in

    More likely

    to believe

    53%Search Engines

    47%Human Editors

    53%49% Never or rarely change their position on important social issues

    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, Ireland. 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 organisations 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, Ireland, question asked of half the sample.

    More than

  • 2012 2017

    Traditional media 60 56

    Search engines* 58 55

    Online-only

    media**36 41

    Social media 33 27

    Owned media 26 26

    Media as an

    institution35 29

    Social Media and Media as an Institution Show Steepest Declines

    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, Ireland, 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

    30

    Change,

    2012 - 2017

    -4

    -3

    +5

    -6

    0

    -6

    Social media / Media

    as an institution

    down 6 points

    56

    41

    27

    55

    26

    29

    2012 2013 2014 2015 2016 2017

  • 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, Ireland, choices shown to half the sample. 31

    Official Sources Are SuspectPercent who find each source more believable than its pair

    68% Individuals

    32% Institutions

    74% Reformer

    26% Preserver of

    Status Quo

    76% Leaked

    Information

    24% Company Press

    Statements

  • 1

    61 5854

    51

    45

    39

    27 27 27

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    Peers More Credible than CEOs and Government Officials

    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 beextremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box,

    Very/Extremely Credible) General Population, Ireland, question asked of half the sample.

    32

    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

    -5 -6 -5 -3 -9 -7 -16 -12 -6

    Y-to-Y Change+

  • Business on Notice

  • 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) General Population, Ireland. 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) General Population, Ireland, question asked of half the

    sample.

    34

    Global population worries about

    losing their jobs due to:

    43% globalisation

    is taking us in the

    wrong direction

    41% the pace of change

    in business and industry is

    too fast

    37%

    37%

    39%

    44%

    49%

    Jobs moving to cheaper markets

    Automation

    Immigrants who work for less

    Foreign competitors

    Lack of training/skills

  • Support for Anti-Business Policies

    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) General

    Population, Ireland.

    35

    Nearly 1in3 agree 60% agree 65% agree

    Protectionism Slower Growth

    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.

    We should not enter into free trade agreements because they hurt our countrys workers.

    Protectionism

  • 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) General Population, Ireland, question asked of one-fifth the sample.

    36

    73% agree that the pharmaceutical industry needs more regulations

    59%agree that policy makers should tax foods that negatively impact health

    63%do not agree that financial market reforms have increased economic stability

    Regulation ReformTax Policy

  • 37

    Business Expected

    to Lead

    Source: 2017 Edelman Trust Barometer. Q249-757. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Agree). General

    Population, Ireland, question asked of half the sample.

    .

    68% agree

    A company can take specific

    actions that both increase

    profits and improve the economic

    and social conditions in the

    community where it operates.

  • Business Must Act

  • 39

    NGOs 41 46 48

    Business 35 45 56

    Media 24 36 38

    Government 20 45 56

    Most Trusted

    NGOs is the most trusted among

    the more than 1 in 4 who are

    uncertain about the system

    Business Most, or Second Most Trusted Institution NeutralDistrust Trust

    % trust in each

    institution

    Among those

    who believe the

    System

    is Working

    Among those

    who are

    Uncertain

    Among those

    who believe the

    System

    is Failing

    Most Trusted

    Most Trusted

    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) General Population,

    Ireland, cut by the system is failing segments.

    Most Trusted

  • Source: 2017 Edelman Trust Barometer. Q732. What can businesses do that would cause the most damage to your trust in a better future?

    (Please select up to five.) General Population, Ireland, question asked of half the sample.

    40

    First, Do No HarmActions business can take that would most damage

    trust in a better future (top 5 most-selected)

    1.Pay bribes to

    government

    officials to

    win contracts

    2. Pay

    executives

    hundreds of

    times more

    than workers

    3.Overcharge

    for products

    that people

    need to live

    4.Move profits

    to other

    countries to

    avoid taxes

    5. Move jobs

    from here to

    cheaper

    labour

    markets

  • When the System is Failing,

    Companies Must Do More

    Source: 2017 Edelman Trust Barometer. Q80-639. 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) Data displayed is mean Top 2 Box rating for the listed items. Items were included if they were considered important by 50% or more of those

    who believe the system is failing. General Population, Ireland and cut by the system is failing segments. 41

    Percent who rate each attribute as important in building trust in a company

    (top 5 most important shown)

    57

    58

    59

    59

    63

    66

    67

    68

    69

    75

    Has ethical business practices

    Offers high quality products orservices

    Listens to customer needs andfeedback

    Pays its fair share of taxes

    Treats employees well

    Among those who have

    lost faith in the system,

    expectations are higher

    across the board

    On average

    +10 ptshigher expectations

    System Failing

    General Population

  • Source: 2017 Edelman Trust Barometer

    42

    And Do Things Differently

    Identify the business need

    Assess need relative to economic and societal fear(s)

    1Learn without bias

    2Provide context

    Advocate

    Act

    3Engage openly

  • Partnerships/

    programs to address

    societal issues

    Business practices/

    crisis handlingFinancial earnings &

    operational

    performance

    Employees Most Credible On Nearly Every Topic

    Source: 2017 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 leaderships accomplishments? Q611. A companys business practices, both positive and negative, and its handling of a crisis? Q612. A companys employee

    programs, benefits and working conditions, and how a company serves its customers and prioritises customer needs ahead of company profits? Q613. A companys partnerships

    with NGOs and effort to address societal issues, including those to positively impact the local community? Q614. A companys innovation efforts and new product development?

    Q615. A companys stand on issues related to the industry in which it operates? General Population, Ireland, question asked of one-quarter of the sample.43

    Most trusted spokesperson to communicate each topic

    Innovation effortsTreatment of

    employees/customersViews on

    industry issues

    Company CEO

    Senior executive

    Employee

    Activist consumer

    Academic

    Media spokesperson

    9

    15 1417

    21

    1216

    2117

    29

    21 20

    64

    3835

    3336

    3228 27

    30 29 28

    35

    25

    3135

    29 3031

    119 8 9

    13 13

  • Which is more believable?

    Talk With, Not At

    44

    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, Ireland, choices shown to half the sample.

    57% Personal

    experience

    43% Data

    66% Spontaneous

    speaker

    34% Rehearsed

    speaker

    52% Blunt and

    outspoken

    48% Diplomatic

    and polite

    54% Companys

    social media

    46% Advertising

  • With the People,Not For the People

  • A Fundamental Shift

    46

    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

    Influence & Authority

    Influence & Authority

    Influence & Authority

  • With the People:

    The New Integrated

    Operating Model

    47

  • Integrity 56 27 29

    Has Ethical Business Practices 57 28 29

    Takes Responsible Actions To Address An Issue Or A Crisis 56 27 29

    Has Transparent And Open Business Practices 54 25 29

    Engagement 57 27 30

    Treats Employees Well 63 31 32

    Listens To Customer Needs And Feedback 59 29 30

    Places Customers Ahead Of Profits 54 25 29

    Communicates Frequently And Honestly On The State Of Its Business 51 24 27

    Products 46 28 18

    Offers High Quality Products Or Services 58 31 27

    Is An Innovator Of New Products, Services Or Ideas 33 26 7

    Purpose 41 22 19

    Works To Protect And Improve The Environment 50 26 24

    Creates Programs That Positively Impact The Local Community 43 23 20

    Addresses Society's Needs In Its Everyday Business 40 20 20

    Partners With NGOs, Government And Third Parties To Address Societal Issues 31 18 13

    Operations 30 22 8

    Has Highly-Regarded And Widely Admired Top Leadership 32 22 10

    Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 28 22 6

    Delivers Consistent Financial Returns To Investors 29 23 6

    The Trust-building AttributesCompany Importance vs. Performance

    %

    Performance

    %

    Importance Gap

    48

    Source: 2017 Edelman Trust

    Barometer. Q80-639. 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) Q114-654. 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,

    Ireland.

  • Additional Dimensions that Inform Business TrustCompany Importance vs. Performance

    %

    Performance

    %

    Importance Gap

    49

    Source: 2017 Edelman Trust

    Barometer. Q80-639. 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) Q114-654. 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,

    Ireland.

    Employee Empowerment 40 22 18

    Empowers its employees to make decisions 41 21 20

    Regular employees have a lot of influence in how the company is run 35 21 14

    Supports employees joining workers/trade unions or other organisations that represent their interests 44 23 21

    Diversity 35 20 15

    Has a lot of ethnic diversity within its management team 29 20 9

    Has a lot of gender diversity within its management team 37 19 18

    Has a lot of diversity when it comes to attitudes, values and points of view within its management team 38 21 17

    Citizenship 48 27 21

    It creates many new jobs 41 27 14

    The profits it makes in this country stay in this country 44 25 19

    Pays its fair share of taxes 59 30 29

    Leadership 29 19 10

    The CEO gets personally involved in societal issues 29 18 11

    The CEO is compensated based on the ability to produce sustainable, long-term growth 31 21 10

    I know who the CEO is and what he or she stands for 28 17 11

    Relationship Building 36 20 16

    Invites the public to contribute to and help shape their products, services or policies 33 20 13

    Has a public image or heritage that I can appreciate and relate to 34 20 14

    Actively encourages and facilitates conversations and interactions with the public 40 21 19

  • Thank You

    1

  • Supplementary DataTrust in Institutions

  • 6762

    35

    42 44

    5457

    6063 64 64 64

    66 67 6769 70 70 70 70 71

    73 73 73 74 74 7576 78

    79

    Glo

    bal 2

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    GD

    P 5

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    Trust in NGOs Steady

    Among Informed Public

    Source: 2017 Edelman Trust Barometer Q11-620. [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 Public, 28-country global total.

    GDP 5 = U.S., China, Japan, Germany, U.K. 52

    Percent trust in NGOs, and change from 2016 to 2017, Informed Public

    Trusted in 23 countries

    50%

    -10 -11 +2+4 0+4+6+7+1+1-1-1+4+6-5+3 -6 -1 -3 -3-4 +1 -1 +5-2 +4 -60 -1 -2

    Declines in 14 countries

    Y-to-Y Change+

    NeutralDistrust Trust

  • 5356

    30 3235 36

    39 4044 44 45

    47 49 49 49 4951 52 52 52 53

    55 5558

    64 66 66

    7377 78

    Glo

    bal 2

    8

    GD

    P 5

    Tu

    rkey

    Ire

    lan

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    Ind

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    on

    esia

    Sharp Decreases in Media Trust

    Among Informed Public

    Source: 2017 Edelman Trust Barometer Q11-620. [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 Public, 28-country global total.

    GDP 5 = U.S., China, Japan, Germany, U.K. 53

    Percent trust in media, and change from 2016 to 2017, Informed Public

    Distrusted in 14 countries

    50%

    0 -4 +8-1 0-2-3+5-14+30-7-9-12-2-5 -13 0 -10 -8+5 -14 -12 +6-15 -1 -2-4 0 -5

    Declines in 19 countries

    Y-to-Y Change+

    NeutralDistrust Trust

  • 65 65

    4044 46

    47 4852 53 53

    5558 60

    63 64 65 6566 67 68

    69 7172 72 74

    78 8081 83

    84

    Glo

    bal 2

    8

    GD

    P 5

    S. K

    ore

    a

    Ho

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    Kon

    g

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    .

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    xic

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    ina

    Ind

    on

    esia

    Ind

    ia

    Business Trust Increases

    for Informed Public

    Source: 2017 Edelman Trust Barometer Q11-620. [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 Public, 28-country global total.

    GDP 5 = U.S., China, Japan, Germany, U.K. 54

    Percent trust in Business, and change from 2016 to 2017, Informed Public

    Trusted in 18 countries

    50%

    +12 +3 -3+3 +1+7-6+4+4-9-6+1-8-2+6+12 -5 +3 +4 +3-7 +5 +7 +10+1 -5 -5+2 +5 +3

    Increases in 18 countries

    Y-to-Y Change+

    NeutralDistrust Trust

  • 53

    62

    12

    23 23

    30 3235 37

    40 4143 43 44 45

    51 52 52 5354

    57 58 5863

    70

    7681 83

    86 87

    Glo

    bal 2

    8

    GD

    P 5

    S. A

    fric

    a

    Pola

    nd

    Bra

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    Me

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    .

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    Ind

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    E

    Government Trust Increases

    for Informed Public

    Source: 2017 Edelman Trust Barometer Q11-620. [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 Public, 28-country global total.

    GDP 5 = U.S., China, Japan, Germany, U.K. 55

    Percent trust in Government, and change from 2016 to 2017, Informed Public

    Distrusted in 13 countries

    50%

    -7 0 +5-3 +6+150+7+80+12+8+12-3-1-4 +9 +3 +10 -9-3 -3 +5 +14+1 -7 -13+2 +6 0

    Increases in 14 countries

    Y-to-Y Change+

    NeutralDistrust Trust

  • 39

    57

    46

    51

    69

    60

    United Nations Most Trusted

    Multinational Institution

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

    *The European Union is only asked of 11 European Countries.56

    Percent trust in the three new institutions of the

    European Union, United Nations and International Monetary Fund

    Informed

    Public

    General

    Population

    European Union* United Nations International

    Monetary Fund

  • 57 55

    33 3538

    46 4649 50 51

    53 53 53 54 54 55 5557 58 59

    60 62 6266 68

    6973

    77 7882

    Glo

    bal 2

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    P 5

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    .

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    .

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    Ind

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    Trusted or Neutral in 22 countries

    50%

    The U.N. Neutral or Trusted in Most Countries

    Source: 2017 Edelman Trust Barometer Q11-620. [THE UNITED NATIONS] 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. 57

    Percent trust in the United Nations

    NeutralDistrust Trust

  • 69 68

    36

    50 5255 55

    5861 61 63

    64 65 6667 67

    70 72 72 7273 74 75

    76 76 7681 83

    8589

    Glo

    bal 2

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    GD

    P 5

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    ssia

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    Trusted or Neutral in 27 countries

    50%

    The U.N. Trusted Among Informed Public

    Source: 2017 Edelman Trust Barometer Q11-620. [THE UNITED NATIONS] 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, 28-country global total.

    GDP 5 = U.S., China, Japan, Germany, U.K. 58

    Percent trust in the United Nations, Informed Public

    NeutralDistrust Trust

  • 46 46

    28 29 3032 32 33 34

    35 3739 39 40 40 41

    42 4345

    50 5253 53

    57 58 5961 63

    7479

    Glo

    bal 2

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    GD

    P 5

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    .

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    Distrusted in 17 countries

    50%

    I.M.F. Distrusted In Most Countries

    Source: 2017 Edelman Trust Barometer Q11-620. [THE IMF] 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. 59

    Percent trust in the International Monetary Fund

    NeutralDistrust Trust

  • 6063

    32 32

    4044 45 46

    49 5053 53

    57 57 58 58 5861 62 63

    64 65 6668

    71 72 7276

    85

    91

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    bal 2

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    .

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    50%

    I.M.F. Trusted Among Informed Public

    Source: 2017 Edelman Trust Barometer Q11-620. [THE IMF] 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, 28-country global total.

    GDP 5 = U.S., China, Japan, Germany, U.K. 60

    Percent trust in the International Monetary Fund, Informed Public

    NeutralDistrust Trust

    Trusted or Neutral in 21 countries

  • 39

    22

    3035 37

    38 4042 43

    45 4648

    Glo

    bal 1

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    .

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    en

    Germ

    an

    y

    Ita

    ly

    Ire

    lan

    d

    Ne

    therl

    an

    ds

    Pola

    nd

    Spa

    in

    Distrusted in all 11 EU countries

    The European Union Distrusted

    Source: 2017 Edelman Trust Barometer Q11-620. [THE EUROPEAN UNION] 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, 11-country global total. This institution was only asked of eleven European countries.

    61

    Percent trust in the European Union

    NeutralDistrust Trust

    50%

  • 51

    3437

    48 5052 52 54 54

    55

    6164

    Glo

    bal 1

    1

    Ru

    ssia

    Tu

    rkey

    Sw

    ed

    en

    Fra

    nce

    Ita

    ly

    Pola

    nd

    Germ

    an

    y

    Ire

    lan

    d

    U.K

    .

    Ne

    therl

    an

    ds

    Spa

    in

    The European Union Neutral or

    Trusted Among Informed Public

    Source: 2017 Edelman Trust Barometer Q11-620. [THE EUROPEAN UNION] 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, 11-country global total. This institution was only asked of eleven European countries.

    62

    Percent trust in the European Union, Informed Public

    NeutralDistrust Trust

    Trusted or Neutral in 8 countries

    50%

  • Supplementary DataStructural Factors that Inform Trust in Business

  • Family Business and

    Employee-Owned Most Trusted

    Source: 2017 Edelman Trust Barometer Q15-17G. 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 and across regions, question asked of half the sample.

    64

    Trust in different types of business structures

    55

    68

    52

    67

    Global

    62 58 5965

    Asia Pacific

    45

    74

    47

    69

    EU

    57

    81

    52

    81

    North America

    62

    76

    45

    70

    Latin America

    Public companies

    Family-owned

    State-owned

    Employee-owned

    44

    74

    46

    71

    Ireland

  • 3032 32

    34

    43

    48 48

    55 5660 61 61

    64 6468 68 68

    Me

    xic

    o

    Bra

    zil

    Ind

    ia

    Ch

    ina

    S. K

    ore

    a

    Ita

    ly

    Spa

    in

    U.S

    .

    Fra

    nce

    Jap

    an

    Ne

    therl

    an

    ds

    U.K

    .

    Austr

    alia

    Germ

    an

    y

    Ca

    na

    da

    Sw

    ed

    en

    Sw

    itzerla

    nd

    Companies Headquartered in

    Developed Markets More Trusted

    Source: 2017 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, countries shown to half the sample.

    65

    Trust in companies headquartered in each country, and change from 2013 to 2017

    +1+4+7 +11-2 +8 0 +1n/a +6+7+5-3+3+2+2+45-Year

    Trend

    NeutralDistrust Trust

    5-Year Trend+

  • Think Local, Act Local

    Source: 2017 Edelman Trust Barometer Q15-17G. 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, question asked of half the sample.

    66

    Foreign companies trusted in

    only 7 countries:

    India 75%

    China 74%

    Indonesia 74%

    Brazil 66%

    Mexico 65%

    Colombia 64%

    UAE 62%

    40% Trust foreign

    companies

    45% Trust companies

    headquartered in my

    country

  • 33

    43 4448 48 49 50

    51 5154 54 55 56

    5964

    FIN

    AN

    CIA

    LS

    ER

    VIC

    ES

    FA

    SH

    ION

    TE

    LE

    CO

    MM

    UN

    ICA

    TIO

    NS

    AU

    TO

    MO

    TIV

    E

    CO

    NS

    UM

    ER

    PA

    CK

    AG

    ED

    GO

    OD

    S

    EN

    ER

    GY

    EN

    TE

    RT

    AIN

    ME

    NT

    HE

    AL

    TH

    CA

    RE

    PR

    OF

    ES

    SIO

    NA

    LS

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    VIC

    ES

    MA

    NU

    FA

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    UR

    ING

    RE

    TA

    IL

    FO

    OD

    AN

    DB

    EV

    ER

    AG

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    TR

    AN

    SP

    OR

    TA

    TIO

    N

    TE

    CH

    NO

    LO

    GY

    ED

    UC

    AT

    ION

    Source: 2017 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, 28-country global total.

    Only Education Sector Trusted

    67

    Percent who trust each industry

    NeutralDistrust Trust

  • 2012 2013 2014 2015 2016 2017

    Sector Trends

    No Sectoral Trust in 2017

    Source: 2017 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.

    68

    Trust in each industry sector, 2012-2017

    Industry 2012 2013 2014 2015 2016 2017

    6 yr.

    Trend

    Technology 68% 61% 67% 65% 67% 59%9

    Food & Beverage 60% 55% 60% 59% 60% 55%5

    Automotive 45% 52% 57% 55% 48% 48%3

    Consumer Packaged Goods 49% 47% 49% 52% 52% 48%1

    Telecommunications 51% 44% 52% 48% 49% 44%7

    Energy 46% 42% 44% 47% 50% 49%3

    Financial Services 18% 18% 23% 29% 36% 33%15

    NeutralDistrust Trust

  • Supplementary DataTrust Matters

  • 78

    62

    43

    49

    33

    10

    most trusted content creators #1

    Friends and Family

    60

    56

    29

    23

    42

    6

    Trust Matters

    Source: 2017 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/do not trust? (Yes Summary) 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) 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 9-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, 28-country global total, question asked of half the sample.

    70

    Percent who engage in each behavior based on trust

    Behaviours for Distrusted Companies Behaviours for Trusted Companies

    Refused to buy products/services

    Criticised companies

    Shared negative opinions

    Disagreed with defenders of company

    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 media source #1

    Online Search Engines

    Behaviours for

    Trusted Companies

    Behaviours for

    Distrusted Companies

  • A Good Reputation Does Not Guarantee Trust

    Source: 2017 Edelman Trust Barometer Q249-757. Please indicate how much you agree or disagree with the following statements. (Top 4 Box, Agree). General Population, 28-country global total, question asked of half the sample.

    71

    47% agreeThere are many companies

    with good reputations that I

    personally do not trust.

  • Supplementary DataThe System is Broken

  • Even Those At the Top Are DisillusionedPercent who believe the system is not working by management-level

    Source: 2017 Edelman Trust Barometer S421. Which of the following best describes your position or level within your company or organisation? General Population, 28-country global total, cut by system failing measure. For details on how the system failing measure was calculated, please refer to the Technical Appendix.

    Non-Management Middle Management Upper Management

    Experienced non-manager, entry

    level, self-employed, other

    Mid-level management (director, senior

    manager, etc.), lower-level management

    (supervisor, associate manager, etc.)

    Senior executive level (CEO, president,

    etc.), executive level (general manager,

    executive vice president, executive

    director, etc.), upper-level management

    (senior vice president, vice president,

    senior director, etc.)

    53% 61% 60%

    28

  • Older Generations Are More DisillusionedPercent who believe the system is not working by generation

    Source: 2017 Edelman Trust Barometer S1. What is your current age? General Population, 28-country global total, cut by system failing measure. For details on how the system failing measure was calculated, please refer to the Technical Appendix.

    Gen Z Gen Y Gen X Boomers Matures

    18-20 21-34 35-49 50-64 65+

    31% 46% 63% 73% 66%

    29

  • Supplementary DataSocietal Fears

  • Corruption Threatens

    Safety and Prevents

    Solutions

    76

    Fear of corruption, ranked by the percent of population who believe the system is failing them

    2 of 11 markets with corruption

    fears are developed nations: Italy

    and Spain

    Developed markets not immune

    Glo

    bal

    Fra

    nce

    Italy

    Mexic

    o

    S. A

    fric

    a

    Spain

    Pola

    nd

    Bra

    zil

    Colo

    mbia

    Germ

    any

    U.K

    .

    Austr

    alia

    Irela

    nd

    U.S

    .

    Neth

    erl

    ands

    Canada

    Sw

    eden

    Arg

    entina

    Mala

    ysia

    Turk

    ey

    Russia

    S. K

    ore

    a

    Indonesia

    Japan

    India

    Hong K

    ong

    Sin

    gapore

    Chin

    a

    UA

    E

    % who fear corruption 40 34 60 74 69 55 34 70 69 24 25 23 26 41 20 23 17 68 58 39 49 28 65 16 52 24 10 30 21

    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

    Above global average

    Aligned withglobal average

    Belowglobal average

    Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalisation 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.

  • Immigration Damaging

    Economy and Culture

    77

    Fear of immigration, ranked by the percent of population who believe the system is failing them

    58% Worry about immigrants who will work for less

    46% Government should close borders

    46% Would support politicians they trust to make things

    better even if they expressed extreme attitudes

    toward foreigners or specific ethnic groups

    44% Many immigrants are lower-quality people who

    should be sent back to where they came from

    Respondents agree

    Glo

    bal

    Fra

    nce

    Italy

    Mexic

    o

    S. A

    fric

    a

    Spain

    Pola

    nd

    Bra

    zil

    Colo

    mbia

    Germ

    any

    U.K

    .

    Austr

    alia

    Irela

    nd

    U.S

    .

    Neth

    erl

    ands

    Canada

    Sw

    eden

    Arg

    entina

    Mala

    ysia

    Turk

    ey

    Russia

    S. K

    ore

    a

    Indonesia

    Japan

    India

    Hong K

    ong

    Sin

    gapore

    Chin

    a

    UA

    E

    % who fear immigration 28 36 38 21 39 22 25 19 26 25 35 34 17 39 29 28 28 31 34 30 37 17 30 13 37 22 27 21 23

    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

    Above global average

    Aligned withglobal average

    Belowglobal average

    Source: 2017 Edelman Trust Barometer. Immigration Q685. Q696. Immigrants who will work for less competing for your job (Top 4 Box, Worried) Q713. The government needs to shut our borders to

    outsiders in order to ensure our safety and prosperity Q711. I would support politicians I trust to make things better for me and my family even if they expressed extreme attitudes toward foreigners or

    people from specific ethnic groups Q714. Many immigrants are lower-quality people who should be sent back to where they came from (Top 4 Box, Agree). General Population, 28-country global total.

    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.

  • Backlash Against

    Globalisation

    78

    Fear of globalisation, ranked by the percent of population who believe the system is failing them

    Globalisation is taking us

    in the wrong direction

    50% agree

    foreign companies

    52%do not trust

    Glo

    bal

    Fra

    nce

    Italy

    Mexic

    o

    S. A

    fric

    a

    Spain

    Pola

    nd

    Bra

    zil

    Colo

    mbia

    Germ

    any

    U.K

    .

    Austr

    alia

    Irela

    nd

    U.S

    .

    Neth

    erl

    ands

    Canada

    Sw

    eden

    Arg

    entina

    Mala

    ysia

    Turk

    ey

    Russia

    S. K

    ore

    a

    Indonesia

    Japan

    India

    Hong K

    ong

    Sin

    gapore

    Chin

    a

    UA

    E

    % who fear globalisation 27 35 37 27 26 26 27 22 31 22 29 35 16 40 24 30 20 33 26 27 38 20 36 13 36 15 17 18 20

    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

    Above global average

    Aligned withglobal average

    Belowglobal average

    Source: 2017 Edelman Trust Barometer. Globalisation Q681-684. Q716. Globalisation is taking us in the wrong direction (Top 4 Box, Agree) General Population, 28-country global total. Q15-17G.

    Thinking about different types of businesses, please indicate how much you trust each type of business 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. (All respondents except Top 4 Box, Agree) General Population, 28-country global total, question asked of half the sample.. 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.

  • Traditional Values

    Eroding Too Quickly

    79

    Fear of eroding social change, ranked by the percent of population who believe the system is failing system

    the pace of change in our

    cultural and social values

    is too fast

    56% agree:G

    lob

    al

    Fra

    nce

    Italy

    Mexic

    o

    S. A

    fric

    a

    Spain

    Pola

    nd

    Bra

    zil

    Colo

    mbia

    Germ

    any

    U.K

    .

    Austr

    alia

    Irela

    nd

    U.S

    .

    Neth

    erl

    ands

    Canada

    Sw

    eden

    Arg

    entina

    Mala

    ysia

    Turk

    ey

    Russia

    S. K

    ore

    a

    Indonesia

    Japan

    India

    Hong K

    ong

    Sin

    gapore

    Chin

    a

    UA

    E

    % fear eroding social values 25 29 29 34 35 30 20 27 32 27 31 28 20 36 28 25 24 29 24 28 21 15 24 10 31 14 16 13 15

    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

    Above global average

    Aligned withglobal average

    Belowglobal average

    Source: 2017 Edelman Trust Barometer. Eroding social values Q676 and Q758. 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) General Population, 28-country global total, question asked of half the sample. 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.

  • Pace of Innovation

    Too Fast

    Source: 2017 Edelman Trust Barometer. Pace of innovation Q677. Q693. Automation and/or other innovations taking your job away (Top 4 Box Worried) General Population, 28-country

    global total. 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) General Population, 28-country global total, question asked of half the sample. 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. 80

    Fear of innovation, ranked by the percent of population who believe the system is failing them

    the pace of change in business

    and industry today is too fast

    53% agree

    automation or other

    innovations taking their job

    54% worry about

    Glo

    bal

    Fra

    nce

    Italy

    Mexic

    o

    S. A

    fric

    a

    Spain

    Pola

    nd

    Bra

    zil

    Colo

    mbia

    Germ

    any

    U.K

    .

    Austr

    alia

    Irela

    nd

    U.S

    .

    Neth

    erl

    ands

    Canada

    Sw

    eden

    Arg

    entina

    Mala

    ysia

    Turk

    ey

    Russia

    S. K

    ore

    a

    Indonesia

    Japan

    India

    Hong K

    ong

    Sin

    gapore

    Chin

    a

    UA

    E

    % who fear innovation 22 23 23 27 17 23 13 25 26 20 25 23 18 31 22 23 16 22 21 27 16 16 24 10 35 15 21 19 29

    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

    Above global average

    Aligned withglobal average

    Belowglobal average