2017 edelman ireland trust barometer

80
2017 Edelman Trust Barometer Ireland 1

Upload: edelman

Post on 21-Apr-2017

1.657 views

Category:

Business


1 download

TRANSCRIPT

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 country’s 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 country’s 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 country’s 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 country’s 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 be—extremely 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 24 25 26 27 27 27 28 28 2831

3436

3840 40

42 43 4448 48

51 5255

61

70

Glo

bal

28-C

oun

try

Jap

an

Fra

nce

Pola

nd

S. K

ore

a

Ca

na

da

Austr

alia

Ho

ng

Kon

g

Ire

lan

d

Ne

therl

an

ds

Germ

an

y

Ita

ly

U.K

.

Sw

ed

en

Ru

ssia

Sin

gap

ore

U.S

.

Ma

laysia

Spa

in

Arg

entin

a

Tu

rkey

Ch

ina

Bra

zil

Co

lom

bia

Ind

on

esia

S. A

fric

a

UA

E

Me

xic

o

Ind

ia

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. 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 country’s 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

Glo

ba

l

Fra

nce

Ita

ly

Me

xic

o

S. A

fric

a

Sp

ain

Po

lan

d

Bra

zil

Co

lom

bia

Ge

rma

ny

U.K

.

Au

str

alia

Ire

lan

d

U.S

.

Ne

the

rla

nd

s

Ca

na

da

Sw

ed

en

Arg

en

tin

a

Ma

laysia

Tu

rke

y

Ru

ssia

S. K

ore

a

Ind

on

esia

Ja

pa

n

Ind

ia

Ho

ng

Ko

ng

Sin

ga

po

re

Ch

ina

UA

E

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

Glo

bal

Fra

nce

Italy

Mexic

o

S. A

fric

a

Sp

ain

Po

lan

d

Bra

zil

Co

lom

bia

Germ

an

y

U.K

.

Au

str

ali

a

Irela

nd

U.S

.

Neth

erl

an

ds

Can

ad

a

Sw

ed

en

Arg

en

tin

a

Mala

ysia

Tu

rkey

Ru

ssia

S. K

ore

a

Ind

on

esia

Jap

an

Ind

ia

Ho

ng

Ko

ng

Sin

gap

ore

Ch

ina

UA

E

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

Aca

de

mic

exp

ert

Tech

nic

al

exp

ert

A p

ers

on

lik

eyo

urs

elf

Em

plo

ye

e

Fin

an

cia

lin

du

str

ya

naly

st

NG

Ore

pre

se

nta

tive

CE

O

Bo

ard

of

dir

ecto

rs

Go

ve

rnm

en

to

ffic

ial/

reg

ula

tor

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 be—extremely 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 country’s 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

NGO’s 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 pts

higher 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 leadership’s accomplishments? Q611. A company’s business practices, both positive and negative, and its handling of a crisis? Q612. A company’s employee

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

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

Q615. A company’s 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 30 31

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% Company’s

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 worker’s/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 67 69 70 70 70 70 71 73 73 73 74 74 75 76 78 79

Glo

bal 2

8

GD

P 5

Ru

ssia

Sw

ed

en

Jap

an

Ire

lan

d

Germ

an

y

Pola

nd

Ne

therl

an

ds

Bra

zil

Tu

rkey

U.K

.

Austr

alia

Co

lom

bia

S. A

fric

a

S. K

ore

a

Arg

entin

a

Ho

ng

Kon

g

Ind

on

esia

Ma

laysia

Fra

nce

Ch

ina

Ita

ly

U.S

.

Ca

na

da

Spa

in

UA

E

Sin

gap

ore

Me

xic

o

Ind

ia

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 49 51 52 52 52 53 55 55

58

64 66 66

7377 78

Glo

bal 2

8

GD

P 5

Tu

rkey

Ire

lan

d

Sw

ed

en

Ru

ssia

Pola

nd

Austr

alia

Arg

entin

a

Fra

nce

Jap

an

U.K

.

Co

lom

bia

Germ

an

y

Ma

laysia

S. A

fric

a

Spa

in

Bra

zil

Ca

na

da

Ne

therl

an

ds

Ho

ng

Kon

g

Ita

ly

S. K

ore

a

Me

xic

o

U.S

.

Sin

gap

ore

UA

E

Ind

ia

Ch

ina

Ind

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 48

52 53 53 5558 60

63 64 65 65 66 67 68 69 71 72 72 7478 80 81 83 84

Glo

bal 2

8

GD

P 5

S. K

ore

a

Ho

ng

Kon

g

Ire

lan

d

Pola

nd

Arg

entin

a

Germ

an

y

Sw

ed

en

Tu

rkey

Jap

an

Ru

ssia

Austr

alia

U.K

.

Ca

na

da

Ne

therl

an

ds

Spa

in

Sin

gap

ore

Bra

zil

Ma

laysia

S. A

fric

a

Fra

nce

Co

lom

bia

Ita

ly

U.S

.

Me

xic

o

UA

E

Ch

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 41 43 43 44 45

51 52 52 53 5457 58 58

63

70

7681 83

86 87

Glo

bal 2

8

GD

P 5

S. A

fric

a

Pola

nd

Bra

zil

Me

xic

o

Co

lom

bia

S. K

ore

a

Spa

in

Fra

nce

Arg

entin

a

Ho

ng

Kon

g

Ma

laysia

Ire

lan

d

Ita

ly

Austr

alia

Ru

ssia

U.K

.

Jap

an

Tu

rkey

Germ

an

y

Ca

na

da

Sw

ed

en

U.S

.

Ne

therl

an

ds

Sin

gap

ore

Ind

on

esia

Ind

ia

Ch

ina

UA

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 55 57 58 59 60 62 62

66 68 6973

77 7882

Glo

bal 2

8

GD

P 5

Tu

rkey

Ru

ssia

Jap

an

Fra

nce

Germ

an

y

Arg

entin

a

Pola

nd

Spa

in

Ire

lan

d

Ma

laysia

S. A

fric

a

Austr

alia

Ita

ly

UA

E

U.K

.

Sw

ed

en

U.S

.

Ne

therl

an

ds

Ca

na

da

Sin

gap

ore

S. K

ore

a

Bra

zil

Ho

ng

Kon

g

Co

lom

bia

Me

xic

o

Ch

ina

Ind

on

esia

Ind

ia

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 66 67 67

70 72 72 72 73 74 75 76 76 7681 83 85

89

Glo

bal 2

8

GD

P 5

Tu

rkey

Ru

ssia

Jap

an

Pola

nd

Arg

entin

a

Ma

laysia

Fra

nce

S. A

fric

a

Germ

an

y

Ire

lan

d

Austr

alia

Sw

ed

en

Ita

ly

Spa

in

U.K

.

U.S

.

Sin

gap

ore

S. K

ore

a

Co

lom

bia

UA

E

Ne

therl

an

ds

Bra

zil

Ca

na

da

Ho

ng

Kon

g

Me

xic

o

Ind

on

esia

Ch

ina

Ind

ia

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 30 32 32 33 34 35 37 39 39 40 40 41 42 43 4550 52 53 53

57 58 59 61 63

7479

Glo

bal 2

8

GD

P 5

Tu

rkey

Arg

entin

a

Ru

ssia

Germ

an

y

Ire

lan

d

Spa

in

Fra

nce

Sw

ed

en

Pola

nd

Austr

alia

Jap

an

Ca

na

da

U.K

.

Ita

ly

S. A

fric

a

U.S

.

Ne

therl

an

ds

S. K

ore

a

Ma

laysia

Bra

zil

UA

E

Co

lom

bia

Me

xic

o

Ho

ng

Kon

g

Sin

gap

ore

Ind

on

esia

Ch

ina

Ind

ia

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 66 68

71 72 7276

85

91

Glo

bal 2

8

GD

P 5

Arg

entin

a

Tu

rkey

Ru

ssia

Spa

in

Pola

nd

Ire

lan

d

Germ

an

y

Sw

ed

en

Fra

nce

Ita

ly

Austr

alia

Ca

na

da

Jap

an

S. A

fric

a

S. K

ore

a

Bra

zil

U.K

.

Co

lom

bia

U.S

.

Ma

laysia

Ne

therl

an

ds

Sin

gap

ore

Ho

ng

Kon

g

Ind

on

esia

Me

xic

o

UA

E

Ch

ina

Ind

ia

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 40 42 43 45 46 48

Glo

bal 1

1

Ru

ssia

Tu

rkey

U.K

.

Fra

nce

Sw

ed

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 50 52 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 51

54 54 55 5659

64

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

ER

VIC

ES

MA

NU

FA

CT

UR

ING

RE

TA

IL

FO

OD

AN

DB

EV

ER

AG

E

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% agree

“There 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:

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

% 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