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1、2018EdelmanTrustBarometerGlobalReport#TrustBarometer2018EdelmanGeneralOnlinePopulationInformedPublic7yearsin25+countries10yearsin20+countriesTrustBarometerAges18+Represents15%oftotalglobalpopulationMethodology1,150respondentspercountry500respondentsinU.S.andChina;Allslidessho
2、wgeneralonline200inallothercountriespopulationdataunlessotherwisenotedMustmeet4criteria:Ages25-64CollegeeducatedIntop25%ofhouseholdincomeperagegroupineachcountryOnlineSurveyin28CountriesReportsignificantmediaconsumption18yearsofdataandengagementinbusinessnews33,000+respondent
3、stotalAllfieldworkwasconductedbetweenMassPopulationOctober28andNovember20,2017AllpopulationnotincludinginformedpublicRepresents85%oftotalglobalpopulation28-countryglobaldatamarginoferror:Generalpopulation+/-0.6%(N=32,200),informedpublic+/-1.2%(N=6,200),masspopulation+/-0.6%(2
4、6,000+),half-sampleglobalgeneralonlinepopulation+/-0.8(N=16,100).Country-specificdatamarginoferror:Generalpopulation+/-2.9(N=1,150),informedpublic+/-6.9%(N=min200,variesbycountry),ChinaandU.S.+/-4.4%(N=500),masspopulation+/-3.0to3.6(N=min740,variesbycountry).2TrustinRetrospec
5、t200120022003200420052006200720082009RisingInfluenceFalloftheEarnedMediaU.S.Trust“APersonLikeBusinessMoreYoungBusinessMustofNGOsCelebrityCEOMoreCredibleCompaniesinShiftsfromMe”EmergesTrustedThanInfluencersPartnerwithThanEuropeSuffer“Authorities”asCredibleGovernmentHaveMoreTru
6、stGovernmenttoAdvertisingTrustDiscounttoPeersSpokespersonandMediainBusinessRegainTrust201020112012201320142015201620172018TrustisNowanRiseofFallofCrisisofBusinessTrustisGrowingTrustinCrisisTheBattleEssentialLineAuthorityGovernmentLeadershiptoLeadEssentialtoInequalityforTrutho
7、fBusinessFigurestheDebateInnovationofTrustforChange3APolarizationofTrust20172018NoRecoveryinTrust−0+Y-to-YChangePercenttrustineachinstitution,andchangefrom2017to20186764656453535353InformedPublic-3-1005353525243434341GeneralPopulation00+20NGOsBusinessGovernmentMediaSource:201
8、8EdelmanTrustBarometer.TRU_INS.Belowisalistofinstitutions.Foreachone
