Global Report
227-market global data margin of error: General population +/- 0.6% (n=31,050); half-sample global general online population +/- 0.8% (n=15,525). Country-specific data margin of error: General population +/- 2.9% (n=1,150); half-sample +/- 4.1% (n=575). Methodology2022 EDELMAN TRUST BAROMETER Annual online survey in its 22nd yearFieldwork conducted: Nov 1 – Nov 24, 202128 36,000+1,150+ countriesrespondentsrespondents/countryArgentinaAustraliaBrazilCanadaChinaColombiaFranceGermanyIndiaIndonesiaIrelandItalyJapanKenyaMalaysiaMexicoNigeriaRussiaSaudi ArabiaSingaporeS. AfricaS. KoreaSpainThailandThe NetherlandsUAEUKU.S.GLOBAL AVERAGES vary based on the number of countries surveyed each year:GLOBAL 27 does not include Nigeria*GLOBAL 22 does not include Colombia, Kenya, Nigeria, Saudi Arabia, S. Africa and Thailandthe sensitive nature of the question prevented this data from being collected in these marketsOther global averages detailed in technical appendix*To prevent skewing the global results, Nigeria is not included in any global averages because the online population is not representative of the true populationGLOBAL 24 Not asked in China, Russia, Thailand
322 YEARS OF TRUST ‘01‘02‘03‘04‘05‘06‘07‘08‘09‘10‘11Rising Influence of NGOsFall of the Celebrity CEOEarned Media More Credible Than AdvertisingU.S. Companies in Europe Suffer Trust DiscountTrust Shifts from “Authorities” to PeersA “Person Like Me” Emerges as Credible SpokespersonBusiness More Trusted Than Government and MediaYoung People Have More Trust in BusinessTrust in Business PlummetsPerformance and Transparency Essential to TrustBusiness Must Partner With Government to Regain Trust‘12‘13‘14‘15‘16‘17‘18‘19‘20‘21‘22Fall of GovernmentCrisis of LeadershipBusiness to Lead the Debate for ChangeTrust is Essential to InnovationGrowing Inequality of TrustTrust in CrisisThe Battle for TruthTrust at WorkTrust: Competenceand EthicsBusiness Most TrustedThe Cycle of Distrust
GOVERNMENT AND MEDIA FUEL A CYCLE OF DISTRUST
561595250BusinessNGOsGovernmentMediaPercent trust TRUST DECLINES FOR GOVERNMENT AND MEDIA; BUSINESS STILL ONLY TRUSTED INSTITUTION 2022 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 27-mkt avg.2020 Edelman Trust Barometer Spring Update. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 11-mkt avg.Change, 2021 to 2022-0+0+2-1-1Global 2765626256Government BusinessNGOsMediaIN MAY 2020, GOVERNMENT MOST TRUSTEDGlobal 11Distrust(1-49)Neutral(50-59)Trust(60-100)
6Percent who sayGOVERNMENT AND MEDIA SEEN AS DIVISIVE2022 Edelman Trust Barometer. [INS]_PER_DIM. In thinking about why you do or do not trust [institution], please specify ...
