#TrustBarometer2018 Edelman Trust BarometerGlobal Report2Methodology2018 EdelmanTrust BarometerOnline Survey in 28 Countries18 years of data33,000+ respondents totalAll fieldwork was conducted between October 28 and November 20, 2017General Online Population7years in 25+ countriesAges 18+1,150 respondents per countryAll slides show general online population data unless otherwise notedMass PopulationAll population not including informed publicRepresents 85% of total global populationInformed Public10years in 20+ countriesRepresents 15% of total global population500 respondents in U.S. and China; 200 in all other countries Must meet 4 criteria: Ages 25-64College educatedIn top 25% of household income per age group in each countryReport significant media consumption and engagement in business news28-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+), half-sample global general online population +/-0.8 (N=16,100). 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).Trust in Retrospect3Rising Influence of NGOs2001Business Must Partner with Government to Regain Trust2009Fall of the Celebrity CEO2002Earned Media More Credible Than Advertising2003U.S. Companies in Europe Suffer Trust Discount2004Trust Shifts from “Authorities” to Peers2005“A Person Like Me” Emerges as Credible Spokesperson2006Business More Trusted Than Government and Media2007Young Influencers Have More Trust in Business2008Trust is Now an Essential Line of Business2010Rise of Authority Figures2011Fall of Government2012Crisis of Leadership2013Business to Lead the Debate for Change2014Trust is Essential to Innovation2015Growing Inequality of Trust2016Trust in Crisis2017The Battle for Truth2018A Polarization of TrustSource: 2018 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 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.5Percent trust in each institution, and change from 2017 to 2018No Recovery in Trust53524143535243 436765535364 645353-3 -1 0 0Business MediaNGOs Government0 0 +2 0Informed PublicGeneral Population20182017Y-to-Y Change +0Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a country's trust in the institutionsof government, business, media and NGOs. General population, 28-country global total.6Average trust in institutions, general population, 2017 vs. 2018Trust IndexA World of DistrustBiggest changes in47 Global72 India69 Indonesia67 China60 Singapore60 UAE 53 The Netherlands52 Mexico52 U.S.50 Colombia49 Canada48 Brazil48 Italy48 Malaysia45 Argentina44 Hong Kong44 Spain43 Turkey42 Australia42 S. Africa41 Germany40 France40 U.K.38 S. Korea37 Sweden36 Ireland35 Japan35 Poland34 RussiaU.S. -9China +7S. Korea +6UAE +6Italy -5Trust (60-100)Neutral (50-59)Distrust (1-49)Trust decline in the U.S. is the steepest ever measured48 Global74 China71 Indonesia68 India66 UAE58 Singapore54 Mexico54 The Netherlands53 Malaysia49 Canada 47 Argentina47 Colombia47 Spain46 Turkey45 Hong Kong44 Brazil44 S. Korea 43 Italy43 U.S.41 Germany41 Sweden40 Australia40 France 39 Poland39 U.K.38 Ireland38 S. Africa37 Japan36 Russia2017General Population2018General PopulationGlobal Trust Index remains at distruster level20 of 28 countries are distrusters, up 1 from 2017Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a country's trust in the institutionsof government, business, media and NGOs. Informed public, 28-country global total.7Average trust in institutions, informed public, 2017 vs. 2018Trust IndexInformed PublicDeclines to Neutral60 Global80 India79 China78 Indonesia77 UAE71 Singapore68 U.S.62 Canada62 The Netherlands61 Italy61 Mexico57 Malaysia57 Spain56 France56 U.K.55 Colombia54 Australia54 Germany53 Hong Kong51 Argentina51 Brazil50 S. Korea50 Turkey49 Japan49 S. Africa47 Sweden45 Russia44 Ireland43 Poland2017Informed Public2018Informed PublicBiggest changes inU.S. -23Argentina +9Sweden +9Malaysia +8Turkey +7U.S. Trust Index crashes 23 pointsA 1-point decline in the Global Trust IndexTrust (60-100)Neutral (50-59)Distrust (1-49)59Global83 China81 Indonesia77 India76 UAE70 Singapore67 The Netherlands65 Malaysia65 Mexico62 Canada 60 Argentina57 Italy57 Turkey56 France56 Sweden55 Australia55 Spain54 Germany52 U.K.51 Brazil50 Colombia50 S. Korea49 Hong Kong48 Ireland48 Poland47 Russia46 Japan45 S. Africa45 U.S.Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2013-2018) percentage point change across the four institutions (TRU_INS). General population, 28-country global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical Appendix.8Number of countries with extreme changes in their aggregate trust in the four institutions, 2013 to 2018A World Moving Apart2013 2014 2015 2016 2017 2018# of countries with extremeTrust Gains# of countries with extremeTrust Losses+961391266212422724232019171312109 987 753 3-1-2-3-10 -10-13 -13-17 -17-21-37ChinaUAES.KoreaSwedenMalaysiaPolandTurkeySpainRussiaIrelandIndonesiaMexicoJapanArgentinaHongKongTheNetherlandsGermanyFranceU.K.CanadaSingaporeAustraliaColombiaIndiaS.AfricaBrazilItalyU.S.16 countries with Typical Changes in TrustSource: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across the four institutions (TRU_INS). General population, 28-country global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical Appendix.9Aggregate percentage point change in trust in the four institutions, and change from 2017 to 2018The Polarization of Trust6 countries with extreme Trust Gains6 countries with extreme Trust LossesGlobal Leaders Poles Apart585847 474948334273 7463 6451543342Source: 2018 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 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, U.S. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed Public and General Population, U.S.11Trust Crash in U.S.Business MediaNGOs Government-9 -10 -14 -5-22 -20 -30 -222018201743TRUST INDEX45TRUST INDEX9-point decreaseFell from 8thto 18thplaceGeneral Population23-point decreaseFell from 6thto last placeInformed PublicY-to-Y Change +0Percent trust in each institution, and change from 2017 to 2018 Source: 2018 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 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) S11. For whom did you vote for in the last Presidential election? General population, U.S., among Trump (n=373) and Clinton (n=502) voters.12Percent trust in each institution, Trump vs. Clinton votersU.S. Trust in Media Diverges Along Voting Lines4757352754473561BusinessMediaNGOsGovernmentdifference intrust in the media34ptTrump VotersClinton Voters22-point decline since the electionPercent trust in each institution, and change from 2017 to 201873818677768589806167766566748471Source: 2018 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 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, China. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed Public and General Population, China.13China Rising+5 +7 +8 +6+3 +4 +3 +320182017Business MediaNGOs Government7-point increaseRose from 3rdplace to 1stplaceGeneral Population4-point increaseRose from 2ndto 1stplaceInformed Public83TRUST INDEX74TRUST INDEXY-to-Y Change +014Government Most Broken in the U.S.Which institution is the most broken?Source: 2018 Edelman Trust Barometer. ATT_STE. Please indicate which institution Government, Media, Business or NGOs is best described by each of the following statements? General population, U.S. and China.Government38%Business59%GovernmentNGOsGovernment Path to Better Future in ChinaWhich institution is most likely to lead to a better future?68% %29%In Search of TruthSource: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question askedof half of the sample. General population, 28-country global total.16Percent who worry about false information or fake news being used as a weaponWorld Worried About Fake News as a WeaponPope criticizes spread of fake newsFake news disrupts elections in South AfricaGermany passes a law that fines social media companies for failing to delete fake newsSingapore announces plans to introduce laws designed to fight fake newsworry about false information or fake news being used as a weapon7 in 10Canadian Conservative leaders campaign managerroots out enemies using fake newsNearly55-60 61-65 66-70 71-75 76-80FranceSwedenNetherlandsCanadaIrelandJapanGermanyItalySingaporeS. AfricaUAEU.K.AustraliaHong KongPolandTurkeyBrazilIndiaColombiaMalaysiaS. KoreaU.S.ChinaRussiaMexicoArgentinaSpainIndonesia43303132 32 3233 333435 35394042 4243 43 434445474849525556616871Global28TurkeyAustraliaJapanSwedenU.K.FranceIrelandPolandRussiaS.AfricaArgentinaS.KoreaGermanyU.S.BrazilColombiaHongKongSpainItalyMalaysiaMexicoCanadaSingaporeThe NetherlandsUAEIndiaIndonesiaChinaSource: 2018 Edelman Trust Barometer. TRU_INS. MEDIA IN GENERAL Below is a list of institutions. For each one, please indicatehow 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 meansthat you “trust them a great deal.“ (Top 4 Box, Trust) General population, 28-country global total.17Percent trust in media, and change from 2017 to 2018Media Now Least Trusted InstitutionTrustNeutralDistrustDistrusted in 22 of 28 of countriesl lllllllllllllll llllllllllll0 +5 -1 0 -1 0 0 +4 +3 +4 -4 -1 0 0 -5 -5 -2 +1 0 -3 +5 +1 +4 -2 +1 +12 -5 +1 +6Y-to-Y Change +018People Define “Media” As BothContent and PlatformsWhat did you assume was meant by the phrase “media in general”?Source: 2018 Edelman Trust Barometer. TRU_MED. In the above question, what did you assume was meant by the phrase “media in general”? General population, 28-country global total. Social is a net of TRU_MEDr3 and r12, Influencers is r5, Search is r7, Brands is a net of r10 and r11, Journalists is a net of r1 and r6, News Apps is r8. PLATFORMSPUBLISHERS25%48%SearchSocial41%NewsApps23%Influencers89%Journalists40%BrandsSource: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each typeof 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), question asked of half of the sample. General population, 25-country global total. Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.19Percent trust in each source for general news and information, 2012 to 2018While Trust in Platforms Declines, Trust in Journalism ReboundsPlatforms-2Journalism+5Average trust in search engines and social media platformsAverage trust in traditional and online-only media54525451565459535053545453512012 2013 2014 2015 2016 2017 2018MEDIA | JOURNALISM | PLATFORMS%Trust in Platforms5140 33 33 47 43 35 40 36 53 54 42 68 54 46 53 49 37 47 48 51 73 62 71 62 64 58 68 55Global 28GermanyIrelandSwedenTheNetherlandsCanadaAustraliaFranceU.K.ItalySingaporeU.S.ChinaArgentinaS.AfricaSpainHongKongJapanRussiaS.KoreaPolandIndiaColombiaIndonesiaUAEBrazilMalaysiaMexicoTurkey% Trust in Journalism5961 53 52 66 61 52 57 53 67 66 53 77 62 54 61 55 41 51 52 54 74 62 71 62 63 57 65 42*c ccccccccccccccccccccccccccccSource: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each typeof 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 agreat deal.” (Top 4 Box, Trust), question asked of half of the sample. General population, 28-country global total. Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.20Gap in trust in journalism vs. platformsJournalism More Trusted Than Platforms in 21 CountriesJournalism More TrustedPlatformsMore Trusted8212019 191817 17 1714121198 8 864 4 4310 0 0-1 -1-3-13GapAverage trust in search engines and social media platformsAverage trust in traditional and online-only media33 3335363740 4042434647 4748495153 5354 54555862 626468 687173IrelandSwedenAustraliaU.K.JapanFranceGermanyU.S.CanadaS.AfricaRussiaThe NetherlandsS.KoreaHongKongPolandItalySpainArgentinaSingaporeTurkeyMalaysiaColombiaUAEBrazilChinaMexicoIndonesiaIndiaSource: 2018 Edelman Trust Barometer. COM_MCL. 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), question asked of half of the sample. MED_NEW_CSP. How do you normally get your news? (callout is net of codes 2, 5 and 7), question asked of half of the sample.General population, 28-country global total.Platforms is an average of search engines and social media.21Average trust in search engines and social media platforms, and change from 2017 to 2018Trust in Platforms Decreased in 21 of 28 Countries65% receive news through platforms such as social media feeds, search or news applicationsllllllllllllllllll