#TrustBarometer2019 EDELMAN TRUST BAROMETERGlobal ReportMethodolgy19thANNUAL EDELMAN TRUST BAROMETEROnline Survey in 27 Markets3,00+ respondents totalAl fieldwork was conducted betwen October 19 and November 16, 201827-market global data margin of eror: General population +/-0.6% (N=31,050), informed public +/-1.3% (N=6,00), mass population +/-0.6% (26,000+), half-sample global general online population +/-0.8 (N=15,525). Market-specific data margin of eror: General population +/-2.9 (N=1,150), informed public +/-6.9% (N=min 20, varies by market, China and U.S. +/-4.4% (N=50), mass population +/-3.0 to 3.6 (N =min 739, varies by market).Employee MOE: 27-market = +/-0.8% (N=16,94)Market-specific = +/-3.2 to 4.6% (N=min 46, varies by market)2General Online Population1,150 respondents per marketAges 18+Al slides show general online population data unless otherwise notedMas PopulationAl population not including informed publicRepresents 84% of total global populationInformed Public50 respondents in U.S. and China; 20 in al other markets Represents 16% of total global populationMust met 4 criteria-Ages 25-64-College-educated-In top 25% of household income per age group in each market-Report significant media consumption and engagement in public policy and business news2019 Focus on Employer-Employe Relationship55% of global general population are full-or part-time employees (but not self-employed) Oversample of employees of multinational companies: 50 respondents per market3TRUST IN RETROSPECT200120022003200420052006200720082009Rising Influence of NGOsFal of the Celbrity CEOEarned Media More Credible Than AdvertisingU.S. Companies in Europe Sufer Trust DiscountTrust Shifts from “Authorities” to PersA “Person Like Me” Emerges as Credible SpokespersonBusiness More Trusted Than Government and MediaYoung Influencers Have More Trust in BusinessBusiness Must Partner with Government to Regain Trust20102011 20122013201420152016201720182019Trust is Now an Essential Line of BusinessRise of Authority FiguresFal of GovernmentCrisis of LeadershipBusiness to Lead the Debate for ChangeTrust is Essential to InovationGrowing Inequality of TrustTrust in CrisisThe Battle for TruthTrust at Work4Divided by Trust545344 4456 5647 4752019 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 al” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. Informed public and general population, 26-market average.Percent trustA MODEST RISE IN TRUSTBusines MediaNGOs Government6564545469685858General populationInformed public+4 +4 +4 +4+2 +3 +3 +320182019 20182019 20182019 2018201920182019 20182019 20182019 20182019Government and media still distrusted Y-to-Y Change- +0TrustNeutralDistrust6Global Trust Index increases 3 pts to neutral15 of 26 markets are distrusters, down 3 from 20182019 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. 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 al” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. General population, 26-market average.DISTRUST CONTINUESTrust IndexBigest changes in49Global 2674China71Indonesia68India66UAE58Singapore54Mexico54The Netherlands53Malysia49Canada47Argentina47Colombia47Spain46Turkey45Hong Kong44Brazil44S. Korea43Italy43U.S. 41Germany40Australia40France39U.K.38Ireland38S. Africa37Japan36RussiaHong Kong +10Australia +8Canada +7S. Africa +7Russia -7Spain -752Global 2679China73Indonesia72India71UAE62Singapore59Malysia58Mexico56Canada55Hong Kong54The Netherlands52Colombia49U.S. 48Australia46Argentina46Brazil46Italy46S. Korea45S. Africa45Turkey44France44Germany43U.K.42Ireland40Spain39Japan29Russia2018General Population2019General PopulationTrust (60-100)Neutral (50-59)Distrust (1-49)63Global 2688China83India83Indonesia83UAE74Canada70Malysia69Singapore68Mexico67The Netherlands66Hong Kong64U.K.61S. Korea60Germany60U.S.59Australia59France56Colombia53Argentina53Italy53Japan53S. Africa53Turkey51Brazil48Ireland47Spain35Russia59Global 2683China81Indonesia77India76UAE70Singapore67The Netherlands65Malysia65Mexico62Canada60Argentina57Italy57Turkey56France55Australia55Germany55Spain52U.K.51Brazil50Colombia49Hong Kong49S. Korea48Ireland47Russia46Japan45S. Africa45U.S.7A 4-point increase in the global Trust Index2019 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. 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 al” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. Informed public, 26-market average.TRUST RISES FOR INFORMED PUBLICTrust Index2018Informed Public2019Informed PublicTrust (60-100)Neutral (50-59)Distrust (1-49)Bigest changes inHong Kong +17U.S. +15Canada +12U.K. +12Russia -12Trust Index (23-market average)TRUST INEQUALITY RETURNS TO RECORD HIGHS82019 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. 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 al” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. Informed public and masspopulation, 23-market average.5458575662 626065454847 47494647492012 2013 2014 2015 2016 2017 2018 2019Previous high9ptgapInformed PublicMas Population16ptgap16ptgapTrust (60-100)Neutral (50-59)Distrust (1-49)50Global 2776China69Indonesia69Saudi Arabia68UAE66India60Singapore58Malysia54Canada54Mexico54The Netherlands52Hong Kong51Colombia47U.S.46Australia46Italy45Argentina44S. Africa44S. Korea43Brazil42Germany41France41Ireland41Turkey40U.K.39Spain37Japan28RussiaTrust (60-100)Neutral (50-59)Distrust (1-49)9Mas population 14 points les trusting18 markets with double-digit trust gaps2019 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. 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 al” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. Informed public and mass population, 27-market average.A WORLD OUT OF BALANCETrust Index64Global 2788China84Saudi Arabia83India83Indonesia83UAE74Canada70Malysia69Singapore68Mexico67The Netherlands66Hong Kong64U.K.61S. Korea60Germany60U.S.59Australia59France56Colombia53Argentina53Italy53Japan53S. Africa53Turkey51Brazil48Ireland47Spain35Russia2019Informed Public2019Mas Population Trust gap141214*151517*91220*1413145131378917*818*1871224*8167*highest-ever trust inequality 55586051505055534645102019 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 al” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. General population, 27-market average, by gender.Percent trustDIVIDED ALONG GENDER LINESTrust IndexGermany12U.S. 11UAE 10WomenMenNGOs Busines Government MediaU.S. 14Germany11Japan 11U.S. 15Germany14UAE 14Germany10Japan 10S. Africa10UAE 16Germany11Japan 11TrustNeutralDistrustTrust gap5 3 7 5 5Largest gaps in:Largest trust gap