2018 Edelman Trust Barometer - Canada www.edelman.ca/trust #TrustBarometer - Edelman Canada
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2018 Edelman
Trust Barometer
Canada
www.edelman.ca/trust
#TrustBarometer
2018 Edelman General Online Population Informed Public
Trust Barometer 17 years in 25+ markets
Ages 18+
10 years in 20+ markets
Represents 15% of total global
Methodology population
1,500 Canadian respondents
500 respondents in U.S. and China;
All slides show general online 200 in all other markets
population data unless otherwise noted
Must meet 4 criteria:
Ages 25-64
College educated
Online Survey in 28 Markets In top 25% of household income per
age group in each market
18 years of data
Report significant media consumption
33,000+ respondents total and engagement in business news
1,500 Canadian respondents
All fieldwork was conducted between Mass Population
October 28 and November 20, 2017
All population not including informed public
Represents 85% of total global population
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+), half-sample global general online
population +/- 0.8 (N=16,100).
Market-specific data margin of error: General population +/- 2.9
(N=1,150), informed public +/- 6.9% (N = min 200, varies by
market), China and U.S. +/- 4.4% (N=500), mass population +/-
3.0 to 3.6 (N =min 740, varies by market).
2Trust in Retrospect
2001 2002 2003 2004 2005 2006 2007 2008 2009
Rising Influence Fall of the Earned Media U.S. Trust “A Person Like Business More Young Business Must
of NGOs Celebrity CEO More Credible Companies in Shifts from Me” Emerges Trusted Than Influencers Partner with
Than Europe Suffer “Authorities” as Credible Government Have More Trust Government to
Advertising Trust Discount to Peers Spokesperson and Media in Business Regain Trust
2010 2011 2012 2013 2014 2015 2016 2017 2018
Trust is Now an Rise of Fall of Crisis of Business Trust is Growing Trust in Crisis The Battle
Essential Line Authority Government Leadership to Lead Essential to Inequality for Truth
of Business Figures the Debate Innovation of Trust
for Change
3Polarization of Trust
2017 2018
General Population General Population Trust
Trust Index (60-100)
Global Global
A World 47
72 India
48
74 China
Neutral
(50-59)
of Distrust 69
67
Indonesia
China
71
68
Indonesia
India
Distrust
(1-49)
60 Singapore 66 UAE
Average trust in institutions, 60 UAE 58 Singapore
general population, 2017 vs. 2018 53 The Netherlands 54 Mexico
52 Mexico 54 The Netherlands
52 U.S. 53 Malaysia
50 Colombia 49 Canada
49 Canada 47 Argentina
48 Brazil 47 Colombia
48 Italy 47 Spain
48 Malaysia 46 Turkey Biggest changes in
Global Trust Index remains at distruster level
45 Argentina 45 Hong Kong
44 Hong Kong 44 Brazil U.S. -9
20 of 28 markets are distrusters, up 1 from 2017 44 Spain 44 S. Korea
43 Turkey 43 Italy China +7
42 Australia 43 U.S.
42 S. Africa 41 Germany S. Korea +6
41 Germany 41 Sweden
40 France 40 Australia UAE +6
40 U.K. 40 France
38 S. Korea 39 Poland Italy -5
37 Sweden 39 U.K.
36 Ireland 38 Ireland
Source: 2018 Edelman Trust Barometer. Trust decline in the U.S. is
The Trust Index is an average of a country's trust in the institutions 35 Japan 38 S. Africa
of government, business, media and NGOs. General population,
the steepest ever measured
35 Poland 37 Japan
28-market global total.
34 Russia 36 Russia 5A World Moving Apart
Number of markets with extreme changes in their aggregate trust in the four institutions, 2013 to 2018
12
+# of markets
9
4
6
with extreme 2 2
Trust Gains
–
# of markets
with extreme
2
1
Trust Losses 6 6
9
13
2013 2014 2015 2016 2017 2018
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-market global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical
Appendix.
62017 2018
Informed Public Informed Public Trust
Trust Index (60-100)
Canada’s Informed 60
80
Global
India
59
83
Global
China
Neutral
(50-59)
Public Holds 79
78
China
Indonesia
81
77
Indonesia
India
Distrust
(1-49)
Steady 77 UAE 76 UAE
71 Singapore 70 Singapore
Average trust in institutions, 68 U.S. 67 The Netherlands
62 Canada 65 Malaysia
informed public, 2017 vs. 2018 62 The Netherlands 65 Mexico
61 Italy 62 Canada
61 Mexico 60 Argentina
57 Malaysia 57 Italy
57 Spain 57 Turkey
56 France 56 France Biggest changes in
A 1-point decline in the Global Trust Index
56 U.K. 56 Sweden
55 Colombia 55 Australia U.S. -23
54 Australia 55 Spain
54 Germany 54 Germany Argentina +9
53 Hong Kong 52 U.K.
51 Argentina 51 Brazil Sweden +9
51 Brazil 50 Colombia
50 S. Korea 50 S. Korea Malaysia +8
50 Turkey 49 Hong Kong
49 Japan 48 Ireland Turkey +7
49 S. Africa 48 Poland
47 Sweden 47 Russia
Source: 2018 Edelman Trust Barometer. U.S. Trust Index crashes
The Trust Index is an average of a country's trust in the institutions 45 Russia 46 Japan
of government, business, media and NGOs. Informed public,
23 points
44 Ireland 45 S. Africa
28-market global total.
43 Poland 45 U.S. 7Polarization Still Exists between Informed
and Mass Populations
Per cent trust in the four institutions of government,
business, media and NGOs, 2012 to 2018
63
62 62
8pt
58 Gap 15pt
Informed
Gap 14pt
Public
8pt 55 Gap
Mass Gap
Population
50
48
47
2012 2016 2017 2018
Source: 2018 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, Canada.
82017 2018
Media Trust Increases While NGO Trust Drops − 0 + Y-to-Y Change
Per cent trust in each institution, and change from 2017 to 2018, in Canada
NGOs Business Government Media
74
65 64 63
61 59
58
52
-9 -1 +3 +7
Informed
Public
59
50 50 49 49
46 45
43
General -9 -1 +3 +4
Population
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) Informed Public and General Population, Canada.
9Canada Steady While Trust in U.S. Institutions Crashes Canada 2017
Canada 2018
Per cent trust in each institution, and change from 2017 to 2018, in Canada, compared against U.S. U.S. 2017
U.S. 2018
NGOs Business Government Media
74 73 74
65 64 63 64
61 63
58 59
54 52
51
42
Informed 33
Public
59 58 58
50 49 50 49 49
48 46 47 47
43 45
42
General 33
Population
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) Informed Public and General Population, Canada and U.S.
10In Search of Truth
Canadians Worried About Germany passes a law that
fines social media
Fake News as a Weapon companies for failing to
delete fake news
Per cent who worry about
false information or fake news
being used as a weapon
Pope criticizes
55-60 61-65 66-70 71-75 76-80
spread of fake news
France Canada Italy Brazil Mexico
Sweden Ireland Singapore India Argentina
Netherlands Japan S. Africa Colombia Spain
Germany UAE Malaysia Indonesia
U.K. S. Korea
Australia U.S.
Hong Kong China Investigation into Russian
Poland Russia
meddling and influence in
Turkey
2017 election
65%
in Canada worry about
Singapore announces
plans to introduce laws
designed to
fight fake news
false information or fake Fake news disrupts
elections in South Africa
news being used as a
weapon
Source: 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 asked of half of the sample. General
population, Canada.
12−
Canadians Returning to Figures of 0 + Y-to-Y Change
Authority for Truth
Per cent who rate each spokesperson as very/extremely credible,
and change from 2017 to 2018, in Canada
63 62
51
47 45 43 43 42
37 36 34
+5 +7 +10 -5 +5 -5 +17 +4 +11 +11 +8
representative
Academic
Technical expert
directors
official/regulator
A person like
CEO
Journalist
entrepreneur
industry analyst
Employee
Board of
Successful
Government
expert
yourself
Financial
NGO
Source: 2018 Edelman Trust Barometer. CRE_PPL. 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), question asked of half of the sample. General population, Canada.
13Trust in Journalism Rebounds, but Trust in
Social Media Remains Low
Per cent trust in general news and information sources, 2012 to 2018, in Canada
+10
Journalism
62 Average trust in traditional
61 and online-only media
58 58
57 57
55
58
53
56
53
58 57 Trust in search engines
-1
51 Search
39
37
28
32 31
29 28
Trust in social media
-1
Social
2012 2013 2014 2015 2016 2017 2018
Source: 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. General population, Canada.
Journalism is an average of traditional media and online-only media.
14Skeptical About
News Organizations
Per cent who agree that news Attracting
organizations are overly focused on … Large Audiences Breaking News Politics
63% 63% 54%
are more concerned sacrifice accuracy to be support an ideology vs.
with attracting a big the first to break a story informing the public
audience than reporting
Source: 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 asked of half
of the sample. General population, Canada.
15Canada
Canadians
Generally
Less Engaged 54 % 31% 16 %
with News The Disengaged Consumers Amplifiers
Consume news Consume news Consume news about
less than weekly about weekly weekly or more AND
Consumption or more share or post content
How frequently do you consume news several times a month
produced by major news organizations, or more
either at the original source, shared by
others or pushed to you in a feed?
Amplification
Global
How often do you share or forward news
items, or post opinions or other content?
50 % 25% 25 %
The Disengaged Consumers Amplifiers
Source: 2018 Edelman Trust Barometer. News Engagement
Scale, built from MED_SEG_OFT. How often do you engage in
the following activities related to news and information? Indicate
your answer using the 7-point scale below. General population,
28-market global total and Canada. For details on how the News
Engagement Scale was built, please refer to the Technical 16
Appendix.Imperative for Canadian Business to Lead
Trust Neutral Distrust
Canadian Companies Most Trusted Globally − 0 + Y-to-Y Change
Trust in companies headquartered in each country, and change from 2017 to 2018
68
66 65
63 62 61 60
57 56
50 50 50
43
36
34
32 32
l l l l l l l l l l l l l l l l l
0 -2 -3 -1 -2 0 -1 -4 +1 +1 -5 +2 -1 +1 +2 -1 +1
Canada
The Netherlands
France
India
Australia
Spain
U.K.
U.S.
Italy
China
South Korea
Sweden
Germany
Japan
Brazil
Switzerland
Mexico
Source: 2018 Edelman Trust Barometer. TRU_NAT. 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), countries shown to half of the sample. General Population, 28-market global total.
18Sector Trends
Trust in Most Sectors Declining − 0 + Change, 2014 to 2018
Trust in each industry sector, and change from
2014 to 2018, in Canada
5 yr.
Industry 2014 2015 2016 2017 2018 Trend
Technology 74 73 72 72 71 -3
Health care - - 71 69 67 -
Food and beverage 69 66 66 66 63 -6
Consumer packaged goods 65 62 62 60 59 -6
Telecommunications 58 55 58 56 58 0
Energy 54 53 52 53 57 +3
Financial services 57 55 56 57 56 -1
Automotive 65 58 55 57 54 -11
Entertainment 67 64 63 57 54 -13
2014 2015 2016 2017 2018
Source: 2018 Edelman Trust Barometer. TRU_IND. 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), industries shown to half of the sample. General Population, Canada.
19State of Government Opens Opportunity for CEOs
Per cent who agree and per cent who say CEOs should take the lead on change
Which institution is the Per cent who say that
most broken? CEOs should take the lead
on change rather than waiting
for government to impose it
10%
Business
46 %
8%
NGOs
Government
68%
16%
Media
Source: 2018 Edelman Trust Barometer. ATT_STE. Please indicate which institution – Government, Media, Business or NGO’s – is best described by each
of the following statements? CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree),
question asked of half of the sample. General population, Canada.
20Business Must Show
Commitment to Long-Term
Per cent who agree that …
51% 68%
Companies that only CEOs are driven more
think about themselves by greed than a desire
and their profits are to make a positive
bound to fail difference in the world
Source: 2018 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. (Top 4 Box,
Agree), question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements?
(Top4 Box, Agree), question asked of half of the sample. General population, Canada.
21Business Must Address Market Dynamics
Trust-building mandates for business
Global Canada United States
Safeguard Privacy Drive Economic Prosperity Safeguard Privacy
Invest in Jobs Invest in Jobs Investigate Corruption
Innovate Innovate Ensure Equal Opportunity
Provide for Future Generations Guard Information Quality Guard Information Quality
Guard Information Quality Ensure Equal Opportunity Improve Quality of Life
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. Trust-building mandates Analysis. The most effective trust building mandates for each institution.
INS_EXP_BUS. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about business in general, how
would you characterize each using the following three-point scale. General population, 28-market global total, Canada and U.S. For more details on the
Trust Volatility Measure and Trust Mandates Analysis, please refer to the Technical Appendix.
22Canadians Business
Expect Business Drive economic prosperity
To Advocate Invest in jobs
Innovate
for Progress Guard information quality
Ensure equal opportunity
Top trust-building mandates for
each institution, in Canada
NGOs Media
Improve quality of life Guard information quality
Inform good life decisions Investigate corruption
Create a sense of community Safeguard privacy
Consumer safety Call out abuses of power
Investigate corruption Entertain
Government
Drive economic prosperity
Provide social services
Safeguard privacy
Preserve culture traditions
Build infrastructure
Source: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV;
INS_EXP_MED; INS_EXP_BUS; and INS_EXP_NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking
about [insert institution] in general, how would you characterize each using the following three-point scale. General population, Canada. For more details on the
Trust Mandates Analysis, please refer to the Technical Appendix.
23Takeaways
Trust depends on clarity, balance,
and validation.
25Businesses must be agents
of change.
26Canadians have a renewed
appetite for credible, authoritative
voices.
272018 Edelman
Trust Barometer
Canada
www.edelman.ca/trust
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