Edelman Trust Barometer 2020
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Edelman Trust Barometer 2020
Edelman Trust
Barometer 2020
The 20th annual trust and credibility survey. Research conducted
by Edelman Intelligence, a global insight and analytics consultancy.
Methodology
Online survey in 28 markets 34,000+ respondents total All fieldwork was conducted
between October 19 and
November 18, 2019
General Online Population Informed Public Mass Population
Ages 18+ 500 respondents in U.S. and China; All respondents not including
200 in all other markets Informed Public
1,150 respondents per market
Represents 17% of total
Represents 83% of total
global population global population
Must meet 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 news
1 Fire and rescue personnel battle a bushfire near the town of Bilpin in
On the cover Sydney, Australia: David Gray/Getty Images; 2 Jamie Dimon, Chairman of
Business Roundtable, which released a new Statement on the Purpose of
1 a Corporation signed by 181 CEOs committed to leading their companies
5
for the benefit of all stakeholders: Mark Wilson/Getty Images; 3 Swedish
2 6 environment activist Greta Thunberg gives a speech at the plenary session
during the COP25 Climate Conference: The Asahi Shimbun via Getty
3 Images; 4 China's President Xi Jinping and U.S. President Donald Trump
7 at the G20 Summit in Osaka: Brendan Smialowski/AFP via Getty Images;
4 8 5 UK Prime Minister Boris Johnson talks with newly elected Conservative
MPs at the Houses of Parliament: Leon Neal/Getty Images; 6 New Zealand
Prime Minister Jacinda Ardern, who announced a ban on military-style
semiautomatic guns after a gunman killed 50 people at twzo mosques i n
C h r i s t c h u rc h , N e w Ze a l a n d : M a r t y M e l v i l l e /A F P v i a G e tt y I m a g e s ;
7 Emmanuel Faber, CEO and Chairman of Danone, who chairs the Business
for Inclusive Growth (B4IG) platform overseen by the OECD: Ludovic Marin/
AFP via Getty Images; 8 Former Prime Minister of Malaysia Najib Razak,
who is facing allegations of corruption linked to the multibillion-dollar state
investment fund, 1MDB: Mohd Rasfan/AFP via Getty Images.
2020 Edelman Trust Barometer
Executive Summary Contents
2 The Evolution of Trust
4 A Growing Sense of Inequity
6 Fears Eclipse Hopes
7 The UK: A Parable of Distrust
8 Trust Is Built on Competence
and Ethics
9 Competence Is Not Enough
10 Business: Catalyst for Change
11 The Opportunity for Government:
Partnership
12 The Necessity of Action
1
The Evolution of Trust
We are living in a trust paradox. job loss due to concerns such as
This is an era of strong economic the lack of training, cheaper foreign
Richard Edelman
CEO performance and nearly full competition, immigration, automation
employment; over the past two and the gig economy. Over half of
decades, more than a billion our respondents said that they are
people around the world have lifted losing the respect and dignity they
themselves out of poverty. The major once enjoyed in their country. Three
societal institutions—government, in four are worried that fake news will
People grant business, NGOs and media—should be used as a weapon. Six in 10 fear
their trust based be enjoying high levels of trust. Yet the pace of technological change;
the 2020 Edelman Trust Barometer, they are no longer in control of their
on two distinct our 20th annual study, tells us that no destiny. Cue the growing number
considerations: institution is trusted. of citizen-led protests and the rise
of populism.
competence and In past years, good economic
ethical behavior. conditions have presaged rising levels The “mass-class” trust divide has
of trust, and this link still applies in become chronic, reaching record
developing markets levels in more
in Asia and the countries than
Middle East. But in Trust-Building ever, with a global
the developed world, Priorities 14-point gap between
major violations for Business informed public and
of the social mass population
contract—corporate
Pay fair wages trust in institutions. In
malfeasance, Focus on developed markets,
government retraining less than one in three
corruption, fake people believe that
news—have upended
Partner with they will be better off
this relationship. In government in five years. Under 20
developed markets, percent of the general
trust has become population express
uncoupled from GDP growth because confidence in the system, and 73
people feel they are not getting their percent are looking for change.
fair share of growing prosperity. More than half of our respondents
National income inequality is now the believe that capitalism causes
more important factor in institutional more harm than good, and that
trust. In markets with high income democracy is losing its effectiveness.
inequality, the gap between trust in We find ourselves far from Francis
business and trust in government Fukuyama’s 1992 book, “The End of
is much wider (12 points) than the History,” which touted the triumph of
gap in low inequality markets (four liberal democracy.
points). This is a worrying institutional
imbalance. Business once paid only lip service
to this kind of societal discontent
Fears are stifling hope, as long-held but now it has leapt into the void
assumptions about the benefits of left by populist and partisan
hard work and citizenship have been government. It’s no longer business
upended. Eighty-three percent of as usual, with an exclusive focus on
employees globally are worried about shareholder returns. Business now
22020 Edelman Trust Barometer
sees the need to play a positive role This seismic societal shift has led us, The four existential issues of the
in global governance. The decision after 20 years of research, to evolve next decade—income inequality,
by the Business Roundtable to our model for measuring trust. This sustainability, information quality and
endorse a multi-stakeholder model model supplants Professor Francis artificial intelligence—will require
for American multi-nationals; the Fukuyama’s trust construct from higher levels of cooperation among
initiation of Business for Inclusive early the 1990s, which was premised our institutions; no single entity can
Growth focused on fair wages by on continued upward mobility, take on these complex challenges
French multi-nationals; guaranteed by a strong alone. But only about one-third of
and the signing by 177 Ethical attributes legal structure, and people believe that business does
multi-nationals to the was the basis of the a good job of partnering with NGOs
drive 76 percent
Business Ambition first Edelman Trust or government. Currently business
for 1.5°C are definitive of the trust capital Barometer in the and government are like children of
steps toward an year 2000. We have different weights on an unbalanced
of global companies, always known that
essential role for playground seesaw; government,
business as a means while competence people grant their perceived as both incompetent
of improving society. trust based on two and unethical, is unable to provide
drives 24 percent.
These are incredibly distinct considerations: the necessary counterbalance to
positive developments, competence and business, which is considered highly
led by CEOs who understand that ethical behavior; for two decades effective but too self-interested.
their mandate has gone beyond we have asked people if they trust Business must stop pushing
corporate social responsibility to institutions “to do what is right.” Now, government away. An exemplary
fundamental operational change. based on new societal expectations, model is Unilever*, which has pledged
we are probing deeper into “what to cut its use of virgin plastics in half
Business has been prompted to is right,” measuring purpose, vision, by 2025, working with partners that
action by the recognition that honesty and fairness as the include the United Nations and the
stakeholders now have new dimensions of ethical behavior. Government of Indonesia. All eyes
expectations of the corporate sector. We have proved the undeniable are now on the tech industry, which
A stunning 92 percent of employees importance of these dimensions will need to be much more open to
surveyed in the 2020 Edelman Trust for business through our Edelman forward-looking regulation
Barometer say that they expect their Trust Management framework. After of innovation.
employer’s CEO to speak up on one tracking trust in 40 global companies
or more issues ranging from income over the past year, we learned that Business must take the lead on
inequality to diversity and training ethical attributes drive 76 percent of solving the trust paradox because
for jobs of the future. Seventy-three the trust capital of organizations, while it has the greatest freedom to
percent of employees expect a competence drives 24 percent. act. Its immediate mandates are
prospective employer to offer the clear. An overwhelming number of
opportunity to shape the future of This year’s Trust Barometer reveals respondents believe that it is the duty
society in a positive way. Consumers startling imbalances among the of business to pay decent wages
share this determination; our 2019 “In institutions. Business ranks highest (83 percent) and provide retraining for
Brands We Trust?” study found that in competence, holding a gigantic workers whose jobs are threatened
nearly two-thirds of consumers buy 54-point gap over government as an by automation (79 percent). Yet
based on their beliefs, and 81 percent institution that is good at what it does. less than a third of people trust that
agree that “a brand I can trust” is one NGOs are much more trusted on business will do these. The time for
of their top reasons for purchase. ethical behavior than government (a talk is over. 2020 must be the year
Our Edelman 2020 Trust Barometer 31-point gap). Government is trusted of action.
respondents told us that customers more than twice as much as business
and employees are over five times to protect the environment and close
more important to a company’s long- the income inequality gap.
term success than shareholders.
*Edelman client
3A Growing Sense of Inequity
Despite a year of strong global in business and NGOs among the
Less than
1 in 3
economic performance, trust in informed public is 15 points higher
the four institutions measured by than it is for the mass population; for
the Edelman Trust Barometer— media, the difference is 14 points; for
government, business, NGOs and government, 12 points.
media—is stagnant, with no institution
climbing into trusted territory. Skepticism about the fairness of
Business and NGOs remain tied as our current systems is mounting. people in
developed
the most trusted for the third year in The perception is that institutions
a row (each at 58 percent), followed increasingly serve the interests of
by government and media (each at the few over everyone. Government,
more than any institution, is seen as
markets believe
49 percent).
least fair; 57 percent of the general they and their
families will be
Delving beneath the surface, we find population say government serves
a world of two trust realities. The the interest of only the few, while 30
informed public—wealthier, more
educated, and frequent consumers
percent say government serves the
interests of everyone.
better off in five
of news—remain far more trusting
Globally, fears about being left
years' time
of every institution than the mass
population, resulting in a record behind are pervasive. In 21 of 28
number of markets (eight) with markets, the majority say they agree people like me losing the respect
with the sentiment, “I worry about and dignity I once enjoyed in
56
all-time-high trust inequality. Trust
this country.”
This year, the Trust Barometer
surveyed attitudes on capitalism,
Capitalism as it exists today does revealing that 56 percent say that
more harm than good in the world capitalism does more harm than good.
Seventy-eight percent agree that
“elites are getting richer while regular
people struggle to pay their bills.” And
in 15 of 28 markets, the majority are
pessimistic about their financial future,
with most believing they will not be
better off in five years’ time than they
are today. In the U.S., this represents
a seven-point drop in optimism
since 2019.
%
Doubt that they are reaping their fair
share of the benefits of capitalism is
undermining people’s belief that our
institutions are willing and able change
agents or are working to ensure a
better future for all.
42020 Edelman Trust Barometer
No institution is trusted
Trust Neutral Distrust
Percent trust 60-100 50-59 1-49
NGOs Business Government Media
58 58
57 57
49 49
48 48
+1 +1 +1 +1
2019 2020 2019 2020 2019 2020 2019 2020
Trust inequality sets new records
Trust Index
2020 2020
Informed public Mass population Trust gap
Global 28 Global 28 Trust Neutral Distrust
65 51 14 60-100 50-59 1-49
90 China 77 China 13
Record trust inequality
87 India 74 India 13
82 Indonesia 70 Indonesia 12
80 Saudi Arabia 64 UAE 11 # of markets 8
78 Thailand 62 Thailand 16 with record trust
UAE 60 11 inequality at an
75 Singapore
Mexico 59 21 all-time high
71 Saudi Arabia
71 Singapore 58 Malaysia 10
68 Australia 58 Mexico 13
68 Malaysia 57 The Netherlands 10
67 Canada 56 Kenya 2
67 The Netherlands 52 Colombia 10 1
64 Germany 51 Canada 16
64 Italy 49 Brazil 11 2012 2020
63 France 49 Hong Kong 5
62 Colombia 49 S. Korea 1
60 Argentina 48 Argentina 12 Less than
1 in 5
60 Brazil 48 Italy 16
60 Ireland 45 Australia 23
59 Spain 45 U.S. 8
58 Kenya 44 Germany 20
57 UK 44 S. Africa 5 respondents
agree that
54 Hong Kong 43 Ireland 17
53 Japan 42 France 21
53 U.S.
S. Korea
42
42
Japan
17
11
the system
50 Spain
49 S. Africa 39 UK 18 is working
41 Russia 27 Russia 14
for them
5Fears Eclipse Hopes
Against the backdrop of growing 61 percent of the general population I do not have confidence
cynicism around capitalism and the say the pace of change in technology
fairness of our current economic is moving too fast, and the same
that our current
systems are deep-seated fears about number (61 percent) fear that leaders will be able to
the future. Specifically, 83 percent government does not know or successfully address our
66
of employees say they fear losing understand emerging technologies country’s challenges.
their job, attributing it to the gig enough to effectively regulate them.
economy, a looming recession, a lack
of skills, cheaper foreign competitors, A lack of confidence in societal
immigrants who will work for less, leaders, the stewards of the future,
automation, or jobs being moved to is pervasive. In fact, the only people
%
other countries. who are trusted are scientists, one’s
fellow citizens, or members of one’s
The pace of change is also a fear;
How much do you trust these people community—leaving government and
to do what is right? religious leaders in distrusted territory
and CEOs in the neutral zone. These
Percent who trust
findings are emblematic of one of the
Trust Neutral Distrust
60-100 50-59 1-49 major trust trends of the past two
80 decades: the shift from top-down to
69 65 horizontal influence.
51 46
83
42
36
Scientists Community Citizens of CEOs Religious Government The very
members my country leaders leaders wealthy
of employees worry about
losing their jobs to one or
more of these causes
Freelance/gig
61
%
economy
Looming recession 60
Lack of training
58
Cheaper foreign
competitors 55
Immigrants who
work for less 54
Automation 53
Jobs moved to
other countries 50
62020 Edelman Trust Barometer
The UK: A Parable
of Distrust
It would be a mistake to
think that Brexit alone was
Ed Williams a stunning 14 percentage points to blame for this lack of
President and higher than the average for the
CEO, EMEA other members of the G7 group of trust in our institutions.
advanced economies. Among the UK
In the 2020 Edelman Trust general population, it’s 60 percent. voters were also voting to reject the
Barometer, the UK finds itself bitter stalemate that had settled on
in its lowest-ever position in the It would be a mistake to think that the UK. They backed “doing stuff”
Global Trust Index, just one place Brexit alone was to blame for this over more argument. They voted to
off the bottom, with only Russia lack of trust in our institutions. While turn the page.
below it. How did the birthplace Brexit did prove to be the spark that
lit the gunpowder, the conditions The challenge for our institutions,
of parliamentary democracy, the
were set by years of institutional whether in Britain, or most developed
“mother of parliaments,” and a
failures - the financial crash; the MPs countries, is how to respond to the
respected voice of sense on the
expenses scandal; phone hacking change that citizens from all walks
world stage find itself in such an
and the advent of fake news on social of life are calling for. Undoubtedly,
unaccustomed place?
platforms, and the Oxfam scandal in the way in which business and
A toxicity has overtaken the tone Haiti – that had already rocked trust in government co-operate will determine
of the UK’s internal conversation. business, government, media how they are judged. Their reputations
Politicians of every party, and NGOs. are inextricably linked in the minds
including the Prime Minister, of two-thirds of the British public,
have taken to attacking the BBC, British institutions failed to quickly and three-quarters of them want to
Britain’s renowned public service recognize what had happened, the collaborate to solve social issues.
broadcaster, accusing it of bias. compounding of these shocks, and
Other parts of the UK media openly how to respond to it. They were too
2020 Trust Index, UK
attack the judiciary in a nation where slow. Too bureaucratic. Not agile
the separation of powers has been a enough. Then, the failure to deliver
given for four centuries. And social Brexit – which had been an argument Informed Mass
media has become a crucible of narrowly won by a British desire to public Trust gap population
57 39
venom, a platform used to abuse, “Take Back Control” – demonstrated
that the control they had been
to delegitimize and to threaten.
promised was illusory. This turned 18
Little wonder then that the general to disillusionment, which in turn
population in Britain now distrusts injected the poisonous tone into our
its institutions with a trust score of political discourse and consequently Incrementalism is no longer enough.
only 42 percent. But the picture isn’t damaged the informed public’s trust Instead people are looking for big,
entirely even. Edelman also found in business and the media too. bold change to deliver a discernible
a large trust gap between attitudes improvement in their lives. Quite
of the wealthier, more educated and In the early hours of December 13th,
possibly, given the erosion of trust
more well-informed in society versus 2019, as the general election results
in democracy and capitalism, it may
the rest (an 18-point gap). Smaller came in, we found out the response
also mean reform in order to make
than the previous year, but significant to three years of drift: millions of
the system work better for those our
nevertheless. people in the general population who
institutions have left behind. Ultimately,
no longer trusted our institutions
it will require the reimagining of our
But even that doesn’t tell the full lent their votes instead to a man with
institutions and systems. It is the scale
picture, as the informed public group issues of his own around trust, though
of that change – economic, political
has some fundamental worries significantly fewer, it has to be said,
and societal – and the shape of that
of its own. Almost 70 percent of than his competitor.
reform, that will ultimately determine
them agree with the sentiment that
Boris Johnson won with a simple whether we can repair trust in our
“democracy is losing its effectiveness
message: “Get Brexit Done.” But core institutions.
as a form of government.” That is
7Trust Is Built on
Competence and Ethics
For 20 years, the Edelman Trust on two key drivers: competence These scores point to the lack of
Barometer has gauged trust by and ethical behavior. confidence in leaders’ ability to take on
asking: “How much do you trust the most pressing national challenges,
Further examination shows that
this institution to do what is right?” widespread fears about the future and
today no institution is seen as both
Taking account of the general mounting questions about the equity
competent and ethical, explaining
population’s overall lack of trust and of the systems in place. This latter
stagnating trust in the face of strong
a pronounced sense of inequity, this sentiment is further underscored by
economic performance. Of the four
year’s Trust Barometer sought to the fact that of the components of
institutions, only business is seen
understand what shapes the public’s ethical behavior—being honest, having
as competent, and only NGOs are
view of “to do what is right.” The a vision, being purpose-driven and
viewed as ethical.
analysis identified that trust is built being fair—fairness, or lack of it, has
the greatest impact on trust.
Dimensions of trust
(Competence score, net ethical score)
ETHICAL
35
No institution seen
as both competent
and ethical
NGOs
(-4, 12)
LESS -50 50 COMPETENT
COMPETENT
Business
Media (14, -2)
(-17, -7)
Government
(-40, -19)
-35
UNETHICAL
82020 Edelman Trust Barometer
2020 Edelman Trust Barometer
Competence Is Not Enough
NGOs and business are tied, with dimensions drive the lion's share of
Antoine Harary
58 percent of respondents globally company trust capital.
President, Edelman
Intelligence saying they trust each. But a deeper
look reveals that NGOs, while This ethics shortfall may be
seen as ethical, are not seen as partially explained by the emphasis
Tonia Ries
competent. And business, the only companies have traditionally placed
Global Executive
Director, Edelman institution described as competent, on communicating their performance,
Intellectual Property competence or product quality more
is not seen as ethical. Competence
alone is not enough to create trust so than their commitment to ethics
Trust must be built through both in business as an institution. and integrity, or their purpose and
competence and ethics. For 20 vision for the future. The Edelman
years, the Edelman Trust Barometer Data from the Edelman Trust Trust Management data shows
has asked respondents to answer a Management suite of analytics and that the proportion of stakeholders
simple question: How much do you consulting solutions, designed to who “don’t know enough” to judge
trust each institution to do what is help global companies measure and a company’s ethics is significantly
right? This year, our research went manage their trust capital, confirms higher than those who are unfamiliar
further, analyzing respondents’ that competence—being good at with a company’s competence.
ratings of the competence and the what you do—is not enough to earn
ethics of each institution in more the benefits of a trust advantage. At the same time, stakeholder
detail. The reason for the general lack More than 80 percent of the 600+ expectations have risen. Consumers
of trust? None of the four institutions companies we have analyzed earn expect the brands they buy to reflect
measured is seen as both competent better scores for their competence their values and beliefs, employees
and ethical. than they do for ethics-related trust want their jobs to give them a
dimensions such as integrity sense of purpose, and investors are
3x
Ethics: or purpose. increasingly focused on sustainability
and other ethical commitments as
The data collected reveals that a a sign of a company’s long-term
company’s ability—the degree to operational health and success.
which it is seen as good at what
it does—explains only 24 percent Business is already recognized for its
of its measurable trust capital. In ability to get things done. But to earn
comparison, integrity, purpose trust, companies must make sure
more important to and dependablity drive 76 percent, that they are acting ethically, and
company trust than making it very clear that more doing what is right. Because for
competence than competence, ethics-related today’s stakeholders, competence
is not enough.
Institutions seen as unfair
Percent who cite each as a reason they trust or distrust each institution
Serves the Serves the 57
54
interests of interests of 51
only the few everyone equally
and fairly
42 40
30 32 29
Government Media Business NGOs
9Business:
Catalyst for Change
In a world of concerns about fairness, Stakeholders are more important than
the 2020 Edelman Trust Barometer
shareholders to long-term company success
points to a clear set of actions for Communities
Percent who ranked each group
businesses that want to gain trust. as most important
87%
Chiefly, business should recognize
Employees 12
the imperative to serve the interests
of all stakeholders; 87 percent say 37
Shareholders
that customers, employees, and
13
communities are more important than Customers
shareholders to a company’s long- 38
term success. These beliefs are now
beginning to be acted on by business,
in initiatives like the Business
Roundtable’s endorsement of a Reflecting the perceived lack of one or more issues, with training for
92
multi-stakeholder model for American leadership on societal issues, 92 jobs of the future at the top of the list.
multi-nationals, and the signing by percent of employees think it's When it comes to addressing issues
177 multi-nationals to the Business important that CEOs speak out on and shaping the future, engaging
Ambition for 1.5°C, among others. employees in the solution is also
critical. Seventy-three percent of
employees say they would expect a
prospective employer to give them
the opportunity to shape the future
of society.
Business is not expected to go it alone,
however, and in some cases would
benefit from the trust edge that other
%
institutions have. For instance, when it
comes to protecting workers in the gig
economy, government is actually more
trusted than business (40 percent vs.
32 percent)—signifying a need for the
leadership and commitment of both.
Indeed, across the board,
collaboration is key to regaining trust.
For business, government and NGOs
alike, partnering with other institutions
to solve the pressing issues of our
time is one of the most important
steps to regaining people’s trust—and,
in turn, moving the world to a more
trusted state.
It is important that my training for jobs of the
future • ethical use of tech •
employer’s CEO speak automation’s impact on jobs •
out on one or more of income inequality • diversity •
these issues: climate change • immigration
102020 Edelman Trust Barometer
The Opportunity for Government:
Partnership
that trust also extends to issues to welcome regulation and provide
Lisa Osborne Ross
President, that have the most direct impact on input on the process because they
Washington D.C. understand government’s role in
everyday life, such as inclusion and
reducing income inequality. Even protecting them, their customers
in sustainability, where business is and their business.
The outlook for trust in government
generally seen as leading innovation,
in 2020 is alarmingly bleak. Less Restoring trust in government can
Trust Barometer respondents trust
than half of the respondents to the also begin at the local level. In 18 of
government the most—more than
2020 Edelman Trust Barometer 24 markets, local government is more
twice as much as business.
trust government to do what is right. trusted than federal government;
Fifty-seven percent say government Given government’s trust edge on globally, 69 percent of respondents
serves “the interests of only a few.” several of the most pressing societal trust “people in my local community.”
Government leaders are among the challenges, business should want These findings may reflect people’s
least trusted people. And on the to collaborate with government awareness that their cities and
two central drivers of people’s trust— on solving them. Our study shows communities are innovating to
competence and ethics—government that people trust both institutions address the issues that impact their
lags far behind the other institutions. the most to solve the issues of everyday lives, such as the effects of
workforce retraining and protecting climate change.
But a closer look behind the numbers
workers in the gig economy. By
reveals several important insights Finally, we know from experience
making these issues an immediate
for government and perhaps even that without transparency and
focus in collaboration with business,
a glimmer of hope for the future. good communication, trust is much
government can overcome the
While the gaps are significant, the harder earned. Unless government
perception that it serves the interests
opportunities are huge. The way recognizes the importance of these
of only a few.
forward is for government to revitalize and practices both, people will always
its role as an essential partner to Regulation also should be viewed as assume the worst.
business, act and communicate with a good opportunity for partnership.
more transparency and focus on I am a firm believer in the promise of
Sixty-one percent of people do not
how it can improve people’s lives in government. My parents were proud
believe that government understands
tangible ways at the local level. civil servants, I served in government,
emerging technologies enough to
and today my daughter is doing the
regulate them effectively. However,
Government is trusted as a leader in same. Globally, government must
the tech industry should remember
areas that it is typically expected to take the real opportunity before it
that the best government regulation
manage: transportation, immigration, to restore trust now if it expects to
is created in tandem with industry.
social services and protecting people attract the best and brightest problem
In fact, established companies tend
from harmful products. But critically, solvers of the future.
Business and Protect workers in the Workforce retraining
gig economy necessary as a result
government
of automation
partnership
essential on jobs Media Media
9 NGO 8 NGO
18 17
Percent who say each institution
is the one they trust most to
address each challenge
Business Government
Government 32 Business 32
40 42
11The Necessity of Action
For the first time this year, we To build trust, address biggest challenges
asked Edelman Trust Barometer
Percent who think each institution is doing well/very well on this issue,
respondents to tell us how well and potential trust gains associated with doing each well
each institution is doing on a long
Potential trust gain
list of issues that are challenging
society. The lowest scores (at
NGOs +13 Business +17
right) point to areas that provide
the most room for improvement
Transparency about funding 35 Partner with NGOs 33
in each institution’s performance.
If each institution can address
Expose corruption 35 Jobs that pay a decent wage 35
these challenges—and do them Avoid becoming politicized 35 Partner with government 37
well—they can realize double-digit Partner with government 38 Deal with partners fairly 40
gains in trust. Partner with business Contribute to communities 41
38
The most consistent low-scorer +17
Government Media +20
among NGOs, business and
government is partnership, with 34
Reduce partisanship 26 Keep social media clean
each institution not seen as
Partner with NGOs 30 Being objective 35
a good partner to the others.
Collaboration then becomes Community-level problems 31 Information quality 38
a major opportunity for our Social services for the poor 34 Important vs. sensationalized 38
institutions to advance society— Partner with business 34 Differentiate opinion and fact 39
and build trust.
When institutions are trusted, Trust restores balance and enables partnership
achieving both competence and (Competence score, net ethical score)
good ethical behavior, as shown
ETHICAL
in the graph at right, they are
more in balance and more closely 35
aligned. Government, while still NGOs
not as competent as business, (29, 34)
now occupies a slightly higher
ethical position than business,
Media
which, in its role as watchdog and (25, 22)
regulator, it should ideally hold. Business
NGOs Government (35, 16)
In this closer relationship, the (19, 17)
institutions can more readily LESS -50 50 COMPETENT
collaborate on the pressing COMPETENT
societal challenges that stoke Business
people’s fears and work together
toward building the trust that is Media
needed to foster a more stable
and more productive society. Government
When institutions
are trusted, they are
more closely aligned
-35
UNETHICAL
122020 Edelman Trust Barometer
About Edelman
Edelman is a global communications 2019 A-List; the Holmes Report’s 2018
firm that partners with businesses and Global Digital Agency of the Year; and,
organizations to evolve, promote and five times, Glassdoor’s Best Places to
protect their brands and reputations. Work. Since our founding in 1952, we
Our 6,000 people in more than have remained an independent, family-
60 offices deliver communications run business. Edelman owns specialty
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confidence to lead and act with (research) and United Entertainment
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