Spring Update: A World in Trauma
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Spring Update: A World in Trauma
2021 Edelman Trust Barometer General Online Population
Spring Update: 1,200 Ages All slides show general
online population data
Informed Public
18+
A World in Trauma respondents
per country
unless otherwise noted 100 respondents in each country
Methodology Represents 19% of total global population
Must meet 4 criteria
‣ Ages 25-64
Online survey in 14 countries: ‣ College-educated
Brazil, Canada, China, France, Germany, India, ‣ In top 25% of household income per
Japan, Mexico, Saudi Arabia, S. Africa, age group in each country
S. Korea, UAE, UK, and U.S.
‣ Report significant media consumption
16,800+ respondents total and engagement in public policy and
business news
All fieldwork was conducted between
April 30 and May 11, 2021
Mass Population
January 2021 Trust Barometer fieldwork
was conducted between October 19 and All population not
November 18, 2020 including informed public
Represents 81% of total
14-market global data margin of error: General population +/- 0.8% global population
(n=16,800), informed public +/- 2.6% (n=1,400), mass population +/-
0.8% (n=13,633).
Market-specific data margin of error: General population +/- 2.8%
(n=1,200), informed public +/- 9.8% (n=100), mass population +/-
3.0% to 3.7% (n=min 708, varies by market).
2STATE OF TRUST: AN UNEQUAL RECOVERY
2021 Spring Update 2021 Spring Update
DOUBLE-DIGIT Informed public Mass population Trust gap
TRUST INEQUALITY 70 Global 14 53 Global 14 17 Distrust Neutral Trust
IN 13 OF 14 90 Saudi Arabia 77 China 9
COUNTRIES 87 India 69 India 18 4 countries with
record trust inequality
Trust Index 86 China 68 UAE 14
82 UAE 67 Saudi Arabia 23
71 Mexico 57 Mexico 14
Informed public 17 points more trusting
than the mass population 70 UK 53 Canada 15
68 Canada 51 Germany 14
Double-digit trust inequality in 13 of 14
countries measured 68 France 47 Brazil 17
68 U.S. 47 U.S. 21
65 Germany 46 France 22
64 Brazil 46 UK 24
58 S. Africa 45 S. Africa 13
2021 Edelman Trust Barometer Spring Update: A World in
Trauma. The Trust Index is the average percent trust in NGOs, 54 Japan 40 S. Korea 14
business, government and media. TRU_INS. Below is a list of
institutions. For each one, please indicate how much you trust that 15
institution to do what is right. 9-point scale; top 4 box, trust. Informed
54 S. Korea 39 Japan
public and mass population, 14-mkt avg. 4A DEEPENING TRUST GAP
Percent trust
- 0 +
Global 11
Distrust Neutral Trust Change, wave to wave
(1-49) (50-59) (60-100)
Informed Informed public trust less affected by
71 71
-2 +2 public pandemic-related trust volatility
69
68
13pt
18pt
Percent gap, trust
among informed public 16pt
vs. mass population
58
-6
Mass Greater trust decline for mass population
+1 53 following Spring 2020 pandemic surge;
52 52 population
smaller trust recovery in 2021
Jan 2020 May 2020 Jan 2021 May 2021
2021 Edelman Trust Barometer Spring Update: A World in Trauma. 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. 9-point scale; top 4 box, trust. Informed public and mass population, 11-mkt avg. 5DOUBLE-DIGIT TRUST GAPS ACROSS INSTITUTIONS
Percent trust
Greatest trust - 0 +
inequality for business Distrust Neutral Trust Change, Jan 2021 to May 2021
Business NGOs Government Media
78
70
71 68 64
+1 Informed
pt public
TRUST INDEX +4 +1 0 +1
Trust gap,
17 Informed public vs. 20 17 15 17
mass population
53
58 54 53
47
+1 Mass
pt population
TRUST INDEX +2 +1 +1 +1
2021 Edelman Trust Barometer Spring Update: A World in Trauma. 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. 9-point scale; top 4 box, trust. Informed public and mass population, 14-mkt avg. 6GOVERNMENT NOT TRUSTED
IN 10 OF 14 COUNTRIES
- 0 +
Percent trust Distrust Neutral Trust Change, Jan 2021 to May 2021
85 88
83
77
55 57
51 53
Global 14 48
44 44
36 37
56
27
+1
pt 0 -1 -2 0 -6 +6 +1 +8 -4 -2 -2 +3 +3 +6
Change,
S.
Ja
B
M
S.
U
Fr
U
G
C
In
U
Sa
C
ra
.S
K
an
A
hi
ex
er
di
Jan 2021 to
an
pa
A
K
ud
E
zi
.
na
m
a
fr
ic
or
ad
ce
n
l
iA
May 2021
ic
an
o
ea
a
a
ra
y
bi
a
2021 Edelman Trust Barometer Spring Update: A World in Trauma. TRU_INS. [Government in general] 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, 14-mkt avg. 7MY EMPLOYER MOST TRUSTED INSTITUTION
Percent trust
- 0 +
Distrust Neutral Trust Change, Jan 2021 to May 2021
My employer Business NGOs Government Media
77
62
58 56
51
+2 +2 +1 +1 +1
2021 Edelman Trust Barometer Spring Update: A World in Trauma. 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, 14-mkt avg. “Your employer” asked among those who are employed (Q43/1). 8PANDEMIC LEGACY: A WORLD AWASH IN FEAR
12 OF 14 COUNTRIES STILL IN PANDEMIC MINDSET
Which best describes how you are feeling?
Since March, U.S. sees
90 11-point decline in pandemic
82 81 79 mindset - Source: 2021 Edelman Trust
Global 14 72 70
Barometer Special Report: Trust
68 65 65
and the Coronavirus in the U.S.
65
59 56
52
I am still in a 37 35
% pandemic mindset
VS B
S.
Ja
C
Fr
In
M
G
S.
U
U
U
Sa
C
I feel that the pandemic is largely behind
ra
an
er
K
.S
AE
hi
ex
di
a
pa
Ko
Af
ud
nc
na
z
.
a
m
ad
ic
us and I am taking advantage of every
il
n
r
iA
re
an
ic
e
o
a
opportunity I can to get back to my pre-
a
a
y
ra
bi
pandemic life as quickly as possible
a
2021 Edelman Trust Barometer Spring Update: A World in Trauma. LIFE_CHOICE. You are about to see two choices. We want you to choose the one that best describes how you are feeling.
General population, 14-mkt avg. 10Among those who
EVEN THE have been fully
vaccinated
VACCINATED Vaccination does
DO NOT FEEL Shopping in stores 48 52 not confer
peace of mind
about resuming
SAFE RESUMING Going to doctors’ offices 43 50
normal activities
NORMAL
ACTIVITIES Going to my workplace 34 37
Which would or do you feel safe
28 35
doing right now? Dining indoors at restaurants
Staying at hotels 23 29
Sending kids to schools 22 25
Using public transportation 19 22
2021 Edelman Trust Barometer Spring Update: A World in Trauma. Flying commercial airlines 16 22
SAFE. Which of the following would you, or do you, feel safe doing right
now. Pick all that apply. General population, 14-mkt avg., and by those
who are “fully vaccinated" (VACCINE4/1). 11PANDEMIC FALLOUT:
TWIN CRISES OF MENTAL HEALTH AND JOB LOSS
Percent who believe each will be among the worst
negative consequences of the pandemic
Increased mental health problems 55
Lost jobs that will never come back 55
Families having to cope with
51
losing their homes and financial ruin
A worsening of economic disparities
50
in this country
Young people
50
falling behind in their education
2021 Edelman Trust Barometer Spring Update: A World in Trauma. WORSE. The pandemic is likely to have some lasting negative impacts on the lives of individuals and on our society as a whole.
Which of the following do you believe will be among the worst long-term, negative consequences of the pandemic in addition to all of the lives lost? Pick all that apply. Question asked of half of the
sample. General population, 14-mkt avg. “All of the above” added to each response. 12PANDEMIC FALLOUT: MORE PEOPLE NOW ALARMED BY
CLIMATE, INFORMATION AND SUPPLY CHAIN THREATS
Percent who have always believed each is true, and percent who believe it is due to the pandemic
Have always believed Pandemic has led me to believe
this is true this is true
Climate change
needs to be taken more seriously 46 24 70
as a threat to human life
We are in the midst of an
30 34 64
information crisis
Our country is
too reliant on other countries 33 28 61
for essential products
2021 Edelman Trust Barometer Spring Update: A World in Trauma. LESSONS. Living through a global pandemic can give people a new perspective on things. For each of the items listed below,
please indicate if this is something you felt was true before the pandemic began, something that the pandemic has led you to believe is true, or something that the pandemic has led you to believe is no
longer true. 4-point scale; code 1, always believed to be true; code 2, believe to be true because of the pandemic. General population, 14-mkt avg.
13NEARLY 7 IN 10 FEAR ANOTHER PANDEMIC
Percent who are concerned
I am concerned about another global
pandemic worse than COVID-19 Percent who are concerned
Percent who are fearful
78 78
74 73
67 69 69 67 65 63 62 61 61 59 58
62 60
49 46 43
38 35 36 35 32 33 33
29
24 21
B M S. In S. Fr U Sa U C U C G Ja
Global 14 ra ex Ko di Af a AE ud K an .S hi er pa
zi ic a r nc ad . na m n
l o re ic e iA a an
a a ra y
bi
a
2021 Edelman Trust Barometer Spring Update: A World in Trauma. POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about.
Specifically, how much do you worry about each of the following? 9-point scale; top 4 box, worry; top 2 box, fear. Attribute shown to half of the sample. General population, 14-mkt avg. 14KEY SOCIETAL LEADERS NOT TRUSTED
Percent trust
- 0 +
Distrust Neutral Trust Change, Jan 2021 to May 2021
My employer CEO
only trusted societal leader
77
72
55
50 50
45
+4 +6 +5 +6 +9 +5
Religious Government Journalists CEOs My employer Scientists
leaders leaders CEO
2021 Edelman Trust Barometer Spring Update: A World in Trauma. TRU_PEP. Below is a list of groups of people. For each one, please indicate how much you trust that group of people to
do what is right. 9-point scale; top 4 box, trust. Attributes shown to half of the sample; “My employer CEO” only asked of those who are an employee (Q43/1). General population, 14-mkt avg. 15NO END TO THE INFODEMIC
TRUST IN NEWS SOURCES STILL AT RECORD LOWS;
ONLY OWNED MEDIA GAINS IN TRUST
Percent trust in each source for general news and information
- 0 + Change, Jan 2021 to May 2021
Global 10
69
63
Trusted (60-100) Change,
64 Jan 2021 - May 2021
58 53 53
Search engines 0
52
52 52
42 Traditional media 0
45
37 40
Owned media +3
34 34
Social media 0
2012 2013 2014 2015 2016 2017 2018 2019 Jan 2020 May 2020 Jan 2021 May 2021
2021 Edelman Trust Barometer Spring Update: A World in Trauma. COM_MCL. When looking for general news and information, how much would you trust each type of source for general
news and information? 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, 10-mkt avg.
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” 17MEDIA FAILS TO IMPROVE INFORMATION QUALITY
Percent who believe each media source to be doing a Lowest performance
good job in reducing misleading and false information within countries
Saudi Arabia
Germany
S. Korea
S. Africa
Canada
Mexico
France
Japan
China
Brazil
India
UAE
U.S.
UK
Traditional media 40 44 44 46 42 52 44 32 33 39 44 29 38 38 35
Search engines 37 42 29 34 28 31 54 25 43 48 43 33 47 28 32
Social media 33 38 19 47 17 18 54 18 39 52 33 28 51 18 26
2021 Edelman Trust Barometer Spring Update: A World in Trauma. CLEANUP. Which of the following media sources do you believe is doing a good job when it comes to cutting down on the
amount of misleading and false information that people who get their news and information from them might be exposed to? Pick all that apply. Question asked of half of the sample. General
population, 14-mkt avg. 18EXPERTS, PEERS, EMPLOYER CEOS
MOST CREDIBLE SPOKESPEOPLE
Percent who rate each as very/extremely credible
- 0 + Change, Jan 2021 to May 2021
as a source of information about a company
59 57 56 56
45 43 43 43
39
36
+2 +1 +3 0 +1 +1
l -1 +3
l -1
l -2
Company Academic A person like My employer CEO Board of NGO Regular Government Journalist
technical expert expert yourself CEO directors representative employee official
2021 Edelman Trust Barometer Spring Update: A World in Trauma. 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? 4-point scale; top 2 box, credible. General
population, 14-mkt avg. “My employer CEO” only asked of those who are an employee (Q43/1). 19EMPLOYER MEDIA MOST BELIEVABLE
Percent who believe information from each source automatically, or after seeing it twice or less
Communications from… My employer National Media reports, Major Advertising Media reports, My social media
government named source corporations anonymous
source
59
54 53
Nr. of times they need to see 49
the information repeated 43 43
before believing it:
35
Once or twice 48 41 43
If I see it here, I will 41
36 36
automatically assume it is true
30
11 13 10 8 7 7 5
I will never believe it is true
8 13 12 16 20 20 27
if this is the only place I see it
2021 Edelman Trust Barometer Spring Update: A World in Trauma. HEAR_TIME1. When you see a new piece of information or a news story in each of the following information sources, how
many times do you need to see it or hear it repeated in that same type of information source before you believe it is really true? Question asked of half of the sample. “Once or twice” is a sum of codes
2 and 3. General population, 14-mkt avg. “Employer communications” only asked of those who are an employee (Q43/1). 20GOVERNMENT UNDERPERFORMS
BUSINESS OUTPERFORMS GOVERNMENT
ACROSS SOCIETAL CHALLENGES
Percent who say institutions are doing well on each
Performance gap,
business vs.
Business Government government
Business seen as
Driving economic growth
and job creation
45 35 10 doing better than
government across
Responding to the health and public safety all societal challenges
aspects of the COVID-19 pandemic
45 40 5
Guarding information quality 39 34 5
Addressing systemic inequalities 35 30 5
Improving our healthcare system 39 37 2
Ensuring our education system is
preparing people for jobs of the future
36 34 2
Addressing climate change 34 32 2
2021 Edelman Trust Barometer Spring Update: A World in Trauma. PER_BUS. How well do you feel business is currently doing each of the following? Please indicate your answer using the 5-
point scale below. 5-point scale; top 2 box, doing well. Question asked of half the sample. PER_GOV. How well do you feel the government is currently doing each of the following? Please indicate
your answer using the 5-point scale below. 5-point scale; top 2 box, doing well. Question asked of half the sample. General population, 14-mkt avg. 22ONLY GOVERNMENT
LEADERS SEEN AS Was high and
Was low, but
significantly
Was high, but
significantly
LESS HONEST AND stayed high increased decreased
CREDIBLE THAN A Doctors and
healthcare providers
38 29 8
YEAR AGO
Academics and scientists 32 27 10
Percent who say their perception of
My employer CEO 27 24 12
the honesty and credibility of each has
stayed high, increased or decreased
in the last year Global health authorities
24 23 19
(WHO, CDC)
National
government leaders
20 19 23
State or local
government leaders
19 21 23
2021 Edelman Trust Barometer Spring Update: A World in Trauma.
CRISIS_CRED. Comparing your feelings now to what they were a year
ago, how has your perceptions of the honesty and credibility of these
leaders changed or not based on what they have said and how they
have acted since the start of the pandemic. Please indicate your answer
CEOs and business leaders 17 22 14
using the 4-point scale below. 4-point scale; code 1, remained high over
the past year; code 3, significantly increased over the past year; code 4,
significantly decreased over the past year. Question asked of half of the
sample; “My employer CEO” only asked of those who are an employee
(Q43/1). General population, 14-mkt avg. 23GLOBAL DIVERGENCE ON
WHETHER GOVERNMENT CAN BE TRUSTED TO LEAD
Percent who trust each institution to lead the world into a better future
Developed countries Developing countries
Canada, France, Germany, Brazil, China, India, Mexico,
Japan, S. Korea, UK, U.S. Saudi Arabia, S. Africa, UAE
None of the above 34 10
Government 21 35
Business 14 18
Multinational organizations
14 20
(like the UN)
NGOs 11 11
Media 5 5
2021 Edelman Trust Barometer Spring Update: A World in Trauma. INS_FUT. Which one of the following institutions do you trust the most to lead the world into a better future? Question asked of
half of the sample. General population,7-mkt developed avg. vs. 7-mkt developing avg. 24BUSINESS: BURDENED BY GREAT EXPECTATIONS
PRESSURE MOUNTS FOR BUSINESS
TO TAKE ON SOCIETAL CHALLENGES
Percent who have always believed this is true, and percent who believe it is due to the pandemic
Our country will not be able to overcome our
challenges without business’ involvement
71 68 68 67
60 63 61 59 56 55 54 54 53 53 52
31
35 31 34
33 Pandemic has led me 33
to believe this is true
41 33 32 35 33 33 31 29 30
40 37
27 Have always 33 33 28
22 26 24 21 21 22 24 22
believed this is true 20
Global 14
S.
B
M
In
C
U
U
U
C
Sa
S.
G
Ja
Fr
ra
hi
.S
K
AE
an
er
ex
di
a
pa
Af
ud
Ko
na
nc
z
.
a
m
ic
ad
il
r
n
iA
re
an
ic
o
e
a
a
a
y
ra
bi
a
2021 Edelman Trust Barometer Spring Update: A World in Trauma. LESSONS. Living through a global pandemic can give people a new perspective on things. For each of the items listed below,
please indicate if this is something you felt was true before the pandemic began, something that the pandemic has led you to believe is true, or something that the pandemic has led you to believe is no
longer true. 4-point scale; code 1, always believed to be true; code 2, believe to be true because of the pandemic. General population, 14-mkt avg. 26EMPLOYEES NOW MOST IMPORTANT STAKEHOLDER
Percent who ranked each group as most important to a company achieving long-term success
Pre-pandemic (Jan 2020) May 2021
Customers/clients 40 Employees 40
Employees 37 Customers/clients 34
Communities where Communities where
12 14
they operate they operate
Shareholders 12 Shareholders 12
2021 Edelman Trust Barometer Spring Update: A World in Trauma. PPL_RNK. Please rank the following four groups of people in terms of their importance to a company achieving long-term
success. Give the most important group a rank of 1 and the least important a rank of 4. Question asked of half of the sample. General population, 14-mkt avg. 27NEARLY 8 IN 10 EMPLOYEES EXPECT THEIR COMPANY
TO ACT ON SOCIETAL ISSUES
Percent of employees who expect their
employer to take one or more actions on average,
on each issue:
79
Vaccine hesitancy 84
Climate change 81
Automation 79 %
Infodemic 79
of employees expect their
Racism 79 employer to take action
Immigration and border security 70
2021 Edelman Trust Barometer Spring Update: A World in Trauma. EMP_EXP. For each of the issues listed below, please indicate which of the following you expect your employer to do in regards
to that issue? Pick all that apply on a 6-point scale. Question asked of those who are an employee (Q43/1). General population, 14-mkt avg. Data on the left is a net of codes 1-5 for each attribute.
Data on the right is an average of each attribute on the left. 28PUBLIC EXPECTS CEOS TO
PRIORITIZE SOCIETAL ISSUES EVEN MORE
Percent who feel that
CEOs need to be making a higher priority than they currently are
Saudi Arabia
Global 14
Germany
S. Korea
S. Africa
Majority feel this way
Canada
Mexico
France
Japan
China
Brazil
India
Over a third feels this way
UAE
U.S.
UK
Gender and ethnic pay equality 51 58 57 42 55 51 48 40 56 45 65 39 50 50 52
Ensure their company is trusted 42 59 47 30 33 44 36 21 48 37 58 44 42 48 42
Ensure their company is paying its
40 42 51 27 49 43 33 29 40 27 50 36 30 52 47
fair share of taxes
Reduce their carbon footprint 40 47 48 30 50 46 30 33 50 28 49 39 36 43 37
Ensure their company’s workforce is
30 35 35 31 25 21 28 20 28 26 43 30 30 37 34
inclusive and diverse
Increase their company’s profits
21 18 19 23 12 11 24 19 17 27 25 30 27 19 25
and stock price
2021 Edelman Trust Barometer Spring Update: A World in Trauma. CEO_BETTER. Below is a list of potential expectations that you might have for a company CEO. Which ones do you feel that
CEOs in general need to be making a higher priority than they currently are? Pick all that apply. Question asked of half of the sample. General population, 14-mkt ag. “Gender and ethnic pay equality”
is a net of attributes 10 and 11. 29MORE SUPPORT FOR CEOS TO PRIORITIZE SOCIAL
THAN POLITICAL ISSUES
Percentage point difference between those who say CEOs are
not involved enough vs. too involved in social and political issues
Saudi Arabia
Germany
S. Africa
S. Korea
Canada
Mexico
France
Japan
China
Brazil
India
UAE
U.S.
UK
37 34
31
27 27 27 25 26
17
9 12
Social not involved enough 1
issues too involved
-7
-19
21 21 24
19 16
14
8 7 8
Political not involved enough 1
issues too involved -1
-5
-14
-18
2021 Edelman Trust Barometer Spring Update: A World in Trauma. CEO_ENGAGES. In general, how would you characterize CEOs’ current level of involvement in social issues? Question
asked of half of the sample. CEO_ENGAGEP. In general, how would you characterize CEOs’ current level of involvement in political issues? Question asked of half of the sample. General
population, by market. 30PANDEMIC UNLOCKS
OPPORTUNITY FOR A BETTER FUTURE
Which do you agree with more? Percent who say each is a positive change they
believe will result from the pandemic
As horrible as it is, this
pandemic will lead to
Improvements to our healthcare system 57
valuable innovations
and changes for the better in Greater preparedness for future pandemics 55
how we live, work and treat
Nothing good will come
from this pandemic. It will each other
Innovations around how we work 47
ruin lives, further divide us as a OR
society, and drain resources that
64%
could have been used to Accelerated development of technologies 39
address other social problems.
36%
More attention on climate change 37
2021 Edelman Trust Barometer Spring Update: A World in Trauma. PER_CHOICE. You are about to see a series of two choices. For each pair, we want you to choose the one that you agree with
more. BETTER. You just indicated that you believe that the pandemic will lead to some changes for the better. Which of the following do you believe will be included in those positive changes? Pick all
that apply. Question asked of those who said, “living through the pandemic will lead to changes for the better” (PER_CHOICE/2). General population, 14-mkt avg. 31TOWARD A POST-PANDEMIC WORLD
1 2 3 4
Beware Lean into comparative Employees are now Government must
the pedestal advantage job one lead on foundational
challenges
Business has proven itself Business must make Business must prioritize
invaluable in the pandemic choices and lead where employees, now their most Government involvement is
but can’t solve all societal they have expertise—jobs, important stakeholder. essential on broad societal
problems on its own. training, fair wages and issues such as vaccination,
innovation—and continue return to workplace,
to take action on inclusion privacy, income inequality
and sustainability. and climate change.
32SUPPLEMENTAL DATA
Since January 2021…
TRUST IN BUSINESS
INCREASES IN 9 OF 14 COUNTRIES
- 0 +
Percent trust Distrust Neutral Trust Change, Jan 2021 to May 2021
Pre-pandemic trust > current
60 Trust, pre-pandemic (Jan 2020) 45 49 50 47 48 53 50 58 64 65 68 72 82 82
80 82
71 72 73
62 63
54 55 57
53 53
Global 14 48
44
62 +2
pts
Change,
-3 +2 +2 +3 0 -1 +3 +1 +2 -2 +5 +2 +10 0
S.
Ja
Fr
U
G
C
U
S.
B
Sa
U
M
C
In
K
an
.S
ra
A
hi
er
ex
di
Jan 2021 to
an
pa
K
A
ud
E
.
zi
na
m
a
or
ad
fr
ic
ce
n
l
iA
May 2021
an
ic
o
ea
a
a
ra
y
bi
a
2021 Edelman Trust Barometer Spring Update: A World in Trauma. TRU_INS. [Business in general] 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, 14-mkt avg. 34Since January 2021…
GOVERNMENT NOT TRUSTED
IN 10 OF 14 COUNTRIES
- 0 +
Percent trust Distrust Neutral Trust Change, Jan 2021 to May 2021
Pre-pandemic trust > current
52 Trust, pre-pandemic (Jan 2020) 20 43 37 44 51 39 35 36 45 50 81 76 78 90
85 88
83
77
Global 14 55 57
51 53
48
44 44
56
36 37
27
+1
pt 0 -1 -2 0 -6 +6 +1 +8 -4 -2 -2 +3 +3 +6
Change,
S.
Ja
B
M
S.
U
Fr
U
G
C
In
U
Sa
C
Jan 2021 to
ra
.S
K
an
A
hi
ex
er
di
an
pa
A
K
ud
E
zi
.
na
May 2021
m
a
fr
ic
or
ad
ce
n
l
iA
ic
an
o
ea
a
a
ra
y
bi
a
2021 Edelman Trust Barometer Spring Update: A World in Trauma. TRU_INS. [Government in general] 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, 14-mkt avg. 35Since January 2021…
TRUST IN MY EMPLOYER
INCREASES IN 8 OF 14 COUNTRIES
- 0 +
Percent trust
Distrust Neutral Trust Change, Jan 2021 to May 2021
Pre-pandemic trust > current
Global 14
77 Pre-pandemic (Jan 2020) 64 59 66 76 75 77 80 75 78 74 84 79 86 90
91
83 83 84
79 79 80 80
74 76
70 72
59 60
Global 14
77 +2
pts
Change,
-1 +2 0 -4 -2 +5 0 +3 +5 +8 -3 +4 +10 +2
Ja
S.
Fr
S.
C
U
B
G
U
U
M
Sa
C
In
an
K
ra
A
.S
hi
er
ex
di
Jan 2021 to
an
pa
K
A
ud
E
zi
.
na
m
a
or
fr
ad
ic
ce
n
l
iA
May 2021
ic
an
o
ea
a
a
ra
y
bi
a
2021 Edelman Trust Barometer Spring Update: A World in Trauma. TRU_INS. [Your employer] 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, 14-mkt avg. Attribute only asked of those who are an employee (Q43/1). 36Since January 2021…
MOST INDUSTRY SECTORS
AT OR ABOVE PRE-PANDEMIC TRUST LEVELS
- 0
+
Percent trust in each sector Distrust Neutral Trust Change, Jan 2021 to May 2021
Pre-pandemic trust > current
Pre-pandemic (Jan 2020)
N/A 63 60 66 69 64 66 65 68 69 68 70 68 67 68 76
73 75
72 72
67 67 67 68 68 68 68 69
66
63
59
46
0 +3 +8 +6 +6 +7 +5 +8 +7 +6 +7 +4 +8 +7 +8 +6
So
Fa
Fi
En
A
C
Te
En
Pr
R
Tr
M
Ed
H
Fo
Te
ut
PG
et
ea
na
an
of
an
sh
le
ch
ci
te
er
uc
od
om
ai
lth
co
l.
uf
al
nc
rta
gy
sp
io
no
l
at
an
se
ac
ca
ot
m
m
n
ia
or
io
in
lo
rv
d
ed
tu
ls
iv
m
n
re
m
ta
gy
be
ic
e
s
rin
er
ia
en
tio
es
ve
vi
g
t
n
ce
ra
ge
s
2021 Edelman Trust Barometer Spring Update: A World in Trauma. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point
scale; top 4 box, trust. Industries shown to half of the sample. General population, 14-mkt avg. 37Since January 2021…
TRUST IN MEDIA
INCREASES IN 8 OF 14 COUNTRIES
- 0 +
Percent trust Distrust Neutral Trust Change, Jan 2021 to May 2021
Pre-pandemic trust > current
50 Trust, pre-pandemic (Jan 2020) 37 43 37 35 40 48 44 53 49 59 53 46 73 80
75
71
60 62
57
52 53
Global 14
45 46
39 40 41
36 36
51 +1
pt
Change,
0 -4 +2 +3 -1 0 -2 -2 +1 +4 +4 +2 +2 +5
Ja
S.
Fr
U
S.
U
B
C
G
M
U
Sa
In
C
K
.S
ra
an
A
hi
er
ex
di
Jan 2021 to
an
pa
K
A
ud
E
.
zi
na
m
a
or
fr
ad
ic
ce
n
l
iA
May 2021
ic
an
o
ea
a
a
ra
y
bi
a
2021 Edelman Trust Barometer Spring Update: A World in Trauma. TRU_INS. [Media in general] 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, 14-mkt avg. 38Since January 2021…
TRUST IN NGOS
INCREASES IN 9 OF 14 COUNTRIES
- 0 +
Percent trust Distrust Neutral Trust Change, Jan 2021 to May 2021
Pre-pandemic trust > current
58 Trust, pre-pandemic (Jan 2020) 40 43 59 50 55 58 48 59 59 54 64 73 74 80
78
73
67 69
62
57 58
52 54 54 54
Global 14 47 48
39
58 +1
pt
Change,
-1 +1 -3 +2 -1 +2 +5 +1 -2 +1 +2 +2 +8 0
Ja
G
S.
U
C
Fr
U
B
S.
Sa
U
M
C
In
.S
an
K
ra
A
hi
er
ex
di
Jan 2021 to
an
pa
K
A
ud
E
.
zi
na
m
a
or
ad
fr
ic
ce
n
l
iA
May 2021
an
ic
o
ea
a
a
ra
y
bi
a
2021 Edelman Trust Barometer Spring Update: A World in Trauma. TRU_INS. [Non-governmental organizations in general] 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, 14-mkt avg. 39Since January 2021…
TRUST IN THE EU
INCREASES IN 8 OF 14 COUNTRIES
- 0 +
Percent trust Distrust Neutral Trust Change, Jan 2021 to May 2021
Pre-pandemic trust > current
55 Trust, pre-pandemic (Jan 2020) 42 41 45 44 51 47 60 46 62 54 75 66 63 76
75
62 65
60 61
55
Global 14 46 47 47 49
41 44
38 40
52 0
Change,
+2 +1 +4 +1 -7 +2 -4 +1 0 +1 -4 0 +3 -2
Ja
U
U
S.
G
Fr
S.
C
B
Sa
C
M
U
In
.S
K
an
ra
hi
A
er
ex
di
an
Jan 2021 to
pa
A
K
ud
E
.
zi
na
m
a
fr
or
ad
ic
ce
n
l
iA
ic
an
May 2021
o
ea
a
a
ra
y
bi
a
2021 Edelman Trust Barometer Spring Update: A World in Trauma. TRU_INS. [European Union] 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, 14-mkt avg. Attribute only asked of half of the sample. 40Since January 2021…
TRUST IN THE UN
INCREASES IN 8 OF 14 COUNTRIES
- 0 +
Percent trust Distrust Neutral Trust Change, Jan 2021 to May 2021
Pre-pandemic trust > current
61 Trust, pre-pandemic (Jan 2020) 44 55 48 52 50 70 61 63 51 58 73 65 83 85
80 82
69 70
59 60 60 61
53 55 56
Global 14 50 51
36
60 +2
pts
Change,
+1 +2 +5 -1 +7 -5 +2 0 0 +6 -1 +2 +7 0
Ja
S.
Fr
U
G
S.
C
B
Sa
U
M
U
C
In
.S
an
ra
K
A
hi
er
ex
di
an
Jan 2021 to
pa
A
K
ud
E
.
zi
na
m
a
fr
or
ad
ic
ce
n
l
iA
ic
an
May 2021
o
ea
a
a
ra
y
bi
a
2021 Edelman Trust Barometer Spring Update: A World in Trauma. TRU_INS. [United Nations] 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, 14-mkt avg. Attribute only asked of half of the sample. 41Since January 2021…
TRUST IN THE WORLD HEALTH ORGANIZATION
INCREASES IN 8 OF 14 COUNTRIES
- 0 +
Percent trust Distrust Neutral Trust Change, Jan 2021 to May 2021
80 81
76 77
71
62 63 64
59 59 60
54
Global 14 47
63
35
0
+2 -4 0 +4 +3 -3 +2 -2 -1 +2 +8 +5 +1 -2
Change,
Ja
S.
U
Fr
S.
G
U
C
B
Sa
U
M
C
In
.S
K
an
ra
A
hi
er
ex
di
Jan 2021 to an
pa
K
A
ud
E
.
zi
na
m
a
or
fr
ad
ic
ce
n
l
iA
ic
an
May 2021
o
ea
a
a
ra
y
bi
a
2021 Edelman Trust Barometer Spring Update: A World in Trauma. TRU_INS. [WHO] 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, 14-mkt avg. Attribute only asked of half of the sample. 42Since January 2021…
TRUST IN NATIONAL HEALTH AUTHORITIES
INCREASES IN 8 OF 14 COUNTRIES
- 0 +
Percent trust Distrust Neutral Trust Change, Jan 2021 to May 2021
85 86
78 80 80
71
65 65
58 59
54 55
Global 14 50 51
67 0
Change,
+7 -4 0 0 -2 -7 0 +1 0 +6 -5 -2 +4 +5
S.
Ja
B
Fr
M
S.
G
U
C
U
In
Sa
U
C
ra
.S
an
K
A
hi
ex
er
di
Jan 2021 to an
pa
A
K
ud
E
zi
.
na
m
a
fr
ic
or
ad
ce
n
l
iA
ic
an
May 2021
o
ea
a
a
ra
y
bi
a
2021 Edelman Trust Barometer Spring Update: A World in Trauma. TRU_INS. [National health authorities] 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, 14-mkt avg. Attribute only asked of half of the sample. 43You can also read
