The Edelman TRUST BAROMETER™
This annual survey, The Edelman TRUST BAROMETER™, is now in its 17th year and is an established and authoritative indicator of organisational trust and credibility. Produced by the global communications marketing firm, Edelman, more than 33,000 people were surveyed representing 15% of the population, across 28 countries.
2017 survey findings
The global survey details further findings:
- There needs to be a shift in CEO focus: away from short-term results and lobbying to job creation and positive long-term impact.
- The credibility of CEOs continues to fall (by 12 points this year to 37%). People want business leaders to be more visible in discussions concerning income inequality and public policy.
- family-owned companies remain most trusted, trailed by public and state-owned businesses.
- Companies headquartered in developed markets are still more trusted than those based in developing markets, with Canada, Sweden and Switzerland being the most trusted.
- Trust in online-only media increases by 5% to 51% (since 2012) but falls in traditional media by 5% to 57%.
- Nearly two-thirds of those surveyed increasingly put their trust in search engines.