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2020 Edelman Trust Barometer

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2020 Edelman Trust Barometer Trust in Canada @EdelmanCanada #TrustBarometer www.edelman.ca/trust- barometer/trust-barometer-2020 20TH ANNUAL General Online Population EDELMAN TRUST 1,150 Ages All slides show general Informed Public BAROMETER online population data respondents 18+ unless otherwise noted 500 respondents in U.S. and China; Methodology per market; 200 in all other markets 1,500 Represents 17% of total global population in Canada Must meet 4 criteria ‣ Ages 25-64 ‣ College-educated ‣ In top 25% of householdincome per Online survey in 28 markets age group in each market 34,000+ respondents total ‣ Report significant media consumption and engagement in public policy and All fieldwork was conducted between business news October 19 and November 18, 2019 Mass Population 28-market global data margin of error: General population +/- 0.6% (N=32,200), informed public +/- 1.2% (N=6,200), mass population +/- All population not 0.6% (26,000+), half-sample global general online population +/- including informed public 0.8% (N=16,100). Market-specific data margin of error: General population +/- 2.9% 2020 Gen Z oversample Represents 83% of total (N=1,150), informed public +/- 6.9% (N = min 200, varies by market), 250 respondents age 18-24 per market global population China and U.S. +/- 4.4% (N=500), mass population +/- 3.0% to 3.6% (N =min 736, varies by market). Gen Z MOE: 28-market = +/- 1.5% (N=4,310) Market-specific = +/- 5.3 to 10.5% (N=min 88, varies by market). 2 TRUST ESSENTIAL TRUST MATTERS TO… FOR FUTURE SUCCESS 20 years of Edelman research on trust INVESTORS CONSUMERS EMPLOYEES REGULATORS Trusted Trusted companies Trust drives Trusted companies companies are more have stronger workplace have greater likely to receive consumer buyers recommendations license to operate institutional and advocates investment • 2M+ respondents • 400+ companies • 80k employee reviews RESILIENCE THE MARKET MEDIA AGAINST RISK COVERAGE • Interviews with 50+ business leaders Trusted companies’ Trusted companies stock outperform Trusted companies • 23M measures of trust are more resilient their respective are more immune in the face of crisis sectors to the media cycle • Review of 150+ academic articles and 80+ models of trust • Trust and stock price analysis for 80 companies 3 20 YEARS OF TRUST 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Rising Fall of the Earned Media U.S. Trust A “Person Like Business More Young People Trust in Performance Influence of Celebrity CEO More Credible Companies in Shifts from Me” Emerges Trusted Than Have More Business and NGOs Than Europe Suffer “Authorities” as Credible Government Trust in Plummets Transparency Advertising Trust Discount to Peers Spokesperson and Media Business Essential to Trust 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Business Must Fall of Crisis of Business Trust is Growing Trust in The Battle Trust Trust: Partner With Government Leadership to Lead Essential to Inequality Crisis for Truth at Work Competence Government to the Debate Innovation of Trust and Ethics Regain Trust for Change 4 2019 2020 CONTINUED General population General population 53 Global 26 54 Global 26 Distrust Neutral Trust (1-49) (50-59) (60-100) DISTRUST 79 China 82 China Trust Index 73 Indonesia 79 India - 0 + 72 India 73 Indonesia Change, 2019 to 2020 71 UAE 65 UAE 70 Saudi Arabia 62 Mexico 62 Singapore 62 Singapore Declines in 59 Malaysia 61 Saudi Arabia 58 Mexico 60 Malaysia Saudi Arabia -9 56 Canada -3 57 The Netherlands 55 Hong Kong 53 Canada UAE -6 Global Trust Index increases 1 pt., with 54 The Netherlands 53 Colombia increases in 16 of 26 markets measured 52 Colombia 51 Brazil -5 49 U.S. 50 Hong Kong Hong Kong 48 Australia 50 S. Korea 12 of 26 markets are distrusters, 46 Argentina 49 Argentina Canada -3 down 2 from 2019 46 Brazil 49 Italy 46 Italy 47 Australia U.S. -2 46 S. Korea 47 U.S. 45 S. Africa 46 Germany Australia -+51 44 France 45 France 44 Germany 45 Ireland S. Africa -51 43 U.K. 45 Spain 2020 Edelman Trust Barometer. The Trust Index is the average 42 Ireland 44 S. Africa U.K. -1 per cent trust in NGOs, business, government and media. TRU_INS. 40 Spain 42 Japan Below is a list of institutions. For each one, please indicate how 39 Japan 42 U.K. much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 26-mkt avg. 29 Russia 30 Russia 5 2019 2020 TRUST RISES FOR Informed Public Informed public 64 Global 26 65 Global 26 Distrust Neutral Trust INFORMED PUBLIC, 88 China 90 China (1-49) (50-59) (60-100) 84 Saudi Arabia 87 India BUT DROPS IN 83 India 82 Indonesia 83 Indonesia 80 Saudi Arabia CANADA 83 UAE 75 UAE 74 Canada 71 Mexico Trust Index 70 Malaysia 71 Singapore 69 Singapore 68 Australia 68 Mexico 68 Malaysia 67 The Netherlands -7 67 Canada 66 Hong Kong 67 The Netherlands 64 U.K. 64 Germany 61 S. Korea 64 Italy 60 Germany 63 France 60 U.S. 62 Colombia 59 Australia 60 Argentina 59 France 60 Brazil 56 Colombia 60 Ireland 53 Argentina 59 Spain 53 Italy 57 U.K. 53 Japan 54 Hong Kong 53 S. Africa 53 Japan 51 Brazil 53 U.S. 2020 Edelman Trust Barometer. The Trust Index is the average 48 Ireland 50 S. Korea per cent trust in NGOs, business, government and media. TRU_INS. Below is a list of institutions. For each one, please indicate how 47 Spain 49 S. Africa much you trust that institution to do what is right. 9-point scale; top 4 35 Russia 41 Russia box, trust. Informed public, 26-mkt avg. 6 TRUST INEQUALITY PERSISTS IN CANADA Trust index, Canada Trust Previous high (60-100) Neutral (50-59) Distrust Informed (1-49) Public 74 67 8pt gap 63 63 20pt gap 62 62 16pt gap 60 58 55 14pt gap 14pt gap 53 55 54 5353 53 54 Mass 51 5151 51 Population 50 48 48 2012 2013 2014 2015 2016 2017 2018 2019 2020 2020 Edelman Trust Barometer. The Trust Index is the average per cent 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, Canada. 7 TWO DIFFERENT TRUST REALITIES Distrust Neutral Trust Per cent trust in Canada NGOs Business Government Media 76 75 73 73 72 64 64 64 Informed public All four institutions trusted Trust gap, 2019 2020 2019 2020 2019 2020 2019 2020 informed public vs. mass population 22 13 15 12 56 55 53 53 51 50 49 52 Mass population No institutions trusted 2019 2020 2019 2020 2019 2020 2019 2020 2020 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. 9-point scale; top 4 box, trust. Informed public and mass population, Canada. 8 STRONG SENSE OF INJUSTICE; LACK OF CONFIDENCE IN THE SYSTEM Per cent in Canada who agree + - 0 Change, 2019 to 2020 How true is this for you? Capitalism as it exists today does more harm than Sense of injustice 74 53 good in the world Desire for change 69 Lack of confidence 65 Lack of hope 30 32 15 -1 -3 +4 % The system is… Working for me Not sure Failing me 47 2020 Edelman Trust Barometer. “System failing” measure. For full details on how the “system failing” measure was calculated, please refer to the Technical Appendix. POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is. 9-point scale; top 4 box, true. General population, Canada. Sense of injustice is an average of POP_MDC/1,2,3,8; Desire for change is POP_MDC/9; Lack of confidence is POP_MDC/10; Lack of hope is an average of POP_MDC/18,19,20 [reverse scored]. TMA_SIE_SHV. 9 Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, Canada. PESSIMISM ABOUT ECONOMIC PROSPECTS Per cent who believe they and their families will be better off in five years’ time - 0 + Change, 2019 to 2020 Majority pessimistic in 15 of 28 markets 90 80 75 77 77 70 66 68 69 57 58 59 60 47 42 43 35 36 37 37 31 31 32 34 27 29 23 19 15 l-5 l-3 l-4 l-4 l-2 l-7 l-9 l0 l-2 l-6 l-2 l-4 l-10 l-9 l-8 l-7 l+1 l-2 ln/a l-10 l-9 l-4 l-6 l-4 l+3 l-8 l-5 l-3 ln/a 2020 Edelman Trust Barometer. CNG_FUT. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years’ time? 5-point scale; top 2 box, better off. General population, 26-mkt avg. 10 WORRY ABOUT THE FUTURE OF WORK Per cent of employees in Canada who worry about job loss due to each issue Freelance/gig economy 56 I worry about losing my job due to one or more of these causes Lack of training/skills 50 Looming recession 49 Automation 45 Immigrants who work for less 43 Cheaper foreign competitors 42 76% Jobs moved to other countries 36 2020 Edelman Trust Barometer.
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