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Edelman Trust Barometer Country Report Trust in Singapore 21st ANNUAL EDELMAN TRUST General Online Population Informed Public BAROMETER 500 respondents in U.S. and China; 1,150 100 respondents in Nigeria; Methodology respondents per country 200 in all other countries Ages Represents 17% of total global population 18+ Must meet 4 criteria: Online survey in 28 countries* ‣ Age 25-64 All slides show general 33,000+ respondents online population data ‣ College-educated 2021 Edelman Trust Barometer fieldwork unless otherwise noted ‣ In top 25% of household income conducted from October 19 to November 18, 2020 per age group in each country ‣ Report significant engagement in public policy and business news *The 2021 Trust Barometer 27-market global averages (for the general population, mass population and informed public) do not include Nigeria Mass Population 27-market global data margin of error: General population +/- 0.6% All population not including (N=31,050); informed public +/- 1.3% (N=6,000); mass population +/- 0.6% (N=25,050+); half-sample global general online population +/- informed public 0.8% (N=15,525). Country-specific data margin of error: General population +/- 2.9% Represents 83% of total global (N=1,150); informed public +/- 6.9% (N=min 200, varies by country), population except for China and U.S. +/- 4.4% (N=500) and Nigeria +/- 9.8% (N=100); mass population +/- 3.0% to 3.6% (N=min 736, varies by country), except for Nigeria +/- 2.9% (N=1,125). U.S. Post-Election Supplement 1,500 U.S. respondents, fielded December 14 to 18, 2020 U.S. Post-Election Supplement margin of error: +/- 2.5% (N=1,500). U.S. Post-Election Supplement ethnicity-specific data margin of error: Non-Hispanic White +/- 3.3% (N=894); all others +/- 4.0 (N=607). 2 21 YEARS OF TRUST 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Rising Fall of the Earned Media U.S. Trust A “Person Like Business More Young People Trust in Performance Business Must Influence of Celebrity CEO More Credible Companies in Shifts from Me” Emerges Trusted Than Have More Business and Partner With NGOs Than Europe Suffer “Authorities” as Credible Government Trust in Plummets Transparency Government to Advertising Trust Discount to Peers Spokesperson and Media Business Essential to Regain Trust Trust 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Fall of Crisis of Business Trust is Growing Trust in The Battle Trust Trust: Declaring Government Leadership to Lead Essential to Inequality Crisis for Truth at Work Competence Information and Ethics the Debate Innovation of Trust Bankruptcy for Change 3 2020 2021 YtY General population General population Change TRUST INDEX IN 54 Global 27 56 Global 27 +2 82 China 77 India -2 SINGAPORE RISES 79 India 72 China -10 Record year-over- year decline in 72 Indonesia -1 73 Indonesia China’s Trust Index BY 6 POINTS 66 Thailand 69 Saudi Arabia +8 65 UAE 68 Singapore +6 62 Mexico 67 UAE +2 Trust Index 62 Singapore 66 Malaysia +6 61 Saudi Arabia 63 The Netherlands +6 - 0 + 60 Malaysia 61 Thailand -5 Distrust Neutral Trust Change, 2020 to 2021 57 Kenya 59 Australia +12 (1-49) (50-59) (60-100) 57 The Netherlands 59 Kenya +2 53 Canada 59 Mexico -3 53 Colombia 56 Canada +3 51 Brazil 53 Germany +7 Greatest decline in China (-10); 50 S. Korea 52 Italy +3 greatest increase in Australia (+12) 49 Argentina 51 Brazil 0 49 Italy 50 Ireland +5 U.S. Trust Index 47 Australia 48 Colombia -5 53 16 countries gained trust, 48 48 France +3 47 9 countries lost trust 47 U.S. 43 46 Germany 48 S. Africa +4 45 France 48 U.S. +1 45 Ireland 47 Argentina -2 -5 45 Spain 47 S. Korea -3 0 2021 Edelman Trust Barometer. The Trust Index is the average 44 S. Africa 45 Spain percent trust in NGOs, business, government and media. TRU_INS. 42 Japan 45 UK +3 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 42 UK 40 Japan -2 box, trust. General population, 27-mkt avg. 4 30 Russia 31 Russia +1 A STRONG TRUST ECOSYSTEM IN SINGAPORE, LED BY GOVERNMENT Percent trust - 0 + Business more trusted Distrust Neutral Trust Change, 2020 to 2021 than government in 18 of 27 countries Business NGOs Government Media 61 57 53 51 +2 56 pts GLOBAL TRUST +2 -1 +3 +2 INDEX Change, l 2020 to 2021 Government NGOs Business Media 76 70 65 +6 62 68 pts SG TRUST INDEX Change, 2020 to 2021 +6 +6 +7 +7 2021 Edelman Trust Barometer. 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. General population, 27-mkt avg. 5 IN SINGAPORE, ALL INSTITUTIONS SEEN ETHICAL 2021 35 2020 AS BOTH COMPETENT Government (11, 32) AND ETHICAL NGOs (Competence score, net ethical score), (9, 29) in Singapore Media (2, 17) Business (15, 13) LESS COMPETENT - 50 50 COMPETENT -35 UNETHICAL 2021 Edelman Trust Barometer. The ethical scores are averages of nets based on INS_PER_DIM/1-4. Question asked of half of the sample. The competence score is a net based on TRU_3D_INS/1. Depending on the question it was either asked of the full of half the sample. General population, Singapore. For full details regarding how this data was calculated and plotted, please see the Technical Appendix. 6 PANDEMIC PUTS TRUST TO THE TEST 2021 2021 TRUST INEQUALITY Informed public Mass population Trust gap 68 Global 27 52 Global 27 16 Record trust inequality SPREADS FURTHER 86 India 68 China 14 86 Saudi Arabia 68 Indonesia 15 Trust Index 83 Indonesia 67 India 19 82 China 67 Saudi Arabia 19 79 The Netherlands 66 Singapore 10 79 UAE 65 UAE 14 78 Malaysia 63 Malaysia 15 Distrust Neutral Trust 77 Australia 62 The Netherlands 17 (1-49) (50-59) (60-100) 76 Singapore 58 Kenya 7 DOUBLE-DIGIT TRUST 75 Thailand 56 Mexico 10 INEQUALITY IN RECORD 66 Italy 56 Thailand 19 NUMBER OF COUNTRIES 66 Mexico 55 Australia 22 Nr. of countries with 65 France 55 Canada 9 double-digit trust inequality 65 Kenya 52 Germany 10 Mass population 16 points less trusting Global 22 21 65 S. Africa 51 Italy 15 64 Canada 49 Nigeria* 3 63 Ireland 48 Ireland 15 62 Brazil 47 Brazil 15 62 Germany 46 Colombia 13 7 62 U.S. 45 France 20 59 Colombia 44 Argentina 12 59 S. Korea 44 S. Africa 21 59 UK 44 Spain 13 2012 2021 57 Spain 44 U.S. 18 56 Argentina 43 16 2021 Edelman Trust Barometer. The Trust Index is the average S. Korea percent trust in NGOs, business, government and media. TRU_INS. 52 Japan 43 UK 16 Below is a list of institutions. For each one, please indicate how 52 Nigeria* 39 Japan 13 much you trust that institution to do what is right. 9-point scale; top 4 13 box, trust. Informed public and mass population, 27-mkt avg. 41 Russia 28 Russia *Nigeria not included in the global average 8 PANDEMIC ADDED Percent who are concerned Percent who are fearful TO PERSISTENT 90 PERSONAL AND 76 SOCIETAL FEARS 73 Percent who are concerned, 65 65 and percent who are fearful, in Singapore 54 29 29 26 25 2021 Edelman Trust Barometer. 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, Job loss (net) Hackers and Climate change Losing my Contracting how much do you worry about each of the following? 9-point scale; cyber-attacks freedoms as a COVID-19 top 4 box, worry; top 2 box, fear. Non-job loss attributes shown to citizen half of the sample. General population, Singapore. Job loss asked of those who are an employee (Q43/1). Job loss is a net of attributes 1- 3, 5, and 22-24. 9 PANDEMIC ACCELERATES JOB LOSS FEARS Percent who agree, in Singapore As a result of the pandemic, I worry that the pandemic will accelerate a portion of our workforce has seen their the rate at which companies replace work hours reduced or their human workers with AI and robots jobs eliminated A large percentage A small percentage 63% % 23 40 62 2021 Edelman Trust Barometer. LAY_OFFS. Has the organization you work for had to lay-off or furlough any employees as a result of the economic impact of the pandemic? Code 1, yes, a large percentage; code 2, yes, a small percentage. Question asked of those who are an employee (Q43/1). Total layoff/furlough percentage is a sum of code 1 and 2. SOC_AGR. 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, Singapore. 10 PANDEMIC DEEPENS INEQUITIES AROUND THE WORLD Percent who agree Those with less education, less money and fewer resources are being unfairly burdened with most of the suffering, risk of illness, and need to sacrifice due to the pandemic 78 72 70 70 69 68 66 65 65 65 65 64 63 63 61 59 58 58 58 58 57 57 55 55 54 54 54 Global 27 52 62% 2021 Edelman Trust Barometer. CV1_Q3. Please indicate your level of agreement with the statements below using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”.
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