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 Informed Public 1,150 respondents per market 200 in all other markets

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 a Corporation signed by 181 CEOs committed to leading their companies 1 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 in Christchurch, New Zealand: Marty Melville/AFP via Getty Images; 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 People grant societal institutions—government, in four are worried that fake news will 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; on two distinct the 2020 Edelman Trust Barometer, they are no longer in control of their 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 Pay fair wages contract—corporate trust in institutions. In malfeasance, Focus on developed markets, government retraining less than one in three corruption, fake people believe that Partner with news—have upended 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

2 2020 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 drive 76 percent was the basis of the a good job of partnering with NGOs 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 of global companies, year 2000. We have different weights on an unbalanced essential role for always known that playground seesaw; government, business as a means while competence people grant their perceived as both incompetent of improving society. drives 24 percent. trust based on two and unethical, is unable to provide 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

3 A Growing Sense of Inequity

Despite a year of strong global in business and NGOs among the economic performance, trust in informed public is 15 points higher Less than 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 Skepticism about the fairness of 1 in 3 climbing into trusted territory. Business and NGOs remain tied as our current systems is mounting. people in 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 developed by government and media (each at the few over everyone. Government, markets believe 49 percent). more than any institution, is seen as least fair; 57 percent of the general they and their 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 families will be informed public—wealthier, more percent say government serves the educated, and frequent consumers interests of everyone. better off in five of news—remain far more trusting years' time of every institution than the mass Globally, fears about being left 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 all-time-high trust inequality. Trust with the sentiment, “I worry about and dignity I once enjoyed in 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. 564 2020 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 # of markets 80 Saudi Arabia 64 UAE 11 8 with record trust 78 Thailand 62 Thailand 16 inequality at an 75 UAE 60 Singapore 11 all-time high 71 Mexico 59 Saudi Arabia 21 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 60 Brazil 48 Italy 16 60 Ireland 45 Australia 23 59 Spain 45 U.S. 8 1 in 5 58 Kenya 44 Germany 20 57 UK 44 S. Africa 5 respondents 54 Hong Kong 43 Ireland 17 53 Japan 42 France 21 agree that 53 U.S. 42 Japan 11 the system 50 S. Korea 42 Spain 17 49 S. Africa 39 UK 18 is working 41 Russia 27 Russia 14 for them

5 Fears 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 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; 66%

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 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 economy 61

Looming recession 60

Lack of training 58 Cheaper foreign competitors 55

Immigrants who work for less 54

Automation 53

Jobs moved to % other countries 50 836 2020 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 The challenge for our institutions, of parliamentary democracy, the lit the gunpowder, the conditions whether in Britain, or most developed “mother of parliaments,” and a were set by years of institutional countries, is how to respond to the respected voice of sense on the failures - the financial crash; the MPs change that citizens from all walks world stage find itself in such an expenses scandal; phone hacking of life are calling for. Undoubtedly, unaccustomed place? and the advent of fake news on social 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 how to respond to it. They were too Other parts of the UK media openly 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 venom, a platform used to abuse, “Take Back Control” – demonstrated to delegitimize and to threaten. that the control they had been promised was illusory. This turned 57 18 39 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 In the early hours of December 13th, of the wealthier, more educated and possibly, given the erosion of trust 2019, as the general election results more well-informed in society versus in democracy and capitalism, it may came in, we found out the response the rest (an 18-point gap). Smaller also mean reform in order to make to three years of drift: millions of than the previous year, but significant the system work better for those our people in the general population who nevertheless. 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 whether we can repair trust in our “democracy is losing its effectiveness Boris Johnson won with a simple core institutions. as a form of government.” That is message: “Get Brexit Done.” But

7 Trust 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

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

8 2020 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 companies have traditionally placed Global Executive competent. And business, the only Director, Edelman institution described as competent, on communicating their performance, Intellectual Property is not seen as ethical. Competence competence or product quality more 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 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 3xmore 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

57 Serves the Serves the 54 interests of interests of 51 only the few everyone equally and fairly 42 40 30 32 29

Government Media Business NGOs

9 Business: 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 Percent who ranked each group Communities businesses that want to gain trust. as most important

Chiefly, business should recognize 12 the imperative to serve the interests Employees 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 87 Roundtable’s endorsement of a Reflecting the perceived lack of one or more issues, with training for 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 employer’s CEO speak future • ethical use of tech • %automation’s impact on jobs • out on one or more of income inequality • diversity • 92these issues: climate change • immigration

10 2020 Edelman Trust Barometer

The Opportunity for Government: Partnership

to welcome regulation and provide Lisa Osborne Ross that trust also extends to issues President, that have the most direct impact on input on the process because they Washington D.C. everyday life, such as inclusion and understand government’s role in 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. I am a firm believer in the promise of more transparency and focus on Sixty-one percent of people do not government. My parents were proud how it can improve people’s lives in believe that government understands civil servants, I served in government, tangible ways at the local level. 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 government gig economy necessary as a result 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

11 The 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 +13 +17 right) point to areas that provide NGOs Business the most room for improvement Transparency about funding 35 Partner with NGOs 33 in each institution’s performance. Expose corruption 35 If each institution can address 35 Jobs that pay a decent wage 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 38 Contribute to communities 41

The most consistent low-scorer Government +17 Media +20 among NGOs, business and government is partnership, with Reduce partisanship 26 Keep social media clean 34 each institution not seen as Partner with NGOs 30 Being objective 35 a good partner to the others. Information quality Collaboration then becomes Community-level problems 31 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

12 2020 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 strategies that give our clients the companies Edelman Intelligence confidence to lead and act with (research) and United Entertainment certainty, earning the trust of their Group (entertainment, sports, lifestyle). stakeholders. Visit edelman.com for Our honors include the Cannes Lions more information. Grand Prix for PR; Advertising Age’s