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21St ANNUAL EDELMAN TRUST BAROMETER General Online Population 1150 Global Report CAUTION: DATA NOT FACT-CHECKED, DO NOT DISTRIBUTE UNDER EMBARGO UNTIL JANUARY 13, 2021 DATA DESIGN NARRATIVE FOR SARAH/TONIA/DAVID REQUEST DONE 21st ANNUAL General Online Population EDELMAN TRUST 1,150 Ages All slides show general Informed Public online population data respondents 18+ unless otherwise noted 500 respondents in U.S. and China; BAROMETER per market 200 in all other markets Methodology Represents 17% of total global population Must meet 4 criteria ‣ Ages 25-64 ‣ College-educated ‣ In top 25% of householdincome per age group in each market ‣ Report significant media consumption and engagement in public policy and Online survey in 28 markets business news 33,000+ respondents total All fieldwork was conducted between Mass Population October 19 and November 18, 2020 All population not including informed public Represents 83% of total global population 27-market global data margin of error: General population +/- 0.6% (N=31,050), informed public +/- 1.2% (N=5,000), mass population +/- 0.6% (26,050+), half-sample global general online population +/- 0.8% (N=15,525). TBD - Add a note about Nigeria not in global average Market-specific data margin of error: General population +/- 2.9% (N=1,150), informed public +/- 6.9% (N = min 200, varies by All slides show 27 market averages unless otherwise market), China and U.S. +/- 4.4% (N=500), mass population +/- indicated 3.0% to 3.6% (N =min 736, varies by market). 2 PANDEMIC PUTS TRUST TO THE TEST CAUTION: DATA NOT FACT CHECKED 2020 2021 YtY A YEAR OF General population General population Change 54 Global 27 56 Global 27 +2 Distrust Neutral Trust (1-49) (50-59) (60-100) TRUST WINNERS 82 China 77 India -2 79 India 72 China -10 - 0 + AND LOSERS -1 73 Indonesia 72 Indonesia Change, 2020 to 2021 69 Saudi Arabia +8 Trust Index 66 Thailand 65 UAE 68 Singapore +6 62 Mexico 67 UAE +2 62 Singapore 66 Malaysia +6 61 Saudi Arabia 63 The Netherlands +6 60 Malaysia 61 Thailand -5 57 Kenya 59 Australia +12 57 The Netherlands 59 Kenya +2 53 Canada 59 Mexico -3 15 countries gained trust, 53 Colombia 56 Canada +3 10 countries lost trust 51 Brazil 53 Germany +7 50 S. Korea 52 Italy +3 51 Brazil Global Trust Index increases 2 points, 49 Argentina 0 with increases in 17 and decreases in 10 of 49 Italy 50 Ireland +5 27 markets 47 Australia 48 Colombia -5 47 U.S. 48 France -5 46 Germany 48 S. Africa +3 45 France 48 U.S. +4 45 Ireland 47 Argentina +1 45 Spain 47 S. Korea -2 44 S. Africa 45 Spain -3 2021 Edelman Trust Barometer. The Trust Index is the average 45 UK percent trust in NGOs, business, government and media. TRU_INS. 42 Japan 0 Below is a list of institutions. For each one, please indicate how 42 UK 40 Japan -2 much you trust that institution to do what is right. 9-point scale; top 4 31 Russia box, trust. General population, 27-mkt avg. 30 Russia +1 4 CAUTION: DATA NOT FACT CHECKED 2021 2021 EPIDEMIC OF Informed public Mass population Trust gap 68 Global 27 52 Global 27 16 Distrust Neutral Trust (1-49) (50-59) (60-100) TRUST INEQUALITY 86 India 68 China 14 86 Saudi Arabia 68 Indonesia 15 SPREADS 83 Indonesia 67 India 19 82 China 67 Saudi Arabia 19 FURTHER 79 The Netherlands 66 Singapore 10 79 UAE 65 UAE 14 Trust Index 78 Malaysia 63 Malaysia 15 77 Australia 62 The Netherlands 17 76 Singapore 58 Kenya 7 75 Thailand 56 Mexico 10 66 Italy 56 Thailand 19 Record trust inequality Mass population 16 points less trusting 66 Mexico 55 Australia 22 65 France 55 Canada 9 65 Kenya 52 Germany 10 22-market average Nr. of markets 65 S. Africa 51 Italy 15 Record number of markets with double-digit with double digit trust 64 Canada 49 Nigeria* 3 trust inequality inequality 21 63 Ireland 48 Ireland 15 62 Brazil 47 Brazil 15 62 Germany 46 Colombia 13 62 United States 45 France 20 59 Colombia 44 Argentina 12 7 59 S. Korea 44 S. Africa 21 59 United Kingdom 43 S. Korea 16 57 Spain 44 Spain 13 56 Argentina 44 United States 18 2021 Edelman Trust Barometer. The Trust Index is the average 2012 2021 percent trust in NGOs, business, government and media. TRU_INS. 52 Japan 43 United Kingdom 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 is excluded from the global average. 5 CAUTION: DATA NOT FACT CHECKED MOST POWERFUL COUNTRIES LOSE TRUST CAPITAL Trust in companies headquartered in each market Distrust Neutral Trust (1-49) (50-59) (60-100) Global 22 Global 27 71 Percent trust in the national 69 68 68 government of each foreign country 65 63 64 62 61 58 56 54 50 51 48 61 53 40 38 30 36 36 35 34 2014 2015 2016 2017 2018 2019 2020 2021 2021 Edelman Trust Barometer. TRU_NAT. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, 22-mkt avg. TRU_GOV. Please indicate how much you trust the national government of each of the following countries to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Question asked of half of the sample. Respondents were not asked to rate their home country. General population, 27-mkt avg. 6 CAUTION: DATA NOT FACT CHECKED SPRING PANDEMIC TRUST SURGE FOLLOWED BY DECLINES Trust Index, 11 countries included in the 2020 Trust Barometer Spring Update +/- +/- +/- + Jan 2020 to May 2020 to Jan 2020 to - 0 May 2020 Jan 2021 Jan 2021 Distrust Neutral Trust Change, wave to wave (1-49) (50-59) (60-100) China +8 -18 -10 S. Korea +8 -11 -3 Canada +10 -7 +3 UK +10 -7 +3 61 Mexico +3 -6 -3 -5 +6 U.S. +6 -5 +1 Global 11 Germany +10 -3 +7 56 Change, +1 55 Jan 2020 India +1 -3 -2 to Jan 2021 France +4 -1 +3 Japan -2 0 -2 Saudi Arabia +7 +1 +8 Jan 2020 May 2020 Jan 2021 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, 11-mkt avg. 7 CAUTION: DATA NOT FACT CHECKED TRUST DECLINES ACROSS ALL INSTITUTIONS - 0 + FOLLOWING SPRING SURGE Distrust Neutral Trust Change, wave to wave (1-49) (50-59) (60-100) Percent trust (11-market average) Business Government NGOs Media Business trust least volatile 65 62 62 -8 +4 -3 +4 59 +11 -6 58 58 57 56 56 54 +5 -6 51 50 Jan 2020 May 2020 Jan 2021 Jan 2020 May 2020 Jan 2021 Jan 2020 May 2020 Jan 2021 Jan 2020 May 2020 Jan 2021 2021 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. General population, 11-mkt avg. 8 CAUTION: DATA NOT FACT CHECKED BUSINESS IS MOST TRUSTED INSTITUTION Percent trust - 0 + Distrust Neutral Trust Change, 2020 to 2021 Business NGOs Government Media 61 57 53 51 +2 pts 56 Business TRUST INDEX +2 increases lead -1 +3 +2 Change, over NGOs 2020 to 2021 l l 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. 9 CAUTION: DATA NOT FACT CHECKED BUSINESS NOW ONLY INSTITUTION SEEN AS ETHICAL BOTH COMPETENT 35 2021 2020 AND ETHICAL (Competence score, net ethical score) NGOs (-5, 16) NGOs Business (14, 5) Media (-19, -3) LESS COMPETENT - 50 50 COMPETENT Media Business Government (-34, -10) Government -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, 24-mkt avg. Data not collected in China, Russia and Thailand. For full details regarding how this data was calculated and plotted, please see the Technical Appendix. 10 CAUTION: DATA NOT FACT CHECKED MY EMPLOYER CONTINUES TO BE TRUSTED AROUND THE WORLD Percent trust in my employer - 0 + Distrust Neutral Trust Change, 2020 to 2021 Trust in my employer stable or rising in 18 of 27 markets Global 27 92 89 86 85 83 83 82 79 79 79 78 77 76 76 76 76 75 74 73 72 72 71 70 70 69 66 76% 60 58 Business 61 NGOs 57 Government 53 Media 51 l0 l-1 l+2 l+1 l+7 l+1 l0 l-1 l+5 l0 l+3 l+4 l+1 l+1 l+4 l0 l-13 l-12 l0 l0 l-2 l-6 l+4 ln/a l-1 l+3 l-4 l-1 My employer more trusted than institutions 2021 Edelman Trust Barometer.
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