Beruflich Dokumente
Kultur Dokumente
Executive
Summary
Methodology
Online survey in 28 countries
17 years of data
33,000+ respondents total
25-minute survey
All fieldwork was conducted between
October 13th and November 16th, 2016
Informed Public
Nine years in 20+ markets
500 respondents in U.S. and
China; 200 in all other countries
Represents 13% of total population
Must meet four criteria:
Ages 25-64
College educated
In top 25% of household income
per age group in each country
Report significant media consumption and
engagement in business news and public policy
Mass Population
All population not including
Informed Public
On the cover, from top right: WikiLeaks founder Julian Assange prepares
to speak from Ecuadorian embassy balcony in London: Getty Images/Tolga
Akmen/Anadolu Agency; South Korean President Park Geun Hye expresses her
readiness to resign: Getty Images/Pool/Kyodo News; Assad regime hits civilians
in Aleppo: Getty Images/Ibrahim Ebu Leys/Anadolu Agency; President-elect
Donald Trump on his Thank You Tour in Grand Rapids, Michigan: Getty Images/
Drew Angerer; Pro-Brexit demonstrators call for government to trigger Article
50: Getty Images/Jack Taylor; Barcelona FCs Leo Messi testifies in Panama
Papers fraud case: Getty Images/Alberto Estevez Pool; Theranos founder and
CEO, Elizabeth Holmes photographed for Forbes on September 22, 2014 on
Theranos campus: Getty Images/Ethan Pines/Forbes Collection/Corbis; New
York Post December 6, 2016, issue covers Amazons new supermarket without
cashiers; impeached President Dilma Rousseff delivers her farewell address in
Alvorado Palace in Brazil: Getty Images/Mario Tama.
Contents
02 An Implosion of Trust
04 The State of Trust
06 A Loss of Belief
in the System
08 Where Trust Is Low,
Action Intensifies
10 The Echo
Chamber Effect
12 Business Is on Notice
14 Business: The Last
Retaining Wall
16 With the People
It has been a year of unimaginable effects of these forces. The celebrated erosion of social values, immigration and
upheaval. The incumbent party or elected benefits of free tradeaffordable products rapid pace of change. Countries that
head of state in five of the top 10 global for mass consumption and the raising combine a lack of faith in the system
economies (Brazil, Italy, South Korea, of a billion people out of povertyhave with deep societal fears, such as France,
U.K., U.S.) has been deposed or defeated. suddenly been supplanted by concerns Italy, South Africa, the United States, and
Populist candidates are leading or growing about the outsourcing of jobs to lower- Mexico, are electing or moving towards
in strength in upcoming elections in France cost markets. The impact of automation populist candidates.
and Germany. The U.K. voted to exit the is being felt, especially in lower-skilled
European Union. There have been violent jobs, as driverless trucks and retail These macro trends are causing
terrorist acts in Belgium, France, Germany, stores without cashiers become reality. destabilizing aftershocks, with important
and the U.S., plus the never-ending tragedy negative consequences for trust:
in Syria. Bribery has been exposed at some We have moved beyond the point of
of Brazils leading companies, with CEOs trust being simply a key factor in product First, the trust collapse has moved beyond
sent to jail. An American unicorn health purchase or selection of employment a simple class vs. mass problem to a
diagnostics start-up with a sterling board opportunity; it is now the deciding factor systemic threat. More than three-quarters
of directors and huge private financing in whether a society can function. As of respondents among both informed and
was found to have falsified its clinical trials. trust in institutions erodes, the basic general populations agree that the system
The release of the Panama Papers proved assumptions of fairness, shared values is biased against regular people and
tax evasion on a global scale by business and equal opportunity traditionally upheld favors the rich and powerful. Although we
moguls and superstar athletes alike. The by the system are no longer taken for have reached unprecedented trust gaps
mainstream media lost audience as its granted. We observe deep disillusion on between the informed public and the mass
advertising melted away and it confronted both the left and the right, who share population averaging nearly 20 points in
the specter of fake news. opposition to globalization, innovation, the U.S., U.K. and France (and gaps of 10
deregulation, and multinational institutions. or more points in strong economies such
The 2017 Edelman Trust Barometer finds There is growing despair about the future, as India and China), the waves of anger are
that two-thirds of the countries we survey a lack of confidence in the possibility of now lapping at even the top rungs. Close
are now distrusters (under 50 percent a better life for ones family. The 2017 to half of the informed publicadults
trust in the mainstream institutions of Edelman Trust Barometer finds that only 25-64 with a college education, in the top
business, government, media and NGOs 15 percent of the general population 25 percent of income, and consume large
to do what is right), up from just over half in believe the present system is working, amounts of mediahave lost faith in
2016. This is a profound crisis in trust that while 53 percent do not and 32 percent the system.
has its origins in the Great Recession of are uncertain.
2008. The aftershocks from the stunning Second, there is a lack of belief in
meltdown of the global economy are still The lack of societal and institutional leaders, who damage the stature of their
being felt today, with consequences safeguards provides fertile ground for institutions. We now observe a huge divide
yet unknown. populist movements fueled by fear. between the modest trust in institutions
Corruption and globalization are the top of business and government and a
Like the second and third waves of two issues for the general population, pitifully low level of confidence in their
a tsunami, ongoing globalization and with two-thirds of the public concerned leaders. Over two-thirds of the general
technological change are now further and nearly a third deeply worried about population do not have confidence that
weakening peoples trust in global these economic factors. But there also current leaders can address their countrys
institutions, which they believe have is a deep unease about issues related challenges. The credibility of CEOs
failed to protect them from the negative to personal safety or family life, including fell by 12 points this year to 37 percent
globally; in Japan, it is 18 percent. self-reference, as respondents are nearly Business must get out in front and become
Government officials and regulators four times more likely to ignore information an effective advocate on policy, moving
are the least credible spokespeople, that supports a position that they do not away from lobbying toward direct public
at 29 percent credibility. A person believe in. discourse that provides context on trade,
like yourself is now as credible as an immigration and innovation, outlining both
academic or technical expert, and far Business has much to fear in the benefits and disadvantages. Company-
more credible than a CEO or government present context. Nearly one in two of the owned social media channels should
official, implying that the primary axis general population agree that free trade supplement mainstream media to educate
of communications is now horizontal agreements hurt a countrys workers, while and to encourage dialogue. Business
or peer-to-peer, evidence of dispersion 72 percent favor government protection should provide citizens with platforms
of authority to friends and family. of jobs and local industries, even if it that invite them to help shape policy
means a slower-growth economy. Populist- giving them a positive outlet for their
Third, weve registered the demise of fueled government could implement harsh views and fears.
government as an effective force in regulation of specific industries such as
leading change. From an exalted position manufacturing and technology, and a ban The growing storm of distrust is powerful
as savior in the wake of the financial on immigration, even of skilled workers. and unpredictable. Trust in institutions
crisis, government is viewed today as There could be industrial policy aimed at has evaporated to such an extent that
incompetent, corrupt and divided, the supporting strategic sectors, from tariffs falsehood can be misconstrued as fact,
least trusted global institution at 41 on imported products to negotiations strength as intelligence, and self-interest
percent. The drop in government trust aimed at preventing outsourcing of jobs. as social compact. This has been a
began five years ago in developed markets, It would be the greatest folly for CEOs to slow-motion meltdown, an angry delayed
with the inability of the European Union to press populist leaders for less regulation recognition of permanent decline in
fashion a compromise on loans to Greece particularly in the environmental arena. economic and social status by those who
and Portugal, plus the budget impasse in Fifty-two percent of the general have not kept pace with globalization and
Washington, D.C. In developing markets population say a companys effort dramatic technological change. If faith in
such as Brazil, Mexico and South Africa, to protect and improve the environment the system continues to fall, rising populist
trust in government collapsed in the past is important for building their trust. movements could wreak unimaginable
four years in the wake of scandals; in havoc, with resurgent nationalism and
Brazil, it slid from 36 percent in 2013 to We are in treacherous seas, without the divisive rhetoric moving to dangerous
24 percent in 2017. Trust in government firm moorings of a reliable government policies. The onus is now on business,
is now as much as 43 points below that able to set easily understandable the one institution that retains some trust
of business in developing markets; in guideposts. We have lost the objectivity with those skeptical about the system,
developed markets, its 25 points lower. and shared experience of media as to prove that it is possible to act in the
a watchdog on institutions. Non- interest of shareholders and society
Fourth, the media, the vaunted Fourth governmental organizations are focused alike. Free markets can succeed for all if
Estate in global governance, plunged in on issues of the most vulnerable but are business works with the people, not just
trust this year, distrusted in more than ineffective advocates for the dispossessed sells to them.
80 percent of the countries we survey, middle class. Business needs to play the
to a level near government. Media is now role of the solid retaining wall that stops
seen to be politicized, unable to meet its the uncontrollable storm surge, to fill the
reporting obligations due to economic void left by the other three institutions in
pressures, and following social media global governance.
rather than creating the agenda. Donald
Trump circumvents mainstream media Institutions must move beyond their
with his Twitter account, in this way traditional roles of business as actor
seeming more genuine, approachable and innovator; governments as referee and
and responsive. Technology has allowed regulator; media as watchdog; and NGOs
the creation of media echo chambers, so as social conscience. The new president
that a person can reinforce, rather than of the United States is inserting himself
debate, viewpoints. In fact, 59 percent directly into business decision-making,
of respondents would believe a search recently strong-arming an automaker to
engine over a human editor. It is a world of keep its manufacturing jobs in the country.
43
42
41
Key
2016 2017 -1 -5 -1 -2
4
Key
Trust Index:
Trusters (>59) Mass Population
Neutral (50-59)
Distrusters (<50) Left Behind
Average trust in institutions,
Informed Public vs.
The Mass Population
distrusts institutions Mass Population, 2017
in 20 of 28 countries.
80 India 70 India
79 China 67 Indonesia
78 Indonesia 62 China
77 UAE 59 Singapore
71 Singapore 59 UAE
68 U.S. 52 Netherlands
62 Canada 50 Colombia
62 Netherlands 50 Mexico
61 Italy 47 Brazil
61 Mexico 47 Canada
57 Malaysia 47 Italy
57 Spain 47 Malaysia
56 France 47 U.S.
56 U.K. 45 Argentina
54 Australia 41 S. Africa
54 Germany 41 Spain
51 Argentina 40 Australia
51 Brazil 39 Germany
50 S. Korea 38 France
50 Turkey 37 U.K.
49 Japan 36 S. Korea
49 S. Africa 36 Sweden
47 Sweden 35 Ireland
45 Russia 34 Japan
44 Ireland 34 Poland
43 Poland 31 Russia
Fe
ars
Government
so
u st
fT
Tr
us s
r
ti
nI de
n st E ro
it u ti o n s Fu r t h e r
6
Fears Further Erode Belief Key
Percent of respondents
with each fear who also believe
that the system is failing them
Where
Trust Is Low,
Action Intensifies
Widespread belief that the system As the map highlights, there are 19
is broken increases a persons countries where the sense that the
vulnerability to fear, ultimately system is not working has become
causing deeper distrust in the prevailing sentiment among the
institutions. The combination of general population. Note that this
distrust in institutions, a lack of sentiment is specific to Western-style
faith in the system, and a climate democracies, with the most intense
marked by pronounced societal levels in Western Europe, Latin
and economic fears ultimately America, and the United States.
gives rise to an increase In less democratic areas of the
in populist action. world, distrust is being expressed
through the emergence of dissent
Over one in two countries no longer and opposing voices.
believes the system is working.
Countries that combine low levels
of faith in the system with multiple
societal fears are the very places
where reactive movements against
the elite have found fertile ground.
The map at right shows the intensity
of the combination.
8
Fear of:
Corruption
Immigration
Globalization
Eroding Social Values
Pace of Change
% Who Agree 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19
System is Failing
France
Italy
Mexico
S. Africa
Spain
Poland
Brazil
Colombia
Germany
U.K.
Australia
Ireland
U.S.
Netherlands
Canada
Sweden
Argentina
Malaysia
Turkey
Russia
S. Korea
Indonesia
Japan
India
Hong Kong
Singapore
China
UAE
10
6in10 nearly
53%
believe search
engines over
human editors
do not regularly
listen to people
4x
or organizations
with whom they
often disagree
nearly
more likely to ignore
information that
supports a position
they do not believe in
Key
-6 -10 -12 -5 -7 -4 -3 -5 -7
2016
2017 Government Board of CEO NGO Financial Employee A person Academic Technical
official directors rep industry analyst like you expert expert
53% 50%
the pace of change globalization is
in business and taking us in the
industry is too fast wrong direction
54% Automation
12
Support for
Anti-Business Policies
Protectionism Slower Growth
69% agree
We need to prioritize
the interests of our
country over those of
the rest of the world.
Kathryn Beiser
Global Corporate Chair
Ben Boyd
President, Chief Executive Officer,
Among Edelman Canada and Latin America
the Uncertain,
Business Is the Most
Trusted Institution
System Failing Uncertain System Working Key
14
How Businesses Key
Address
societies needs 46
in its everyday 53
business
Programs 46
with positive impact
on local community 53
Profits the
company makes 46
here stay in 56
the country
Creates many 47
new jobs
55
Protects 52
and improves
the environment 60
Communicates 52
frequenty
and honesty 60
Takes responsible 55
actions to a
ddress issues 64
Places customers 55
ahead of profits 65
Transparent 55
and open
business practices 65
Ethical 56
business practices 65
Listens to 58
customers 67
Offers high 59
quality
products/services 68
Treats 62
employees
well 72
Shifts in Influence
& Authority
For the People Current Tension With the People
16
Toward an Integrated
Operating Model
To climb back from a position of deteriorated trust,
and to ultimately restore belief in a system that too
many people believe has failed them, institutions
must operate as a people-centric, integrated
part of the broader societal fabric. About Edelman
Edelman is a leading global
communications marketing firm
that partners with many of the
worlds largest and emerging
businesses and organizations,
helping them evolve, promote
and protect their brands and
reputations. Edelman was
awarded the Grand Prix Cannes
Lion for PR in 2014; six Cannes
nt
17
2017 Edelman, Inc. All rights reserved.