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2011 Edelman Trust Barometer Findings
 
Edelman Trust Barometer at a glance
Eleventh annual study5,075 people in 23 countries on five continents
 Ages 25 to 64
College-educated
In top 25% of household income per age group
in each countryReport significant media consumption and engagement in business news and public policy
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The Edelman Trust Barometer in retrospect
Rising Influence of NGOs
2001
Fall of the celebrity CEO
2002
Earned media more credible than advertising
2003
U.S. companies in Europe suffer trust discount
2004
Trust shifts from “authorities” to peers
2005
“A person like me”
emerges as credible spokesperson
2006
Business more trusted than government and media
2007
Young influencers have more trust in business
2008
Business must partner with government to regain trust
2009
Trust is now an essential line of business
2010
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