Trust in China and India Rises While the United States Plunges Says Trust Barometer Survey


The 2018 Edelman Trust Barometer has released its findings and while the balance of power shifts globally, so does the level of trust, with the United States seeing a decrease and China and India seeing a rise.

Edelman found that trust in the U.S. suffered the largest-ever-recorded drop in the survey’s history among the general population – falling nine points to 43, placing it in the lower quarter of the 28-country Trust Index.

The ultimate irony that it’s happening at a time of prosperity, with the stock market and employment rates in the U.S. at record highs. The root cause of this fall is the lack of objective facts and rational discourse.


 

While trust among the “informed public” in the U.S. plunged a whopping 23 points to 45, making it now the lowest of the 28 countries surveyed.

Edelman attributes the collapse of trust to the “staggering lack of faith in government,” which fell 14 points to 33 percent among the general population, and 30 points to 33 percent among the informed public.

Trust in American institutions of business, media and NGOs also experienced declines of 10 to 20 points. These decreases have all but eliminated last year’s 21-point trust gap between the general population and informed public in the U.S.

The United States is enduring an unprecedented crisis of trust,” said Richard Edelman, president and CEO of Edelman. “This is the first time that a massive drop in trust has not been linked to a pressing economic issue or catastrophe like the Fukushima nuclear disaster. In fact, it’s the ultimate irony that it’s happening at a time of prosperity, with the stock market and employment rates in the U.S. at record highs. The root cause of this fall is the lack of objective facts and rational discourse.”


 

China on the other hand…

Conversely, China wound up atop the Trust Index for both the general population (74) and the informed public (83).

Institutions within the country saw increases in trust led by government, which jumped eight points to 84 percent among the general population, and three points to 89 percent within the informed public.

China was joined on the top of the Trust Index by India, Indonesia UAE and Singapore.

For the first time media is the least trusted institution globally. In 22 of the 28 countries surveyed it is now distrusted with sixty-three percent of respondents saying they “do not know how to tell good journalism from rumor or falsehoods or if a piece of news was produced by a respected media organization.”

The lack of faith in media has also led to an inability to identify the truth (59 percent), trust government leaders (56 percent) and trust business (42 percent).

“In a world where facts are under siege, credentialed sources are proving more important than ever,” said Stephen Kehoe, Global chair, Reputation. “There are credibility problems for both platforms and sources. People’s trust in them is collapsing, leaving a vacuum and an opportunity for bona fide experts to fill.”

“Silence is a tax on the truth,” said Edelman. “Trust is only going to be regained when the truth moves back to center stage. Institutions must answer the public’s call for providing factually accurate, timely information and joining the public debate. Media cannot do it alone because of political and financial constraints. Every institution must contribute to the education of the populace.”

Other key findings from the 2018 Edelman Trust Barometer include:

  • Technology (75 percent) remains the most trusted industry sector followed by Education (70 percent), professional services (68 percent) and transportation (67 percent). Financial services (54 percent) was once again the least trusted sector along with consumer packaged goods (60 percent) and automotive (62 percent).
  • Companies headquartered in Canada (68 percent), Switzerland (66 percent), Sweden (65 percent) and Australia(63 percent) are most trusted. The least trusted country brands are Mexico (32 percent), India (32 percent), Brazil (34 percent) and China (36 percent). Trust in brand U.S. (50 percent) dropped five points, the biggest decline of the countries surveyed.
  • Nearly seven in 10 respondents worry about fake news and false information being used as a weapon.
  • Exactly half of those surveyed indicate that they interact with mainstream media less than once a week, while 25 percent said they read no media at all because it is too upsetting. And the majority of respondents believe that news organizations are overly focused on attracting large audiences (66 percent), breaking news (65 percent) and politics (59 percent).

 

Read More

Creative Work

latest news

subscribe & get more brand in your diet

newsletter

get more brand in your diet

We never share your info,
we only share ours