Canadian-headquartered businesses most trusted globally, 2018 Edelman Trust Barometer reveals
TORONTO, Feb. 14, 2018 /CNW/ - The 2018 Edelman Trust Barometer reveals a world in search of truth, with 20 of 28 markets surveyed in the "distruster" category. Canada was among distrusting nations for the second year but avoided the almost unprecedented disintegration of trust seen in the United States, which saw an aggregate 37-point drop in trust across all institutions.
The 2018 Edelman Trust Barometer shows people around the world are united by common fears, including the proliferation of "fake news". In Canada, 65 per cent of respondents worry about false information or fake news being used as a weapon. Despite concerns about how information could be manipulated or exploited, trust in media as an institution is on the rise in Canada and credibility in journalists as credible sources has also rebounded significantly, up 17 points year over year.
However, not all media are created equal. While the average trust in journalism (defined as traditional and online-only media) has increased 10 points to 61 per cent, less than one third (28 per cent) of Canadians trust social media as a source of general news and information.
"Fears about fake news are pervasive, and we are seeing Canadians turn back to credentialed experts in their efforts to dispel them," said Lisa Kimmel, President and CEO, Edelman Canada. "But in this uncertain world, rational conversation is essential. Canadians are signalling that trust will depend on clarity, balance and validation."
Rise in Authority Figures: CEOs Encouraged to Drive Change
This year's data also reported a general uptick across more traditional figures of authority as credible sources of information: CEOs and government officials are up 11 points, technical experts are up seven, and academic experts up five points.
Uncertainty about government trust – according to the survey, 46 per cent believe that government is the most broken institution – presents an opportunity for business leaders. Nearly 7 in 10 Canadians (68 per cent) believe CEOs should take the lead on change rather than waiting for government to impose it. This change can start with employees who are placing increasing trust in their employers, with trust sitting at 75 per cent, up 11 points over two years.
Canadian businesses are a particularly bright spot for this country. Companies headquartered here are now the most trusted globally, holding steady at 68 per cent.
"The trust afforded to 'Brand Canada' is a significant opportunity for our businesses, but it is imperative that they are proactive in seizing it," said Kimmel. "It is time for businesses to look beyond financial performance. We need to start leveraging those attributes that have made Canadian companies so trustworthy in the first place: our values and our sense of purpose."
Cratering of Trust in U.S.
While Canadian trust has proven relatively stable, the United States saw an aggregate 37-point drop in trust across all institutions. The decline in the U.S. trust index, which averages trust across all four institutions, is down 9 points among the general population and 23 points among the informed public.
Other survey findings include:
- While Canadian credibility in media and journalists is rebounding, there is an underlying skepticism about what motivates news organizations:
- 63 per cent of Canadians agree news organizations are more concerned with attracting a big audience than reporting
- 63 per cent believe they sacrifice accuracy to be the first to break a story
- 54 per cent agree they support an ideology vs. informing the public
- Trust in government increased 3 points while trust in NGOs, still this country's most trusted institution, experienced their largest drop in the history of the survey – down nine points across both audiences and at par with other institutions.
Results attached in PDF. To watch the launch event live at 12:30PM EST, visit www.edelman.ca/Trust.
Edelman is a leading global communications marketing firm that partners with many of the world's 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 Lions in 2015; and the Grand Prix in the Titanium category in 2016. The firm was named "2016 Global Agency of the Year" by the Holmes Report, and one of Advertising Age's "Agencies to Watch" in 2014. In 2015, Edelman was among Glassdoor's "Best Places to Work" for the fourth time. Edelman owns specialty firms Edelman Intelligence (research) and United Entertainment Group (entertainment, sports, experiential), a joint venture with United Talent Agency.
About the Edelman Trust Barometer
The 2018 Edelman Trust Barometer is the firm's 18th annual trust and credibility survey. The survey was done by research firm Edelman Intelligence and consisted of 30-minute online interviews conducted between October 28 and November 20, 2017. The 2018 Edelman Trust Barometer online survey sampled more than 33,000 respondents in 28 markets, including 1,500 general population respondents ages 18 and over and 200 informed public respondents in Canada. All informed publics met the following criteria: ages 25-64, college-educated; household income in the top quartile for their age in their country; read or watch business/news media at least several times a week; follow public policy issues in the news at least several times a week.
SOURCE Edelman Public Relations Worldwide
For further information: For more information or to book an interview, please contact: Sophie Nadeau (National Media Lead, Edelman Canada): [email protected]; Max Mosher (Account Executive, Edelman Canada): [email protected]