2018爱德曼信任度调查全球报告（英文版）.pdf

TrustBarometer 2018 Edelman Trust Barometer Global Report 2 Methodology 2018 Edelman Trust Barometer Online Survey in 28 Countries 18 years of data 33,000+ respondents total All fieldwork was conducted between October 28 and November 20, 2017 General Online Population 7 years in 25+ countries Ages 18+ 1,150 respondents per country All slides show general online population data unless otherwise noted Mass Population All population not including informed public Represents 85% of total global population Informed Public 10 years in 20+ countries Represents 15% of total global population 500 respondents in U.S. and China; 200 in all other countries Must meet 4 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 28-country global data margin of error: General population +/- 0.6% (N=32,200), informed public +/- 1.2% (N=6,200), mass population +/- 0.6% (26,000+), half-sample global general online population +/- 0.8 (N=16,100). Country-specific data margin of error: General population +/- 2.9 (N=1,150), informed public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), mass population +/- 3.0 to 3.6 (N =min 740, varies by country). Trust in Retrospect 3 Rising Influence of NGOs 2001 Business Must Partner with Government to Regain Trust 2009 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 Trust is Now an Essential Line of Business 2010 Rise of Authority Figures 2011 Fall of Government 2012 Crisis of Leadership 2013 Business to Lead the Debate for Change 2014 Trust is Essential to Innovation 2015 Growing Inequality of Trust 2016 Trust in Crisis 2017 The Battle for Truth 2018 A Polarization of Trust Source: 2018 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 using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, 28-country global total. 5 Percent trust in each institution, and change from 2017 to 2018 No Recovery in Trust 53 52 41 43 53 52 4343 67 65 53 53 6464 53 53 -3-100 BusinessMediaNGOsGovernment 00+20 Informed Public General Population 20182017 Y-to-Y Change−+0 Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. General population, 28-country global total. 6 Average trust in institutions, general population, 2017 vs. 2018 Trust Index A World of Distrust Biggest changes in 47Global 72India 69Indonesia 67China 60Singapore 60UAE 53The Netherlands 52Mexico 52U.S. 50Colombia 49Canada 48Brazil 48Italy 48Malaysia 45Argentina 44Hong Kong 44Spain 43Turkey 42Australia 42S. Africa 41Germany 40France 40U.K. 38S. Korea 37Sweden 36Ireland 35Japan 35Poland 34Russia U.S.-9 China+7 S. Korea+6 UAE+6 Italy-5 Trust (60-100) Neutral (50-59) Distrust (1-49) Trust decline in the U.S. is the steepest ever measured 48Global 74China 71Indonesia 68India 66UAE 58Singapore 54Mexico 54The Netherlands 53Malaysia 49Canada 47Argentina 47Colombia 47Spain 46Turkey 45Hong Kong 44Brazil 44S. Korea 43Italy 43U.S. 41Germany 41Sweden 40Australia 40France 39Poland 39U.K. 38Ireland 38S. Africa 37Japan 36Russia 2017 General Population 2018 General Population Global Trust Index remains at distruster level 20 of 28 countries are distrusters, up 1 from 2017 Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. Informed public, 28-country global total. 7 Average trust in institutions, informed public, 2017 vs. 2018 Trust Index Informed Public Declines to Neutral 60Global 80India 79China 78Indonesia 77UAE 71Singapore 68U.S. 62Canada 62The Netherlands 61Italy 61Mexico 57Malaysia 57Spain 56France 56U.K. 55Colombia 54Australia 54Germany 53Hong Kong 51Argentina 51Brazil 50S. Korea 50Turkey 49Japan 49S. Africa 47Sweden 45Russia 44Ireland 43Poland 2017 Informed Public 2018 Informed Public Biggest changes in U.S.-23 Argentina+9 Sweden+9 Malaysia+8 Turkey+7 U.S. Trust Index crashes 23 points A 1-point decline in the Global Trust Index Trust (60-100) Neutral (50-59) Distrust (1-49) 59 Global 83China 81Indonesia 77India 76UAE 70Singapore 67The Netherlands 65Malaysia 65Mexico 62Canada 60Argentina 57Italy 57Turkey 56France 56Sweden 55Australia 55Spain 54Germany 52U.K. 51Brazil 50Colombia 50S. Korea 49Hong Kong 48Ireland 48Poland 47Russia 46Japan 45S. Africa 45U.S. Source: 2018 Edelman Trust Barometer. Trust Volatili。