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1、Global ReportGlobal ReportEdelmanGLOBAL 24 Not asked in China, Russia, ThailandGOVERNMENT NOT SEEN AS ABLE TO SOLVE SOCIETAL PROBLEMSPercent who say each is a strength of institutionsTake a leadership roleCoordinate cross-institutional effortsto solve societal problemsGet resultsSuccessfully execute
2、 plans and strategiesthat yield results65Majority do notBusiness NGOs Media Government2022 Edelman Trust Barometer. CMP AREJINS. Thinking about institution as they are today, please indicate whether you consider each of the following dimensions to be one of their areas of strength or weakness. 5-poi
3、nt scale; top 2 box, strength. Question asked of half of the sample. General population, 24-mkt avg. Data not collected in China, Russia and Thailand.2021 Edelman Trust Barometer Spring Update: A World in TraumaSPRING 2021:INSTITUTIONS FAILING TO ADDRESS EXISTENTIAL CHALLENGESPercent who sayNot aske
4、d in ChinaGlobal 13Institutions are Otdoinq well on . their pandemic response. climate change solutions2021 Edelman Trust Barometer Spring Update: A World in Trauma. PER JINS. How well do you feel institution is currently doing each of the following? 5-point scale; 1-3,99, not doing well.Question as
5、ked of half of the sample. General population, 13-mkt avg. Data not collected in China.SOCIETAL FEARS ON THE RISEPercent who worry about.e e QChange, 2021 to 2022857165572022 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few concerns. We ar
6、e interested in what you worry about.Specifically, how much do you worry about each of the following? 9-point scale; top 4 box, worry. Non-job loss attributes shown to half of the sample. General population, 27-mkt avg. Job loss asked of those who are an employee of an organization(Q43/1). Job loss
7、is a net of attributes 1 -3, 5, and 22-24.Job lossClimate(net)changeHackers andcyber-attacksLosing myfreedoms asa citizenExperiencingprejudice orracismCYCLE OF DISTRUST THREATENS SOCIETAL STABILITYGovernment and media feed cycle of division and disinformation for votes and clicksNGOs and business pr
8、essured to take on societal problems beyond their abilitiesDIVISIONClimate changeDiscriminationBUSINESSsocietalINSTABILITYJob lossNGOsdisinformationIncome inequalityMEDIAbetra yedSOCIETAL LEADERS NOT TRUSTEDPercent trustDistrust Neutral Trust0 o Change, 2021 to 2022Government Journalists CEOs Citize
9、ns of People in my National health My CEO My coworkers Scientists leadersmy country local community authorities2022 Edelman Trust Barometer. TRU_PEP. Below is a list of groups of people. For each one, please indicate how much you trust that group of people to do what is right using a 9-point scale w
10、here one means that you “d。not trust them at all and nine means that you “trust them a great deal. 9-point scale; top 4 box, trust. Some attributes asked of half the sample. General population, 27-mkt avg. My coworkers and my CEO only shown to those who are an employee of an organization (Q43/1).MOR
11、E CONVINCED WERE BEING LIED TO BY SOCIETAL LEADERSPercent who worry。Change, 2021 to 202267%?Journalists and reporters66%, 63%My countrys government leadersBusiness leadersare purposely trying to mislead people bysaying things they know are false or gross exaggerations2022 Edelman Trust Barometer. PO
12、P_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about.Specifically, how much do you worry about each of the following? 9-point scale; top 4 box, worry. Attributes shown to half of the sample. General population, 27-mkt
13、avg.Distrust Neutral TrustLow（Bottom 25%）High income（Top 25%）Thailand（36pts ）Saudi Arabia（27pts）UK（25pts）Ireland（23pts）Germany（21 pts）The Netherlands（21 pts）RECORD TRUST GAP BETWEEN HIGH AND LOW INCOMETrust IndexGlobal 22Countries with the greatestincome-based trust inequalityU.S. POLITICAL CHASM WI
14、DENSPercent trustDistrust NeutralTrustChange, 2021 to 2022BusinessNGOsGovernmentMediaDemocratsTrust gap, Democrats vs. Republicans5753GOFor the first time, businessdistrusted amongRepublicansRepublicans38292022 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business,
15、government and media. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, U.S., by political affiliation.CIRCLES OF TRUST BECOME MORE LOCALPercent who say each has increa
16、sed or decreased during the pandemicLESS TRUST FOR OUTSIDERS CLOSER BONDS WITH NEIGHBORS AND CO-WORKERSMy trust in.Net changeincreaseddecreasedpeople from other countries-81826people who live in other states, provinces, or regions-22022My trust in.Net changeincreaseddecreasedpeople from other countr
17、ies-81826people who live in other states, provinces, or regions-22022How close I feel.to my neighborsto my co-workersNet change+7+6increased2825decreased21192022 Edelman Trust Barometer. PAN_MRE_LSS. For each of the following, please indicate whether life during the pandemic has decreased this, incr
18、eased this, or has had no effect? 3-point scale; code 1, decreased; code 2, increased. General population, 27-mkt avg.2022 EDELMANTRUST BAROMETERMethodologyAnnual online survey in its 22 yearFieldwork conducted: Nov 1 - Nov 24, 20212836,000+1,150+countriesrespondentsrespondents/country27-market glob
19、al data margin of error: General population +/- 0.6% (n=31,050); half-sample global general online population +/- 0.8% (n=15,525).Country-specific data margin of error: General population +/-2.9% (n=1,150); half-sample +/- 4.1% (n=575).GLOBAL AVERAGES vary based on the number of countries surveyed e
20、ach year:GLOBAL 27 does not include Nigeria-GLOBAL 22 does not include Colombia, Kenya, Nigeria, Saudi Arabia, S. Africa and ThailandGLOBAL 24 Not asked in China, Russia, Thailandthe sensitive nature of the question prevented this data from being collected in these marketsOther global averages detai
21、led in technical appendixArgentina AustraliaBrazil Canada China Colombia France Germany India Indonesia IrelandItaly Japan Kenya Malaysia Mexico Nigeria RussiaSaudi Arabia Singapore S. Africa S. KoreaSpain ThailandThe Netherlands UAEUK U.S.*To prevent skewing the global results, Nigeria is not inclu
22、ded in any global averages because the online population is not representative of the true populationEdelman 2DISTRUST IS THE DEFAULT: NO BASIS FOR PEACEFUL DEBATEMajority in 24 countriesWhich are you more likely to believe?59My tendency is to distrust until% I see evidence that something is trustwo
23、rthyVS.My tendency is to trust until I see evidence that something is untrustworthyMajority in 27 countriesPercent who agreePeople in this country lack the ability to have constructive and civil debatesabout issuesthey disagree on64%2022 Edelman Trust Barometer. TRU CHOICE. You are about to see two
24、choices. We want you to choose the one that best describes you and your beliefs. Question asked of half of the sample. POP MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is not at all true and nine mean
25、s it is -completely true. 9-point scale; top 4 box, true. Question asked of half of the sample. General population, 27-mkt avg.COLLAPSEPF ITRUST IN DEMOCRACIES4TRUST FALLS IN DEMOCRACIESTrust IndexDistrustNeutralTrust(1-49)(50-59)(60-100)2022 Edelman Trust Barometer. The Trust Index is the average p
26、ercent trust in NGOs, business, government and media. TRUJNS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 27-mkt avg.a 2021 General population2022General population c-o56G
27、lobal 2756Global 27777272696867666361IndiaChinaIndonesiaSaudi ArabiaSingaporeUAEMalaysiaThe Netherlands Thailand-11 1 ai i837675747266666660ChinaUAEIndonesiaIndiaSaudi ArabiaMalaysiaSingapore ThailandKenyaChange, 2021 to 2022Biggest gainers:ChinaUAEThailand(+5)5959595653525150AustraliaKenyaMexicoCan
28、adac r* c c i.,_L-59575453MexicoThe NetherlandsCanadaAustraliaBiggest losers:GermanyAustralia.oermany Italy Brazil Ireland53515150ItalyBrazilIrelandFranceThe NetherlandsS. Korea唯 ,Colombia France S. Africa U.S.Argentina S. Korea Spain UK Japan Russiaodman 214848484847474545403148484645454443424C32IC
29、olombiaUb*S. AfricaGermanyArgentinaSpain_UKU.S. U.S. Trust Index hasS Korea declined 10 pts since 2017JaPan四RussiaDEVELOPED COUNTRIES LACK ECONOMIC OPTIMISMPercent who believe they and their families will be better off in five years5 time.Developed countries Q Change, 2021 to 2022My family and I wil
30、l be better offin five vears9 time2022 Edelman Trust Barometer. CNG_FUT. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years time? 5-point scale; top 2 box, better off. General population, 27-mkt avg. ,Nigeria is not in
31、cluded in the global averageQUESTIONS ABOUT TODAYS CAPITALISMPercent who agreeGlobal 27Capitalism as it exists today does more harm than good in the worldAmong respondents in 21 democratic countriesCentrally-managed economies do a better job than free-market economies52%2022 Edelman Trust Barometer.
32、 TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, 27-mkt avg., and among 21-mkt avg consisting of democratic countries.CHINA-U.S. TRUST DIVERGENCE WIDENS TO ALL-TIME H
33、IGHPercent trust, within each countryPercent trust, within each countryDistrust Neutral Trust。Change, 2021 to 2022BusinessNGOsGovernmentMediaDIVERGING TRUST IN BRAND CHINA VS BRAND U.S. ABROADPercent trust, 26-market averages*31 % trust companies headquartered in China (-3pts)53% trust companies hea
34、dquartered in the U.S. (+2pts)2022 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. TRUJNS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box,
35、trust. General population, China and U.S. TRU NAT. Now we would like to focus on global companies headquartered in specific markets. Please indicate how much you trust global companies headquartered in the following markets to do what is right. 9-point scale; top 4 box, trust. Question asked of half
36、 of the sample. General population, 26-mkt avg. *does not include home country rating.SOCIETAL LEADERSHIP NOWA CORE BUSINESS FUNCTION./. Mr 上ALL STAKEHOLDERS HOLD BUSINESS ACCOUNTABLEPercent who agreeGlobal 7Global 27Source: 2021 Edelman Trust BarometerSpecial Report: Institutional Investors58% 60%
37、64%58% 60% 64%88%Buy or advocate for brandsbased on their beliefs and valuesBuy or advocate for brandsbased on their beliefs and valuesChoose a place to workbased on their beliefs and valuesInvestbased on their beliefs and valuesof institutional investorssubject ESG to the same scrutiny as operation
38、al and financial considerations2022 Edelman Trust Barometer. Belief-driven consumer, employee, and investor segments. General population, 27-mkt avg. Employee data is filtered to be among employees of an organization (Q43/1). Investor data is only among those who sell stocks, bonds, or mutual funds
39、as a standalone or employer-sponsored investment (INVESTOR/1). See Technical Appendix for a full explanation of how belief-driven consumers, employees, and investors were measured.2021 Edelman Trust Barometer Special Report: Institutional Investors. Q7. Please indicate the extent to which you agree
40、or disagree with the following statements regarding shareholder activism. 4-point scale; top 2 box, agree. 7-mkt avg.MY EMPLOYER TRUSTED AROUND THE WORLDPercent trustI I e QDistrust Neutral Trust Change, 2021 to 2022Global 27MY EMPLOYERMY EMPLOYER2022 Edelman Trust Barometer. TRU_INS. Below is a lis
41、t of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust.General population, 27-mkt avg. “Your employer only shown to those who are an employee of an organization (Q43/1). iNigeria is not included in the global averageM
42、Y EMPLOYER MEDIA MOST BELIEVABLEPercent who believe information from each source automatically, or after seeing it twice or lessCommunications from.My employerNationalgovernmentMedia reports, named sourceMajorcorporationsAdvertisingMedia reports,anonymoussourceMy social mediafeed65585754Nr. of times
43、 they need to see the information repeated before believing it:Once or twice If I see it here, I will automatically assume it is true49485245474641401313103832I will never believe it is trueif this is the only place I see it1513162121272022 Edelman Trust Barometer. HEAR_TIME1. When you see a new pie
44、ce of information or a news story in each of the following information sources, how many times do you need to see it or hear it repeated in that same type of information source before you believe it is really true? Question asked of half of the sample. Once or twice is a sum of codes 2 and 3. Genera
45、l population, 27-mkt avg. Employer communications only shown to those who are an employee of an organization (Q43/1).22 YEARS OF TRUST01f020304，0506407J08，09M011RisingFall of theEarned MediaU.S.TrustA Person LikeBusinessYoung PeopleTrust inPerformanceBusiness MustInfluence ofCelebrity CEOMore CredibleCompanies inShifts fromMe EmergesMore TrustedHave MoreBusinessandPartner WithNGOsThanEurope SufferAuthorities”as CredibleThanTrust inPlumme