2009 Edelman Trust Barometer
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2009
EDELMAN TRUST BAROMETER
About the Edelman Trust Barometer
The 2009 Edelman Trust Barometer is the rm’s 10th study o trust andcredibility. A 30-minute telephone survey was conducted among 4,475 peoplein 20 countries on ve continents between November 5 and December 14,2008, ollowing the presidential election in the United States. For the rst time,the survey sampled two dierent age groups concurrently in every country (1,075people ages 25 to 34 and 3,400 people ages 35 to 64) and added Australia andIndonesia to the list o countries surveyed. The inormed publics interviewed in the 2009 survey:
•
are college-educated;
•
report a household income in the top quartile o their country (per age group);
•
report signicant media consumption and engagement in business newsand public policy.
Margin o Error
For the 35-to-64 age group, margin o error is ±1.7% globally;±4.9% or the U.S. sample; ±5.7% or the China sample; and ±8.0% orother countries in the study. For the 25-to-34 age group, margin o error is±3.0% globally; ± 9.8% or the U.S. sample; ±11.3% or the China sample;and ±13.9% or other countries in the study.
Disclosure
At the time the 2009 Trust Barometer was compiled, Edelman had aclient relationship with the ollowing companies or brands mentioned in thisbrochure: Wal-Mart, Starbucks, and Johnson & Johnson.For more inormation on the Edelman Trust Barometer and to view pastresults, please visit www.edelman.com/trust. The 2009 Edelman Trust Barometer was conducted by Edelman’s researchrm, StrategyOne.
About Edelman
Edelman is the world’s largest independent public relations rm, with 3,200employees in 53 oces worldwide. Edelman was named “Large Agency o the Year” in 2008 by
PRWeek
and a top-10 rm in the
Advertising Age
“2007 Agency A-List,” the rst and only PR rm to receive this recognition. CEORichard Edelman was honored as “2007 Agency Executive o the Year” by both
Advertising Age
and
PRWeek
.
PRWeek
also named Edelman “Large Agencyo the Year” in 2006 and awarded the rm its “Editor’s Choice” distinction. Formore inormation, visit http://www.edelman.com.
On the cover, rom top let: A armer rom Yunnan province cries over her baby, oneo thousands sickened by milk products that manuacturers in China adulterated withmelamine; the Royal Bank o Scotland, which was bailed out by the British governmentater a near-collapse in late 2008; a house in oreclosure, a symbol o the subprime mort-gage crisis in the United States that sparked the country’s recession; an electronic signcaptures the sharp decline in the value o NASDAQ stock on Tuesday, Jan. 22, 2008,when the Dow Jones industrials dropped more than 150 points; Richard S. Fuld Jr.,ormer CEO o Lehman Brothers, the American brokerage house that led orbankruptcy in September 2008; demonstrators in Reykjavik, Iceland, which suered acomplete nancial meltdown in 2008.
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Business’s Fall From Grace: Where to From Here?The State o Trust: A Global DivideWho Can We Trust? A Call or Government InterventionThe Business Case or TrustPublic Engagement: The Road to Rebuilding Trust
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Thousands o demonstrators crowd a square in Reykjavik, Iceland, in December 2008 to protest the country’s economic collapse and demandthe resignation o leaders thought to be responsible. The global credit crunch o 2008 brought down the country’s three main banks, devaluedthe country’s currency, and orced Iceland to seek billions o dollars in aid rom international sources.
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