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2011 Edelman Trust Barometer: Global & Country Insights

2011 Edelman Trust Barometer: Global & Country Insights

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Published by Edelman
A 23-country study that tracks the attitudes of informed publics towards institutions and sources of information.
A 23-country study that tracks the attitudes of informed publics towards institutions and sources of information.

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Categories:Types, Research
Published by: Edelman on Jan 25, 2011
Copyright:Attribution Non-commercial

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01/19/2012

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2011 Edelman Trust BarometerFindings
 
Edelman Trust Barometer at a glance
Eleventh annual study5,075 people in 23 countries on five continentsAges 25 to 64College-educatedIn top 25% of household income per age groupin each countryReport significant media consumption and engagementin business news and public policy
2
 
The Edelman Trust Barometer in retrospect
Rising Influence of NGOs
2001
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
Business must partner with government to regain trust
2009
Trust is now an essential line of business
2010
3

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