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2012 Edelman Trust Barometer Global Results

2012 Edelman Trust Barometer Global Results

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Published by Richard Edelman

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Published by: Richard Edelman on Jan 24, 2012
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01/05/2013

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2012
EDELMAN TRUST BAROMETER
GLOBAL RESULTS
 
2© Edelman, 2012. All rights reserved.
2012 Edelman Trust Barometer
METHODOLOGY OVERVIEW
Twelfth annual studyOnline survey in 25 countries
30,000+ respondents
1,000 general population respondents per country
Ages 18+
Oversample of informed publics*
500 respondents in U.S. and China & 200 inall other countriesAges 25-64
(Trending data among Ages 35-64)College-educatedIn top 25% of household income per age group ineach countryReport significant media consumption andengagement in business news and public policy
* This year Informed Publics were surveyed via online methodology instead of telephone
GENERALPUBLICINFORMEDPUBLIC
25-64
INFORMEDPUBLIC
35-64
 
3© Edelman, 2012. All rights reserved.
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

2005

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
Rise of authority figures
 
2011

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