Download 2016 Edelman Trust Barometer

2016 Edelman
Trust Barometer
Trust Inequality
Methodology
General Online Population
‣
5 years in 25+ markets
‣
Ages 18+
‣
1,150 respondents per country
Informed Public
Online Survey in 28 Countries
‣
8 years in 20+ markets
‣ 16 years of data
‣
Represents 15% of total global population
‣ 33,000+ respondents total
‣
500 respondents in U.S. and China; 200 in all other countries
‣ All fieldwork was conducted between
October 13th and November 16th, 2015
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
Mass Population
‣
All population not including Informed Public
‣
Represents 85% of total global population
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). Countryspecific 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), half sample Global General Online Population +/- 0.8 (N=16,100).
Trust
Inequality
A Significant Divide
Percent trust in the four institutions of
government, business, media and NGOs, 2012 to 2016
Informed
Public
60
Mass
Population
58
56
56
12pt
Gap
53
9pt
Gap
48
47
46
46
2014
2015
in trust inequality-which jumps to a
5-point increase
among the GDP5
44
2012
2013
3-point increase
2016
Source: 2016 Edelman Trust Barometer Q11-14. 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 Mass Population, 25-country global total.
4
GDP 5 = U.S., China, Japan, Germany, U.K.
An Accelerating Disparity
Trust Index 2012 – 2016, percentage point change in the size of
the trust gap between Informed Public and Mass Population
Decreased Gap
Increased Gap
12
10
8
8
7
5
4
3
4
4
3
3
3
3
2
2
1
1
0
0
Gap has increased in 16 of 25 countries
Mexico
Singapore
S. Korea
Malaysia
India
China
Brazil
Germany
Australia
Ireland
Russia
Poland
Canada
Japan
Indonesia
Italy
Argentina
UAE
Hong Kong
Netherlands
Sweden
-5
Spain
-4
U.S.
-4
U.K.
-4
France
-3
GDP 5
-2
Global 25
-2
2012 Gap
9
7
4
7
11
1
8
6
6
4
13
8
7
6
14
8
2
7
8
3
10
13
6
13
10
14
15
2016 Gap
12
12
16
17
19
9
15
10
10
8
16
11
10
9
16
10
3
8
8
3
8
11
3
9
6
10
10
Source: 2016 Edelman Trust Barometer Q11-14. 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 Mass Population, 25-country global total, 2012 vs 2016.
5
GDP 5 = U.S., China, Japan, Germany, U.K.
A Global Phenomenon
Trust Index, Informed Public vs. Mass Population,
15 countries with double-digit trust gaps in 2016
Informed
Public
Mass
Population
Gap
U.S.
64
45
19
U.K.
57
40
17
France
55
39
16
India
78
62
16
Australia
63
47
16
Mexico
72
57
15
Italy
58
47
11
China
82
71
11
Brazil
58
48
10
Ireland
49
39
10
Netherlands
62
52
10
Sweden
46
36
10
S. Africa
54
44
10
S. Korea
50
40
10
Singapore
72
62
10
Country
Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs,
28-country global total.
6
Trust Index:
A Link to Income Inequality
Average trust in institutions, respondents in top quartile of income vs.
respondents in bottom quartile of income in each country,
ranked by the size of the gap between them
High-income
respondents
Low-income
respondents
18 of 28 countries have a double-digit trust gap
between high-income and low-income respondents
52
China
Canada
Malaysia
Australia
U.K.
27
Indonesia
Russia
58
37
Germany
Netherlands
55
30
South Korea
India
36
Argentina
Brazil
66
48
44
UAE
19
55
51
38
South Africa
19
71
62
59 59
46
40 40
Poland
20
56
Spain
22
32
37
Sweden
26
31
Turkey
29
32
Japan
31
46
73
68
65
53
50
45
33
France
30
U.S.
GDP 5
45
50 49
40
35
Global
52
48 49
Singapore
42
56
Hong Kong
52
69
62
62
57
46
67
Ireland
68
64
Italy
50%
74
Mexico
71
60
80
79
78
Colombia
78
Source: 2016 Edelman Trust Barometer Q13. 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) General Population, 28-country global total, lower vs. upper quartile income in each country. [“CEOs are fairly paid
relative to the rest of the workforce”]
7
GDP 5 = U.S., China, Japan, Germany, U.K.
Mass Population Less Optimistic
Percent of the Informed Public vs. Mass Population who
believe they and their families will be better off in five years’ time
Informed
Public
Mass
Population
In 19 of 28 countries, less than half of Mass Population
think they will be better off in five years
87
81 81
79
69
63
50%
58
57
55
48
47 46
41
37
28
21 20
19
31
47
45
31
33
33
46
44
42
34
50
34
36
36
52
46
37
39
45
46
49 47
55
49
57
55
49
49
73
64 62 64 64 65
69
73
70
83
74
51
24
India
Colombia
Indonesia
UAE
China
Brazil
Argentina
Mexico
Malaysia
Spain
S. Africa
Ireland
Turkey
Canada
18
Singapore
13
U.S.
10
Russia
21
Hong Kong
Italy
10
Poland
Australia
13
Sweden
12
Netherlands
10
S. Korea
17
U.K.
Germany
France
Japan
GDP 5
Global
15
Source: 2016 Edelman Trust Barometer Q445. 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? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.
8
Thank You
View the full global results at www.edelman.com/trust2016