2
Methodology
2018 Edelman
Trust Barometer
Online Survey in 28 Countries
18 years of data
33,000+ respondents total
All fieldwork was conducted between
October 28 and November 20, 2017
General Online Population
7years in 25+ countries
Ages 18+
1,150 respondents per country
All slides show general online
population data unless otherwise noted
Mass Population
All population not including informed public
Represents 85% of total global population
Informed Public
10years in 20+ countries
Represents 15% of total global
population
500 respondents in U.S. and China;
200 in all other countries
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
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+), half-sample global general online
population +/-0.8 (N=16,100).
Country-specific 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).
Trust in RetrospectRising Influence
of NGOs
2001
Business Must
Partner with
Government to
Regain Trust
2009
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
Trust is Now an
Essential Line
of Business
2010
Rise of
Authority
Figures
2011
Fall of
Government
2012
Crisis of
Leadership
2013
Business
to Lead
the Debate
for Change
2014
Trust is
Essential to
Innovation
2015
Growing
Inequality
of Trust
2016
Trust in Crisis
2017
The Battle
for Truth
2018
A Polarization
of Trust。