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21st ANNUAL
EDELMAN TRUST
BAROMETER
Methodology
广
Online Survey in 28 countries*
33,000+ respondents
2021 Edelman Trust Barometer fieldwork
conducted from October 19 to November 18, 2020
“1The 20271 1rust Barometer 27-market globalj averages (1or
he general populatiom, /mass populaton ana informea
DuUbjic) ao notlncluae Nigema
General Online Population
[本
respondents per country
[es
人
All slides show general
online population data
unless otherwise noted
U.S. Post-Election Supplement
1,500 U.S. respondents, fielded December 14 to 18, 2020
Informed Public
500 respondents in U.S. and China:
100 respondents in Nigeria:
200 in all other countries
Represents 17% of total global population
Must meet 4 criteria:
” Age 25-64
ee ee
* _ In top 25% of household income
per age group in each country
* Report significant engagement in public
policy and business news
Mass Population
All population not including
informed public
Represents 83% of total global
population
从 Edelman | 已21 YEARS OF TRUST
遇
Rising
Influence of
NGOs
02
Fall of the
Celebrity CEO
|殊
Fall of
Government
03
Earned Media
More Credible
ET
Advertising
|
Crisis of
Leadership
04
Is
Companies in
Europe Suffer
Trust Discount
14
Business
to Lead
the Debate
for Change
0
Ti
Shifts from
“Authorities”
to Peers
由
Trust is
Essential to
Innovation
06
A -Person Like
由当Le
as Credible
Spokesperson
名
Growing
Inequality
有中
07
Business More
Trusted Than
Government
and Media
17
Trust in
9
08
Young People
Have More
Trust in
Business
18
=:
for Truth
09
TS
Business
Plummets
ds
Trust
at Work
外
Performance
and
Transparency
Essential to
Trust
20
Trust:
Competence
and Ethics
Business Must
Partner With
Government to
Regain Trust
2021
Declaring
Information
Bankruptcy
h， |
罗 Edelman
3前一一
Tri ET
检委全MT就半各委任介仙人从仙人作仙伸介作介人仙第第介区:下全是和第
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