Key Findings

Key findings from the 2012 Edelman Trust Barometer include:

The United States held steady across three major institutions, unlike last year when it posted significant declines in NGOs, media, business, and government.

Traditional media and online search engines are the most trusted sources of information for people searching for general news and information, new product information, news on an environmental crisis, and company announcements. Traditional media, TV, newspapers, and magazines are still the most trusted sources of information, according to the Barometer.

Among 18 – 29 year olds, digital media is the most popular source for general news and information.

With the exception of technology and automotive, South Korea experienced extraordinary drops in trust in every industry sector. Telecommunications, down 32 points to 39 percent, and financial services, down 25 points to 39 percent, endured the largest drops in trust.

Brazil saw the greatest drops in trust across all major institutions – government (53 points) NGOs (down 31 points), business (18 points), and media (12 points). At the time of last year’s Trust Barometer, Brazil had just been awarded 2014 World Cup and the 2016 Summer Olympics and President Dilma Rousseff had just been elected. This year’s declines represent a return to normalcy for businesses and the arrest of four government officials for corruption.

Additional insights can be found by visiting the following sections of the site: The State of TrustTrust In InstitutionsThe Path Forward.

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