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Key Findings
2008 Young opinion elites show higher general levels of trust than their older counterparts; rely on multiple sources of information to form opinions of companies
2007 Business more trusted than media and government in every region of the globe surveyed
2006 “A person like me” most credible spokesperson for companies; trust in employees significantly higher than in CEOs
2005 Trust in established institutions and figures of authority shifting to peers
2004 Trust in business and government stronger; U.S. companies in Europe suffer trust discount
2003 Stories in editorial media more credible than advertising by 8-1 margin
2002 NGOs approach parity in credibility with business and government; era of celebrity CEO is over as trust in business wanes
2001 Rising influence of NGOs and increased need for corporate social responsibility linked to business goals
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