2010 EDELMAN TRUST BAROMETER

An Annual Global Opinion Leaders Study

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  • "Building a Mosaic of Trust"
  • Executive Summary
  • VIEW/DOWNLOAD
  • "Trust in Business Rises Globally"
  • Press Release
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  • Related Study: 2010 Edelman Financial Services U.S. Trust Barometer                                                                   Press Release / Results Deck
    Comment on Trust 2010

KEY FINDINGS:

GLOBAL

  • Methodology
  • Trust in business rises globally
  • Trust in government remains stable
  • Influence of NGOs rises
  • Technology remains most trusted sector
  • Why is trust in banks low?
  • People fear a return to “business as usual”
  • Most expect gov't to affect financial institutions
  • How can business regain trust?
  • Key drivers of corporate reputation
  • Shifted from a shareholder to stakeholder world
  • Corporate-NGO partnerships build trust
  • Trust in all sources of information declines
  • Academics/experts most credible spokespersons
  • CEOs recover trust somewhat
  • Younger respondents are more optimistic
  • 2010 key findings

REGIONAL

  • U.S. Overview
  • Trust in U.S. business jumps 18%
  • Trust in U.S. business supports economic growth
  • Trust in U.S. corporations abroad rises
  • Europe Overview
  • U.K. Overview
  • Trust in Russia declines for business and gov't
  • Trust findings for Brazil, Russia, India & China
  • Asia Pacific Overview
  • China Overview
  • Australia Overview

TRUST BAROMETER: DECADE OF INSIGHTS

  • 2010

  • Trust in Business Rises Globally

  • 2006

  • "A Person Like Me" is Most Credible Spokesperson

  • 2005

  • Trust Shifts from "Authorities" to Peers

  • 2004

  • U.S. Companies in Europe Suffer Trust Discount

  • 2003

  • Earned Media More Credible than Advertising

  • 2002

  • Fall of the Celebrity CEO

  • 2001

  • Rising Infuence of NGOs

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