The 13th annual Edelman Trust Barometer is our largest exploration of trust, to date, and the largest survey of its kind. For 2013, we surveyed more than 31,000 respondents in 26 markets around the world and measured their trust in institutions, industries and leaders.
This year's research was conducted October/November 2012. The online survey sampled 26,000 general population respondents with an oversample of 5,800 informed publics in two age groups (25-34 and 35-64) across 26 countries. All informed publics met the following criteria: college-educated; household income in the top quartile for their age in their country; read or watch business ⁄ news media at least several times a week; follow public policy issues in the news at least several times a week.
The Trust Barometer measures the state of trust around the world by exploring trust in institutions, industries, leaders and the impact of recent crises in the banking and financial service sectors.
The industry in which you operate is integral to how you are perceived and sets a basis for your level of trust. Industry trust levels provide businesses with a baseline for measuring and comparing their trust against a comparable landscape.
Why is technology the most trusted industry in the world? What does banking and financial services need to do different? Are there lessons to be learned from the rebuilding of automotive? The 2013 Edelman Trust Barometer examines trust across industries and explains how performance and behavior can impact trust.