2022艾德曼信任晴雨表：2022全球政府信任度排行榜，中国继续稳居榜首（英）-Edelman-2022-72页_2mb

2022 Edelman Trust Barometer Summary

Core Content

The 2022 Edelman Trust Barometer is the 22nd annual online survey, conducted from November 1 to November 24, 2021, with over 36,000 respondents across 1,150+ countries. The survey highlights a global decline in trust in government and media, while business remains the most trusted institution. The report emphasizes the growing societal divide, the role of business in addressing global challenges, and the impact of misinformation on public perception.

Main Points

Trust Trends by Institution

• Government and Media: Trust in these institutions has declined, with both seen as divisive and lacking the ability to solve societal problems.
• Business: Remains the most trusted institution globally, with a notable trust gap compared to government in 23 of 28 markets.
• NGOs: Seen as more credible than traditional authorities, with a growing role in societal issues and trust in NGOs rising in 16 of 27 countries.

Key Findings

• Trust in Business: Declines in 11 countries and gains in 11, with the greatest trust in family-owned and privately-held businesses.
• Fake News Concerns: At all-time highs in 13 of 27 countries, with 67% of respondents worrying about being lied to by societal leaders.
• Income-Based Trust Inequality: The trust gap between high and low-income groups is at a record high, with countries like Thailand and Saudi Arabia showing the greatest disparities.
• U.S. Political Chasm: Trust in business has widened between Democrats and Republicans, with a 20-point gap in the U.S.
• Societal Fears: Rising concerns about societal challenges such as the pandemic and climate change, with trust in national health authorities increasing in 14 of 27 countries.
• Leadership Expectations: There is a growing expectation for business to take a leadership role in societal issues, with 58% of respondents agreeing that business should be held accountable for societal impact.

Key Insights

Trust in Business

• Role in Society: Business is increasingly seen as a core driver of positive change, with 81% of respondents expecting CEOs to be personally visible when discussing societal issues.
• Ethical and Competence Scores: Business is perceived as competent and ethical, with ethical scores indicating a strong belief in its ability to lead change.
• Global Trust Index: Business trust has increased in 11 countries and decreased in 11, with the U.S. showing a decline of 10 points since 2017.

Trust in Multinational Institutions

• WHO, UN, EU: Trust in these institutions has increased in 15, 17, and 13 countries respectively, highlighting a growing belief in their role in addressing global challenges.
• Media: While trust in media has declined in 15 of 27 countries, it remains a critical source of information for many.

Information and Trust

• Information Quality: Is identified as the most powerful trust builder across all institutions.
• Trust in News Sources: Respondents are more likely to seek quality information and consult sources they disagree with, showing a desire for balanced and accurate reporting.

Trust in Different Types of Businesses

• Family-Owned Businesses: Most trusted, with 66% trust in 2022, up from 63% in 2021.
• Publicly-Traded and State-Owned Businesses: Showed lower trust levels compared to family-owned and privately-held businesses.

Methodology and Sample Details

• Global Averages: Vary by country inclusion. For example, Nigeria is excluded from global averages due to non-representative online population.
• Sample Size: The global survey included 31,050 respondents, with additional informed public samples in some countries.
• Margin of Error: Ranges from +/- 0.6% to +/- 6.2% depending on the country and sample type.
• Sensitive Questions: Avoided in China, Russia, and Thailand to prevent legal issues and ensure respondent safety.

Conclusion

The 2022 Edelman Trust Barometer underscores a global trend of declining trust in government and media, with business emerging as a key institution for societal trust. The report calls for business to act as a stabilizing force, demonstrate tangible progress, and focus on long-term thinking to restore trust and promote peaceful societal debate. It also highlights the importance of information quality and ethical leadership in rebuilding trust across all sectors.