2018爱德曼信任度调查全球报告（英文版）_59页_40mb

2018 Edelman Trust Barometer Summary

Core Content

The 2018 Edelman Trust Barometer provides an in-depth analysis of public trust in key institutions across 28 countries, highlighting a global trend of declining trust and increasing polarization. The report outlines how trust levels have shifted over the years, emphasizing the role of institutions like business, government, media, and NGOs in shaping public perception.

Main Trends and Key Findings

Trust in Institutions

• Global Trust Index remains at a distruster level, with 20 of 28 countries classified as distrusters, up from 2017.
• The Trust Index is calculated as the average trust in government, business, media, and NGOs.
• Trust Volatility Measure indicates that trust in institutions has become more polarized over time, with some countries experiencing extreme changes in trust levels.

Trust Changes by Country (2017–2018)

• U.S. Trust Index crashes by 23 points, marking the steepest decline ever recorded.
• China sees a significant increase in trust, with a 7-point rise.
• South Korea and UAE also show trust gains.
• Italy, Brazil, and India experience declines.

Trust in Business

• Business is the most trusted institution in 14 of 28 countries, showing an increase in trust.
• Technology, Education, and Professional Services sectors are the most trusted.
• Financial Services and CPG are the least trusted.
• Trust in business is highest in Canada, Switzerland, and Sweden.
• Trust in business is lowest in Mexico, India, and Brazil.

Trust in Government

• Government trust increases in 16 of 26 countries, but overall trust levels remain low.
• China leads in government trust, showing the largest increase.
• U.S. government trust declines significantly, with it being the most broken institution.
• India and Brazil also show declining trust in government.

Trust in Media

• Media is now the least trusted institution globally, with trust declining in 21 of 28 countries.
• Trust in media declines the most in the U.S., with a 34-point gap in trust between Trump and Clinton voters.
• Journalism is more trusted than platforms in 21 countries, indicating a shift in public perception.
• 59% of people globally are unsure how to distinguish truth from fake news, highlighting concerns over misinformation.

Trust in NGOs

• Trust in NGOs declines in 14 of 28 countries, with China, UAE, and South Korea showing the most significant gains.
• NGOs are most trusted in countries like Canada, Sweden, and the U.S..

Trust in Institutions Over Time (2012–2018)

• Trust in business fluctuates, but generally shows a slight decline.
• Trust in government increases in some countries but remains low overall.
• Trust in media shows a consistent decline over the years.
• NGOs show a mixed trend, with some countries seeing trust increases and others decreases.

Trust-Building Mandates

• Business must invest in jobs, protect consumers, and drive economic prosperity to build trust.
• NGOs should protect the poor, call out abuses of power, and create a sense of community.
• Government should investigate corruption, protect the poor, and drive economic prosperity.
• Media must guard information quality, educate, and inform to regain public trust.

Public Perception of Trust

• People are skeptical about media, with many believing it prioritizes attracting audiences and breaking news over accuracy.
• The informed public and general population both show a decline in trust in the global Trust Index.
• The U.S. is the most polarized country, with a significant gap in trust between different groups.
• Media is seen as both content and platforms, with trust in platforms declining more sharply than in journalism.

Conclusion

The 2018 Edelman Trust Barometer reveals a world of distrust, with a growing polarization of trust across institutions and countries. The report highlights the decline in trust in media, the rise in trust in China, and the steepest decline in the U.S.. It also underscores the importance of trust-building mandates for each institution to address public concerns and restore credibility in a rapidly changing global landscape.