2019爱德曼信任度调查全球报告（英文版）_66页_21mb

2019 Edelman Trust Barometer Summary

Core Content

The 19th Annual Edelman Trust Barometer is a global survey conducted across 27 markets, involving over 33,000 respondents. The survey focused on the employer-employee relationship and explored trust levels in various institutions such as NGOs, business, government, and media. The findings highlight a nuanced picture of trust dynamics, including the rise in trust for the informed public and the persistent divide between trust levels among different population segments.

Main Findings

Trust Index Overview

• The global Trust Index increased by 3 points to neutral in 2019.
• The informed public Trust Index increased by 4 points, reaching a 26-market average.
• Mass population trust remains significantly lower, with a 14-point gap compared to the informed public.

Trust by Market

• Hong Kong and Australia saw the largest increases in trust (10 and 8 points respectively).
• Russia experienced the largest decrease in trust (-7 points).
• U.S. and China had notable increases in informed public trust (15 and 12 points respectively).

Trust Inequality

• Trust inequality reached record highs, with the Trust Index showing a 23-market average.
• The mass population is 84% of the total global population, while the informed public represents 16%.

Trust in Institutions

• Business trust increased in 21 of 26 markets.
• NGOs trust increased in 21 of 26 markets.
• Government trust increased in 20 of 26 markets.
• Media trust increased, but it remains the least trusted institution in 16 markets.
• European Union trust increased in 22 of 26 markets.
• United Nations trust increased in 19 of 26 markets.

Gender Differences in Trust

• Men and women have different trust levels in institutions:
  • Business: Men (60%) have higher trust than women (53%) with a 7-point gap.
  • Government: Men (51%) have higher trust than women (46%) with a 5-point gap.
  • NGOs: Men (58%) have higher trust than women (55%) with a 3-point gap.
  • Media: Men (50%) have higher trust than women (45%) with a 5-point gap.
  • Trust Index: Men (55%) have higher trust than women (50%) with a 5-point gap.

Key Insights

Trust in the Employer

• Employers are viewed as the most trusted relationship by employees.
• 71% of employees trust their employer to be a trustworthy source of information.
• 78% of employees believe a good reputation may get them to try a product, but unless they trust the company, they will stop buying it.

Employee Expectations

• Employees now expect societal impact, personal empowerment, and job opportunities from employers.
• These expectations are seen as critical for building resilient trust and are linked to higher levels of employee engagement and loyalty.

Employee Engagement and Trust

• Employee trust is associated with higher advocacy, loyalty, and engagement.
• Companies that invest in employee trust are seen as investing in their bottom line.

Leadership Expectations

• Employees look to CEOs for leadership on change.
• They expect CEOs to address personal concerns, train the workforce, and be visible and committed.

Media Engagement

• Media engagement has increased, but it is still the least trusted institution.
• 73% of the general population worry about false information being used as a weapon.

Employee Trust and Change

• The employee-employer relationship is now central to societal change.
• CEOs are expected to lead the change and engage directly with employees.
• Multinational employees show higher trust in their employers compared to the general population.

Conclusion

The 2019 Edelman Trust Barometer underscores the importance of trust in the employer-employee relationship and highlights a global shift in trust dynamics. While there is a modest rise in trust, the divide between informed and mass populations remains significant. Businesses are increasingly seen as trustworthy sources of information and drivers of change, especially in the context of global economic and social challenges.