爱德曼-2018年爱德曼信任度调查报告（英文）-2018.1-61页-42mb

2018 Edelman Trust Barometer Summary

Core Content

The 2018 Edelman Trust Barometer presents a global survey conducted in 28 countries, involving over 33,000 respondents. The report analyzes trends in institutional trust, focusing on government, business, media, and NGOs. It highlights the decline in trust across many institutions, particularly in the U.S., and discusses the changing dynamics of how people perceive and engage with information.

Main Findings

• Trust Index: The global Trust Index remains at a distruster level, with 20 of 28 countries showing declining trust.
• Institutional Trust: The Trust Index is calculated as an average of trust in government, business, media, and NGOs. In 2018, the global average trust was 47%.
• U.S. Trust Decline: The U.S. Trust Index dropped by 23 points, marking the steepest decline ever recorded. Trust in media in the U.S. fell to 42%, with a significant gap between Trump and Clinton voters.
• China Rising: China showed a notable increase in trust, particularly in business, with a 7-point rise. The Trust Index for China reached 74%.
• Media Distrust: Media is now the least trusted institution in 22 of 28 countries. Trust in media dropped to 39% globally, with 63% of respondents unsure how to distinguish good journalism from fake news.
• Informed Public: The informed public's Trust Index declined slightly to 59%, indicating a growing concern about misinformation.
• Trust in Business: Business trust increased in 14 of 28 countries, with notable gains in China, UAE, and South Korea. However, it declined in the U.S., India, Colombia, and Brazil.
• Trust in Government: Government trust increased in 16 of 26 countries, with notable gains in China and Canada. The U.S. government trust dropped to 43%.
• NGOs: Trust in NGOs declined in 14 of 28 countries, with a notable drop in the U.S. and a slight decline in the global average.
• Trust Volatility: A significant number of countries experienced extreme changes in trust levels from 2013 to 2018, reflecting a polarized world.
• News Engagement: 50% of respondents consume news less than weekly, and 25% are amplifiers who share or post content frequently. 66% believe news organizations prioritize large audiences and breaking news over accuracy.
• Expectations for Business: Business is expected to lead on change, with 64% of respondents believing CEOs should take the lead rather than waiting for government action. Trust-building mandates for business include driving economic prosperity and providing jobs.
• Expectations for Government: Government is expected to drive economic prosperity, investigate corruption, and protect the poor.
• Expectations for Media: Media is expected to guard information quality, educate, and protect privacy.
• Expectations for NGOs: NGOs are expected to protect the poor, call out abuses of power, and create a sense of community.

Key Information

• Methodology: The survey was conducted online between October 28 and November 20, 2017, with a global margin of error of ±0.6% for the general population.
• Demographics: The report differentiates between general population, informed public, and mass population, with varying sample sizes and margins of error.
• Trends: Trust in business is rising in some regions while declining in others. The U.S. experienced the most significant drop in trust, while China saw the largest increase.
• Truth and Misinformation: There is a growing concern about fake news and misinformation, with 63% of respondents unsure how to distinguish truth from falsehoods.
• Role of Institutions: Each institution has distinct trust-building mandates, with business expected to lead on innovation and economic growth, government to drive prosperity and investigate corruption, media to guard information quality, and NGOs to protect the poor and create community.

Summary of Trust Changes

• Global Trust Index: 47% in 2018, down from 48% in 2017.
• U.S. Trust Index: 42%, down 23 points from 2017.
• China Trust Index: 74%, up 7 points from 2017.
• Media Trust: 39% globally, down from 40% in 2017.
• Business Trust: 44% globally, up from 45% in 2017.
• Government Trust: 43% globally, up from 42% in 2017.
• NGOs Trust: 64% globally, down from 64% in 2017.

Conclusion

The 2018 Edelman Trust Barometer highlights a global trend of declining trust in institutions, particularly in the U.S. and India. Media is the least trusted institution, with growing concerns about misinformation. Business and government are seen as key players in driving change and economic prosperity, while NGOs are expected to protect the vulnerable and foster community. The report underscores the need for transparency, accountability, and a commitment to long-term values in all sectors.