2017年-数据局_2017年度爱德曼全球信任度调查中国报告_29页_3mb

2017 Edelman Trust Barometer Summary

Core Content

The 2017 Edelman Trust Barometer is a global study conducted across 28 countries, tracking public trust in institutions such as government, business, media, and NGOs. The survey was carried out between October 13th and November 16th, 2016, and included over 33,000 respondents, with 1,150 respondents per country in the general online population. The study also included a segment of the "Informed Public," defined as individuals aged 25-64, college-educated, in the top 25% of household income, and engaged with business news.

Main Findings

1. Global State of Trust

• 2016: The Inversion of Influence: The report highlights a shift in public perception where the influence of institutions has inverted, with the general population increasingly distrusting traditional authorities.
• Trust Index: The global Trust Index decreased by 3 points from 2016 to 2017. Trust declined in 21 of 28 countries, marking the broadest decline since 2012. Two-thirds of countries now have a majority of distrusters.

2. Trust in Government in China

• Highest Trust in Government: China maintains the highest level of trust in government globally, with a significant portion of the population expressing trust in governmental institutions.
• Y-to-Y Change: Trust in government remained relatively stable, with no significant decline reported in China.

3. Trust in Media

• Media Distrust: The general population shows a trend of decreasing trust in media, with a notable decline in trust in online-only media, search engines, and social media compared to traditional media.
• Echo Chamber Effect: 53% of respondents do not regularly listen to people or organizations with whom they often disagree, and are nearly 4 times more likely to ignore information that supports a position they do not believe in. 52% of respondents rarely or never change their positions on important social issues.

4. Trust in Business

• Global Business Distrust: There is a global trend of declining trust in business, with the Trust Index for business dropping by 12 points from 2016 to 2017.
• China's Trust in Business: In China, trust in business remains relatively high, but there is a growing concern about the role of businesses in society.

5. Trust by Industry

• Industry Trust: Trust in different industries varies, with some sectors like pharmaceuticals and technology facing lower levels of trust. The report shows that trust in companies headquartered in developing markets is still lower than in developed markets.

6. Trust in CEOs and Spokespersons

• CEOs and Spokespersons: Less than half of respondents rated CEOs as extremely or very credible. The report emphasizes that trust in a company is influenced by various spokespersons, including employees, activists, and technical experts.

7. Trust-Building Attributes in China

• Top Trust Drivers: In China, the most important trust-building attributes for companies include transparency, ethical behavior, and accountability. These attributes are crucial in shaping public perception and trust.

8. A New Model for Earning Trust

• Business Leadership: The report suggests that businesses have an opportunity to lead by taking actions that improve both economic and social conditions in the communities they operate in.
• Trust-Building Actions: Companies should focus on leveraging technical experts, engaging in partnerships to address societal issues, and demonstrating innovation efforts to build trust.

Key Information

• Survey Methodology: The survey was conducted online, with a sample size of 1,150 per country for the general population and 500 for the Informed Public in the U.S. and China.
• Trust Index: The Trust Index is an average of trust in government, business, media, and NGOs, measured on a nine-point scale.
• Informed Public: This group represents 13% of the global population and is more engaged with business news and media.
• Mass Population: The majority of the population (87%) is considered the Mass Population, which generally shows lower levels of trust in institutions.

Summary of Trust Trends (2012–2017)

Conclusion

The 2017 Edelman Trust Barometer reveals a global trend of declining trust in institutions, with China maintaining the highest levels of trust in government. However, trust in business and media is on the decline, especially in developing markets. The study highlights the importance of transparency, ethical behavior, and engagement in building public trust, suggesting that businesses have a unique opportunity to lead by addressing social and economic issues.