2011 Trust USA

United States Findings

2011 Edelman Trust Barometer

Edelman Trust Barometer at a glance

Tenth edition since 2003

4, 475 people in 20 countries on 5 continents

Ages 25 to 64

College-educated

In top 25% of household income per age group in each country

Report significant media consumption and engagement in business news and public policy

North America Countries: United States, Canada (weighted to be 90% US, 10% Canada) N = 700 aged 25-64

United States: N=500 aged 25-64; N=400 aged 35-64

2

A decade of insights from the Edelman Trust Barometer

3

Rising Influence of NGOs2004

Fall of the celebrity CEO2005

Earned media more credible than advertising2006

U.S. companies in Europe suffer trust discount2007

Trust shifts from “authorities” to peers2008

“A person like me” is most credible spokesperson2009

Business more trusted than government and media2010

Young influencers have more trust in business2011

“Every financial system depends on trust...We are in a full-blown crisis because

investors and financial managers—the people who run banks, investment banks, hedge funds, insurance companies—have

lost that trust.”

– Robert J. Samuelson, Newsweek

The State of Trust Globally

Richard S. Fuld Jr., former CEO, Lehman Brothers

1

The Trust Divide

Trust in business <50% among 25-to-64-year-olds

Trust in business >50% among 25-to-64-year-olds

5

Trust in business is country-specific; highest drop in trust was in US

6

% who trust business to do what is right

A10. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use a nine-point scale where one means that you "DO NOT TRUST THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL". (Top 4 Box) Informed publics 35-64 (global 18 countries, excluding Australia, Indonesia)

Trust Down Trust Steady Trust UpNew

additions in 2010

Global Italy Spain Ireland Germany UK Japan Russia Brazil China Indonesia0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

51%

58%41%75%49%74%47%

49%

35%

30%

45% 45%

61%

43%42%55%61%

39%

54%49%

38%

27%65%40%

65%

41%

45%

33%29%

45%47%

63%

45% 45%

62%69%51%71%39%68%

2009 2010

Companies less trusted now than year ago

7

A60 Thinking about everything you have read, seen, or heard about business in the last year, in general, do you trust corporations a lot less, a little less, the same, a little more, or a lot more than you did at the same time last year? (Bottom 2 Box: Trust less) 25-64 Informed publics in 20 countries

Global Japan Australia S. Korea France Canada NetherlandsSweden Mexico India Brazil0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

62%

83%79% 77%

74% 73%69% 67% 67% 67% 66%

62% 61%56% 55% 54%

50% 49% 49%

32%

21%

% who trust companies less

Government trust declines in the United States

A8. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use a nine-point scale where one means that you "DO NOT TRUST THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL.” (Top 4 Box) Informed publics 35-64 (global 18 countries, excluding Australia, Indonesia)

8

% who trust government to do what is right

Global US India South Korea Japan China Russia Germany Canada Brazil Australia0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

43%

63%

39%

49%49%37%40%

35%

45%

35%

79%

29%

38%34%

27%

64%

39%11%22%

44%39%

30%

41%43%34%

38%

35%

45%36%

80%

32%43%41%35%74%51%33%51%52%53%

2009 2010

Trust Down Trust Steady Trust UpNew

additions in 2010

Business still more trusted than government in 13 of 20 countries

A 8,10. [Government in general, business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use a nine-point scale where one means that you "DO NOT TRUST THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL.” (Top 4 Box) Informed publics 35-64 (global 20 countries, including Australia, Indonesia)

9

Global India Brazil Poland US Spain UK Germany Canada China Australia0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

50%65%65%63%69%68%47%51%38%45%

40%

41%

45%

45%

33%27%

45%

29%

71%62%

39%45%

41%

43%45%

51%52%

33%39%

30%

38%34%35%

41%43%35%

32%51%36%80%74%53%

Business in general Government in general

Business more trusted Government more trusted

NGOs most trusted institutionUnited States has less trust in all institutions compared to the Global Total

10

.

Global Total United States0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

54%

45%50%

38%

47%

31%

45%

30%

% who trust each institution

NGOs Business Media Government

A8-11. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use a nine-point scale where one means that you "DO NOT TRUST THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL.” The higher the number, the more you TRUST them to do what is right. (Top 4 Box) Informed publics 35-64 (global 20 countries)

In U.S., trust in business at lowest level, including post-Enron

11

2002 2003 2004 2005 2006 2007 2008 2009 201030%

35%

40%

45%

50%

55%

60%

44% 44%

48%

51%

48%49%

53%

58%

38%

32%

41%

35%

40%

36%

38%

34%36%

36%

US UK/France/Germany

A10. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use a nine-point scale where one means that you "DO NOT TRUST THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL". (Top 4 Box) Informed publics 35-64 in the United States and UK/France/Germany

20 point drop

U.S. is the new Europe

In U.S., trust in every industry declined

Coca-Cola Citicorp ExxonMobil0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

78%

64%

48%

65%

29%27%

2009 2010

12


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

30%

47%

27%

16%

46%

23%

2009 2010


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

78%76%

64%

73%

84%

64%

2009 2010

US UK/France/Germany China

A38-59. [TRACKING] I am going to read you a list of organizations and companies. For each one, please tell me how much you TRUST that company or organization to do what is right. This time, please use a 9-point scale where one means that you "DO NOT TRUST THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL". (Top 4 Box) Informed publics ages 25-64

Insurance

Media companies

Banks

Entertainment

Pharmaceuticals

CPG manufacturers

Energy

Food

Retail

Health care industry

Automotive

Biotech/life sciences

Technology

100%

200%

300%

400%

500%

600%

700%

800%

900%

1000%

1100%

1200%

1300%

40%

42%

45%

50%

53%

55%

55%

55%

55%

57%

57%

66%

76%

Technology remains most trusted industry sector globally

13

US has less trust than rest of the world in most industries

A25-37. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use a 9-point scale where one means that you "DO NOT TRUST THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL". (Top 4 Box) Informed Publics 35-64 in Global Total 18 countries

73%

62%

33%

42%

49%

58%

40%

54%

42%

33%

36%

25%

31%

“...our problem is not just a deficit of dollars. It’s a deficit of accountability...a deficit of trust.”

– Barack Obama

Lack of Trust Triggers Call for Government Intervention

2

To prevent future financial crises, more in the US think the free market should be allowed to function independently, allowing banks to fail or be

acquired,

15

Government should intervene; 66%

Let the free market function; 29%

Don't know; 5%

Global

F144. Given the recent financial crisis, which one of the following choices comes closest to your view on how your government should respond to prevent future financial crises? Government should intervene in the activity of banks and the financial industry using whatever means it sees appropriate, including lending money or guaranteeing deposits OR Government should permit the free market to function independently, allowing banks and other financial institutions to fail or be acquired (Informed Publics 25-64 in 20 countries)

Govt should intervene; 43%

Let the free market function; 49%

Don't know; 9%

United States

Yet there is a desire in the US for to impose stricter regulations to govern the way financial markets and banks operate

16

Stricter regulation; 70%

Minimum regulation; 27%

Don't know; 3%

Global

F145. And which one of the following choices comes closest to your view on how your government should govern the way financial markets and banks operate? [SELECT ONE RESPONSE] Intervene to impose stricter regulations and limits on the financial industry and banking OR Permit the free market to function independently, with the minimum necessary regulation and oversight .(Informed Publics 25-64 in 20 countries)

Stricter regulation; 61%

Minimum regulation; 35%

Don't know; 4%

United States

By 3:1 margin globally and in the United States, informed publics agree that government should impose stricter regulations and greater control over

business across all industries

17

Agree; 65%

Disagree; 22%

Neither agree nor disagree; 12%Don't know; 1%

Global

F146. The recent credit crisis and government bail-outs have led to debates on how much governments should intervene to regulate industry or nationalize companies to restore public trust. Please tell me how strongly you agree or disagree that your government should in the future impose stricter regulations and greater control over business across all industry sectors.(Informed Publics 25-64 in 20 countries)

Agree; 61%

Disagree; 31%

Neither agree nor disagree; 7%Don't know; 1%

United States

Four Global Issues:Who Is Responsible for Causing and Solving?

Global Warming

Energy Costs

Access to Affordable Healthcare

Financial Credit Crisis

Government and business share responsibility for causing global issues

19

.

Global United States Global United States Global United States Global United States

80%75%

81%87%

77%

62%

80%

68%

79%76%

84%89%

81%

69%63%

66%

Government and regulators Businesses

E. 119-120, E124-125, 129-130, 134-135. Now thinking about (Energy Cost, Financial Credit Crisis, Global Warming, Affordable Healthcare) , please tell me how responsible you think each of the following entities are for contributing to (global issue)? TOP 4 BOX 25-64 Informed Publics in 20 countries

Energy Costs Financial Credit Crisis Global Warming Affordable Healthcare

Globally, more people blame government for limiting access to affordable healthcare, but in United States blame is split equally between business and government

Government held most responsible for solving these issues

20

United States assigns more responsibility to business than does rest of the world for solving energy costs, financial credit crisis and access to affordable healthcare

.

Global United States Global United States Global United States Global United States

47%

32%

53%

34%41%

31%

70%

42%

21%27%

24%

34%

17% 17%

9%

25%

4% 4% 2% 2%6%

2% 3% 3%

Government and regulators Businesses NGO

E138. And which ONE entity do you think should be MOST responsible for (solving each global issue)? Informed Publics 25-64 in 20 countries

Reducing Energy Costs

Financial Credit Crisis

Global Warming Affordable Healthcare

Business has lost ability to lead unilaterally:Must partner with others to solve global issues

21

Global United States0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

66%

56%

31%

40%

3% 2%

Partner with governments and third parties Do what it can alonePlay no role

E139. Thinking about the role that business should play in helping to solve global issues such as energy costs, the financial credit crisis, global warming, or access to affordable healthcare, which of these following three statements is closest to your view? Business has to partner with governments and advocacy groups to solve these global issues, it cannot do it alone; OR Business should focus on what they themselves can do on these global issues, whether or not governments or others partner with them ; OR Business should not play a part in helping to solve these global issues (Informed publics 25-64 in 20 countries)

U.S. is more split in opinion, but the majority still believe Businesses needs to partner with others

“Under the circumstances, I am tendering my resignation….I am now prepared to subject myself to the

laws of the land and face the consequences thereof.”

– Ramalinga Raju, former chairman, Satyam Computers

Who Can We Trust?Trust in Information Sources and Spokespeople Declines Across the Board

3

Expertise, peer conversations and internet search engines top 2010 list of credible sources among Informed Publics ages 35-64

23

C95-110. [TRACKING] Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? TOP 2 BOX Informed Publics 35-64 in US

Traditio

nal

Co

rpo

ra teD

igital

Social networking sites (such as Myspace or Facebook)

Personal or Non Business Blogs or bulletin boards

Business Blogs

Free content sources, such as Wikipedia or web portals

Internet search engines e.g. Google news, Yahoo news

Corporate or product advertising

Corporate communications such as press releases, reports, and emails

A company’s own Web site

Live communication such as a CEO speech

Conversations with company employees

Television news coverage

Articles in newspapers

News coverage on the radio

Conversations with your friends and peers

Articles in business magazines

Stock or industry analyst reports

8%

9%

12%

18%

31%

7%

14%

15%

17%

39%

21%

27%

27%

33%

43%

43%

Expertise, peer conversations and internet search engines top 2010 list of credible sources among Informed Publics ages 25-34

24

C95-110. [TRACKING] Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? TOP 2 BOX Informed Publics 25-34 in US

Traditio

nal

Co

rpo

ra teD

igital

Social networking sites (such as Myspace or Facebook)

Business Blogs

Free content sources, such as Wikipedia or web portals

Personal or Non Business Blogs or bulletin boards

Internet search engines e.g. Google news, Yahoo news

Corporate or product advertising

A company’s own Web site

Corporate communications such as press releases, reports, and emails

Live communication such as a CEO speech

Conversations with company employees

Television news coverage

News coverage on the radio

Articles in newspapers

Conversations with your friends and peers

Articles in business magazines

Stock or industry analyst reports

18%

22%

28%

30%

39%

15%

21%

23%

25%

45%

26%

35%

36%

39%

55%

56%

Stock or industry analyst reports Conversations with your friends and peers News coverage on the radio

56%60%

47% 46% 48%44%46% 46%

35%30% 29%

22%

2008 2009

Perceived credibility of all traditional media sources declines in US

C95-98,103. [TRACKING] Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box), Informed Publics ages 25-64 in US

25

- 16

- 22

- 10 - 14

- 12- 18

Informed publics age 25-64

Stock or industry analyst reports Conversations with your friends and peers Articles in newspapers

43% 43%

33%

27% 27%

21%

56% 55%

39%35% 36%

26%

35-64 25-34

Credibility of traditional media higher among younger informed publics

C95-98,103. [TRACKING] Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box), Informed Publics ages 35-64 and 25-34 in US

26

Corporate communications such as press releases, reports and emails Corporate or product advertising

33%

26%

17%16% 16%

9%

2009 2010

Perceived credibility of all corporate media sources declines in US


27

- 17 - 10- 8


Conversations with company employees Corporate communications such as press releases, reports and emails Corporate or product advertising

39%

17%14% 15%

7%

45%

25% 23% 21%

15%

35-64 25-34

Credibility of corporate media higher among younger informed publics

C95-98,103. [TRACKING] Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box), Informed Publics ages 35-64 and 25-34 in US

28


Free content sources, such as wikipedia or webportals Social networking sites such as Myspace or Facebook

45%

16%20%

10%

2009 2010

Perceived credibility of digital media sources declines in US


29

- 25

- 6


Internet search engines e.g. Google news, Yahoo news Free content sources, such as wikipedia or webportals Social networking sites such as Myspace or Facebook

31%

9%

18%

12%8%

39%

30% 28%

22%18%

35-64 25-34

Credibility of digital media higher among younger informed publics


30

Even with high viewing frequency, Traditional sources of information are considered credible by less than the majority of informed publics.

Business Magazines is the second most credible source of information, even though only 42% of informed publics read them daily or weekly. This may be due to monthly publications of business magazines.

S4A-S4H. Now I am going to read you a list of media sources where you might get business information. For each please tell me how often do you read, watch or visit these media sources in a typical month to get general company news or business information. (Top 2 Box) 25-64 Informed PublicsC95-110. Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box) 25-64 Informed Publics

Local Mainstream Media Business Magazines Articles in business magazines Articles in new spapers Television new s coverage0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%94%

47%

29%

46% 46%

35%30% 29%

22%

31

Frequency - Daily/ Weekly Credibility – Extremely/ Very

Traditional

The majority of informed publics visit Corporate Websites daily even though less than a quarter consider a Company’s Own Website as credible

S4A-S4H. Now I am going to read you a list of media sources where you might get business information. For each please tell me how often do you read, watch or visit these media sources in a typical month to get general company news or business information. C95-110. Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box) 25-64 Informed Publics

Corporate Websites Live communication A company's own website0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

34%

40%

19%16% 16%

9%

32


Corporate

The majority of informed publics use online media sources daily. However, digital sources of information have low credibility.

84% of Informed Publics use International Browser websites, even though only 35% consider Internet Search Engines Credible.

S4A-S4H. Now I am going to read you a list of media sources where you might get business information. For each please tell me how often do you read, watch or visit these media sources in a typical month to get general company news or business information. C95-110. Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box) 25-64 Informed Publics

International Brow ser Websites Blogs or Bulletin Boards Personal or Non-Business Blogs0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

84%81%

77%

34% 33%

20%15% 14%

10%

33


Digital

Perceived credibility of academics/experts as spokespeople increased in US

D112-118. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box) Informed Publics 25-34 in US

An academic or expert on that company's industry or issues. Non-profit organization or NGO representative CEO of a company0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

56% 54%

62%

52%

45%

25% 25%

66%

49%45% 43%

34%

26%

19%

2008 2009

34

*asked as “an academic” in 2010


Academics/experts, financial analysts, company employees and CEOs more credible among younger informed publics

D112-118. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box) Informed Publics 35-64 in US

An academic or expert on that company's industry or issues* Non-profit organization or NGO representative CEO of company0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

61%

46% 45%42%

31%

22%17%

79%

59%

45% 45% 45%

22%

39%

35-64 25-34

35

*asked as “an academic” in 2010

Informed publics need information from multiple sources, multiple voices

36

C111. Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to hear something about a specific company to believe that the information is likely to be true? Please give me a number. (3-5 times) 25-64 Informed Publics in US

Once (1); 5%

Twice (2); 16%

Three times (3); 33%Four or Five times (4 - 5); 25%

Six to Nine times (6-9); 6%

Ten or more times (10+); 4%

Don’t know/refused (vol); 11%

60% 3-5 times total

And need to hear it 3-5 times to believe it

“Trust is the cornerstone for the survival of an enterprise and a society.”

– China Daily

The Business Case for TrustReputation, Sales, and License to Operate Driven by Trust and Transparency

4

38

Commits time, money and resources to the greater public good

Creates and keeps jobs in your area

Is an innovator of new products, services or ideas

Has a strong commitment to protect the environment

Has senior leadership that can be trusted

Has a strong financial future

Stays within the spirit and the letter of the law in [country]

Gives value for money

Is a company I trust

Communicates frequently and honestly on its business

Is a company that treats its employees well

Offers high quality products or services

85%

86%

87%

87%

89%

90%

90%

91%

91%

91%

93%

94%

B62-73. When you think of good and responsible companies, how important is each of the following factors to the overall reputation of the company? Please use a nine-point scale where one means that factor is “not at all important” and nine means it is “extremely important” to overall reputation. (Top 4 Box) 25-64 Informed Publics in 20 countries

In US, trusted senior leadership as important to reputation as high quality products/services

97%

95%

92%

94%

94%

93%

93%

96%

83%

89%

85%

85%

Through personal action, trust has tangible benefits

39

29%

44%

67%

78%

92%

B74-78 Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action.B79-82. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. Informed Publics 25-64 in US

Chose to buy their products/servicesRefused to buy their products/services

Recommended them to a friend or colleagueCriticized them to a friend or colleague

Paid a premium for their products/services

Bought sharesSold shares

Shared positive company opinions/experiences online

Shared negative company opinions/experiences online

+- Actions taken with trusted and distrusted companies

"I understand your disappointment, your anger. This situation is perfectly unacceptable.”

– Daniel Bouton, former CEO of Société Générale

Rebuilding TrustThe Power of Public Engagement

5

What We Have Learned ~ United States

Among Informed Publics ages 35-64:

• Trust in business (38%) declined 20 percentage points over the past year.

• Even though trust in business dropped significantly, business (38%) is still trusted more than government (30%)

• US informed publics are less trustful of all institutions than global informed publics are.

• Trust in Banks (36%) declined 33 percentage points and trust in Automotive (33%) declined 27 percentage points over the past year.

Among Informed Publics ages 25-64:

• Trust in all traditional media sources suffered significant decline over the past year

• Younger informed publics more trusting of most media channels and spokespeople

• 61% Agree that government should impose stricter regulations and greater control over business across all industries

• 77% trust companies less now than they did a year ago

• US informed publics are more divided on the role government and business should take in solving global issues

What We Have Learned

Diminished trust impedes

business license to operate

______

Regulation ≠ abdication

______

A public company serves

shareholders and society

______

Partnership is the solution

______

Public Engagement: A Strategy for Changing Policy and Communication

Shared Sacrifice

Continuous Conversation

Private Sector Diplomacy

Mutual Social Responsibility


Shape policy on world’s most pressing problems, including ones that don’t concern company’s industry

Partner with government, NGOs to drive decision-making and set strategy on major societal issues

“ …Come together—government, NGOs and business—in new approach to solving big problems facing our country. … This can work.”

– H. Lee Scott, Jr., President and CEO, Wal-Mart

Shared SacrificeContinuous

Conversation




Benefit society and the bottom line

Integrate approaches to societal problems into products and services

Involve employees and customers in decisions and actions about company’s social responsibility

Starbucks invites customers to partner as a force for good


Conversation



Shared Sacrifice

Set collaborative tone for company:we’re all in this together

Equitable compensation (executive pay cuts, bonus forfeiting) sends powerful message

Communicate with employees, welcome their voices


Conversation



“It is the kindness to take in a stranger when the levees break, the selflessness of workers who would rather cut their hours than see a friend lose their job which sees us through our darkest hours.”

– Barack Obama’s Inaugural Address

Continuous Conversation

Be agile and “of the moment”

Inform, don’t control the conversation

Say... then do as you say

Johnson & Johnson among first companies to join public conversation on health


Conversation



A Ten Year Overview of Trust

The 2011 Edelman Trust Barometer is the firm’s 10th trust and credibility survey.

The survey was produced by research firm StrategyOne. The survey consisted of 30-minute telephone interviews conducted in November – December 2010. For the first

time, the survey sampled two different age groups concurrently (25-34 and 35-64).

For more information on the Edelman Trust Barometer and to view past results, please visit www.edelman.com/trust.

Methodology

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10th Edelman Trust Barometer

Global Reach 20 countries on five continents

Sample SizeN=4475 TotalN=3400 age 35-64 (20 countries)N=1075 age 25-34 (20 countries)

Audience Profile

Informed Publics (same as 2008)• College-educated• In top 25% of household income per age group in each country• Reported significant media consumption and engagement in business

news and public policy

Field DatesNov 5 -Dec 14, 2008 (post-U.S. election)

2011 Edelman Trust Barometer

2011 Trust USA

Economy & Finance

Transcript of 2011 Trust USA