2022年信任晴雨表（英）-72正式版.doc

Global Report2022 EDELMAN TRUST BAROMETERMethodology27-market global data margin of error: General population +/- 0.6% (n=31,050); half-sample global general online population +/- 0.8% (n=15,525).Country-specific data margin of error: General population +/- 2.9% (n=1,150); half-sample +/- 4.1% (n=575).Annual online survey in its 22nd yearFieldwork conducted: Nov 1 Nov 24, 20212836,000+1,150+countriesrespondentsrespondents/countryGLOBAL AVERAGES vary based on the number of countries surveyed each year:GLOBAL 27 does not include Nigeria*GLOBAL 22 does not include Colombia, Kenya, Nigeria, Saudi Arabia, S. Africa and ThailandGLOBAL 24 Not asked in China, Russia, Thailandthe sensitive nature of the question prevented this data from being collected in these marketsOther global averages detailed in technical appendix*To prevent skewing the global results, Nigeria is not included in any global averages because the online population is not representative of the true populationArgentinaAustraliaBrazilCanadaChinaColombiaFranceGermanyIndiaIndonesiaIrelandItalyJapanKenyaMalaysiaMexicoNigeriaRussiaSaudi ArabiaSingaporeS. AfricaS. KoreaSpainThailandThe NetherlandsUAEUKU.S.222 YEARS OF TRUST0102030405060708091011RisingFall of theEarned MediaU.S.TrustA “Person LikeBusinessYoung PeopleTrust inPerformanceBusiness MustInfluence ofCelebrity CEOMore CredibleCompanies inShifts fromMe” EmergesMore TrustedHave MoreBusinessandPartner WithNGOsThanEurope Suffer“Authorities”as CredibleThanTrust inPlummetsTransparencyGovernment toAdvertisingTrust Discountto PeersSpokespersonGovernmentBusinessEssential toRegain Trustand MediaTrust1213141516171819202122Fall ofCrisis ofBusinessTrust isGrowingTrust inThe BattleTrustTrust:BusinessGovernmentLeadershipto LeadEssential toInequalityCrisisfor Truthat WorkCompetenceMost Trustedand Ethicsthe DebateInnovationof Trustfor ChangeThe Cycle of Distrust3GOVERNMENT AND MEDIA FUEL A CYCLE OF DISTRUSTTRUST DECLINES FOR GOVERNMENT AND MEDIA; BUSINESS STILL ONLY TRUSTED INSTITUTIONPercent trust-0+Global 27DistrustNeutralTrustChange, 2021 to 2022(1-49)(50-59)(60-100)IN MAY 2020,61GOVERNMENT MOST TRUSTED595250Global 11656262560+2-1-1BusinessNGOsGovernmentMediaGovernment BusinessNGOsMedia2022 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust.General population, 27-mkt avg.2020 Edelman Trust Barometer Spring Update. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top54 box, trust. General population, 11-mkt avg.GLOBAL 24 Not asked in China, Russia, ThailandGOVERNMENT AND MEDIA SEEN AS DIVISIVEPercent who sayThese institutions areGap,difference between-12pts-11pts14pts21ptsunifying force vs.dividing forcea dividinga unifyingforce in societyforce in society5048464536353129GovernmentMediaBusinessNGOs2022 Edelman Trust Barometer. INS_PER_DIM. In thinking about why you do or do not trust institution, please specify where you think they fall on the scale between the two opposing6descriptions. 11-point scale; top 5 box, positive; bottom 5 box, negative. Questions asked of half of the sample. General population, 24-mkt avg. Data not collected in China, Russia and Thailand.NEWS SOURCES FAIL TO FIX THEIR TRUST PROBLEMPercent trustGlobal 22Search enginesTraditional mediaOwned mediaSocial media59574337Change,-3-5+1-82012 to 2022-0+DistrustNeutralTrustChange, 2012 to 2022Least-trusting countriesU.S.45Russia35S. Korea24France19for each sourceAustralia47Japan39Russia28Germany20Japan47S. Korea, U.S.43U.S.28Canada212022 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? 9-point scale;top 4 box, trust. Question asked of half of the sample. General population, 22-mkt avg.7*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”FAKE NEWS CONCERNS AT ALL-TIME HIGHSPercent who agree-0+Change, 2021 to 2022 All-time high in13 of 27 countriesI worry about false information or fake news being used as a weapon84838382828282818181808079787876767575747372716765646463Global 2776 +4%pts+3+9+7+5+3+2+20+2 +10 +9n/a+4+4+5 +18 +2+3+2+2-2+8+3+4+1-1+5+22022 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale whereone means “strongly disagree” and nine means “strongly agree”. 9-point scale; top 4 box, agree. Question asked of half the sample. General population, 27-mkt avg. *Nigeria is not included in8the global averageGLOBAL 24 Not asked in China, Russia, ThailandGOVERNMENT NOT SEEN AS ABLE TO SOLVE SOCIETAL PROBLEMSPercent who say each is a strength of institutionsTake a leadership roleGet resultsCoordinate cross-institutional effortsSuccessfully execute plans and strategiesto solve societal problemsthat yield results65Majority do not57see as strength555550%48454442BusinessNGOsMediaGovernmentBusinessNGOsMediaGovernment2022 Edelman Trust Barometer. CMP_ARE_INS. Thinking about institution as they are today, please indicate whether you consider each of the following dimensions to be one of their9areas of strength or weakness. 5-point scale; top 2 box, strength. Question asked of half of the sample. General population, 24-mkt avg. Data not collected in China, Russia and Thailand.2021 Edelman Trust Barometer Spring Update: A World in TraumaSPRING 2021:INSTITUTIONS FAILING TO ADDRESS EXISTENTIAL CHALLENGESPercent who sayGlobal 13Not asked in ChinaInstitutions are not doing well on their pandemic response climate change solutions696866656060Majority say each is5758not doing well50%BusinessNGOsGovernmentMediaBusinessNGOsGovernmentMedia2021 Edelman Trust Barometer Spring Update: A World in Trauma. PER_INS. How well do you feel institution is currently doing each of the following? 5-point scale; 1-3,99, not doing well.10Question asked of half of the sample. General population, 13-mkt avg. Data not collected in China.SOCIETAL FEARS ON THE RISEPercent who worry about-0+Change, 2021 to 202285757165572022 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? 9-point scale; top 4 box, worry. Non-job loss attributes shown to half of the sample. General population, 27-mkt avg. Job loss asked of those who are an employee of an organization(Q43/1). Job loss is a net of attributes 1-3, 5, and 22-24.+1+3+3+4+6Job lossClimateHackers andLosing myExperiencing(net)changecyber-attacksfreedoms asprejudice ora citizenracism11CYCLE OF DISTRUSTTHREATENSSOCIETAL STABILITYBUSINESSGovernment and media feed cycleClimate changeDiscriminationof division and disinformation for votesSOCIETALand clicksGOVERNMENTMEDIAINSTABILITYNGOs and business pressured to takeJob lossIncome inequalityon societal problems beyond their abilitiesNGOs12FAILURE OF LEADERSHIP MAKES DISTRUST THE DEFAULTSOCIETAL LEADERS NOT TRUSTEDPercent trust42-0+DistrustNeutralTrustChange, 2021 to 2022Scientists and employers most trusted7475626366584649+1+1+100+3+3n/a+2GovernmentJournalistsCEOsCitizens ofPeople in myNational healthMy CEOMy coworkersScientistsleadersmy countrylocal communityauthorities2022 Edelman Trust Barometer. TRU_PEP. Below is a list of groups of people. For each one, please indicate how much you trust that group of people to do what is right using a 9-point scalewhere one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Some attributes asked of half the sample. General14population, 27-mkt avg. “My coworkers” and “my CEO” only shown to those who are an employee of an organization (Q43/1).MORE CONVINCED WERE BEING LIED TO BY SOCIETAL LEADERS-0+Percent who worryChange, 2021 to 202267%Journalists and reporterspts66% pts63% pts+8+9+7My countrysBusiness leadersgovernment leadersare purposely trying to mislead people bysaying things they know are false or gross exaggerations2022 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about.15Specifically, how much do you worry about each of the following? 9-point scale; top 4 box, worry. Attributes shown to half of the sample. General population, 27-mkt avg.RECORD TRUST GAP BETWEEN HIGH AND LOW INCOMETrust IndexGlobal 22High income626261(Top 25%)6059Trust gap,15ptshigh vs. low income494848Low4746(Bottom 25%)4443DistrustNeutralTrustCountries with the greatest income-based trust inequalityThailand36ptsSaudi Arabia27ptsUK25ptsIreland23ptsGermany21ptsThe Netherlands21pts201220132014201520162017201820192020202120222022 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. TRU_INS. Below is a list of institutions. For each one, please16indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 22-mkt avg., by income.U.S. POLITICAL CHASM WIDENSPercent trust-0+DistrustNeutralTrustChange, 2021 to 2022BusinessNGOsGovernmentMedia55TRUST INDEX20ptss0 ptsTrust gap, Democrats vs. RepublicansDemocrats55+175701953+62455-53135TRUST INDEX-14ptsFor the first time,businessdistrusted among48RepublicansRepublicans-1238l-1129-2024-132022 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, U.S., by political affiliation.17CIRCLES OF TRUST BECOME MORE LOCALPercent who say each has increased or decreased during the pandemicLESS TRUST FOR OUTSIDERSMy trust inNet changeincreaseddecreasedpeople from other-81826countriespeople who live inother states, provinces,-22022or regionsCLOSER BONDS WITHNEIGHBORS AND CO-WORKERSHow close I feelNet changeincreaseddecreasedto my neighbors+72821to my co-workers+625192022 Edelman Trust Barometer. PAN_MRE_LSS. For each of the foll