edelman trust

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1、GLOBALEDELMAN'S13THANNUALSURVEY,LARGESTGLOBALEXPLORATIONOFTRUSTONLINESURVEYINFORMEDIN26COUNTRIESPUBLICS•31,000+respondents•500respondentsinU.S.andChina&200inother•5yearsin20+marketscountries•8yearsin10+markets•Ages25-64•College-educatedGENERALPOPULATION•Intop25%

2、ofhouseholdincomeperagegroupin•1000respondentspereachcountrycountrysurveyed•Reportsignificantmedia•Ages18+consumptionandengagementinbusiness•2yearsofdatanewsandpublicpolicy•13yearsofdataMARKETCOMPARISONSDeveloped:US,UK,France,GermanyandJapanEmerged:Brazil,Mexico

3、,Russia,IndiaandChina2EDELMANTRUSTBAROMETERINRETROSPECT2013CRISISOFLEADERSHIP2012THEFALLOFGOVERNMENT2011RISEOFAUTHORITYFIGURES2010TRUSTISNOWANESSENTIALLINEOFBUSINESS2009BUSINESSMUSTPARTNERWITHGOVERNMENTTOREGAINTRUST2008YOUNGINFLUENCERSHAVEMORETRUSTINBUSINESS2007

4、BUSINESSMORETRUSTEDTHANGOVERNMENTANDMEDIA2006“APERSONLIKEME”EMERGESASCREDIBLESPOKESPERSON2005TRUSTSHIFTSFROM“AUTHORITIES”TOPEERS2004U.S.COMPANIESINEUROPESUFFERTRUSTDISCOUNT2003EARNEDMEDIAMORECREDIBLETHANADVERTISING2002FALLOFTHECELEBRITYCEO2001RISINGINFLUENCEOFNG

5、OS3TRUST2013THESTATEOFTRUSTFINANCIALANDBANKINGINDUSTRYDEEPDIVECRISISOFLEADERSHIPTHEPATHFORWARD4STATEOFTRUSTEDELMAN’STRUSTINDEX:AFTERAYEAROFHIGHDISTRUSTIN2012,SHIFTBACKTONEUTRALIN2013201120122013BigChangesfrom2008GLOBAL55GLOBAL51GLOBAL57Brazil80China76China80Germ

6、any+19UAE68Singapore76UAE78China+18Singapore67India71Canada+14Indonesia74India65Mexico68India+11China73Indonesia63HongKong67Netherlands73TRUSTERSMexico63UAE66Mexico69Netherlands61Malaysia64Singapore67HongKong61Canada62Argentina62Canada58Indonesia62BigChangesIndi

7、a56Malaysia57U.S.59from2012Italy56Italy56Netherlands59Brazil55Canada55Argentina54Germany+16SouthKorea53Australia53Germany55France+14Brazil51France54UK+12Sweden52Sweden49Sweden54US+10NEUTRALJapan51UK53U.S.49Australia51Italy51SouthKorea44Spain51Australia50Poland44

8、France50Poland48U.K.41S.Korea47Poland49Ireland41Ireland46Germany44France40Argentina45U.S.42Germany39Spain42DISTRUSTERSU.K.40Spain37Turkey42Russia40Japan34Japan41Irela