The latest installement of the Edelman Trust Barometer has now been published and as usual, it is interesting reading. This year, there have been some dramatic changes in the views of the public in most of the countries surveyed. Trust in government, business and NGO’s is declining while trust in media is rising.
Trust in government shows an exceptionally sharp drop in the 2012 Barometer, after rising steadily for four years. In Sweden (“informed public”), trust in government is quite stable, dropping only from 64% to 62%, making Sweden the market with the fourth highest level of trust in government. Trust in business is also decreasing, although in Sweden it is acutally up from 52% to 54%, possibly thanks to the relatively stable Swedish economy compared to many other countries.
If we look at different media sources, it is interesting to see the dramatic increase in trust in social media, now almost at the same level as corporate information. Note: responses are for “informed public”, i.e. college educated, high income, high media consumption.
Overall, there is a huge drop in trust for CEO’s while trust in pers such as regular employees and “a person like yourself” is increasing dramatically.
In other words, there is less trust in messages communicated by CEO’s through traditional corporate channels and increased trust in messages from our peers, communicated through for example social media channels. There’s a lot more to read and you’ll find the whole presentation here below.
