Edelman Trust Barometer 2016

Edelman started measuring trust in 2000 and currently executes this yearly survey with more than 33.000 respondents in 28 countries.

Highlights from the 2016 presentation, which can be viewed here :

  • distrusted companies have more difficulties with selling products, are criticized more often and negative opinions are more often shared, and shares are more often sold.
  • NGO’s are more trusted than business, media and the government, a continuous trend since 2012
  • According to 80% of the respondents, a company can take specific action that both increases profits and improve the economic and social conditions in the community
  • adressing Societal expectations are important, through direct engagement of the CEO’s and via the media
  • internal stakeholder alignment is important
  • increasing distrust among mass population, possibly through the increasing democratization of information
  • Engage cross channels to meet stakeholders, where they are, about what most interests them

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