Social concerns lead to declining trust in institutions globally

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 18, 2022, 12:11 PM GMT+0

Edelman Trust Barometer recently polled over 36,000 people in 28 markets worldwide.

Given that only 50% of people currently trust the government to do the right thing, compared to 65% in May 2020, trust is diminishing, as per the report. Where 61% respondents trust businesses for the right information in 2021, 59% trust NGOs, 52% trust their government and media is trusted by 50%.

In May 2020, 65% respondents trusted governments the most, 62% each trusted businesses and NGOs and 56% trusted the media. Further, 67% of participants believe journalists intentionally mislead them, while 66% feel the same way about the government and 63% about businesses.

Broadening political divides, increasing social concerns, and institutions' failure to make substantial improvements in diversity, climate change, and more are eroding people's trust, as per Edelman’s CEO, Richard Edelman. Government officials and journalists are the least trusted social leaders, at 42% and 46%, respectively. Moreover, 76% of people believe that fake news and misinformation might be used as a weapon.

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