INSTITUTIONS SEEN AS LACKING A VISION AND PURPOSE FOR THE FUTURE
Percent who cite each as a reason they trust or distrust each institution
This institution…
•Is purpose-driven
•Is honest
•Has vision
•Is fair
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Lacks purpose |
Is purpose-driven |
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-13 |
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4 |
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12 |
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20 |
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47 |
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49 |
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41 |
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44 |
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34 |
37 |
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32 |
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29 |
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Does not have a vision for |
Has a vision for the |
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the future that I believe in |
future that I believe in |
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-15 |
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-8 |
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5 |
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50
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43 |
41 |
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35 |
35 |
36 |
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11
45
34
Government |
Media |
Business |
NGOs |
Government |
Media |
Business |
NGOs |
2020 Edelman Trust Barometer. Net scores represent positive responses minus negative responses to the following questions: [INSTITUTION]_PER_DIM. In thinking about why you do or do |
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not trust [institution], please specify where you think they fall on the scale between the two opposing descriptions. 11-point scale; top 5 box, positive; bottom 5 box, negative. Question asked of |
53 |
half of the sample. General population, 25-mkt avg. Data not collected in China, Russia and Thailand. |
NGOS: COMPETENCE AND |
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ETHICS ACROSS MARKETS |
ETHICAL |
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(Competence score, net ethical score) |
35 |
LESS COMPETENT
- 50
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KEN |
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ESP |
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ARG UAE |
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COL |
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BRA |
SIN MEX |
IND |
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KSA |
MAS |
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FRA |
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CAN AUS |
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KOR |
IDN |
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GER JAP NED |
H.K. |
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ITA |
U.K. IRL |
RSA |
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50
COMPETENT
-35 UNETHICAL
2020 Edelman Trust Barometer. The ethical scores are averages of nets based on [INSTITUTION]_PER_DIM r1-r4. Question asked of half of the sample. The competence score is a net based on TRU_3D |
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_[INSTITUTION] r1. Depending on the question it was either asked of the full of half the sample. General population, by market. Data not collected in China, Russia and Thailand. For full details regarding how this data |
54 |
was calculated and plotted, please see the Technical Appendix. |
BUSINESS: COMPETENCE AND ETHICS ACROSS MARKETS ETHICAL
(Competence score, net ethical score)
LESS COMPETENT
- 50
35
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UAE |
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IND |
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KSA |
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IDN |
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SIN |
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MAS |
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KEN |
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MEX |
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JAP COL |
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NED |
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50 COMPETENT |
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ESP |
U.S. BRA |
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AUS |
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RSA |
CAN |
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ITA |
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U.K. |
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GER |
ARG |
IRL |
KOR |
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FRA |
H.K. |
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-35 UNETHICAL
2020 Edelman Trust Barometer. The ethical scores are averages of nets based on [INSTITUTION]_PER_DIM r1-r4. Question asked of half of the sample. The competence score is a net based on TRU_3D |
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_[INSTITUTION] r1. Depending on the question it was either asked of the full of half the sample. General population, by market. Data not collected in China, Russia and Thailand. For full details regarding how this data |
55 |
was calculated and plotted, please see the Technical Appendix. |
GOVERNMENT: |
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COMPETENCE AND ETHICS |
ETHICAL |
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X |
Y |
ACROSS MARKETS |
35 |
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KSA 17 |
38 |
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(Competence score, net ethical score) |
SIN |
UAE |
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IND
IDN
LESS COMPETENT
- 50 
50
COMPETENT
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NED |
MAS |
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X |
Y |
GER CAN |
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RSA |
-103 |
-64 |
KOR |
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ESP |
-80 |
-38 |
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AUS |
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ARG |
-74 |
-29 |
FRA |
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IRL JAP |
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COL |
-69 |
-43 |
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ITA |
-69 |
-43 |
U.S. |
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KEN |
-69 |
-41 |
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-35 |
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BRA |
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-64 |
-40 |
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U.K. |
-61 |
-31 |
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HK |
-56 |
-29 |
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UNETHICAL |
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MEX |
-52 |
-36 |
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2020 Edelman Trust Barometer. The ethical scores are averages of nets based on [INSTITUTION]_PER_DIM r1-r4. Question asked of half of the sample. The competence score is a net based on TRU_3D |
|
_[INSTITUTION] r1. Depending on the question it was either asked of the full of half the sample. General population, by market. Data not collected in China, Russia and Thailand. For full details regarding how this data |
56 |
was calculated and plotted, please see the Technical Appendix. |
MEDIA: COMPETENCE AND |
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ETHICS ACROSS MARKETS |
ETHICAL |
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(Competence score, net ethical score) |
35 |
LESS COMPETENT
- 50
XY
JAP -57 -23
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KEN |
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SIN |
IDN |
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IND |
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KSA |
H.K. |
CAN |
NED |
GER |
UAE |
MAS |
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AUSU.S.
U.K. ESP BRA 
RSA
IRL MEX
ITA COL FRA
KOR
ARG
50
COMPETENT
-35 UNETHICAL
2020 Edelman Trust Barometer. The ethical scores are averages of nets based on [INSTITUTION]_PER_DIM r1-r4. Question asked of half of the sample. The competence score is a net based on TRU_3D |
|
_[INSTITUTION] r1. Depending on the question it was either asked of the full of half the sample. General population, by market. Data not collected in China, Russia and Thailand. For full details regarding how this data |
57 |
was calculated and plotted, please see the Technical Appendix. |