For the 18th year in a row, Edelman has published the latest trust and credibility survey, which measures the population’s trust in institutions and sectors in 28 countries around the world. The most common worries among international respondents are fake news and the lack of credibility of media organisations, which are the least trusted institutions for the first time in the Trust Barometer history. On the other hand, the opinions and knowledge of journalists, analysts, and entrepreneurs are gaining credibility among the general population.
United Kingdom
In 2018, trust in the UK business fell to 43% (from 45% in 2017) while trust in media, the government, and non-governmental organisations have remained the same. Social media companies have become less reliable, and only 25% of the population in the UK uses social media as a source of news and information. Thus, the idea that social media are the agents of free speech and democracy is no longer applicable— on the contrary, social media in the UK are condemned for their apathy towards hot topics such as extremism, fake news, and cyberbullying.
However, traditional media have regained the population's trust, with a surprising 61% stating that they have faith in newspapers, magazines, books, and television. Sixty-four per cent doesn't trust the government and feels that it doesn't represent their views, and the majority of the population is insecure about the economic future of their country. In general, Britons' views are pessimistic as only 20% believe that the quality of living will improve while 36% think it will decline. According to Trust Barometer, Britons' biggest worries appear to be the performance of the National Health Service — 79% are concerned about the healthcare of the UK's growing and ageing population — and political and religious extremism (72%).
Canada
Overall, trust among Canadians in the country's institutions has been recorded to be stagnant during 2018. The population is sceptical about news and information sources and has worrisome thoughts about fake news, which is on the rise. On a positive note, Canadians have faith in experts and influencers such as academics, journalists, and government officials. This year, it is much more evident than before that the hope is in businesses and CEOs to make a change for the best — business in Canada is more trusted (49%) than the government (46%).
According to 2018 Edelman's results, the most trusted sector in Canada is healthcare. Sixty-seven per cent say that they trust health-related businesses, and 62% prefer to be informed about health matters (treatments and medical conditions) from health companies than the media (54%).
China
Globally, as perceived by its population, China is the most trusted country (74%), and appears on the top of the Trust Index, followed by Indonesia, India, and the UAE. The Chinese population shows trust in business, media, and non-governmental organisations, but the highest levels of confidence (84%) have been recorded in the government. President Xi Jinping, who has been in power for the past six years, enjoys widespread support among the general population due to his zeal to fight corruption, rejuvenate China's economy, and turn it into a superpower. Thus, it comes as no surprise that in spite of the rise in online censorship and authoritarian leadership techniques, Chinese believe that the government will lead the country forward; a feeling that is common in the majority of the APACMEA (Asia Pacific, Middle East, and Africa) countries, which hold their governments to a higher standard.
United States
In contrast to China, the United States is witnessing an extreme drop in trust among the general population. More precisely, the trust has dropped from 52% in 2017 to 43% this year, bringing the USA on the 18th place out of the total 28 countries surveyed. When asked which is the most broken institution in their country, 59% of Americans pointed to the government while 29% believes that the non-governmental sector will secure a better future for the general population. Similarly to Canada, but much more evident in the USA, business is more trusted (48%) to drive economic prosperity, innovation, safety, and guard quality of information than the government (33%). However, both numbers have drastically dropped since last year — trust in business has dropped by ten points and in government by 14 points.
