SPOKESPEOPLE LOSE CREDIBILITY Percent who rate each as very/extremely credible as a source of information about a company Global 22 66 65 65 64 65 63 61 62 59 60 59 58 56 62 59 60 60 57 Academic expert 49 53 53 A person like yourself 43 44 43 45 45 42 40 CEOs 37 39 40 35 36 35 38 Government official 32 34 33 30 30 35 35 34 35 Journalist 32 28 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2021 Edelman Trust Barometer. CRE_PPL. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? 4-point scale; top 2 box, credible. Question asked of half of the sample. General population, 22-mkt avg. 49