Family-Owned Businesses Most Trusted Percent who trust each type of business to do what is right GLOBAL 27 - 0 + Significant change Distrust Neutral Trust (1-49) (50-59) (60-100) 67 58 55 50 Change, -1 -2 -2 -2 2022 to 2023 Family-owned Privately-held Publicly-traded State-owned 2023 Edelman Trust Barometer. TRU_ORG. Thinking about different types of businesses, please indicate how much you trust each type of business to do what is right. 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, 27-mkt avg. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level.