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2024 Edelman Trust Barometer Global Report

A collision of trust, innovation, and politics

Global Report

2024 Edelman Trust Barometer P. 2 2024 Edelman Trust Barometer Methodology Annual online survey in its 24th year Global averages Fieldwork conducted: Nov 3 – Nov 22, 2023 Unless otherwise indicated, global averages are composed of all 28 countries surveyed. Statistical significance 28 32,000+ 1,150+/- - 0 + Significant change Indicates a statistically meaningful difference or change Countries Respondents Respondents per country** in the data that is unlikely to be due to chance or a random fluctuation. All indicated year-over-year significant changes were determined using a t-test set at a 99%+ confidence level. Argentina Colombia Ireland Mexico S. Africa UAE Australia France Italy Netherlands S. Korea UK Shortened question text Brazil Germany Japan Nigeria Spain U.S. Throughout the report, question text has been edited for Canada India Kenya Saudi Arabia Sweden readability. China Indonesia Malaysia Singapore Thailand Data collected is representative of the general population across age, gender, region and ethnicity/nationality (where applicable) within each country. For more details on global averages, country-specific sample information, or to see the full text for any shortened statements, please see the Technical Appendix **The sample size varies by country from 1,109 to 1,500. 28-market global data margin of error: General population +/-0.7 percentage points (n=32,492) Country-specific data margin of error: General population +/-3.3 to 3.9 percentage points (varies by country based on sample size, n=1,109 to n=1,500) Margin of error is calculated at the 99% confidence level

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      2024 Edelman Trust Barometer P. 3 Trust Shifts from Authorities Business to Peers Most Trusted 2005 2021 24 Years of Trust: 2016 power shifts, The divisions deepen Mass-Class 2024 Divide Innovation in Peril 2018 The Battle for Truth

      2024 Edelman Trust Barometer P. 4 A Global Referendum on Innovation in Society Dec 2021 Aug 2022 Jan 2023 Nov 2023 s Covid vaccinations U.S. passes the 100 million people log At COP 28, countries s save over 14 million Inflation Reduction on to Chat GPT in its commit to transition e lives in their first year Act, designed to first two months away from fossil fuels r g incentivize green o innovation Pr 2024 What will Elections in lead society to 64 countries accept or reject 49% of the world’s innovation? k July 2022 Sept 2023 May 2023 Nov 2023 population eligible c Beijing rescinds U.S. Republican Hollywood Dutch Freedom Party to cast their vote a first vaccine presidential frontrunner screenwriters and wins power in protest b mandates after campaigns against actors strike over of green mandates h s 2 days of backlash electric vehicle studio use of Pu transition streaming and AI technologies Top row, left to right: The Lancet, Washington Post, Reuters, Reuters Bottom row, left to right: Reuters, CNN, AP News, Politico Far right: Time

      P. 5 The Decline of Authority

      2024 Edelman Trust Barometer 2023 2024 P. 6 General population General population Trust Index 2023 to 2024: 55 Global 28 56 Global 28 Developing Countries 83 China 79 China 75 Indonesia 76 India Lead on Trust 74 UAE 74 UAE 73 India 73 Indonesia 71 Saudi Arabia 72 Saudi Arabia 66 Singapore 70 Thailand Greatest changes in Trust Index 66 Thailand 68 Malaysia (average percent trust in NGOs, business, government, and media) 63 Kenya 67 Singapore S. Korea +7 62 Malaysia 64 Kenya Malaysia +6 - 0 + Significant change 61 Mexico 61 Nigeria Distrust Neutral Trust 56 Nigeria 59 Mexico Nigeria +5 (1-49) (50-59) (60-100) 54 Netherlands 56 Netherlands 53 Brazil 53 Brazil Thailand +4 2024 Trust Index among 52 Canada 53 Canada Australia +4 Developing countries 63 51 Colombia 52 Australia -4 50 Italy 50 Italy China Developed countries 49 49 Sweden 49 S. Africa Colombia -4 48 Australia 49 Sweden 48 Ireland 47 Colombia UK -4 48 U.S. 47 France 47 France 47 Ireland 2024 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, 47 S. Africa 46 Spain business, government and media. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 46 Germany 46 U.S. box, trust. General population, 28-mkt avg., and by developed and developing countries. 44 Spain Year-over-year changes were tested for significance using a t-test set at the 99%+ 45 Germany confidence level. 43 UK 43 S. Korea Due to a translation inconsistency in France, the 2023 Trust Index has been imputed using 42 Argentina 39 Argentina a model. For more details, please see the Technical Appendix. 38 Japan 39 Japan UK now among 36 S. Korea 39 UK least-trusting countries

      2024 Edelman Trust Barometer P. 7 Institutions Out of Balance: Ethical Government Seen as Far Less Competent and Ethical than Business (Competence score, net ethical score) NGOs (1, 20) Business GLOBAL 25 Excludes China, S. Korea, Thailand (17, 17) Less competent Competent Media (-17, -4) Government Government 52 pts less (-35, -15) competent than business 2024 Edelman Trust Barometer. The ethical scores are averages of nets based on [INS]_PER_DIM/1-4. Media and NGOs were only asked of half the sample. The competence score is a net based on TRU_3D_[INS]/1. Media and NGOs were only asked of half the sample. General population, 25-mkt avg. Data not collected in China and Thailand; Due to a translation inconsistency in S. Korea, Unethical it has been excluded from this analysis. For full details regarding how this data was calculated and plotted, please see the Technical Appendix.

      2024 Edelman Trust Barometer P. 8 10-Year Shift: Less Trust for Companies Headquartered in Global Powers Percent trust in companies headquartered in each country, among respondents from outside each country being rated GLOBAL 21 Excludes home countries - 0 + Change, 2014 to 2024 Significant change Distrust Neutral Trust (1-49) (50-59) (60-100) I trust companies headquartered in China U.S. Germany -3 -9 -9 30% pts 53% pts 62% pts SE Asia 58 +14 53 -19 66 -8 Malaysia, Singapore, Indonesia Asia 20 -3 60 -8 64 -10 Japan, S, Korea, India, China Europe 16 -10 44 -8 60 -8 France, Germany, Ireland, Italy, Spain, Netherlands, UK Americas 32 -10 58 -9 59 -11 Argentina, Brazil, Canada, Mexico, U.S. 2024 Edelman Trust Barometer.TRU_NAT. Now we would like to focus on global companies headquartered in specific markets. Please indicate how much you trust global companies headquartered in the following markets to do what is right. 9- point scale; top 4 box, trust. Question asked of half the sample. General population, 21-mkt avg., and by region. Data excludes respondents from the country being rated. Ten-year changes were tested for significance using a t-test set at the 99%+ confidence level.

      2024 Edelman Trust Barometer P. 9 Establishment Leaders Not Trusted to Tell Us the Truth Percent who worry GLOBAL 28 - 0 + Significant change +1 +2 +3 pt pts pts % Change, % Change, % Change, 63 2023 to 2024 61 2023 to 2024 64 2023 to 2024 Government leaders Business leaders Journalists and reporters are purposely trying to mislead people by saying things they know are false or gross exaggerations 2024 Edelman Trust Barometer.POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? 9- point scale; top 4 box, worry. General population, 28-mkt avg. Attributes asked of half the sample. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level.

      2024 Edelman Trust Barometer P. 10 Dispersion of Authority: Peers on Par With Scientists Percent trust GLOBAL 26 Excl China, Saudi Arabia Distrust Neutral Trust (1-49) (50-59) (60-100) I trust each to tell me the truth about new innovations and technologies 74 74 66 54 51 47 45 Scientists Someone Company NGO CEOs Journalists Government like me technical expert representatives leaders 2024 Edelman Trust Barometer.TRU_PEP_TCNG. Below is a list of categories of people. For each one, please indicate how much you trust that person or group of people to tell you the truth about new innovations and technologies. 9-point scale; top 4 box, trust. Question asked of half the sample. General population, 26-mkt avg. “Government leaders” not asked in China or Saudi Arabia.

      2024 Edelman Trust Barometer P. 11 Economic Fears Persist as Societal Concerns Rise Percent who worry about… GLOBAL 28 - 0 + Significant change Personal Existential economic fears societal fears 88 73 76 75 73 61 Change, Most significant increase: 2023 to 2024 0 0 +1 +5 +2 +6 fear of foreign attacks on our media to inflame differences Job loss Inflation Climate Hackers Nuclear Information (net) change war war 2024 Edelman Trust Barometer.POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? 9- point scale; top 4 box, worry. Some attributes asked of half the sample. General population, 28-mkt avg. Job loss asked of those who are an employee of an organization (Q43/1). Job loss is a net of attributes 1-3, 5, and 22-24.Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level.

      2024 Edelman Trust Barometer P. 12 Trust Imbalance: Business Most Trusted to Integrate Innovation into Society Percent trust GLOBAL 26 Excl China, Saudi Arabia Distrust Neutral Trust (1-49) (50-59) (60-100) I trust each with the introduction of innovations into society, ensuring they are 59 54 • Safe 50 48 • Understood by the public • Beneficial • Accessible Business NGOs Government Media Low income 53 49 46 45 Less trust among those with High income 66 61 55 52 low income 2024 Edelman Trust Barometer. TRU_INS_TCNG. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right when it comes to ensuring that the introduction of new technologies and innovations into society is well-managed (e.g., they are safe, understood by the public, beneficial to society as a whole, and accessible to the people who need them). 9-point scale; top 4 box, trust. Question asked of half the sample. General population, 26-mkt avg., and by income. Data for “Government” not collected in China or Saudi Arabia; not collected in China for “Media”.

      2024 Edelman Trust Barometer P. 13 Trust in Industry Sectors Trust in Energy Technology Healthcare Food and businesses beverage Does Not Guarantee Trust in each sector in Industry Innovations 76 73 72 65 Percent trust GLOBAL 28 Distrust Neutral Trust (1-49) (50-59) (60-100) Trust gap, innovation +6pts -26 -23 -40 vs sector 71 50 50 32 Trust in each Green energy Artificial intelligence Gene-based Genetically innovation biofuels, liquid hydrogen, machine learning, medicine modified foods wind, solar natural language mRNA vaccines, pest-resistant crops, 2024 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust processing, gene splicing, gene faster-growing fish businesses in each of the following industries to do what is right. 9-point scale; top 4 box, generative AI therapy trust. Question asked of half the sample. TEC_TRU. How much do you trust each of these technologies? 9-point scale; top 4 box, trust. Question asked of half the sample. General population, 28-mkt avg.

      2024 Edelman Trust Barometer P. 14 Acceptance of Innovation at Stake Percent who say GLOBAL 28 I reject this innovation I embrace this innovation Innovation success: Green energy 13 54 More enthusiasm for green energy AI 35 30 At a crossroads: Both resistance and enthusiasm for AI and Gene-based 34 29 gene-based medicine medicine Innovation failure: GMO foods 58 14 GMO foods strongly resisted 2024 Edelman Trust Barometer. CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; bottom 2 box, resistant or hesitant = reject; top 2 box, enthusiastic or passionate = embrace. General population, 28-mkt avg.

      P. 15 Innovation is on the Ballot

      2024 Edelman Trust Barometer P. 16 Government Lacks Competence to Regulate Emerging Innovations Percent who say this is true GLOBAL 28 Government regulators lack adequate Majority in 26 of 28 countries say government not regulating well understanding of emerging technologies to regulate them effectively 66 66 65 65 64 64 63 63 63 63 63 63 62 61 60 60 60 59 56 56 56 55 55 53 53 51 50 45 59% Tha UK In It Au Ch Ca Ir Ma Me S. U. Ja Ar Ge In Ne Ni B Co Fr Ke Sw S. Sp UAE Si Sa d a e S p g d g ra a n l s i n la A r t l n K a u i ia y n la x . an e m o h e zi o nc e i g d l t a n i f n y d o n a ra a d y c r n a e ri l m a e r a i d s o i e r a e p nd a c t b e A l i i n s l n o ia a a n y ia an ia a r r a ds e ab i a 2024 Edelman Trust Barometer. POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. 9-point scale; top 4 box, true. General population, 28-mkt avg.

      2024 Edelman Trust Barometer P. 17 Concerned Government Has Too Much Influence on Science Percent who agree GLOBAL 28 Top 5 of 28 countries Science has become politicized in this country Government and organizations that fund research have too much influence on how science is done 75 71 70 67 67 65 65 60 60 59 59 53 Global 28 China U.S. France Thailand Australia Global 28 China Malaysia India Mexico S. Africa 2024 Edelman Trust Barometer. CHG_AGR. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half the sample. General population, 28-mkt avg. The five countries listed have the highest agreement, with ties broken by decimal to determine rank order.

      2024 Edelman Trust Barometer P. 18 Nearly 2x More Likely to Fear Innovation Poorly Managed On average, percent who say GLOBAL 28 Nearly 2x more likely In thinking about innovation – to say innovation is poorly managed vs well managed • Do I trust how business and NGOs 39 39 introduce innovations into society? • Can government regulate 22 new technologies? • Is science independent of politics and money? No, Yes, Neither innovation innovation is poorly managed is well managed 2024 Edelman Trust Barometer. Innovation Management Scale. General population, 28-mkt avg. For a full explanation of how the Innovation Management Scale was developed, please see the Technical Appendix.

      2024 Edelman Trust Barometer P. 19 Concern Innovation is Mismanaged Shared Across Income, Gender, and Age On average, percent who say GLOBAL 28 Neither 39 Yes, 24 22 20 innovation is 22 22 23 22 24 22 well managed No, 4343 innovation is 39 3939 3939 3939 4040 3838 3535 3939 poorly managed GloGlo LoLo MiMi HiHi MeMe WoWo AgAg 35-35- 55+55+ bb ww dd gg nn mm ee 5454 aa dd hh l 2l 2 ii ncnc llee ee 11 nn 88 88 omom --33 ee 44 2024 Edelman Trust Barometer. Innovation Management Scale. General population, 28-mkt avg., and by demographics. For a full explanation of how the Innovation Management Scale was developed, please see the Technical Appendix.

      2024 Edelman Trust Barometer P. 20 Nearly All Countries More Likely to Believe Innovation is Mismanaged Rather Than Well Managed On average, percent who say GLOBAL 28 More likely to say innovation is poorly managed, not well, in 24 of 28 countries Neither 39 14 17 Yes, 14 16 19 17 17 25 22 22 innovation is 22 17 18 21 23 19 21 21 17 20 20 30 26 35 34 37 well managed 21 24 35 No, 56 50 49 49 48 48 46 innovation is 39 44 44 43 43 42 42 41 40 39 36 36 35 poorly managed 33 31 30 30 30 29 28 26 24 GloGlo U.U. AuAu GeGe UKUK ArAr FrFr ItIt BrBr CaCa SpSp SwSw IrIr S.S. CoCo NeNe MeMe ChCh S.S. JapJap MaMa InIn InIn KeKe ThTh UAUA SiSi SaSa NiNi SS gg aa aa aa ee dd dd nn gg bb ss rr nn lyly nn aa ee lala AA ll tt xx ii KK ll iaia oo nn aa EE gg uu aa .. tt mm ee zz aa iinn dd nn ff oo hh ii nn oo anan aa nn yy ii ll dd ee l 2l 2 rr nn cc ii rr mm ee cc aa yy aa aa rr aa aa ee ll dd ee dd ii rr oo rr ss ee aa pp ii ii ll nn ttii aa nn cc bb ll ee ii ss nn oo AA aa 88 ii nn aa aa aa aa dd aa yy ii nn iaia rr rr aa aa ddss ee aabb iiaa 2024 Edelman Trust Barometer. Innovation Management Scale. General population, 28-mkt avg. For a full explanation of how the Innovation Management Scale was developed, please see the Technical Appendix.

      2024 Edelman Trust Barometer P. 21 When Institutions I reject this innovation I embrace this innovation Mismanage Innovation: Innovation is More Rejection, managed … Less Enthusiasm for Green 10 61 well Emerging Technologies energy 15 51 poorly Percent who say GLOBAL 28 26 38 well AI 43 26 poorly Gene-based 27 33 well medicine 41 25 poorly GMO foods 55 15 well 2024 Edelman Trust Barometer. CHG_TEC_COM. How would you characterize your 63 13 poorly feelings about each of the following? 5-point scale; bottom 2 box, resistant or hesitant = reject; top 2 box, enthusiastic or passionate = embrace. General population, 28-mkt avg., by the innovation management scale. For a full explanation of how the Innovation Management Scale was developed, please see the Technical Appendix.

      2024 Edelman Trust Barometer P. 22 In Western Democracies, Resistance to Innovation Is Political Percent of respondents who reject innovation, based on their individual average acceptance rating across green energy, AI, gene-based medicine, and GMO foods GLOBAL 21 Difference in innovation rejection between those who lean right or left politically 41 23 20 18 7 pts 14 13 13 11 9 7 6 6 6 2 Far greater resistance on the right -1 -2 -2 -5 -7 -8 -8 Political leaning than on the left Right 27 53 37 47 37 32 32 35 38 45 30 22 24 29 13 12 15 23 14 14 16 13 Left 20 12 14 27 19 18 19 22 27 36 23 16 18 23 11 13 17 25 19 21 24 21 Gl U. Au Ge Ca It Sp UK Ne Fr Ir Br Co Sw S. In Ke S. Ni Me Ma Ar o S a a e a d g g s r n ly a t n la l e K ia n A x l b . t m a in h n z o d o y f e i a e a r e c i m r r c y n a a d r e d l e r a i i o s l l n a l b n e c a i ti 2 i a a a a n bold font indicates 1 a y n i 20% or more reject innovation ds a a 2024 Edelman Trust Barometer. CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; Data is showing the percent of respondents who, on average, rejected innovation when looking at the mean scores “acceptance ratings” for each of the four innovations, and the differences between those who lean left or right politically. Those that rejected innovation averaged a score between 1 and 2.49 on the 5-point scale. General population, 21-mkt avg., by political leaning. Political leaning is not asked in China, Saudi Arabia, Thailand or the UAE. Indonesia, Japan, and Singapore are excluded from the analysis due to having sample sizes too low to report (less than n100).

      2024 Edelman Trust Barometer P. 23 When Institutions Mismanage Innovation, We Feel Both Technology and Society Are Leaving Us Behind Percent who say GLOBAL 28 Technology is changing too quickly, Our society is changing too quickly in ways that are not good for people like me and not in ways that benefit people like me 69 54 +27 pts +22 pts 42 32 Innovation is… poorly managed well managed poorly managed well managed 2024 Edelman Trust Barometer. POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. 9-point scale; top 4 box, true. General population, 28-mkt avg., by the innovation management scale. For a full explanation of how the Innovation Management Scale was developed, please see the Technical Appendix.

      2024 Edelman Trust Barometer P. 24 When Institutions Mismanage Innovation, Fairness and Capitalism in Question Percent who say GLOBAL 28 The system is Capitalism as it exists today biased in favor of the rich does more harm than good in the world 82 +29 pts 57 53 +17 pts 40 Innovation is… poorly managed well managed poorly managed well managed 2024 Edelman Trust Barometer. POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. 9-point scale; top 4 box, true. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Attribute asked of half the sample. General population, 28-mkt avg., by the innovation management scale. For a full explanation of how the Innovation Management Scale was developed, please see the Technical Appendix.

      P. 25 A Reset for Science in Society

      2024 Edelman Trust Barometer P. 26 Scientists and Experts Expected to Lead on Implementation of Innovation Percent who say GLOBAL 28 I believe each should have a big role in managing the introduction Scientists 77 of innovation Showing top 5 of 11 items Technical experts 74 Academics, educators 66 CEOs that deploy innovations 60 Government leaders 60 2024 Edelman Trust Barometer. RSP_TEC_CHG. How big a role do you feel each of the following should have in ensuring that the introduction of new technologies and innovations is well-managed (e.g., they are safe, understood by the public, beneficial to society as a whole, and accessible to the people who need them)? 5-point scale; top 2 box, a big or huge role. Question asked of half the sample. General population, 28-mkt avg. Data is showing the top 5 roles, with ties broken by decimal.

      2024 Edelman Trust Barometer P. 27 To Earn My Acceptance, Show Me the Innovation Is Vetted by Scientists and Ethicists Average acceptance rating for each innovation GLOBAL 28 I reject this innovation I am okay with this I embracethis innovation Among those who have Resistant Hesitant Comfortable Enthusiastic Passionate (1-1.49) (1.5-2.49) (2.5-3.49) (3.5-4.49) (4.5-5) low high confidence that each Green energy innovation has been evaluated by scientists AI and ethicists Gene-based medicine Much more acceptance GMO foods among those with high confidence that each innovation is vetted by scientists 2024 Edelman Trust Barometer.TEC_TST. How confident are you that these technologies have been adequately tested, evaluated, and assessed by scientists, ethicists, and other experts? 5-point scale; top 2 box, high confidence; bottom 2 box, low confidence. Question asked of half the sample. CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; data plotted is an average acceptance rating for each innovation. General population, 28-mkt avg., by level of confidence. For a full explanation of how the Average Acceptance Rating was calculated, please see the Technical Appendix.

      2024 Edelman Trust Barometer P. 28 Make the Science Transparent and Accessible to the Public Percent who agree GLOBAL 28 Scientists do not know how to communicate with people like me 64 58 55 54 53 52 50 49 47 46 46 46 45 44 44 43 43 42 42 42 41 41 41 39 37 36 36 35 45% Ch Tha In Ma Si Fr Me S. Au In Ir UAE Ne Ar Co Sa Sp It UK U. Ca Ge Ke Sw Ni B S. Ja d n a d e g a S g ra p i A s la t l u a l n r n K n i ia la g nc x o h e o d i y . m e e zi an l i f t n n n a y d o a a y a c r ra e n m i d a a e ri l r s p e o i e d r a nd c t b A a e i o l s l i n n a r a ia ia an n ia r y a e ds a ab i a 2024 Edelman Trust Barometer. CHG_AGR. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half the sample. General population, 28-mkt avg.

      2024 Edelman Trust Barometer P. 29 I’m Doing My Own Research: Help Me Find Information I Can Trust Percent who say GLOBAL 28 This is where I get most of my information about new Online searches 59 Online search most technologies and innovations relied on source Showing top 5 of 9 items Social media (net) 51 National media 47 My friends and family 40 Local media 39 2024 Edelman Trust Barometer. INO_INF_SRC. Where do you get most of your information and knowledge about new technologies and innovations from? Pick all that apply. Question asked of half the sample. General population, 28-mkt avg. “Social media” is a net of “My social media news feed” and “On social media posted by, or forwarded from, someone in my social network”. Data is showing the top 5 sources, with ties broken by decimal.

      2024 Edelman Trust Barometer P. 30 To Be Trusted With Innovation, Give Me a Voice Percent who say this is important to earning or keeping their trust in each institution to be good managers of change, showing the top 3 actions GLOBAL 28 Across institutions, listening is a top 3 trust-building action Business % NGOs % Government % Media % Keep innovations affordable 84 Aid the vulnerable 79 Hear our concerns, 82 Hear our concerns, 81 let us ask questions let us ask questions Communicate pluses 83 Hear our concerns, 78 Communicate pluses 80 Communicate pluses 81 and minuses let us ask questions and minuses and minuses Hear our concerns, 82 Help people keep up 78 Institute safeguards 80 Investigate innovations 80 let us ask questions 2024 Edelman Trust Barometer. INS_CHG_PER. If [Institution] wants to earn or keep your trust in their being good stewards or managers of change, how important is it that they do each of the following in response to the technological and social changes taking place in your country today? 6-point scale; top 3 box, moderately or more important. Media and NGOs were only asked of half the sample. General population, 28-mkt avg. Data showing the top 3 trust-building actions, with ties broken by decimal.

      2024 Edelman Trust Barometer P. 31 To Earn My Acceptance, Give Us Control Over the Impact of Innovations Average acceptance rating for each innovation GLOBAL 28 I reject this innovation I am okay with this I embracethis innovation Among those who believe Resistant Hesitant Comfortable Enthusiastic Passionate “people like me” have (1-1.49) (1.5-2.49) (2.5-3.49) (3.5-4.49) (4.5-5) little a lot of Green energy control over how these innovations AI affect their lives Gene-based medicine Much more acceptance GMO foods among those who feel people like them have a lot of control over how innovations affect their lives 2024 Edelman Trust Barometer.TEC_INF. How much influence or control do you feel people like you have over how these technologies are used in ways that might affect their lives? 5-point scale; top 2 box, a lot of control; bottom 2 box, a little control. Question asked of half the sample. CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; data plotted is an average acceptance rating for each innovation. General population, 28-mkt avg., by level of control. For a full explanation of how the Average Acceptance Rating was calculated, please see the Technical Appendix.

      P. 32 Restoring Trust in the Promise of Innovation

      2024 Edelman Trust Barometer P. 33 Over Past Decade, Demand for Business-Government Partnership on Innovation Surges Percent who say GLOBAL 22 - 0 + 2015 to 2024 Significant change If business partners with government, I would trust it more with technology-led changes 84 82 79 77 76 74 61 59 59 59 58 57 55 55 54 52 50 50 48 48 47 38 +15 +26 +8 +19 +3 +5 +13 +26 +6 +26 +12 +12 +30 +19 +15 +21 +9 +22 +16 +1 +13 +8 +12 60% pts Change, Ch In Ma In UAE Si S. B Me S. Ne Ir Au Ge It Ca Sp UK Fr Ja U. Ar d d n ra e a a p S g i A K t la s r l n a n ia la o g zi x h m y i nc an . e n f i o n t a n 2015 to 2024 a y a r l c r e ra a d n s e p i o r d e c e a t i s o l l n i a ia r a a an ia y na e ds 2024 Edelman Trust Barometer.INS_PTN. Below are a number of actions that could impact your trust in business and industry to develop and implement technology-led changes. What impact would each of these actions have on your trust? 9-point scale, top 4 box, trust business and industry more. General population, 22-mkt avg. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level.

      2024 Edelman Trust Barometer P. 34 Confidence in Effective Regulation Drives Adoption Average acceptance rating for each innovation GLOBAL 28 I reject this innovation I am okay with this I embracethis innovation Among those who have Resistant Hesitant Comfortable Enthusiastic Passionate (1-1.49) (1.5-2.49) (2.5-3.49) (3.5-4.49) (4.5-5) low high confidence that each Green energy innovation is effectively regulated AI Gene-based medicine Much more acceptance GMO foods among those with high confidence that each innovation is effectively regulated 2024 Edelman Trust Barometer.TEC_SAF. How confident are you that each of the following is being effectively regulated? 5-point scale; top 2 box, high confidence; bottom 2 box, low confidence. Question asked of half the sample. CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; data plotted is an average acceptance rating for each innovation. General population, 28-mkt avg., by level of confidence. For a full explanation of how the Average Acceptance Rating was calculated, please see the Technical Appendix.

      2024 Edelman Trust Barometer P. 35 CEOs: Address Impacts of Innovation in Society Percent who say GLOBAL 28 I expect CEOs to manage changes Among employees, occurring in society, not just those It is important to me that occurring in their business my CEO speaks publicly about issues such as: Job skills of the future 82 62% Ethical use of technology 79 Automation impact on jobs 78 2024 Edelman Trust Barometer.CEO_RSP_CHOICE. You are about to see two choices. We want you to choose the one that best describes your beliefs. Question asked of half the sample. CEO_ISS. How important is it to you that the CEO or head of the organization you work for speaks out publicly about each of the following issues? 9-point scale; top 4 box, important. Question asked of those who are an employee of an organization (Q43/1). General population, 28-mkt avg.

      2024 Edelman Trust Barometer P. 36 Show Me How Innovation Will Bring Us a Better Future Average acceptance rating for each innovation GLOBAL 28 I reject this innovation I am okay with this I embracethis innovation Among those who have Resistant Hesitant Comfortable Enthusiastic Passionate (1-1.49) (1.5-2.49) (2.5-3.49) (3.5-4.49) (4.5-5) low high confidence that each Green energy innovation will lead to a better future AI Gene-based medicine Much more acceptance GMO foods among those with high confidence that each innovation is effectively regulated 2024 Edelman Trust Barometer.TEC_FUT. How confident are you that these technologies will lead us to a better future? 5-point scale; top 2 box, high confidence; bottom 2 box, low confidence. Question asked of half the sample. CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; data plotted is an average acceptance rating for each innovation. General population, 28-mkt avg., by level of confidence. For a full explanation of how the Average Acceptance Rating was calculated, please see the Technical Appendix.

      2024 Edelman Trust Barometer P. 37 Restoring Trust in the Promise of Innovation 1 2 3 4 Implementation as Business must partner Science must integrate Give me control over important as invention for change with society my future Mismanaged innovations are Business is most trusted to Scientists are still trusted— When people feel in control as likely to ignite backlash as introduce innovation into society, but increasingly subject to over how innovations affect advance society. With with an emphasis on partnering public scrutiny. To build trust their lives, they are more likely breakthroughs like AI, vaccines, with government. CEOs need to in expert recommendations, to embrace them, not resist and green energy on the line, safeguard jobs and take a stand explain the research, engage them. Listen for concerns, explaining the science and on emerging ethical concerns. in dialogue, and harness peer be open to questions. managing impacts is essential. voices as advocates.

      P. 38 Supplemental Data

      2024 Edelman Trust Barometer P. 39 Business Remains Only Trusted Institution Percent trust GLOBAL 28 - 0 + Significant change Distrust Neutral Trust (1-49) (50-59) (60-100) 63 59 51 50 Change, +1 +1 +1 +1 2023 to 2024 Business NGOs Government Media 2024 Edelman Trust Barometer.TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 28-mkt avg. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level. Due to a translation inconsistency in France, the 2023 Trust Index has been imputed using a model. For more details, please see the Technical Appendix.

      2024 Edelman Trust Barometer P. 40 Business Trusted in 15 of 28 Countries Percent trust in business GLOBAL 28 - 0 + Significant change Distrust Neutral Trust (1-49) (50-59) (60-100) 82 81 80 78 78 75 75 75 73 70 66 65 64 63 62 58 58 57 57 56 53 53 52 51 50 50 48 45 +1 63 pt Change, +2 -3 -3 +5 0 +4 +7 +4 +7 -1 +2 +4 -4 +1 0 +4 +4 +5 0 +7 0 -2 0 -1 0 +3 -2 +7 2023 to 2024 In Ch In Sa UAE Ke Ma Tha Ni Me B Ne Co Si S. Au Sw Ca It Sp Fr U. Ir Ar Ge Ja UK S. d d g ra n a a S e g p i u n t l A s n l a la r K ia n o d la i e x zi h o g e y i nc . e m an n y l i f t d a n n o a i a y a ri c l e m a r ra e d n a r e s a o r p i e d A nd b c a t e s i l o l n i n ia r a an ia r a ia n y a ab ds e a i a 2024 Edelman Trust Barometer.TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 28-mkt avg. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level.

      2024 Edelman Trust Barometer P. 41 NGOs Trusted in 12 of 28 Countries Percent trust in NGOs GLOBAL 28 - 0 + Significant change Distrust Neutral Trust (1-49) (50-59) (60-100) 77 76 74 72 72 70 69 69 66 64 64 61 59 58 56 55 53 53 52 52 52 51 49 49 47 44 42 40 +1 59 pt Change, +3 0 +3 -6 +4 +1 0 -1 +1 -4 -2 0 -1 +5 +1 +2 -4 0 +1 +3 +2 -5 +2 +3 0 0 +1 +2 2023 to 2024 In Ke Ni Ch Tha Ma In UAE Si Me Sa S. B Au Fr Ca Co Sp Ir It U. Ar Ne S. UK Sw Ge Ja d g d n ra a e a S g p n i u A s n l a la l t K r ia e n i la o g x d zi nc o i y . e h e m an y l n i f t a n n o d a ri a a y a c i r l ra d m n e r e a a s e p o i e d r nd A c a b t e i s o l i l n n a ia r r a ia ia n an a y e ab a ds i a 2024 Edelman Trust Barometer.TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 28-mkt avg. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level.

      2024 Edelman Trust Barometer P. 42 Government Distrusted in 17 of 28 Countries Percent trust in government GLOBAL 28 - 0 + Significant change Distrust Neutral Trust (1-49) (50-59) (60-100) 86 85 84 77 76 73 67 64 55 54 50 49 47 45 42 42 42 42 42 41 40 39 +1 36 32 31 pt 30 29 51 21 Change, +3 -4 -2 +1 0 -3 +13 +8 +4 -3 +5 -2 0 -2 +2 -5 -4 -1 +7 +7 -2 -2 0 -1 -9 -7 +7 +1 2023 to 2024 Sa Ch UAE Si In In Ma Tha Ne Sw Au Ca Me Ir B Ge It Ke Ni S. U. Fr Sp Ja Co UK S. Ar n d d e ra a g S a p g u i t s n la r l n K a l A d n g ia o la i h e x zi m y e . nc i an o e n l d t a i n y o n f i a a y a e e ra d c l a a ri r m r n p e s r o d a e i A nd a e b c t o s i l n l n i r r ia a an ia y a ia a n ab e ds a i a 2024 Edelman Trust Barometer.TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 28-mkt avg. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level. Due to a translation inconsistency in France, the 2023 government in general data has been imputed using a model. For more details, please see the Technical Appendix.

      2024 Edelman Trust Barometer P. 43 Media Distrusted in 15 of 28 Countries Percent trust in media GLOBAL 28 - 0 + Significant change Distrust Neutral Trust (1-49) (50-59) (60-100) 77 70 69 67 63 62 61 60 60 56 56 54 51 48 46 45 43 40 40 40 40 39 39 37 37 +1 33 33 31 50 pt Change, -2 -2 +2 +5 +1 -1 +1 +5 +1 +1 +5 -2 +1 +1 -1 -1 +2 +2 +1 +2 -1 +1 -4 -3 +10 -5 -1 -6 2023 to 2024 Ch In Tha In UAE Ke Sa Ma Si Ne Ni Me Ca It Ge B S. Au Fr Sp Sw Co U. Ir S. Ar Ja UK d d n g a ra a S e g p i n u t n l r A s a l la K n o i ia d la g h e x y m zi nc i e o . e an n l y i a f t n d n o a a a i y a e ri c d a l r ra e m r n e s p r a o i e d nd A a c b e t s i o l n l n i ia r a r an y a ia ia a n ab e ds a i a 2024 Edelman Trust Barometer.TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 28-mkt avg. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level. For S. Korea, the language used in 2023 for “media” translated to “press.” In 2024 it was adjusted to translate as “media.”

      2024 Edelman Trust Barometer P. 44 My Employer Trusted in 27 of 28 Countries Percent trust GLOBAL 28 - 0 + Significant change Distrust Neutral Trust (1-49) (50-59) (60-100) 95 91 88 87 87 86 86 85 84 82 82 82 82 79 79 77 77 77 77 76 76 76 74 73 72 71 +2 60 79 pts 49 MY EMPLOYER Change, 2023 to 2024 Business 63 +3 0 +9 +1 +7 -4 +6 -1 +2 +4 -3 +6 +11 +3 +3 +2 +6 +2 +1 +1 0 +2 +2 +5 -1 -2 -3 -5 NGOs 59 In In Sa Ne UAE Ch Ma Tha Me B Co Ke Ni S. U. Ca Fr Sw UK Au Ge Si It Sp Ar Ir Ja S. d d ra g S a n a g e p u t i l n A n s r l a la K o ia d h n la i x zi o e . nc e m g y i e an n l i y f a d t n n o i e a y a c l m a ri r d e ra a a n r e r s o a i e p d A nd b c a t e Government 51 s l i n l n o i ia r an a ia a ia y r n a ab ds e a i Media 50 a 2024 Edelman Trust Barometer.TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 28-mkt avg. “Your employer” only shown to those who are an employee of an organization (Q43/1). Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level.

      2024 Edelman Trust Barometer P. 45 Significant Trust Increases Across Most Industry Sectors Percent trust in businesses in the following industries to do what is right GLOBAL 25 Excludes Mexico, S. Africa, U.S. - 0 + Significant change Distrust Neutral Trust (1-49) (50-59) (60-100) Despite increase, 76 75 73 72 72 social media still 70 69 68 68 67 67 65 65 distrusted 64 63 61 49 Change, +1 +4 +2 +2 +3 +3 +3 +4 +3 +3 +3 +3 +5 +1 +5 +3 +5 2023 to 2024 Te Ed He Food Ho Ma Au Air Te En Re CP En Pr Fa Fina So c u a t t l t t e o s c hno l e n o li e e a G r f hi i c t l u m n c r i g e nc a a h a s fa e om t l y s on l t c s a s i nd & c o i ia m l o a n i og t o n r tu i m l e e be h v m n s d y o ri e u e a e i v s n ni n l r a p v e i g c t s i r t a e c a a t r e ge li ions v s t i y ce s 2024 Edelman Trust Barometer.TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point scale; top 4 box, trust. Question asked of half the sample. General population, 25-mkt avg. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level. In S. Africa, the Afrikaans translation for "Food and beverage" was updated in 2024. In Mexico and the U.S., the Spanish translation for "Automotive" was updated in 2024. These language changes mean the 2024 data cannot compared to data from previous years and have been removed from this analysis for all sectors to ensure a consistent global average is shown for each.

      2024 Edelman Trust Barometer P. 46 Family-Owned Businesses Most Trusted Percent trust in each type of business to do what is right GLOBAL 28 - 0 + Significant change Distrust Neutral Trust (1-49) (50-59) (60-100) 70 62 58 54 Change, +4 +4 +4 +4 2023 to 2024 Family-owned Privately-held Publicly-traded State-owned 2024 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 the sample. General population, 28-mkt avg. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level.

      2024 Edelman Trust Barometer P. 47 Family-Owned Business Most Trusted Type of Business Percent trust in each type of business to do what is right GLOBAL 22 - 0 + Significant change* Distrust Neutral Trust (1-49) (50-59) (60-100) 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 10yr change Family-owned 70 66 68 70 - 70 69 63 67 66 68 -2 Privately-held 57 53 56 58 - 60 59 55 57 56 60 +3* Publicly-traded 55 49 52 56 - 58 58 53 55 53 56 +1* State-owned 49 44 47 53 - 56 52 50 51 49 53 +4* 2024 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 the sample. General population, 22-mkt avg. Ten-year changes were tested for significance using a t-test set at the 99%+ confidence level.

      2024 Edelman Trust Barometer P. 48 European Union Distrusted in 12 of 28 Countries Percent trust in the European Union GLOBAL 28 - 0 + Significant change Distrust Neutral Trust (1-49) (50-59) (60-100) 71 69 69 66 65 64 62 57 56 56 55 55 54 53 51 50 49 49 48 48 48 47 43 43 42 41 41 40 -3 53 pts Change, -2 0 -3 -5 -1 -3 -1 +3 -14 -4 -2 0 -6 -5 -5 +5 -4 -1 +1 -12 -8 -4 +8 +3 -2 +3 -4 -4 2023 to 2024 Ch In Tha Ke Ni UAE Ir Ne In Sp It Si Me Co B Ca Fr S. Ge Sa Sw Ma Ja S. U. Au UK Ar d g e d a n ra a p S g i n la t a l l n K r u A s n ia i e h o i y g x o zi nc m d e la an . e l y n n n i a o d f t a a a ri e a c m l d r a i e y r ra n a d r e p o e s i nd b a e A c t l s o n n i l i an ia r ia a y r a a ia n ds e ab a i a 2024 Edelman Trust Barometer.TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. Attribute asked of half the sample. General population, 28-mkt avg. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level.

      2024 Edelman Trust Barometer P. 49 United Nations Trusted in 11 of 28 Countries Percent trust in the United Nations GLOBAL 28 - 0 + Significant change Distrust Neutral Trust (1-49) (50-59) (60-100) 77 77 76 75 71 66 65 63 61 60 60 59 59 57 56 54 53 52 52 51 51 50 50 50 50 48 38 38 -1 58 pts Change, -1 -1 -4 -4 -1 -3 -14 +5 -6 -1 -5 +1 +3 +3 +3 0 +1 +2 -6 -6 +2 -2 -8 +3 +1 -5 -5 +3 2023 to 2024 In Ke Ch Tha Ni UAE In Sw Me Ne Si B Ma UK S. Ca S. Au Sa Co Fr Ge Ir Sp U. It Ar Ja d g d n ra a e S a g p n i t K n A s u l r la a l ia n i e o e x h g zi la d o nc m i . y e an y l n d i o a f t n n a a a ri e c e a l y r d r ra i m a n a e o r p s i e d nd e a c A b t s n l o i l n i ia an r a a a ia r ia y n ds e ab a i a 2024 Edelman Trust Barometer.TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. Attribute asked of half the sample. General population, 28-mkt avg. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level. In India, the Hindi translation for "The United Nations" was updated in 2024 to the formal reference.

      2024 Edelman Trust Barometer P. 50 Trust in Companies Headquartered in Foreign Countries Percent trust in companies headquartered in each country, among respondents from outside each country being rated GLOBAL 27 Excludes home countries - 0 + Change, 2023 to 2024 Significant change Distrust Neutral Trust (1-49) (50-59) (60-100) 66 64 61 60 57 56 49 36 35 35 Change, -1 +1 0 +1 -1 +1 +1 n/a +4 +1 2023 to 2024 Canada Germany Japan UK France U.S. S. Korea Saudi China India Arabia 2024 Edelman Trust Barometer.TRU_NAT. Now we would like to focus on global companies headquartered in specific markets. Please indicate how much you trust global companies headquartered in the following markets to do what is right. 9- point scale; top 4 box, trust. Question asked of half the sample. General population, 27-mkt avg. Data excludes respondents from the country being rated. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level.

      2024 Edelman Trust Barometer P. 51 10-Year Trend: Trust in Companies Headquartered in Foreign Countries Percent trust in companies headquartered in each country, among respondents from outside each country being rated GLOBAL 21 Excludes home countries - 0 + Significant change* Distrust Neutral Trust (1-49) (50-59) (60-100) 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 10yr change Canada 69 64 67 69 70 70 69 66 65 65 64 -5 * Germany 71 65 65 66 65 70 69 65 64 61 62 -9 * Japan 64 59 60 61 61 68 66 59 57 58 59 -5 * UK 68 62 64 63 60 66 63 57 57 56 57 -11* France 60 54 56 58 58 62 58 56 56 56 55 -5 * U.S. 62 58 58 57 51 55 52 49 52 51 53 -9 * S. Korea 44 40 43 45 43 48 45 47 44 46 47 +3 * Saudi Arabia - - - - - - - - - - 35 n/a India 30 27 30 31 31 37 35 33 31 31 32 +2 * China 33 31 32 33 34 36 34 31 27 26 30 -3 * 2024 Edelman Trust Barometer.TRU_NAT. Now we would like to focus on global companies headquartered in specific markets. Please indicate how much you trust global companies headquartered in the following markets to do what is right. 9- point scale; top 4 box, trust. Question asked of half the sample. General population, 21-mkt avg. Data excludes respondents from the country being rated. Ten-year changes were tested for significance using a t-test set at the 99%+ confidence level.

      2024 Edelman Trust Barometer P. 52 Trust in People Percent trust to do what is right GLOBAL 25 excl China, Singapore, Sweden - 0 + Significant change Distrust Neutral Trust (1-49) (50-59) (60-100) Greatest trust increase for employer CEOs Government leaders and 77 74 journalists distrusted 69 63 62 51 49 42 Change, +2 n/a +6 +5 -1 +4 +4 +4 2023 to 2024 Scientists Teachers My CEO Citizens of My neighbors CEOs Journalists Government my country leaders 2024 Edelman Trust Barometer.TRU_PEP. Below is a list of groups of people. For each one, please indicate how much you trust that group of people to do what is right. 9-point scale; top 4 box, trust. Attributes asked of half the sample. General population, 25-mkt avg. “My CEO” only shown to those who are an employee of an organization (Q43/1). Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level. In Sweden, the Swedish translation for “Government leaders" was updated in 2024. In China and Singapore, the Chinese translation for “Journalists” was updated in 2024. These language changes mean the 2024 data cannot compared to data from previous years and have been removed from this analysis for all items to ensure a consistent global average is shown for each.

      2024 Edelman Trust Barometer P. 53 Trust in Media Sources Percent trust in each media source for general news and information GLOBAL 27 Excluding Brazil - 0 + Significant change Distrust Neutral Trust (1-49) (50-59) (60-100) 68 62 51 44 Change, +6 +3 +5 +4 2023 to 2024 Search Traditional Owned Social engines media media media 2024 Edelman Trust Barometer.COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? 9-point scale; top 4 box, trust. Question asked of half 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. In Brazil, the translation for "Search engines" was updated in 2024. This language change mean the 2024 data cannot compared to data from previous years and has been removed from this analysis for all items to ensure a consistent global average is shown for each.

      2024 Edelman Trust Barometer P. 54 10-Year Trend: Trust in Media Sources Percent trust in each media source for general news and information GLOBAL 21 Excluding Brazil - 0 + Significant change* Distrust Neutral Trust (1-49) (50-59) (60-100) 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 10yr change Search engines 63 63 64 65 61 65 62 56 59 61 66 +3* Traditional media 63 58 59 58 64 66 62 54 58 58 62 -1 Owned media 45 44 48 45 41 49 47 41 44 44 49 +4* Social media 44 46 45 42 40 43 40 35 36 38 41 -3* 2024 Edelman Trust Barometer.COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? 9-point scale; top 4 box, trust. Question asked of half the sample. General population, 21-mkt avg. Ten-year changes were tested for significance using a t-test set at the 99%+ confidence level. In Brazil, the translation for "Search engines" was updated in 2024. This language change mean the 2024 data cannot compared to data from previous years and has been removed from this analysis for all items to ensure a consistent global average is shown for each.

      2024 Edelman Trust Barometer P. 55 Fear of Innovation Becomes Political, by Innovation Percent who reject each innovation s d 1 a a ia y a n a n i a n la n 2 i l b ca e l t a l d a d ysi r ia i r e a n r m ce n co e r r n d b e zi a n m a a ya a h e f i e . st n lo r i l y n l xi t A Ko a o g a a d l a e S Among those who lean… u r r e e . Gl Ar A B Ca Co F Ge In Ir Ita K M M Ne Nig S S. Sp Sw UK U. Right 18 10 28 12 25 11 21 37 15 14 15 10 9 10 20 14 15 13 18 20 20 40 n gy e e Left 10 7 7 9 6 11 13 10 17 12 9 6 17 14 10 19 15 10 8 8 6 6 Gr ener Difference, right vs left 8 3 21 3 19 0 8 27 -2 2 6 4 -8 -4 10 -5 0 3 10 12 14 34 Right 38 23 52 31 53 29 56 48 19 59 45 20 26 30 53 17 32 21 44 41 54 59 AI Left 42 40 52 30 53 32 58 51 22 53 39 22 25 29 57 25 31 22 43 46 57 51 Difference, right vs left -4 -17 0 1 0 -3 -2 -3 -3 6 6 -2 1 1 -4 -8 1 -1 1 -5 -3 8 - e Right 37 28 37 39 41 38 42 48 20 37 40 38 41 30 49 30 44 29 34 31 36 53 e d n ci n se i Left 30 31 22 20 22 32 39 36 21 33 21 43 47 31 39 33 46 24 26 31 29 23 a d Ge b e m Difference, right vs left 7 -3 15 19 19 6 3 12 -1 4 19 -5 -6 -1 10 -3 -2 5 8 0 7 30 O s Right 60 60 55 59 60 61 76 68 45 64 70 57 52 57 63 50 58 59 67 59 61 60 d GM o Left 61 65 48 57 55 67 81 63 38 59 64 70 67 64 66 49 69 60 64 62 59 48 fo Difference, right vs left -1 -5 7 2 5 -6 -5 5 7 5 6 -13 -15 -7 -3 1 -11 -1 3 -3 2 12 2024 Edelman Trust Barometer. CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; bottom 2 box, resistant or hesitant = reject. General population, 21-mkt avg., by political leaning. Political leaning is not asked in China, Saudi Arabia, Thailand or the UAE. Indonesia, Japan, and Singapore are excluded from the analysis due to having sample sizes too low to report (less than n100).

      2024 Edelman Trust Barometer P. 56 To Earn My Acceptance, Show Me the Innovation Is Vetted by Scientists and Ethicists Average acceptance rating for each innovation GLOBAL 28 I reject this innovation I am okay with this I embracethis innovation Among those who have Resistant Hesitant Comfortable Enthusiastic Passionate (1-1.49) (1.5-2.49) (2.5-3.49) (3.5-4.49) (4.5-5) low high confidence that each Green energy 3.02 3.92 innovation has been evaluated by scientists AI 2.31 3.56 and ethicists Gene-based medicine 2.30 3.46 Much more acceptance GMO foods 1.90 3.12 among those with high confidence that each innovation is vetted by scientists 2024 Edelman Trust Barometer.TEC_TST. How confident are you that these technologies have been adequately tested, evaluated, and assessed by scientists, ethicists, and other experts? 5-point scale; top 2 box, high confidence; bottom 2 box, low confidence. Question asked of half the sample. CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; data plotted is an average acceptance rating for each innovation. General population, 28-mkt avg., by level of confidence. For a full explanation of how the Average Acceptance Rating was calculated, please see the Technical Appendix.

      2024 Edelman Trust Barometer P. 57 To Earn My Acceptance, Give Us Control Over the Impact of Innovations Average acceptance rating for each innovation GLOBAL 28 I reject this innovation I am okay with this I embracethis innovation Among those who believe Resistant Hesitant Comfortable Enthusiastic Passionate “people like me” have (1-1.49) (1.5-2.49) (2.5-3.49) (3.5-4.49) (4.5-5) little a lot of Green energy 3.36 3.87 control over how these innovations AI 2.47 3.48 affect their lives Gene-based medicine 2.57 3.35 Much more acceptance GMO foods 2.02 2.90 among those who feel people like them have a lot of control over how innovations affect their lives 2024 Edelman Trust Barometer.TEC_INF. How much influence or control do you feel people like you have over how these technologies are used in ways that might affect their lives? 5-point scale; top 2 box, a lot of control; bottom 2 box, a little control. Question asked of half the sample. CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; data plotted is an average acceptance rating for each innovation. General population, 28-mkt avg., by level of control. For a full explanation of how the Average Acceptance Rating was calculated, please see the Technical Appendix.

      2024 Edelman Trust Barometer P. 58 Confidence in Effective Regulation Drives Adoption Average acceptance rating for each innovation GLOBAL 28 I reject this innovation I am okay with this I embracethis innovation Among those who have Resistant Hesitant Comfortable Enthusiastic Passionate (1-1.49) (1.5-2.49) (2.5-3.49) (3.5-4.49) (4.5-5) low high confidence that each Green energy 2.95 3.93 innovation is effectively regulated AI 2.29 3.59 Gene-based medicine 2.25 3.50 Much more acceptance GMO foods 1.88 3.15 among those with high confidence that each innovation is effectively regulated 2024 Edelman Trust Barometer.TEC_SAF. How confident are you that each of the following is being effectively regulated? 5-point scale; top 2 box, high confidence; bottom 2 box, low confidence. Question asked of half the sample. CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; data plotted is an average acceptance rating for each innovation. General population, 28-mkt avg., by level of confidence. For a full explanation of how the Average Acceptance Rating was calculated, please see the Technical Appendix.

      2024 Edelman Trust Barometer P. 59 Show Me How Innovation Will Bring Us a Better Future Average acceptance rating for each innovation GLOBAL 28 I reject this innovation I am okay with this I embracethis innovation Among those who have Resistant Hesitant Comfortable Enthusiastic Passionate (1-1.49) (1.5-2.49) (2.5-3.49) (3.5-4.49) (4.5-5) low high confidence that each Green energy 2.85 3.94 innovation will lead to a better future AI 2.22 3.56 Gene-based medicine 2.22 3.49 Much more acceptance GMO foods 1.88 3.12 among those with high confidence that each innovation is effectively regulated 2024 Edelman Trust Barometer.TEC_FUT. How confident are you that these technologies will lead us to a better future? 5-point scale; top 2 box, high confidence; bottom 2 box, low confidence. Question asked of half the sample. CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; data plotted is an average acceptance rating for each innovation. General population, 28-mkt avg., by level of confidence. For a full explanation of how the Average Acceptance Rating was calculated, please see the Technical Appendix.

      2024 Edelman Trust Barometer P. 60 Acceptance of Innovation at Stake, by Demographics Percent who say Global 28 Men Women Ages 18-34 Ages 35-54 Ages 55+ Low income Middle income High income I reject this innovation 13 13 13 14 12 12 16 12 11 n gy e e GrenerI embrace this innovation 54 55 52 55 55 51 47 54 61 AI I reject this innovation 35 32 38 29 33 44 39 35 29 I embrace this innovation 30 33 28 37 32 21 27 30 37 - e I reject this innovation 34 32 37 31 36 36 38 35 29 e d n ci n sei a d Ge b e I embrace this innovation 29 31 26 32 28 25 25 28 35 s m d I reject this innovation 58 55 61 53 59 63 60 59 54 o O fo I embrace this innovation 14 15 13 18 14 11 13 14 18 GM 2024 Edelman Trust Barometer. CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; bottom 2 box, resistant or hesitant = reject; top 2 box, enthusiastic or passionate = embrace. General population, 28-mkt avg., and by demographics.

      P. 61 Technical Appendix

      2024 Edelman Trust Barometer P. 62 2024 Edelman Trust Barometer: Sample Sample Size, Quotas and Margin of Error 1 3 3 4 Country Weighted Sample Size Unweighted Sample Size Margin of Error – Total Sample Margin of Error – Half Sample Quotas Set On Global 282 32,200 32,492 +/- 0.7 percentage points total sample +/- 1.0 percentage points half sample Quotas set at the country level Argentina 1,150 1,150 Australia 1,150 1,150 +/- 3.8 pct pts. total sample +/- 5.4 pct pts. half sample Brazil 1,150 1,152 Canada 1,150 1,500 +/- 3.3 pct pts. total sample +/- 4.7 pct pts. half sample China5 1,150 1,150 Colombia 1,150 1,150 +/- 3.8 pct pts. total sample +/- 5.4 pct pts. half sample France 1,150 1,152 Germany 1,150 1,150 India 1,150 1,116 +/- 3.9 pct pts. total sample +/- 5.5 pct pts. half sample Indonesia 1,150 1,152 Ireland 1,150 1,151 Italy 1,150 1,150 Japan 1,150 1,151 Kenya 1,150 1,150 +/- 3.8 pct pts. total sample +/- 5.4 pct pts. half sample Age, Gender, Region Malaysia 1,150 1,153 Mexico 1,150 1,152 Netherlands 1,150 1,150 Nigeria 1,150 1,148 Saudi Arabia 1,150 1,109 +/- 3.9 pct pts. total sample +/- 5.5 pct pts. half sample Singapore 1,150 1,150 S. Africa 1,150 1,152 S. Korea 1,150 1,152 Spain 1,150 1,150 Sweden 1,150 1,151 +/- 3.8 pct pts. total sample +/- 5.4 pct pts. half sample Thailand 1,150 1,151 UAE 1,150 1,150 UK 1,150 1,150 U.S. 1,150 1,150 1. Data reported on slides is weighted to the same total base size to ensure each country has an equal effect on the global average. Some questions were asked of only half of the sample. Please refer to the footnotes on each slide for details. 2. The “global average” indicates the average result of all the countries where data was collected. As mentioned above, there has been no adjustment made to the population size relative to each country and the global average is not intended to suggest a total result of the entire global population. 3. Margin of error is calculated on the unweighted sample sizes collected, utilizing a 99% confidence interval. 4. There were additional quotas on ethnicity in the UK and U.S., and on nationality in Saudi Arabia and the UAE. 5. All data collected in China is from the mainland. Regions of Greater China were not surveyed.

      2024 Edelman Trust Barometer P. 63 2024 Edelman Trust Barometer: Sample Countries Included in the Various Global Averages 28 countries surveyed Global 28 average Global 26 Global 25 Global 22 Excludes China and Saudi Arabia Excludes China, S. Korea, and Thailand Used for current year averages Used for current year averages; excludes Used for current year averages; excludes Used for tracking to 2014 and 2015 1 1 2 and tracking to 2023 sensitive countries sensitive countries ; excludes S. Korea Argentina Argentina Argentina Argentina Argentina Australia Australia Australia Australia Australia Brazil Brazil Brazil Brazil Brazil Canada Canada Canada Canada Canada China China ----- ----- China Colombia Colombia Colombia Colombia ----- France France France France France Germany Germany Germany Germany Germany India India India India India Indonesia Indonesia Indonesia Indonesia Indonesia Ireland Ireland Ireland Ireland Ireland Italy Italy Italy Italy Italy Japan Japan Japan Japan Japan Kenya Kenya Kenya Kenya ----- Malaysia Malaysia Malaysia Malaysia Malaysia Mexico Mexico Mexico Mexico Mexico Netherlands Netherlands Netherlands Netherlands Netherlands Nigeria Nigeria Nigeria Nigeria ----- Saudi Arabia Saudi Arabia ----- Saudi Arabia ----- Singapore Singapore Singapore Singapore Singapore S. Africa S. Africa S. Africa S. Africa S. Africa S. Korea S. Korea S. Korea ----- S. Korea Spain Spain Spain Spain Spain Sweden Sweden Sweden Sweden ----- Thailand Thailand Thailand ----- ----- UAE UAE UAE UAE UAE UK UK UK UK UK U.S. U.S. U.S. U.S. U.S. 1. Because some of the content we ask is deemed politically sensitive there are several countries where we take special precautions in order to avoid putting our respondents, or ourselves, in a position to break any local laws. We work closely with our sample partner and its legal team to identify which questions, and in what countries, we should refrain from asking. The three countries where we removed questions and/or answer options were China, Saudi Arabia, and Thailand. 2. Due to a translation inconsistency regarding the measure of competence in the four main institutions in S. Korea, the data was removed from the global average on the affected slide.

      2024 Edelman Trust Barometer P. 64 2024 Edelman Trust Barometer: Sample Survey Languages Used and Internet Penetration by Country Languages Internet Languages Internet Languages Internet Penetration* Penetration* Penetration* Global - - Indonesia Indonesian 76% Singapore Localized English, 92% Simplified Chinese Argentina Localized Spanish 91% Ireland Localized English 89% S. Africa Localized English, 63% Afrikaans Australia Localized English 89% Italy Italian 91% S. Korea Korean 97% Brazil Portuguese 83% Kenya Localized English 84% Spain Spanish 92% Canada Localized English, 93% Japan Japanese 93% Sweden Localized English, 97% Canadian French Swedish China Simplified Chinese 70% Malaysia Malay 94% Thailand Thai 88% Colombia Localized Spanish 83% Mexico Localized Spanish 77% UAE Localized English, Arabic 100% France French 92% Netherlands Localized English, Dutch 95% UK Localized English 95% Germany German 94% Nigeria Localized English 68% U.S. English, 94% Localized Spanish India Localized English, Hindi 60% Saudi Arabia Localized English, Arabic 89% *Data source: https://www.internetworldstats.com/stats.htm as of Jan 11, 2024 Due to disproportionate access to internet in countries with lower internet penetration, the online sample in those countries tends to skew younger, urban, and more affluent.

      2024 Edelman Trust Barometer P. 65 Data Analysis Explained: French Data Model Predictors Question text TRU_INS: Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where In 2021, the translation of “government in general” in the French questionnaire was incorrectly one means that you “do not trust them at all” and nine means that you “trust changed to “authorities in general,” affecting data in all studies conducted in France from them a great deal”. 2021 to 2023. When we discovered the inconsistency in early 2023, we suppressed all Trust in Media in general affected data while investigating the possibility of modeling and replacing the missing data. institutions Business in general Over the course of 2023, we built a data model that could reliably predict what the France Non-governmental organizations (NGOs) data would have been if the translation were consistent. This involved identifying items Authorities in general (shown in the list on the right) that are predictive of trust in government in other Western Economic CNG_FUT: Thinking about the economic prospects for yourself and your democracies and testing whether they had similar predictive power in France. optimism family, how do you think you and your family will be doing in five years’ time? To build a model with a sufficient level of accuracy, we iterated through 5,000 different Government TRU_3D_GOV: To what extent do you agree with the following statement? randomly split samples, controlling for gender, income, age, and other demographics, of competence France data collected in the 2024 Edelman Trust Barometer and in the 2023 Special Report: Government in general is good at what it does Trust and Climate Change. In both surveys, we used the accurate translation for trust in POP_EMO: Some people say they worry about many things while others say “government in general,” along with the predictor variables. In both surveys, we also included Fears of gig- they have few concerns. We are interested in what you worry about. the trust in “authorities in general” attribute for our French respondents. This allowed us to Specifically, how much do you worry about each of the following? include the mistranslated variable in our model as one of the predictors for trust in economy Permanent jobs with benefits being replaced by freelance, gig-economy or short-term government. jobs that do not offer benefits GOV_PER_DIM: In thinking about why you do or do not trust government in For each split sample, 75% of the sample was used to train the data, and the remaining 25% general, please specify where you think it falls on the scale between the two was used as a test group. Using a random forest classification model, we were able to opposing descriptions. accurately classify 89.41% of respondents as trusters or non-trusters, which gave us the Government Highly effective agent of positive change confidence to repopulate the data in affected reports with data from our predictive model. ethics Honest and fair dimensions The modeled data was applied to the France data from each impacted year (2021, 2022, and Has a vision for the future that I believe in 2023) to predict the overall level of trust in government in general. The Trust Index for those Serves the interests of everyone equally and fairly years has also been updated, given that trust in government is part of that calculation.

      2024 Edelman Trust Barometer P. 66 Data Analysis Explained: Innovation Management Scale Items Question text The Innovation Management scale was created by averaging respondents’ TRU_INS_TCNG. Below is a list of institutions. For each one, please indicate how answers to five attributes measured on 9-point scales, shown in the table to the much you trust that institution to do what is right when it comes to ensuring that the right. introduction of new technologies and innovations into society is well-managed (e.g., Trust in they are safe, understood by the public, beneficial to society as a whole, and • Respondents who believe that innovation is well managed were those that business and accessible to the people who need them). – reverse scored scored between 1 – 4.49 on the Innovation Management Scale, meaning on NGOs Business in general average they disagreed with these statements. • Respondents who scored between 4.5 – 5.49 on the scale were classified as Non-governmental organizations (NGOs) neutral. POP_MDC. Below is a list of statements. For each one, please rate how true you • Respondents who believe that innovation is poorly managed scored between believe that statement is using a nine-point scale where one means it is “not at all 5.5 – 9 on the Innovation Management Scale, meaning on average they agreed Government true” and nine means it is “completely true”. with these statements. regulation The people in government in charge of regulating technology do not have an adequate understanding of emerging technologies to be able to regulate them The specific items in the scale were chosen for their ability to represent three effectively dimensions of innovation management and development: CHG_AGR. Please indicate how much you agree or disagree with the following • Trust in institutions to manage the introduction of new technologies and statements. innovations Science influenced by Science has become politicized in this country • Government’s ability to regulate emerging technologies effectively politics and money • Outside influence on science, in terms of how it’s conducted Government and other large organizations that fund research have too much influence on how science in this country is done

      2024 Edelman Trust Barometer P. 67 Data Analysis Explained: Classifying Respondents as Generally Resistant to Innovations Respondents were asked to characterize their feelings about each of the four Scale points innovations (shown below) using the scale to the right. To classify respondents as resistant to innovations, we calculated an average 1. Resistant: I am very worried about this. I boycott products and services score across the four innovations. If a respondent’s average score was less than that incorporate these technologies and urge others to do the same. 2.5 (rounded to a 1 or 2), they were classified as rejecting of innovation. 2. Hesitant: I am concerned about this. I personally try to avoid using products and services that incorporate these technologies. 3. Comfortable: I am okay with this. I will use products and services that incorporate these technologies but won’t actively seek them out. Innovations 4. Enthusiastic: I am excited about this. I am looking to increase my use of products and services that incorporate these technologies. The growing use of artificial intelligence such as machine learning, natural language processing, and generative AI 5. Passionate: I am a big advocate for this. I am looking to increase my use The growing use of green energy such as biofuels and renewable natural gas, liquid of products and services that incorporate these technologies and actively hydrogen, and wind and solar power encouraging others to do the same. The growing use of genetically modified foods (foods that are derived from genetically modified organisms, commonly referred to as GMOs) such as drought-, pest-, and disease-resistant crops, faster-growing fish, and produce that has a longer shelf life The growing use of gene-based medical technologies such as mRNA vaccines, gene splicing, and gene therapy

      2024 Edelman Trust Barometer P. 68 Data Analysis Explained: Average Acceptance Rating Respondents were asked to separately rate four technologies (green energy, Segment category Range artificial intelligence, gene-based medicine, and GMO foods, as shown on the previous Tech Appendix slide) on a 5-point scale, ranging from Resistant to Resistant: I am very worried about this. I boycott products and services Passionate (see full scale to the right). We calculated overall levels of that incorporate these technologies and urge others to do the same. 1-1.49 acceptance across the population by taking the average scale point selected. Segments of the population were classified as one of the five categories, based Hesitant: I am concerned about this. I personally try to avoid using on the cut points in the table to the far right. products and services that incorporate these technologies. 1.5-2.49 • If the average of an audience segment fell between 1-2.49, they were Comfortable: I am okay with this. I will use products and services that classified as “rejecting” the innovation. incorporate these technologies but won’t actively seek them out. 2.5-3.49 • Audience segments with an average score of 3.5-5 were classified as Enthusiastic: I am excited about this. I am looking to increase my use 3.5-4.49 “embracing” the innovation. of products and services that incorporate these technologies. This method of calculating an average acceptance rating was applied to Passionate: I am a big advocate for this. I am looking to increase my different audiences throughout the report. use of products and services that incorporate these technologies and 4.5-5 actively encouraging others to do the same. Don’t know / not sure

      2024 Edelman Trust Barometer P. 69 Data Analysis Explained: How We Plotted the Institutional Competence and Ethics Scores We define trust as the combination of competence and ethics. The report features a chart depicting how competent and ethical each of the Respondents were asked: institution are rated to be. Here’s how we calculated each score. In thinking about why you do or do not trust [INSTITUTION], please specify where you The competence score (the x-axis of the plot): An institution’s think they fall on the scale between the two opposing descriptions. (Please use the slider competence score is a net of the top 3 box (AGREE) minus the bottom 3 to indicate where you think [INSTITUTION] falls between the two extreme end points of box (DISAGREE) responses to the question “To what extent do you each scale.) agree with the following statement? [INSTITUTION] in general is good at what it does”. The resulting net score was then subtracted by 50, which means that for an institution to qualify as competent, it would require a Dimension Ethical Perception Unethical Perception net difference of 51 points or more in its percentage of top 3-box ratings versus its bottom 3-box ratings. This ensures that an institution could not Highly effective agents of Completely ineffective agents be considered competent unless there is a majority who rate it as such. Purpose-Driven positive change of positive change The net ethical score (the y-axis of the plot): The ethics dimension is Honest Honest and fair Corrupt and biased defined by four separate items. For each item, a net score was calculated by taking the top 5 box percentage representing a positive ethical perception minus the bottom 5 box percentage representing a Vision Have a vision for the future Do not have a vision for the future that negative ethical perception. The y-axis value is an average across those that I believe in I believe in 4 net scores. Scores higher than zero indicate an institution that is Fairness Serve the interests of everyone Serve the interests of only certain perceived as ethical. equally and fairly groups of people

      P. 70 Full Question Text

      2024 Edelman Trust Barometer P. 71 2024 Edelman Trust Barometer: Full Text For Answer Choices Abbreviated Dispersion of Authority: Peers on Par With Scientists TRU_PEP_TCNG. Below is a list of categories of people. For each one, please indicate how much you trust that person or group of people to tell you the truth about new innovations and technologies. (Please select one response for each.) Shortened Full NGO representatives A representative of a non-profit organization or NGO Scientists Scientists or technical experts in general Company technical expert A scientist or technical expert working for a company that is helping to develop the new innovation or technology

      2024 Edelman Trust Barometer P. 72 2024 Edelman Trust Barometer: Full Text For Answer Choices Abbreviated Economic Fears Persist as Societal Concerns Rise POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine-point scale where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. (Please select one response for each.) Shortened Full Automation and/or other innovations taking your job away Your job being moved to other countries where workers are paid less Cheaper foreign competitors driving companies like yours out of business Job loss (net) Not having the training and skills necessary to get a good paying job International conflicts about trade policies and tariffs hurting the company you work for Losing your job as a result of a looming recession Permanent jobs with benefits being replaced by freelance, gig-economy, or short-term jobs that do not offer benefits Inflation Your pay increases not keeping up with the inflation rate causing you to lose ground financially Climate change Climate change leading to drought, rising sea levels and other natural disasters Hackers Hackers, cyber-attacks and cyber-terrorism Nuclear war International conflicts escalating into nuclear war Information war Other countries waging an information war against us by purposefully contaminating our media with falsehoods and publishing things meant to inflame our differences

      2024 Edelman Trust Barometer P. 73 2024 Edelman Trust Barometer: Full Text For Answer Choices Abbreviated Trust in Industry Sectors Does Not Guarantee Trust in Industry Innovations TEC_TRU. How much do you trust each of these technologies? (Please select one response for each.) Shortened Full Artificial intelligence Artificial intelligence such as machine learning, natural language processing, and generative AI Genetically modified foods Genetically modified foods (foods that are derived from genetically modified organisms, commonly referred to as GMOs) such as drought-, pest-, and disease-resistant crops, faster-growing fish, and produce that has a longer shelf life Green energy Green energy such as biofuels and renewable natural gas, liquid hydrogen, and wind and solar power Gene-based medicine Gene-based medical technologies such as mRNA vaccines, gene splicing, and gene therapy

      2024 Edelman Trust Barometer P. 74 2024 Edelman Trust Barometer: Full Text For Answer Choices Abbreviated Acceptance of Innovation at Stake CHG_TEC_COM. How would you characterize your feelings about each of the following? Shortened Full Resistant: I am very worried about this. I boycott products and services that incorporate these technologies and urge others to do the I reject this innovation same Hesitant: I am concerned about this. I personally try to avoid using products and services that incorporate these technologies. Enthusiastic: I am excited about this. I am looking to increase my use of products and services that incorporate these technologies. I embrace this innovation Passionate: I am a big advocate for this. I am looking to increase my use of products and services that incorporate these technologies and actively encouraging others to do the same. Green energy The growing use of green energy such as biofuels and renewable natural gas, liquid hydrogen, and wind and solar power AI The growing use of artificial intelligence such as machine learning, natural language processing, and generative AI Gene-based medicine The growing use of gene-based medical technologies such as mRNA vaccines, gene splicing, and gene therapy GMO foods The growing use of genetically modified foods (foods that are derived from genetically modified organisms, commonly referred to as GMOs) such as drought-, pest-, and disease-resistant crops, faster-growing fish, and produce that has a longer shelf life

      2024 Edelman Trust Barometer P. 75 2024 Edelman Trust Barometer: Full Text For Answer Choices Abbreviated Government Lacks Competence to Regulate Emerging Innovations POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. (Please select one response for each.) Shortened Full Government regulators lack adequate understanding of The people in government in charge of regulating technology do not have an adequate understanding of emerging technologies to emerging technologies be able to regulate them effectively to regulate them effectively

      2024 Edelman Trust Barometer P. 76 2024 Edelman Trust Barometer: Full Text For Answer Choices Abbreviated Nearly 2x More Likely to Fear Innovation Poorly Managed TRU_INS_TCNG. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right when it comes to ensuring that the introduction of new technologies and innovations into society is well-managed (e.g., they are safe, understood by the public, beneficial to society as a whole, and accessible to the people who need them). (Please select one response for each.) Shortened Full Do I trust how business and NGOs Business in general introduce innovations into society? Non-governmental organizations

      2024 Edelman Trust Barometer P. 77 2024 Edelman Trust Barometer: Full Text For Answer Choices Abbreviated Nearly 2x More Likely to Fear Innovation Poorly Managed POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. (Please select one response for each.) Shortened Full Can government regulate The people in government in charge of regulating technology do not have an adequate understanding of emerging technologies to new technologies? be able to regulate them effectively

      2024 Edelman Trust Barometer P. 78 2024 Edelman Trust Barometer: Full Text For Answer Choices Abbreviated Nearly 2x More Likely to Fear Innovation Poorly Managed CHG_AGR. Please indicate how much you agree or disagree with the following statements. (Please select one response for each.) Shortened Full Is science independent of Science has become politicized in this country. politics and money? Government and other large organizations that fund research have to much influence on how science in this country is done.

      2024 Edelman Trust Barometer P. 79 2024 Edelman Trust Barometer: Full Text For Answer Choices Abbreviated When Institutions Mismanage Innovation, We Feel Both Technology and Society Are Leaving Us Behind POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. (Please select one response for each.) Shortened Full Technology is changing too quickly, in ways that are not good for people Technological innovations are happening too quickly and are leading to changes that are not good for people like me like me

      2024 Edelman Trust Barometer P. 80 2024 Edelman Trust Barometer: Full Text For Answer Choices Abbreviated When Institutions Mismanage Innovation, Fairness and Capitalism in Question POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. (Please select one response for each.) Shortened Full The system is biased in favor of the The system is biased against regular people and in favor of the rich and powerful rich

      2024 Edelman Trust Barometer P. 81 2024 Edelman Trust Barometer: Full Text For Answer Choices Abbreviated Scientists and Experts Expected to Lead on Implementation of Innovation RSP_TEC_CHG. How big a role do you feel each of the following should have in ensuring that the introduction of new technologies and innovations is well- managed (e.g., they are safe, understood by the public, beneficial to society as a whole, and accessible to the people who need them)? (Please select one response for each.) Shortened Full CEOs that deploy innovations The CEOs of the companies that produce, sell, or use these technologies

      2024 Edelman Trust Barometer P. 82 2024 Edelman Trust Barometer: Full Text For Answer Choices Abbreviated To Earn My Acceptance, Show Me the Innovation Is Vetted by Scientists and Ethicists TEC_TST. How confident are you that these technologies have been adequately tested, evaluated, and assessed by scientists, ethicists, and other experts? (Please select one response for each.) Shortened Full Confidence that each innovation How confident are you that these technologies have been adequately tested, evaluated, and assessed by scientists, ethicists, and has been evaluated by scientists other experts? and ethicists

      2024 Edelman Trust Barometer P. 83 2024 Edelman Trust Barometer: Full Text For Answer Choices Abbreviated I’m Doing My Own Research: Help Me Find Information I Can Trust INO_INF_SRC. Where do you get most of your information and knowledge about new technologies and innovations from? Shortened Full Social media (net) My social media news feed On social media posted by, or forwarded from, someone in my social network National media National newspapers or national TV or radio news programs My friends and family In conversations with my friends and family Local media Local newspapers or local TV or radio news programs

      2024 Edelman Trust Barometer P. 84 2024 Edelman Trust Barometer: Full Text For Answer Choices Abbreviated To Be Trusted With Innovation, Give Me a Voice [INS]_CHG_PER. If [institution] wants to earn or keep your trust in their being good stewards or managers of change, how important is it that they do each of the following in response to the technological and social changes taking place in your country today? (Please select one response for each.) Shortened Full Hear our concerns, let us ask Give people the opportunity to ask questions and to have their concerns heard when it comes to change and innovation questions Keep innovations affordable Institute fair and reasonable pricing that makes new technologies or innovations generally affordable Communicate pluses and minuses Clearly communicate the nature of new innovations and technologies, including potential benefits and negative side effects Aid the vulnerable Aid those who need help coping with the consequences of change Help people keep up Help people keep up with and adjust to the changes happening all around them Institute safeguards Institute safeguards to protect us from potential harm or exploitation by new technologies developed in other countries Investigate innovations Do investigative reporting on new technologies and innovations to uncover any hidden issues or dangers

      2024 Edelman Trust Barometer P. 85 2024 Edelman Trust Barometer: Full Text For Answer Choices Abbreviated CEOs: Address Impacts of Innovation in Society CEO_RSP_CHOICE. You are about to see two choices. We want you to choose the one that best describes your beliefs. (Please select only one of the two options given.) Shortened Full I expect CEOs to manage changes I expect CEOs to work to manage changes that are occurring in society in addition to those occurring within their organizations or that occurring in society, not just those are directly related to their products and services occurring in their business

      2024 Edelman Trust Barometer P. 86 2024 Edelman Trust Barometer: Full Text For Answer Choices Abbreviated CEOs: Address Impacts of Innovation in Society CEO_ISS. How important is it to you that the CEO or head of the organization you work for speaks out publicly about each of the following issues? Please indicate your answer using the following 9-point scale where one means “not at all important” and nine means “very important” (Please select only one response for each.) Shortened Full Job skills of the future Training, education, and job skills of the future Ethical use of technology The ethical use of technology Automation impact on jobs Technology and automation and their impact on jobs

      2024 Edelman Trust Barometer P. 87 Cover Image Credits 1. President of Argentina Javier Milei gives a speech after his Inauguration Ceremony at “Casa Rosada” Presidential Palace in Buenos Aires, Argentina: Tomas Cuesta via Getty Images 2. Sam Altman speaks onstage during A Year In TIME in New York City: Mike Coppola via Getty Images 3. Katalin Kariko, Nobel Prize Laureate, speaks to the media during a press conference at the Hungarian Academy of Sciences, in Budapest, Hungary: Janos Kummer via Getty Images 4. A tractor with a flag that translates into “When farmers starve, hunger is born" drives back from a rural farmers' protest against the government's plan to curb nitrogen pollution by 70 percent by 2030, in Stroe, near Amsterdam: Sem Van Der Wal/ANP/AFP via Getty Images 5. Delegates applaud Sultan Ahmed Al Jaber, President of COP 28, on day thirteen of the COP 28 climate conference in Dubai, United Arab Emirates: Fadel Dawod via Getty Images 6. Robots harvesting vegetables in automated modern greenhouse: Imaginima via Getty Images 7. A woman casts her ballot at a polling station during Thailand's general election in Bangkok: Peerapon Boonyakiat/SOPA Images/LightRocket via Getty Images 8. Israeli students hold Palestinian and Israeli flags, during a protest: Jack Guez/AFP via Getty Images Divider Image Credits Slide 5 The Decline of Authority Supporters of former President Jair Bolsonaro clash with security forces as they raid the National Congress in Brasilia, Brazil, 08 January 2023. Joedson Alves/Anadolu Agency via Getty Images Slide 15 Innovation on the Ballot A tractor with a flag that translates into “When farmers starve, hunger is born" drives back from a rural farmers' protest against the government's plan to curb nitrogen pollution by 70 percent by 2030, in Stroe, near Amsterdam: Sem Van Der Wal/ANP/AFP via Getty Images Slide 25 A Reset for Science in Society World Health Organization (WHO) Director-General Tedros Adhanom Ghebreyesus attends a daily press briefing on the COVID-19 outbreak: Fabrice Coffrini/AFP via Getty Images Slide 32 Restoring Trust in the Promise of Innovation Technician in sterile coverall holds wafer that reflects many different colors: PonyWang via Getty Images

      P. 88 2024 Edelman Trust Barometer Team EDELMAN TRUST INSTITUTE ADVISORS Executive Director, Tonia E. Ries Richard Edelman Edelman Trust Barometer [email protected] Executive Advisors Kirsty Graham Alex Thompson Head of Research David M. Bersoff, Ph.D. DXI Research Advisor Antoine Harary [email protected] Cody Armstrong Abbey Derse MARKETING Research, Analysis, Catherine Aumiller and Operations Theresa Peterson Mike Bush Rosie Delk Ryann Gastwirth Claire Ritzmann Kayley Goff Data and Analytics John Zamites Marketing Pamela Blandon Kiera Cooke Heather Daniels-Gontier Danielle Timmons Drake Baer Romain Maradan Narrative and Esther Choi Brad Good Content Strategy Chloe Buckley Design Camila Gutierrez Lily Battat Carolina Estrada Justin Blake Edelman Trust Institute Leadership, Ellie Smith Partnerships and Content Teams Caitlin Semo Susannah Ferris