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.