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.