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”.