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.