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