2024 Edelman Trust Barometer P. 67 Data Analysis Explained: Classifying Respondents as Generally Resistant to Innovations Respondents were asked to characterize their feelings about each of the four Scale points innovations (shown below) using the scale to the right. To classify respondents as resistant to innovations, we calculated an average 1. Resistant: I am very worried about this. I boycott products and services score across the four innovations. If a respondent’s average score was less than that incorporate these technologies and urge others to do the same. 2.5 (rounded to a 1 or 2), they were classified as rejecting of innovation. 2. Hesitant: I am concerned about this. I personally try to avoid using products and services that incorporate these technologies. 3. Comfortable: I am okay with this. I will use products and services that incorporate these technologies but won’t actively seek them out. Innovations 4. Enthusiastic: I am excited about this. I am looking to increase my use of products and services that incorporate these technologies. The growing use of artificial intelligence such as machine learning, natural language processing, and generative AI 5. Passionate: I am a big advocate for this. I am looking to increase my use The growing use of green energy such as biofuels and renewable natural gas, liquid of products and services that incorporate these technologies and actively hydrogen, and wind and solar power encouraging others to do the same. The growing use of genetically modified foods (foods that are derived from genetically modified organisms, commonly referred to as GMOs) such as drought-, pest-, and disease-resistant crops, faster-growing fish, and produce that has a longer shelf life The growing use of gene-based medical technologies such as mRNA vaccines, gene splicing, and gene therapy