Content thumbnail Country Report - Canada
AI Content Chat (Beta) logo

Country Report - Canada

Country Report Trust in Canada

21st ANNUAL EDELMAN TRUST General Online Population Informed Public BAROMETER 500 respondents in U.S. and China; 1,150 Ages All slides show general 100 respondents in Nigeria; Methodology respondents 18+ online population data 200 in all other countries per country unless otherwise noted Represents 17% of total global population 1,500 Must meet 4 criteria: Online survey in 28 countries* in Canada ‣ Age 25-64 33,000+ respondents ‣ College-educated 2021 Edelman Trust Barometer fieldwork ‣ In top 25% of household income conducted from October 19 to November 18, 2020 per age group in each country *The 2021 Trust Barometer 27-market global averages ‣ Report significant engagement in public policy and business news (for the general population, mass population and informed public) do not include Nigeria Mass Population 27-market global data margin of error: General population +/- 0.6% All population not including (N=31,050); informed public +/- 1.3% (N=6,000); mass population +/- informed public 0.6% (N=25,050+); half-sample global general online population +/- 0.8% (N=15,525). Represents 83% of total global Country-specific data margin of error: General population +/- 2.9% population (N=1,150); informed public +/- 6.9% (N=min 200, varies by country), except for China and U.S. +/- 4.4% (N=500) and Nigeria +/- 9.8% (N=100); mass population +/- 3.0% to 3.6% (N=min 736, varies by country), except for Nigeria +/- 2.9% (N=1,125). U.S. Post-Election Supplement margin of error: +/- 2.5% (N=1,500). U.S. Post-Election Supplement ethnicity-specific data margin of error: Non-Hispanic White +/- 3.3% (N=894); all others +/- 4.0 (N=607). 2

21 YEARS OF TRUST 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Rising Fall of the Earned Media U.S. Trust A “Person Like Business More Young People Trust in Performance Business Must Influence of Celebrity CEO More Credible Companies in Shifts from Me” Emerges Trusted Than Have More Business and Partner With NGOs Than Europe Suffer “Authorities” as Credible Government Trust in Plummets Transparency Government to Advertising Trust Discount to Peers Spokesperson and Media Business Essential to Regain Trust Trust 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Fall of Crisis of Business Trust is Growing Trust in The Battle Trust Trust: Declaring Government Leadership to Lead Essential to Inequality Crisis for Truth at Work Competence Information the Debate Innovation of Trust and Ethics Bankruptcy for Change 3

2020 2021 YtY General population General population Change CANADA SEES 54 Global 27 56 Global 27 +2 82 China 77 India -2 MODERATE TRUST 79 India 72 China -10 Record year-over- 73 Indonesia 72 Indonesia -1 year decline in GAINS China’s Trust Index 66 Thailand 69 Saudi Arabia +8 65 UAE 68 Singapore +6 62 Mexico 67 UAE +2 Trust Index 62 Singapore 66 Malaysia +6 61 Saudi Arabia 63 The Netherlands +6 - 0 + 60 Malaysia 61 Thailand -5 Distrust Neutral Trust Change, 2020 to 2021 57 Kenya 59 Australia +12 (1-49) (50-59) (60-100) +2 57 The Netherlands 59 Kenya 53 Canada 59 Mexico -3 53 Colombia 56 Canada +3 51 Brazil 53 Germany +7 Greatest decline in China (-10); 50 S. Korea 52 Italy +3 greatest increase in Australia (+12) 49 Argentina 51 Brazil 0 49 Italy 50 Ireland +5 16 countries gained trust, 47 Australia 48 Colombia -5 9 countries lost trust 47 U.S. 48 France +3 46 Germany 48 S. Africa +4 45 France 48 U.S. +1 45 Ireland 47 Argentina -2 45 Spain 47 S. Korea -3 2021 Edelman Trust Barometer. The Trust Index is the average 44 S. Africa 45 Spain 0 Per cent trust in NGOs, business, government and media. 42 Japan 45 UK +3 TRU_INS. Below is a list of institutions. For each one, please 42 UK 40 Japan -2 indicate how much you trust that institution to do what is right. 9- point scale; top 4 box, trust. General population, 27-mkt avg. 30 Russia 31 Russia +1 4

TRUST INEQUALITY GAP CLOSING IN CANADA Trust Index, Canada Distrust Neutral Trust Record gap (1-49) (50-59) (60-100) 74 67 63 63 20pts 64 Informed 62 62 Public 60 16pts 9pts 58 8pts 53 55 14pts 14pts 54 55 53 Mass 50 51 51 51 Population 48 48 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2021 Edelman Trust Barometer. The Trust Index is the average per cent trust in NGOs, business, government and media. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. Informed public and mass population, Canada. 5

TWO DIFFERENT TRUST REALITIES Distrust Neutral Trust Per cent trust in Canada NGOs Business Government Media 75 73 80 65 64 70 61 64 66 64 69 64 Informed public All four institutions trusted Jan May Jan Jan May Jan Jan May Jan Jan May Jan 2020 2020 2021 2020 2020 2021 2020 2020 2021 2020 2020 2021 60 60 69 53 53 51 55 58 52 57 53 49 Mass population No institutions trusted Jan May Jan Jan May Jan Jan May Jan Jan May Jan 2020 2020 2021 2020 2020 2021 2020 2020 2021 2020 2020 2021 2021 Edelman Trust Barometer. The Trust Index is the average per cent trust in NGOs, business, government and media. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. Informed public and mass population, Canada. 6

IN CANADA, TRUST DECLINES ACROSS ALL INSTITUTIONS FOLLOWING SPRING SURGE Distrust Neutral Trust - 0 + (1-49) (50-59) (60-100) Change, wave to wave Per cent trust in Canada Business Government NGOs Media Government trust most volatile 70 61 -11 61 +8 -5 56 +20 59 +6 -6 58 53 55 55 53 +5 -4 54 50 Jan 2020 May 2020 Jan 2021 Jan 2020 May 2020 Jan 2021 Jan 2020 May 2020 Jan 2021 Jan 2020 May 2020 Jan 2021 2021 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, Canada. 7

BRAND CANADA MAINTAINS TRUST Trust in companies headquartered in each country - 0 + Distrust Neutral Trust Change, 2020 to 2021 All-time low 62 66 66 66 56 59 59 60 49 51 51 53 36 36 37 37 -4 +2 -2 -3 +1 -3 -4 0 -3 -5 -5 -8 -2 -3 -4 -3 Ch Me Br In S. Sp U. Ita Fr Th UK Ja Au Ca Ge Sw i a d K a S l a e p s n r i n x z i o i . y n a t a m t a i i a n c N n r z c l r e a d a e o e e l a n r a t i l he a y an rlands d 2021 Edelman Trust Barometer. TRU_NAT. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, 27-mkt avg. 8

PANDEMIC IMPACT

PANDEMIC ADDS Per cent who are concerned TO SOCIETAL 75 Per cent who are fearful FEARS 65 63 Per cent who are concerned, 60 and per cent who are fearful, in Canada 47 40 30 30 26 18 2021 Edelman Trust Barometer. POP_EMO. Some people say Job loss (net) Hackers and Climate change Contracting Losing my they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, cyber-attacks COVID-19 freedoms how much do you worry about each of the following? 9-point scale; as a citizen top 4 box, worry; top 2 box, fear. Non-job loss attributes shown to half of the sample. General population, Canada. Job loss asked of those who are an employee (Q43/1). Job loss is a net of attributes 1- 3, 5, and 22-24. 10

PANDEMIC ACCELERATES JOB LOSS FEARS Per cent who agree, in Canada As a result of the pandemic, I worry that the pandemic will accelerate a portion of our workforce has the rate at which companies replace seen their work hours reduced human workers with AI and robots or their jobs eliminated A large percentage A small percentage 50% 49% 18 32 2021 Edelman Trust Barometer. LAY_OFFS. Has the organization you work for had to lay-off or furlough any employees as a result of the economic impact of the pandemic? Code 1, yes, a large Per centage; code 2, yes, a small Per centage. Question asked of those who are an employee (Q43/1). Total layoff/furlough Per centage is a sum of code 1 and 2. SOC_AGR. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, Canada. 11

PANDEMIC FEARS IMPEDE RETURN TO WORKPLACE Per cent who say each reason is why they are choosing to work from home vs. choosing to return to the workplace, in Canada to work at home return to the office choosing , choosing to , 60%for the following reasons: 40%for the following reasons: COVID-19 risk 51 My employer made me feel safe 35 while commuting/in office (net) I am more productive 21 I am more productive 44 Enhanced work-life balance 35 Healthy work-life balance 20 2021 Edelman Trust Barometer. WRK_CHOICE. Which of the following best describes your current working situation? Question asked of those who are an employee (Q43/1). Data among employees that have a choice of working from home or their workplace. WHY_HOME. Why are you choosing to continue working from home even though you could return to the workplace if you wanted to? Select all that apply. Question asked of employees that are choosing to work from home (Q43/1 AND WRK_CHOICE/3). WHY_OFFICE. Why are you choosing to work at an office or other workplace even though you could work remotely if you wanted to? Select all that apply. Question asked of employees that are choosing to return to their workplace (Q43/1 AND WRK_CHOICE/4). General population, Canada. COVID-19 risk while commuting / in office is a net of WHY_HOME/2-3. 12

VACCINE HESITANCY REMAINS A CONCERN Per cent who say they will take the COVID-19 vaccine within the next year Canada U.S. Global 27 66% 59% 64% Willing to vaccinate… Willing to vaccinate… Willing to vaccinate… 31 Six months to one year 26 Six months to one year 31 Six months to one year 35 As soon as possible 33 As soon as possible 33 As soon as possible Slightly more than 1 in 3 ready to take the vaccine as soon as possible 2021 Edelman Trust Barometer. VACCINE1. If and when a COVID-19 vaccine becomes available will you take it? Code 1, yes as soon as possible; code 2, yes, within a year. Question asked of half of the sample. General population, Canada, U.S., and 27-mkt avg. 13

MISINFORMATION FEEDS MISTRUST

TRUST IN MOST INFORMATION SOURCES AT RECORD LOWS Per cent trust in each source for general news and information, in Canada 71 68 69 71 65 61 66 65 Trusted Change (60-100) 2020-2021 62 58 58 62 55 -10 55 56 57 57 Traditional media 45 53 47 Distrusted 40 38 38 39 37 (1-49) Search engines* -6 39 34 37 33 31 32 32 Owned media -5 28 31 29 28 31 22 26 Social media -4 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2021 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, Canada. *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” 15

EVOLVING PERCEPTIONS CHALLENGE CANADIAN NEWSROOMS Per cent who agree, in Canada Journalists and reporters Most news organizations are The media is not doing well at are purposely trying to mislead more concerned with supporting being objective and non-partisan people by saying things they an ideology or political position know are false or gross than with informing the public exaggerations Canada 49% Canada 52% Canada 52% 56% 59% 58% 59% 60% 61% U.S. Global 27 U.S. Global 27 U.S. Global 24 2021 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? 9-point scale; top 4 box, worry. Attributes shown to half of the sample. General population, Canada, U.S., and 27-mkt avg. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, Canada, U.S., and 27-mkt avg. PER_MED. How well do you feel the media is currently doing each of the following? Please indicate your answer using the 5-point scale below. 5-point scale; bottom 3 box, not doing well. Question asked of half of the sample. General population, Canada, U.S., and 24-mkt avg. Data not collected in China, Russia, and Thailand. 16

IN CANADA, ONLY 1 IN 5 HAVE GOOD INFORMATION HYGIENE Per cent in each segment 46 Information hygiene: 46% of respondents 1. News engagement 34 share or forward news 2. Avoid information echo items that they find to chambers be interesting 3. Verify information 20 Of those who share 4. Do not amplify news, only 23% have unvetted information good information hygiene Poor Moderate Good information hygiene information hygiene information hygiene 2021 Edelman Trust Barometer. Information Hygiene Scale. MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. 7-point scale; top 5 box, several times a month or more. General population, Canada. For full details on how the Information Hygiene Scale was built, please refer to the Technical Appendix. 17

POOR INFORMATION HYGIENE THREATENS PANDEMIC RECOVERY Per cent who say they will take the COVID-19 vaccine within a year Those with good Those with poor information hygiene information hygiene 73 69 70 59 59 52 Gap, willingness 14pts to vaccinate 17pts 11pts within a year Canada U.S. Global 27 2021 Edelman Trust Barometer. VACCINE1. If and when a COVID-19 vaccine becomes available will you take it? Code 1, yes as soon as possible; code 2, yes, within a year. Question asked of half of the sample. General population, Canada, U.S., and 27-mkt avg., by hygiene level. For full details on how the Information Hygiene Scale was built, please refer to the Technical Appendix. 18

CRISIS OF LEADERSHIP

SOCIETAL LEADERS NOT TRUSTED TO DO WHAT IS RIGHT Per cent trust, in Canada - 0 + Distrust Neutral Trust Change, 2020 to 2021 77 64 58 51 45 37 39 -3 -3 +3 -7 n/a -14 -6 Religious leaders CEOs Government leaders Journalists My employer CEO People in my local Scientists community 2021 Edelman Trust Barometer. TRU_PEP. Below is a list of groups of people. For each one, please indicate how much you trust that group of people to do what is right. 9-point scale; top 4 box, trust. Attributes shown to half of the sample; “My employer CEO” only shown to those that are an employee (Q43/1). General population, Canada. 20

NEARLY ALL SPOKESPEOPLE LOSE CREDIBILITY Per cent who rate each as very/extremely credible as a source of information about a company, in Canada - 0 + Change, 2020 to 2021 All-time low 49 48 44 38 36 35 32 29 26 -16 -16 -10 +6 -2 -4 -20 -5 -9 Company technical Academic A person like Government NGO Journalist Regular CEO Board of expert expert yourself official representative employee directors 2021 Edelman Trust Barometer. CRE_PPL. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? 4-point scale; top 2 box, credible. Question asked of half of the sample. General population, Canada. 21

SOCIETAL LEADERS SUSPECTED OF LIES AND MISINFORMATION Per cent who worry, in Canada Our government leaders Business leaders are purposely trying to mislead are purposely trying to mislead people by saying things they know people by saying things they know are are false or gross exaggerations false or gross exaggerations 46% 50% 2021 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? 9-point scale; top 4 box, worry. Attributes shown to half of the sample. General population, Canada. 22

AN EXPANDED MANDATE FOR BUSINESS

BUSINESS EXPECTED TO FILL VOID LEFT BY GOVERNMENT Per cent who agree, in Canada CEOs should step in when the CEOs should hold themselves government does not fix societal accountable to the public and not problems just to the board of directors or stockholders 65% 69% 2021 Edelman Trust Barometer. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using the following three-point scale? 3-point scale, sum of codes 2 and 3. Question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statement? 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, Canada. 24

CEOS MUST LEAD ON SOCIETAL ISSUES Per cent in Canada who expect CEOs to publicly speak out about one or more of these societal challenges Pandemic impact 59 Job automation 50 84% Local community issues 40 Societal issues 40 2021 Edelman Trust Barometer. CEO_SPEAK. Looking at the topics listed below, please select the ones you expect CEOs to currently be speaking out about publicly. Select all that apply. Question asked of half of the sample. General population, Canada. CEO expectation to speak out is a net of attributes 1, 2, 5 and 7. 25

EMPLOYEES AND CONSUMERS FEEL EMPOWERED TO DRIVE CHANGE Per cent who agree, in Canada 46%of those who 67% 62% are employed Consumers … Employees … I am more likely now than a year ago have the power to force to voice my objections to management or corporations to change engage in workplace protest 2021 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half of the sample. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee (Q43/1). General population, Canada. 26

TRUST IS LOCAL: MY EMPLOYER A MAINSTAY OF TRUST - 0 + Per cent trust in my employer Distrust Neutral Trust Change, 2020 to 2021 Canada U.S. Global 27 -2 pts 0 76% +1 76% 76% pts 76 pt 72 76 My employer more My employer more My employer more My employer My employer My employer trusted than institutions Change, trusted than institutions Change, trusted than institutions Change, 2020 to 2021 2020 to 2021 2020 to 2021 Government 59 Government 42 Government 53 Business 56 Business 54 Business 61 NGOs 55 NGOs 50 NGOs 57 Media 54 Media 45 Media 51 2021 Edelman Trust Barometer. TRU_INS. [Your employer] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, Canada, U.S., and 27-mkt avg. Question asked among those who are employed (Q43/1). 27

EMPLOYER COMMUNICATIONS MOST BELIEVABLE Per cent who believe information from each source automatically, or after seeing it twice or less, in Canada Communications from… My employer National Media reports, Major Advertising My social media government named source corporations 65 64 61 Nr. of times they need to see 50 the information repeated 43 before believing it: 49 48 Once or twice 49 31 If I see it here, I will 42 36 automatically assume it is true 24 16 16 12 8 7 7 I will never believe it is true 12 15 14 23 30 41 if this is the only place I see it 2021 Edelman Trust Barometer. HEAR_TIME1. When you see a new piece of information or a news story in each of the following information sources, how many times do you need to see it or hear it repeated in that same type of information source before you believe it is really true? Question asked of half of the sample. “Once or twice” is a sum of codes 2 and 3. General population, Canada. “Employer communications” only shown to those that are an employee (Q43/1). 28

EMERGING FROM INFORMATION BANKRUPTCY 1. 2. 3. 4. Lead with facts, act Provide truthful, Business: Embrace Partner across with empathy unbiased, reliable imperative to lead or institutions information fall behind Societal leaders must have the courage to communicate All institutions, including Business must lead and All institutions must find a transparently, but also media, must provide truthful communicate through their common purpose and take empathize and address and trustworthy information. own channels on issues from collective action to solve people’s fears. pandemic impact and systemic societal problems. racism to climate change. 29

SUPPLEMENTAL DATA

CANADA SEES MODERATE TRUST GAINS IN BUSINESS - 0 + Per cent trust Distrust Neutral Trust Change, 2020 to 2021 Trusted in 16 countries 78 82 68 69 69 70 71 73 62 63 63 65 67 67 61 56 56 59 61 61 50 51 52 54 54 55 46 47 34 +2 -1 -3 +2 +3 +1 +2 +6 +4 +7 +4 +3 +2 -3 +3 n/a +11 -3 +7 -6 -1 +4 +6 +7 -12 -1 +8 -1 0 Glo Ru Ja S. UK Fr Sp Ge U. Ir Ar Ca It B S. *N Au Co Si Tha UAE Ke Ma The Ch Me Sa In In p a S e g a ra i n d d s K a r la n l A s l n i u b an nc i m . e y zi g o g i la n x d o ia s o n n a f e t l y N i n a i r a n d l r r ra m a a a y a c i l 2 a e d i p s e o e e t a c i b nd A n i a l o i t s 7 a y n a ia ia r a he r ia a e rl ab a i nds a 2021 Edelman Trust Barometer. TRU_INS. [Business in general] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 27-mkt avg. *Nigeria not included in the global average 31

TRUST IN GOVERNMENT INCREASES IN CANADA - 0 + Per cent trust Distrust Neutral Trust Change, 2020 to 2021 Distrusted in 13 countries 79 80 82 82 76 65 69 70 59 59 61 53 48 50 50 51 51 42 44 45 34 34 37 38 39 30 33 24 27 +3 n/a +7 -4 0 +1 +4 -6 +4 +2 +3 0 +9 +7 +15 -1 +10 -9 +9 +14 +17 +7 +10 -5 +6 -2 +4 -8 +4 Glo *N S. Ar Co Ru Sp Ja Ke B U. Me UK Ir Fr S. It Tha Ca Ge Au Ma The In Si In UAE Ch Sa i g p ra S e a a d n d A l s a n la K l n r s i u b g e o i an zi . x nc y i m la o g ia n d e f s n y i n o l a t N n a r r n m i a l c r a d a ra y a a i l 2 i a o d e s e e p i c t b e nd a A a i n l i t s o 7 a n ia a y ia a he ia r r a rl e ab a i nds a 2021 Edelman Trust Barometer. TRU_INS. [Government in general] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 27-mkt avg. *Nigeria not included in the global average 32

TRUST IN NGOS REMAINS UNCHANGED IN CANADA - 0 + Per cent trust Distrust Neutral Trust Change, 2020 to 2021 Trusted in 13 countries 74 78 65 65 65 67 68 69 70 59 60 61 62 64 57 51 51 52 53 55 55 56 56 46 48 49 50 40 25 -1 0 0 +3 -1 +1 0 -8 -6 -6 +3 0 +1 -3 -9 -10 +1 +7 +8 -2 -9 n/a +1 -6 0 +4 +6 +2 -2 Glo Ru Ja Ge It UK U. S. Sp Fr The Ca Ir B Co Ar S. Sa Au Tha Ch *N UAE Me In Ma Si Ke In p a S a e ra g i d n d s r l K a n la l A u s i n b an m y . i nc zi o e d i n g x o la g ia s o n N a n f t l e i n y a i a r d l m n r i ra a a r c y a a l 2 a e e d i o e s p e a b t c A nd i n t i l a s i o 7 y a he ia n a r ia ia a r rl a ab e a i nds a 2021 Edelman Trust Barometer. TRU_INS. [NGOs in general] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 27-mkt avg. *Nigeria not included in the global average 33

CANADA SEES MODERATE TRUST GAINS IN MEDIA - 0 + Per cent trust Distrust Neutral Trust Change, 2020 to 2021 Distrusted in 13 countries 69 70 72 60 61 61 62 62 51 51 52 53 54 55 56 45 48 50 39 40 42 42 42 42 44 36 37 37 29 +2 +1 -1 0 +2 -9 -3 0 +5 +2 0 n/a -3 +4 +1 +12 +3 -6 +1 -1 +3 +14 -3 +3 +9 +7 -4 -10 +3 Glo Ru Ja Fr UK Co S. Ar Ir S. Sp *N U. B It Au Ge Me Ca Ke UAE Sa Tha The Ma Si In Ch In p a g e i S ra a n d d s l K la A a l s r n n u i b an nc o e i g . zi y m x d i la g ia n o s o n f n e t i a y l N n a i m r n r r l ra a c d a i a y a a l 2 a e d i o e s p e b e t c i a A nd i a l n t i o s 7 ia a n a ia y r he a r ia a ab rl e i a a nds 2021 Edelman Trust Barometer. TRU_INS. [Media in general] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 27-mkt avg. *Nigeria not included in the global average 34

TRUST DECLINES ACROSS SECTORS Per cent trust in each sector, in Canada - 0 + Distrust Neutral Trust Change, 2020 to 2021 63 67 68 60 60 61 62 62 51 52 52 52 55 44 48 32 n/a -7 -12 -5 -6 -9 0 -2 -4 -8 -6 -4 -4 -5 -3 -1 So Fa Au Fina En En Te Co Re Te Pr Food Ma Tra Ed He c s t e t l n t c o u a i hi o r e e s a hno f n ns c l a m nc g r c i e u t l on y t om u l s a fa por a h a m s t c m o ia i nd c i n l i o a t e og o e i l m tu n r d v s m r n be ta e i e e e u p y a ri t a r ni l n i v n a v on i t c c s e g c a k er r e t a v a s ions g i ge e c d e goo s ds 2021 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point scale; top 4 box, trust. Industries shown to half of the sample. General population, Canada. 35

TECHNICAL APPENDIX

2021 EDELMAN TRUST BAROMETER 1. News engagement (does one or more of these several times a week or more) • “Read, view or listen to news and information produced by major news organizations or HOW WE MEASURED publications at the original source” MED_SEG_OFTr1 • “Read news and information from major news organizations sent to me by others or pushed to INFORMATION HYGIENE me on a news feed, social network platform or application” MED_SEG_OFTr2 • “Read, view or listen to news and information put out by major corporations regarding important To determine whether respondents practiced good social and political issues and events” MED_SEG_OFTr16 information hygiene, we measured four dimensions: • “Listen to podcasts or read newsletters or blog posts put out by independent individuals whom I 1. Regular engagement with news: Do they stay informed? trust to keep me informed about important issues, but who do not work for a news media company”MED_SEG_OFTr17 2. Engagement with differing points of view: Do they avoid information echo chambers? 2. Avoiding information echo chambers (must say they do one or more of these) 3. Information verification: Do they avoid assuming something • “How often do you read or listen to information or points of view from people, media sources or is true simply because it supports their point of view? organizations with whom you often disagree?” NEWS_DIS (weekly or more) 4. Avoids spreading misinformation: Do they check information • “When someone you know sends you some information that supports a position that you do veracity before forwarding content to others? NOT believe, which of the following do you typically do with it?” POS_DIS (study thoroughly) 3. Verify information (must say they do two or more of these) Each respondent’s level of information hygiene was • “Confirm that a news story is really true by looking across multiple information sources” categorized based on their performance across the four MED_SEG_OFTr15 (several times a week or more) dimensions: • “When someone you know sends you some information that supports a position you believe, • Good: Performs well on three or more dimensions which of the following do you typically do with it?” POS_BEL (use fact-checking sites and/or verify from people I know and/or go to original source material) • Moderate: Performs well on any two dimensions • Poor: Performs well on one or fewer dimensions 4. Do not amplify unvetted information (must never do this) • “Pass on news and information to others without first checking its accuracy or the integrity of the source” MED_SEG_OFTr18 37