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