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