EMPLOYER MEDIA MOST BELIEVABLE Percent who believe information from each source automatically, or after seeing it twice or less, in the UK Communications from… My employer National Media reports, Major Media reports, Advertising My social media government named source corporations anonymous 63 source 61 58 Nr. of times they need to see 51 the information repeated 46 45 before believing it: Once or twice 47 45 47 28 If I see it here, I will 42 38 38 automatically assume it is true 23 16 16 11 9 8 7 5 I will never believe it is true 12 16 16 21 23 30 49 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, UK. “Employer communications” only shown to those that are an employee (Q43/1). 39