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MEDIA JOURNALISM PLATFORMS Trust in Platforms Decreased in 21 of 28 Countries 0Y-to-Y ChangeAverage trust in search engines and social media platforms, and change from 2017 to 201865% receive newsthrough platformssuch as social mediafeeds, search or newsapplications3333353637Steepestdecline in -8-4-8-4 1-3-4-11-1-8-1-30-1-1-5-6-6 2 4 2-5 6-5 yU.S.CanadaS. AfricaRussiaThe NetherlandsS. KoreaHong llllllllllllllllllllllSource: 2018 Edelman Trust Barometer. COM MCL. When looking for general news and information, how much would you trust each type of source forgeneral news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.”(Top 4 Box, Trust), question asked of half of the sample. MED NEW CSP. How do you normally get your news? (callout is net of codes 2, 5 and 7),question asked of half of the sample. General population, 28-market global total.Platforms is an average of search engines and social media.21

MEDIA JOURNALISM PLATFORMSHalf DisengagedWith the News502525The DisengagedConsumersAmplifiersConsume newsless than weeklyConsume newsabout weeklyor moreConsume news aboutweekly or more ANDshare or post contentseveral times a monthor more%ConsumptionHow frequently do you consume newsproduced by major news organizations,either at the original source, shared byothers or pushed to you in a feed?%%AmplificationHow often do you share or forward newsitems, or post opinions or other content?Source: 2018 Edelman Trust Barometer. News EngagementScale, built from MED SEG OFT. How often do you engage inthe following activities related to news and information? Indicateyour answer using the 7-point scale below. General population,28-market global total. For details on how the News EngagementScale was built, please refer to the Technical Appendix.22

MEDIA JOURNALISM PLATFORMSSkeptical AboutNews OrganizationsAttractingLarge AudiencesBreaking NewsPolitics66%65%59%are more concernedwith attracting a bigaudience than reportingsacrifice accuracy to bethe first to break a storysupport an ideology vs.informing the publicPercent who agree that newsorganizations are overly focused on Source: 2018 Edelman Trust Barometer. ATT MED AGR. Below is a list of statements. For each one, please rate how much you agree or disagree withthat statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of halfof the sample. General population, 28-market global total.23

MEDIA JOURNALISM PLATFORMSUncertainty OverReal vs. Fake NewsPercent who agree that 63%59%The average person does notknow how to tell good journalismfrom rumor or falsehoodsIt is becoming harder to tell if apiece of news was produced by arespected media organizationSource: 2018 Edelman Trust Barometer. ATT MED AGR. Below is a list of statements. For each one, please rate how much you agree or disagree withthat statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. (Top 4 Box, Agree), question asked of halfof the sample. General population, 28-market global total.24

MEDIA JOURNALISM PLATFORMSMedia Failingto Meet ExpectationsTop three trust-building mandates formedia, and percent who say the media isperforming well or very well against themTrust-Building MandatePerformance ScoreGuard information quality36 %Educate people on important issues50 %Inform good life decisions45 %Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS EXP MED. Below isa list of potential expectations or responsibilities that a social institution might have. Thinking about the media in general, how would you characterize each using thefollowing three-point scale. INS PER MED. How well do you feel the media is currently meeting this obligation to society? Please indicate your answer using the 5point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3.General population, 28-market global total. For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix.25

MEDIA JOURNALISM PLATFORMSLack of Confidence in Media Undermining Trust and TruthPercent of respondents who feel they are experiencing theseconsequences as a result of media not fulfilling its responsibilitiesLoss of Trustin Government LeadersLoss of Trustin BusinessI am not sure what is trueand what is notI do not know which politicians to trustI don't know which companiesor brands to trust59%56%42%Loss of TruthSource: 2018 Edelman Trust Barometer. MED CON. What consequences are you experiencing as a direct result of the media not doing a good job fulfillingits responsibilities? Question asked of those 64% who answered codes 1-3 at MED RSP. General population, 28-market global total.26

Navigating aPolarized World

Voices of Authority Regain Credibility0 Y-to-Y ChangePercent who rate each spokesperson as very/extremely credible,and change from 2017 to 2018Person like yourselfat all-time low6361 1-6 4 1-1 3 7 6 12 6JournalistGovernmentofficial/regulator35Board cessfulentrepreneur47Financialindustry analyst50A person likeyourselfTechnical expert 350Academic expert54Source: 2018 Edelman Trust Barometer. CRE PPL. Below is a list of people. In general, when forming an opinion of a company, if you heard informationabout a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?(Top 2 Box, Very/Extremely Credible), question asked of half of the sample. General population, 28-market global total.28

Business Is Expected to LeadPercent who agree and percent who say each is one of the mostimportant expectations they have for a CEOPercent who say that CEOsshould take the lead on changerather than waiting forgovernment to impose it64%For CEOs, building trust is job oneTheir company is trusted69Their products and servicesare high quality68Business decisionsreflect company valuesProfits and stock price increaseSource: 2018 Edelman Trust Barometer. CEO AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4Box, Agree), question asked of half of the sample. CEO EXP. Below is a list of potential expectations that you might have for a company CEO. Thinkingabout CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using the followingthree-point scale? (Most important responsibility, code 3), question asked of half of the sample. General population, 28-market global total.646029

DistrustEmployers Trusted Around the World Neutral 0TrustChange, 2016 to 2018Percent trust in employer, and change from 2016 to 808182838690 2-18 12-2 16 2 6 9 12 9-1 21 14-5 14-40 20 110 15-9 19 3-2 3 13ArgentinaFranceTurkeyRussiaSpainIrelandHong KongPolandGermanyS. liaCanadaUAEU.S.MexicoThe NetherlandsChinaColombiaIndiaIndonesia 17JapanGlobal 28 7S. Koreal llllllllllllllllllllllllllllSource: 2018 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 using anine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) General population, 28-market global total.Note: 2016 data was taken from Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a 9-pointscale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), question asked of half of the sample. General population, 28-marketglobal total.30

Business Must ShowCommitment to Long-TermPercent who agree that 56%60%Companies that onlythink about themselvesand their profits arebound to failCEOs are driven moreby greed than a desireto make a positivedifference in the worldSource: 2018 Edelman Trust Barometer. TMA SIE SHV. Please indicate how much you agree or disagree with the following statements. (Top 4 Box,Agree), question asked of half of the sample. CEO AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements?(Top4 Box, Agree), question asked of half of the sample. General population, 28-market global total.31

Sector and Home CountryProvide Context for Business Leadership 0 Y-to-Y ChangePercent trust in companies by industry sector and by their country of origin,and change from 2017 to 2018SectorsBiggest Y-to-Y ChangesLeast TrustedMost TrustedTechnology75%Financial Services54%Food and al Services68%Automotive62%CPG-3Countries of OriginBiggest Y-to-Y ChangesLeast TrustedMost 32%U.K.-4Sweden65%Brazil34%Sweden-3Source: 2018 Edelman Trust Barometer. TRU IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please usethe same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust), industries asked of half ofthe sample. TRU NAT. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companiesheadquartered in the following countries to do what is right. Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trustthem a great deal.” (Top 4 Box, Trust), countries asked of half of the sample. General Population, 28-market global total.32

Business Must Address Market DynamicsTrust-building mandates for business in markets with extreme or typical trust changesMarkets with extremeTrust GainsMarkets withTypical Changes in TrustMarkets with extremeTrust LossesMarkets include China, UAE, South KoreaMarkets include Russia, Mexico, U.K., JapanMarkets include U.S., India, Colombia, BrazilInvest in JobsInvest in JobsGuard Information QualityConsumer SafetyEnsure Equal OpportunityConsumer SafetyImprove Quality of LifeSafeguard PrivacySafeguard PrivacyEnsure Competitive WorkforceDrive Economic ProsperityDrive Economic ProsperityInnovateProvide for Future GenerationsInnovateSource: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across the four institutions(TRU INS). General population, 28-market global total. Trust-building mandates Analysis. The most effective trust building mandates for each institution.Mandates not shown in rank order. INS EXP BUS. Below is a list of potential expectations or responsibilities that a social institution might have. Thinkingabout business in general, how would you characterize each using the following three-point scale. General population, 28-market global total. For moredetails on the Trust Volatility Measure and Trust Mandates Analysis, please refer to the Technical Appendix.33

Each InstitutionMust Play its RoleBusinessSafeguard privacyDrive economic prosperityTop trust-building mandates foreach institutionProvide jobs and trainingNGOsMediaSupport the poorGuard information qualityCall out abuses of powerEducate, inform and entertainCreate a sense of communitySafeguard privacyGovernmentDrive economic prosperityInvestigate corruptionSupport the poorSource: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS EXP GOV;INS EXP MED; INS EXP BUS; and INS EXP NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinkingabout [insert institution] in general, how would you characterize each using the following three-point scale. General population, 28-market global total. For moredetails on the Trust Mandates Analysis, please refer to the Technical Appendix.34

2018Edelman Trust BarometerSupplementary Data

Table of Contents1. Trust in institutions, 2018 and change from 20172. Trust in institutions, 2012 to 2018Supplementary Data3. Trust in industry sectors, 2018 and trends from 2012 to 20184. Trust in countries of origin, 2018 and change from 20174

DistrustTrust in NGOsDeclines in 14 of 28 Markets 0Neutral TrustY-to-Y ChangePercent trust in NGOs, and change from 2017 to 2018Distrusted in 10 1616466676871250 4-2 6 19-1 3-130-4-9-9-8-2 6-4-1-3-2 5 1-2 1 60 5 3-30Global lyU.K.AustraliaU.S.CanadaS. AfricaFrancePolandHong KongS. ArgentinaChinaIndonesiaIndiaMexicol llllllllllllllllllllllllllllSource: 2018 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 todo what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) GeneralPopulation, 28-market global total.37

DistrustTrust in BusinessIncreases in 14 of 28 Markets 0Neutral TrustY-to-Y ChangePercent trust in business, and change from 2017 to 2018Distrusted in 16 0606468707474780 2 7-1 2 1-7 3-2-1 1-3 3 1-10-1 3-3-1-2-4 400 4 3 70 2Global 28Hong KongS. rmanyAustraliaTurkeySwedenU.S.CanadaSpainS. lombiaUAEMexicoChinaIndiaIndonesial llllllllllllllllllllllllllllSource: 2018 Edelman Trust Barometer. TRU INS. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust thatinstitution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box,Trust) General Population, 28-market global total.38

DistrustTrust in GovernmentIncreases in 16 of 28 Markets 0Neutral TrustY-to-Y ChangePercent trust in government, and change from 2017 to 201884Distrusted in 21 6465170737754 2-1-6-8 5-4 4 8-14 9-2 300 8 50 17 3 6 9 10 3-4-5 2 2 8Global 28S. . KoreaCanadaHong iaIndonesiaUAEChinal llllllllllllllllllllllllllllSource: 2018 Edelman Trust Barometer. TRU INS. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institutionto do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.“ (Top 4 Box, Trust) GeneralPopulation, 28-market global total.39

DistrustMedia Now Least Trusted Institution 0Neutral TrustY-to-Y ChangePercent trust in media, and change from 2017 to 2018Distrusted in 22 of 28 of 7484952555671610 5-10-100 4 3 4-4-100-5-5-2 10-3 5 1 4-2 1 12-5 1 6Global dRussiaS. AfricaArgentinaS. KoreaGermanyU.S.BrazilColombiaHong erlandsUAEIndiaIndonesiaChinal llllllllllllllllllllllllllllSource: 2018 Edelman Trust Barometer. TRU INS. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trustthat institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a greatdeal.“ (Top 4 Box, Trust) General Population, 28-market global total.40

Trust in 3201220182

for Truth 2018. A Polarization of Trust. Source: 2018 Edelman Trust Barometer. TRU_INS. . Trust) Informed Public and General Population, 28-market global total. 5 Percent trust in each institution, and change from 2017 to 2018 No Recovery in Trust 53 52 41 43 53 52 43 43 67 65 53 53 64 64 5