Post by account_disabled on Mar 5, 2024 23:02:31 GMT -5
Last Friday I was invited to the presentation of the current Edition of Edelman's Trust Barometer (thanks, Enric), a study that analyzes the trust generated by institutions such as the media, companies, NGOs, political or religious institutions. It is a report that I have already referred to on other occasions because of its interest: it is carried out through the opinions of 3,100 opinion leaders from 18 countries around the world (400 interviews in the US, 300 in China and 150 in the Rest of the countries). The data for Spain - where the study was carried out for the third consecutive year - offer some relevant keys, although perhaps it is too early to have significant time series. 53 percent of those interviewed trust NGOs, 51% in companies, 48 percent in the media (with a growth of 4 points this year, despite what the CIS surveys say). These are figures similar to those of the world as a whole, including the 'little' trust in political institutions. By the way, only in Sweden, Holland, France and China are political institutions ahead of companies. NGO: Despite the downward trend in recent years due to recent scandals (the cases of Intervida and Anesvad), NGOs continue to lead the trust ranking in Spain, as happens in most European countries.
In any case, other factors influence this point: it is possible that they were previously overvalued and today I believe that the dichotomy between companies and NGOs is not as pronounced as in the late 90s, an approach raised by Kate Triggs, executive vice president of Edelman Europe. Thus, if the NGOs started from very high trust indices (especially from a comparative perspective), the distance is now only two percentage points: 53% compared to 51%. Despite this reduction, they continue to be the most credible institutions in Spain, in line with most of the countries surveyed. Political institutions: Jordi Ballera, director Industry Email List of Edelman Madrid, placed special emphasis on what he considered the "bad news" that there is a permanent erosion of trust aroused by political institutions, which could lead to a crisis of legitimation of the State and public space. Companies surpass political institutions in trust in almost all countries (with the notable exceptions of Sweden or China). Media: Growth in trust aroused by the media (four more points compared to . It is surprising that 67 percent of those surveyed trust the information in the economic press, but only 11% demonstrate trust in blogs (and only 15% in social networks.
Companies: The sector that generates the most trust is technology (82%), followed by the health industries (75%) and biotechnology (71%), curiously well above the pharmaceutical sector (57%). brand strategy Trust by country: Seven of the ten countries that inspire the most trust in the world are European, with Sweden, Germany and, in third place, Canada topping this list. At the other end of the ranking are Russia, Mexico and China. Spain occupies tenth place in this ranking, between the United States and Italy. Spokespersons: 'Expert' spokespersons are those who have greater credibility (especially academics and analysts); Compared to this data, however, the second position of "a person like me" stands out (especially in the United States). Opinion leaders: The people interviewed have a university education, are among the 25% with the highest income in their country for each age group, and declare significant media consumption and interest in economic and political news. According to Kate Triggs, they fit the profile of influentials (or info-entials) perfectly. More information at Edelman and on the sixtysecondview blog.
In any case, other factors influence this point: it is possible that they were previously overvalued and today I believe that the dichotomy between companies and NGOs is not as pronounced as in the late 90s, an approach raised by Kate Triggs, executive vice president of Edelman Europe. Thus, if the NGOs started from very high trust indices (especially from a comparative perspective), the distance is now only two percentage points: 53% compared to 51%. Despite this reduction, they continue to be the most credible institutions in Spain, in line with most of the countries surveyed. Political institutions: Jordi Ballera, director Industry Email List of Edelman Madrid, placed special emphasis on what he considered the "bad news" that there is a permanent erosion of trust aroused by political institutions, which could lead to a crisis of legitimation of the State and public space. Companies surpass political institutions in trust in almost all countries (with the notable exceptions of Sweden or China). Media: Growth in trust aroused by the media (four more points compared to . It is surprising that 67 percent of those surveyed trust the information in the economic press, but only 11% demonstrate trust in blogs (and only 15% in social networks.
Companies: The sector that generates the most trust is technology (82%), followed by the health industries (75%) and biotechnology (71%), curiously well above the pharmaceutical sector (57%). brand strategy Trust by country: Seven of the ten countries that inspire the most trust in the world are European, with Sweden, Germany and, in third place, Canada topping this list. At the other end of the ranking are Russia, Mexico and China. Spain occupies tenth place in this ranking, between the United States and Italy. Spokespersons: 'Expert' spokespersons are those who have greater credibility (especially academics and analysts); Compared to this data, however, the second position of "a person like me" stands out (especially in the United States). Opinion leaders: The people interviewed have a university education, are among the 25% with the highest income in their country for each age group, and declare significant media consumption and interest in economic and political news. According to Kate Triggs, they fit the profile of influentials (or info-entials) perfectly. More information at Edelman and on the sixtysecondview blog.