Edelman UK

Highlights

1. Trust in business is higher than government in 14 of 18 countries. The US is experiencing the widest divide.
2. Twenty-five-to-34-year-old opinion elit, surveyed for the first time this year tend to trust business even more than their older counterparts.
3. Trust in media as an institution is at a high point in the study's history.
4. Mainstream media are the most widely used sources of information about a company.
5. Social media is on the rise, particularly in the BRIC countries.
6. Against expectation, Trust in Britain bounces back.
7. Younger UK professionals are emerging as a more trusting generation of leadership, focused on responsible business more than financial performance.