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20 January 2015

Edelman Trust Barometer 2015

Trust

On Tuesday 20th January, Edelman launched its 15th annual Trust Barometer Survey. The survey was powered by research firm Edelman Intelligence and sampled 27,000 general population respondents with an oversample of 6,000 informed publics aged 25-64 across 27 markets.

Some of the key UK findings reveal that:

  • The UK is drifting in the ‘trust doldrums’, as trust in government, business and media flatline
  • People are desperate for honesty and fair play, leading to stagnating trust levels despite an economy returning to growth
  • NGOs in the UK are the worst hit, as people start to see NGOs behaving like businesses
  • Trust in media in the UK stagnates as people blame publications for the motivations behind the media mishaps of 2014, rutted in commercial interests before public interests
  • Companies headquartered in the UK are trusted globally by 70%, just 6% below chart-topping Sweden
  • Boris Johnson remains the UK’s most trusted politician to ‘speak [his] mind’ (66%), with Nigel Farage becoming more trusted year-on-year (61%)
  • Less than half of the UK population trust a political leader to return £10 if they lent it to them

Further data and analysis can be found in the UK results deck, and Trust Barometer press release below.

On the morning of the launch we were joined by Sir John Sawers GCMG, former Chief of the Secret Service who delivered the annual Trust lecture alongside Richard Edelman, CEO & President, Edelman, and Ed Williams, CEO, Edelman UK, who presented the Trust Barometer global and UK findings respectively. To view full recording of the event, click here.

A recording of Sir John Sawers’s speech can be found here and a recording of the Q&A session can be found here.

In the video here, the people of London tell us which political leader they trust to return £10 if they lent it to them. They also talk about what more politicians can do to make them trust them more.

UK Results

If you have any questions about the survey or would like any further information please contact Kayleigh.Ryan@Edelman.com.

If you would like to read the Edelman Trust Barometer 2015 global study, you can do so here.

Downloads
Edelman Trust Barometer 2015 – UK Press Release
Transcript of Sir John Sawers’s Speech and Q&A Session

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