A lack of faith in societal institutions triggered by economic anxiety, disinformation, mass-class divide and a failure of leadership has brought us to where we are today – deeply and dangerously polarized. Edelman’s 2023 Trust Barometer uncovers where the general public puts its trust and the expectations the public has for its leaders to rebuild the societal landscape. It gives insight into how to navigate a polarized world and how to move forward.
This research was conducted through an online survey. The survey interviewed over 32,000 respondents from 28 countries, with about 1,150 respondents per country.
Key Findings:
- 63% of people buy or advocate for brands based on beliefs and values.
- People fear for their economic future without a trust safety net. Only 40% of respondents say they and their families will be better off in five years, a 10-point decline from 2022.
- 62% say the social fabric that once held the country together has grown too weak to serve as a foundation for unity and common purpose.
- 89% of people expect CEOs to take a public stand on treatment of employees.
- 48% of people say businesses are a reliable source for trustworthy information, while 51% of people say NGOs are a reliable source of trustworthy information.
- 67% of Americans say the country is more divided today than in the past.
- 69% of people say having societal impact is a strong expectation or deal breaker when considering a job.
- 68% of people say brands celebrating what brings us together and emphasizing our common interest would strengthen the social fabric.
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