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Market Research Companies. 2014 Edelman Trust Barometer: Canadian Findings | Edelman Canada | Social Media and Public Relations. Now in its 14th year, the Edelman Trust Barometer is the preeminent worldwide study of trust. Surveying 33,000 respondents, ages 25 to 64, across 27 countries, including Canada, it takes an in-depth look at trust in Business, Government, NGOs, and Media. In Canada, trust in government fell seven percentage points amongst the informed public (to 51 per cent), while globally it fell four points overall to an historic low (44 per cent), making it the least trusted institution for the third consecutive year. Several other markets saw more marked declines in trust in government, including the United States (16 points to 37 per cent), France (17 points to 32 per cent) and Hong Kong (18 points to 45 per cent).
Overall movement in trust in other Canadian institutions – aside from government – remained low, with trust in business, however, rising four points. On the international stage, companies headquartered in Canada are amongst the most trusted (78 per cent). 2013 Edelman Trust Barometer Canadian Findings | Edelman Canada | Social Media and Public Relations. I was thrilled to release the Canadian findings from the 13th annual Edelman Trust Barometer today at an exclusive luncheon event at the Windsor Arms Hotel.
This Barometer marks our largest exploration of trust to date, and is the largest of its kind. For 2013, we surveyed more than 31,000 respondents in 26 markets across the globe – including more than 1,000 respondents here in Canada – and measured their trust in institutions, industries and leaders. It was great to host so many of our clients in addition to our exceptional panellists: Annie Young-Scrivner, President, Starbucks Canada;Alison Loat, Co-Founder and Executive Director, Samara Canada;Sylvia Stead, Public Editor, The Globe and Mail; andJohn Wilkinson, former Ontario Cabinet Minister Each provided us with their thought-provoking views on the state of trust in Canada.
Overall, the main theme that’s come out across the globe including here at home in Canada is a crisis in leadership. But it goes much deeper than that.
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