Key facts about the 2024 Edelman Trust Barometer tackling trust in government.

The 2024 Edelman Trust Barometer reveals the general global population trusts businesses most and governments least.

The latest Edelman Trust Barometer has found developing countries to be among the most trusting in their NGOs, businesses, governments and media with an average of 63%. Developed countries trust these institutions less with 49% on average. The UK ties for last place with Argentina and Japan on 39% for their general population’s trust in their respective NGOs, Businesses, Governments and Media. For the UK, this is a 4-point drop compared to 2023.

When looking specifically at trust in government, the British have fallen by 7 points to only 30% of the general population trusting their government(s). Globally, the barometer finds that on average people trust their government with 51%.

Competence and Ethics

Generally, governments are seen as far less competent and ethical than businesses. Only NGOs score higher than businesses on the ethical conduct scale; they are, however, seen as less competent than businesses. Media as well as government are both seen as lacking both competence and ethics. Globally, only 42% of people believe their government leaders to do what is right, which is a four-point increase from 2023. The most trusted to do what is right are scientists (77%) and teachers (74%).

 

A screenshot from the 2024 Edelman Trust Barometer showcasing trust in governments, businesses, media and NGOs.

 

Innovation

The barometer puts special emphasis on innovation and emerging technologies. When the UK population is asked whether their government has an ‘adequate understanding of emerging technologies to regulate them effectively’, 66% negate this statement, putting the UK together with Thailand at the top of the least trusted governments in this regard.

Background

According to their website, ‘Edelman is a global communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations.’ The barometer was conducted in November 2023 with 32,000+ respondents from over 28 countries, averaging 1,150 participants per country. Edelman has conducted this research for over ten years. Explore the Trust Barometers of 2022 and 2023.

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