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2018 Edelman Trust Barometer Reveals That Trust In Journalism Rises As Fear Of Fake News Remains High

Posted By The Marketing Institute & Edelman, Thursday 8 February 2018

8th February 2018 – Trust in traditional journalism has rebounded by five percentage points to 53 percent while trust in search engines and social media platforms has plummeted by eight percentage points to 33 percent since last year, according to the 2018 Edelman Trust Barometer. The annual study shows that as a significant majority (64 percent) are concerned about fake news there is a yearning for journalism that provides accurate, credible information. According to the study a strong majority of Irish people believe that traditional journalists are meeting expectations in terms of investigating corruption (56 percent), guarding information quality (54 percent) and educating on issues (61 percent). 

This year’s study shows a revival of faith in experts. Academic (68 percent) and technical (66 oercent) experts are seen as the most credible spokespeople for a company, while trust in ‘a person like yourself’ dropped 2 points to 52 percent. Trust in CEO’S as a voice of authority increased by 14 points to 41 percent.

The research finds that business is now expected to be an agent of change. 63 percent say that CEOs should take the lead on change rather than wait for Government to impose it. This show of faith in business comes with high expectations. 75 percent of respondents believe that producing high-quality products and services is the most important job for CEOs, followed by ensuring that the company is trusted (73 percent) and has high ethical standards (66 percent). In Ireland trust in US headquartered companies fell by 6 points.

“At a time when people are struggling with who and what to believe there is a notable rise in trust in journalism.   People’s trust in social media as a source of news is collapsing, leaving an opportunity for journalists and bona fide experts to inform society,” said Joe Carmody, MD, Edelman Ireland. 

According to the Barometer, Government is seen as the preferred institution to lead Ireland to a better future ahead of business and NGOs.    Trust in Government is also increasing year on year and now stands at 35 percent.  Over the past five years trust in Government has increased by 15 percent, the largest increase of each of the four institutions during that period.

Manufacturing (61 percent) and education (70 percent) are the most trusted sectors, according to the Irish study, with financial services (29 percent) and automotive (44 percent) the least. The study also reveals that trust in industry sectors including technology, food and beverage, telecommunications, entertainment, automotive and consumer packaged goods declined over the past five years.

The presentation is available below.

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