- Africa (EN)
- Australia (EN)
- Belgium (EN)
- Brasil (PT)
- Canada (EN)
- Canada (FR)
- China (CN)
- France (FR)
- Germany (DE)
- Germany (EN)
- Global (EN)
- Hong Kong (EN)
- India (EN)
- Indonesia (EN)
- Ireland (EN)
- Italy (IT)
- Italy (EN)
- Japan (JP)
- Korea (KR)
- Latin America (ES)
- Malaysia (EN)
- Middle East (EN)
- Netherlands (EN)
- Spain (ES)
- UK (EN)
- Africa (EN)
- Australia (EN)
- Belgium (EN)
- Brasil (PT)
- Canada (EN)
- Canada (FR)
- China (CN)
- France (FR)
- Germany (DE)
- Germany (EN)
- Global (EN)
- Hong Kong (EN)
- India (EN)
- Indonesia (EN)
- Ireland (EN)
- Italy (IT)
- Italy (EN)
- Japan (JP)
- Korea (KR)
- Latin America (ES)
- Malaysia (EN)
- Middle East (EN)
- Netherlands (EN)
- Spain (ES)
- UK (EN)
A collision of trust, innovation, and politics
The 2024 Edelman Trust Barometer reveals a new paradox at the heart of society. Rapid innovation offers the promise of a new era of prosperity, but instead risks exacerbating trust issues, leading to further societal instability and political polarization.
In a year where half the global population can vote in new leaders, the acceptance of innovation is essential to the success of our society. While people agree that scientists are essential to the acceptance of innovation, many are concerned that politics has too much influence on science. This perception is contributing to the decline of trust in the institutions responsible for steering us through change and towards a more prosperous future.
READ MORE
⇓
Explore the findings
Business is trusted to make sure innovations are safe, understood & accessible
Most institutions are not trusted to introduce innovations to society. While business leads, it’s still just below 60 percent (Trust is 60 percent or above). Media is actively distrusted. And there is less trust across institutions among those with low income.
1. Implementation is as important as invention
Mismanaged innovations are as likely to ignite backlash as advance society. With breakthroughs like AI, vaccines, and green energy on the line, explaining the science and managing impacts is essential.
2. Business must partner for change
Business is most trusted to introduce innovation into society, with an emphasis on partnering with government. CEOs need to safeguard jobs and take a stand on emerging ethical concerns.
3. Science must integrate with society
Scientists are still trusted—but increasingly subject to public scrutiny. To build trust in expert recommendations, explain the research, engage in dialogue, and harness peer voices as advocates.
4. Give me control over my future
When people feel in control over how innovations affect their lives, they are more likely to embrace them, not resist them. Listen for concerns, be open to questions.
Explore the findings
The Trust 10
01
Business must lead on innovation
⟲
01
65% of respondents believe that business is the most trusted institution to integrate innovation into society, ensuring that it is safe, understood, beneficial and accessible.
02
Collaboration between business and government is KEY
⟲
02
61% of respondents believe that collaboration between these two institutions can lead to trustworthy management of innovation.
03
More calls for inclusivity
⟲
03
89% of respondents mandate business, government, and media to hear their concerns and allow for questions to be asked.
2024 Country & Sector Reports
What does this mean for your business?
Methodology
The 2024 Edelman Trust Barometer is the firm’s 24th annual survey. The research was produced by the Edelman Trust Institute and consisted of 30-minute online interviews conducted between November 3 and November 22, 2023. Learn more >
28
Countries
32,000
Respondents
±1,150
Respondents / Country