Summary
According to the latest Edelman Annual Trust Barometer Survey, which tracks the attitudes of 1,500 opinion leaders around the world, there has been a change in the information sources that global opinion formers turn to. Another key finding of Edelman's 2005 survey has been the rise of the "average person" as a trusted source of information, replacing, or certainly supplementing, traditional sources. In Europe and Canada, trust in American companies is low, presumably as a result of opinion leaders' perceptions of US culture, values and government. These findings have implications for those involved in developing corporate communication strategies. Given the myriad of information sources that opinion leaders turn to, regular dialogue with a variety of stakeholders is important in all markets.
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Extract
The Changing Nature of Trust
More than 80 percent of opinion formers in Brazil, Canada, UK, France, Japan and the US agreed that they were more likely to believe something if they heard about it from multiple sources, rather than from a single s...
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