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 to download and view below: