Edelman have published their 20th annual report on Trust. The Trust barometer is Online survey conducted in October – November 2019 in 28 markets with over 34,000 respondents.
The results show that there is a higher sense of Trust in the Middle East and Asia than in Europe, where there is a greater sense of distrust among the general population.
People are worried about their governments, the media, and Fake news being used as a weapon but trust in NGOs increased in 16 out of 26 Markets.
Consumers also believe that Brands should be a powerful force for change and will vote with their wallets.