Shy recovery from #EdelmanTrust2019 confidence

The last Edelman Trust barometer presented a few days ago marks a slight rebound in confidence globally. Spain is one of the countries that is left out of that recovery. The overall report does not point to the specific reasons for Spain's decline in 47% In 2018 To 40% trust in 2019, that each one draws his conclusions

Trust en Work, the headline of this latest edition

Curiously, one of the areas where the recovery becomes more evident is the labor. Confidence at work. NGOs also come out well. Instead, trust in governments and the media still does not get approved (although they improve slightly). 

The syndrome "there was not so much"

From the European point of view, strange that the U.S. U.S. regain confidence in the 43% In 2018 to a 49% In 2019 (touching the approved). It seems that the explosive effect Donald Trump has been attenuated. Maybe there wasn't so much for.

The only governments approved by their citizens (more than 60%) Remain China, Indonesia, India, and the United Arab Emirates, to which it is added in the edition 2019 Singapore.

By the tail, the governments of Japan and Russia continue to be the worst valued in confidence by their peoples.

The informed public continues to trust more

The "Gap" of assessment of trust between the informed public and the general public. The distance between them is a record: 16 Points. The informed trusts globally 65% and the general 49%.

The point is that since the existence of the Edelman Trust barometer, the informed public has always been more confident than the general. It makes sense that if distant symptoms of confidence recovery are pointed out., the informed are more optimistic, since they will have the data before. But even if it is the opposite (no trust recovery), optimism remains in this group. Strange, don't you think?? It seems that information is power, and also trust.

Men trust more than Women

This trend continues, but the distance increases in the case of companies, With 8 points of difference.

Edelman Trust 2019, by gender

As a rebound in confidence recovery, companies are the only group that approves, at least for men. Not bad news, and hopefully the upward trend will continue.

The fear of losing one's job is still present

That fear translates into three fronts.:

  1. A not having sufficient training and skills as to access well-paid employment. They see a 59% of employees, A 63% in the case of multinationals.
  2. To process automation and other innovations. A 55% And 60% Respectively.
  3. To the international conflicts on trade policies and tariffs that harm the company. A 57 And 64% Respectively.

They say the pessimist is a well-informed optimist

This phrase, I heard years ago, fits with another barometer trend, and goes against the recovery of trust, at least in the long term.

The countries that belong to the "developed world" bloc have a worse vision of the future than the rest, especially among the informed public. This is Japan, France, Germany, United Kingdom, Holland, Australia, Canada, Italy, Hong Kong, Russia, South Korea, Spain, Ireland and the USA USA.

The citizens of these countries are convinced that they and their families will live worse in five years' time.

Interest in being informed grows significantly

In the middle of the era of fake news, it seems to increase our interest in knowing the truth. That translates into a growth of the 22% in public engaged by the news. On the other side, the group of "pasotas" falls from a 49% to a 28%. Are we becoming more concerned about what's going on??

This data is more pronounced in women than in men, which indicates that this greater interest in information translates into greater distrust on the part of women.

Globally, the world trusts almost equally in the information that appears in search engines such as Google than in traditional media. In Europe and the U.S. USA, traditional media lead trust. As for social networks, remain the least reliable source of information, and here they have a lot to do with the fake news.

We want great managers to lead change

A 76% of citizens believe CEOs should take the lead in change rather than waiting for the government to impose it..

In addition, the company in which we work offers a relationship of greater trust than the others stakeholder stakeholder as NGOs, other companies, government and media.

Employees expect real social change, and are increasingly a source of trust

A sign of good health is the regaining trust between employees and their employers. But perhaps the most significant data from the Edelman Trust 2019 is the improved trust provided by technical profiles and employees

Edelman 2019 Confidence in the work environment

I will further develop the content of this chart in the coming weeks. Of course, opens up great opportunities for the Employee Advocacy, the programmes to promote internal brand ambassadors.

I emphasize that CEOs begin to approach the approved, good news, that employees significantly increase in trust (6 Points) and that the technical expert remains the maximum exponent of confidence in the corporate voice.

Outside the scope of the company, people like us lead the rise in trust with +7 Points, indicating the growing importance of micro-influencers and shared user experience (Ux).

A 78% of respondents agree that the way a company treats its employees is one of the best indicators of trust.

A 67% agrees with this statement: good brand or product communication can lead me to try it out, but if I do not trust the company that provides it I will stop acquiring it.

Download the PDF with the Global Report by the Edelman Trust Barometer 2019.

Happy week!


TEDxEixample input

You can now buy the ticket for the TEDxEixample 2019, “the big one”. I remind you that it will take place in l’Antiga Fàbrica Damm of Barcelona on Friday 22 March, of the 16 to 22h. The cast of speakers is the best that has been seen in a TEDx:

  • Anna Gener, President and CEO at Savills Aguirre Newman
  • Toni Segarra, a gentleman who writes advertisements
  • Victor Amela, journalist and novelist
  • Jordi Hereu, ex-mayor of Barcelona and consulting partner in planning and management of urban projects
  • Victor Parrado, ex-commercial and lawyer who now shares joy on stage
  • Santamaria Sea, Architect and urban planner
  • Daria Shornikova, project manager at Imagine CC
  • Paula Fernández-Ochoa, expert in legal marketing & personal branding in high-performance environments.
  • Sergio Ayala, entrepreneur and lecturer with a degree in Law and Teaching

SPEAKERS TEDxEixample 2019

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1 thought on "Shy recovery from #EdelmanTrust2019 confidence”

  1. “Information is power, and also trust”. I was struck by the addition, accustomed as we are to being left alone with the first part. Because, the best informed, have screened/filtered the excess of info and that generates confidence in the data they handle? Why does it allow you to make better decisions?? Both hypotheses? Surely there will be more reasons, but those seem obvious to me. The surprising thing is not to have reflected more on it.…

    Thanks a lot, Guillem, by the summary and conclusions. I will be attentive to the next analysis: that second part you promised. ;)


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