Gina Greenlee, Margaret H. Greenberg March 8, 2024

Rapid Innovation Imperils Trust Says Edelman 2024 Barometer

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.”

Edelman Trust Barometer

Every year since 2000 Edelman has conducted a trust and credibility survey. We shared the results of the 2022 survey in May of that year.

For the 2024 survey, Edelman interviewed 32,000 respondents across 28 countries, plus or minus 1,500 people in each country. The research was produced by the Edelman Trust Institute and consisted of 30-minute online interviews conducted between November 3 and November 22, 2023.

Of the studied institutions, businesses, once again, are the most trusted. Globally. The 2024 barometer is showing most institutions are not trusted to introduce innovations to society. While business leads, it’s still just below 60 percent. (Edelman defines Trust as 60 percent or above). Media is actively distrusted. And there is less trust across institutions among those with low income. Clearly this is an opportunity for businesses to take stronger leads in societal challenges. There are many.

The one we are passionate about in these pages is how the institution of business can positively influence societal racial equity. Download The 2024 Report’s Top Ten Findings.

2023 Edelman Trust Barometer Special Report:

Trust at Work

The meaning of work has shifted, and employees across generational divides are demanding a reset. While trust in “my employer,” says the Edelman report, is higher than any of the four main institutions (business, government, NGOs, media) employees are expecting more and their influence in the workplace is rising.

Download the Full 2023 Edelman Trust Barometer Special Report: Trust at Work

Download the 2023 Trust at Work Top 10 Findings