A number of factors stand out in the 2018 Trust Barometer - published this week:
- 1 in 10 young Britons abandoning Facebook and many reducing their use or coming off all the other major social media platforms.
- people feeling overwhelmed by information but, at the same time, uninformed about the 'truth'
- Low levels of trust in 'establishment' and businesses, with much higher trust in peers and employees. This just amplifies the need to engage staff and alumni to build brand visibility.
- a growing desire for authenticity and values-based communications
The 2018 Trust Barometer is Edelman’s 18th annual trust and credibility survey, measuring trust across a number of institutions, sectors and geographies. The Trust Barometer surveys more than 33,000 respondents across 28 countries. This year’s findings reveal a flatline in trust across the institutions of government, business, media and NGOs in the UK. Trust in business fell to 43 percent, whilst the other three institutions saw no change at all. The survey found that social media companies have lost the trust of most of the public, with only a quarter of the UK population now saying that they trust social media as a source for news and information. Where social media companies were once seen as champions of free speech and democracy, they are now seen as not taking enough responsibility for key issues including extremism, fake news, and cyberbullying.