2017 Edelman

Trust Barometer
Canada

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 2017 Edelman Trust Barometer
Methodology

Online Survey in 28 Countries

General Online Informed Mass
17 years of data
Population Public Population
33,000+ respondents total
All fieldwork was conducted between 6 years in 25+ markets 9 years in 20+ markets All population not including
October 13th and November 16th, 2016 Informed Public
Ages 18+ Represents 13% of total global population
Represents 87% of total
1,150 respondents 500 respondents in U.S. and China; 200 global population
Canadian Data per country in all other countries

Survey in field Oct. 17-Nov. 13, 2016 Must meet 4 criteria:

All slides show General Ages 25-64
Online Population unless
1,150 General Population interviews otherwise noted College educated
In top 25% of household income per
age group in each country
200 Informed Public interviews
Report significant media consumption
and engagement in business news

28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000+). Country-
specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500),
Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).
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TRUST OVERVIEW

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Trust Index 2015 2016 2017

Historically neutral, 46 Global 50 Global 47 Global

Canada officially 68
68
India
UAE
73
66
China
UAE
72
69
India
Indonesia
slips to the ‘distruster’ 67
63
Indonesia
China
65
64
India
Singapore
67
60
China
Singapore
category in 2017 60 Singapore 62 Indonesia 60 UAE
60 Mexico 53 Netherlands
53 Malaysia
52 Canada 56 Canada 52 United States
Average trust in institutions, General 52 Mexico
52 Netherlands 55 Colombia
Population 51 Mexico 52 Netherlands 50 Colombia
2015, 2016, 2017 50 Brazil 51 Argentina
51 Malaysia 49 Canada
Trusters 47 Hong Kong 50 Brazil 48 Italy
(60-100) 44 United States 48 Brazil
43 Argentina 49 Australia 48 Malaysia
Neutrals 49 Italy
(50-59) 42 Australia 45 Argentina
42 Germany 49 U.S. 44 Hong Kong
Distrusters 42 Italy 47 Hong Kong 44 Spain
(1-49) 46 Spain 43 Turkey
42 S. Africa
40 Russia 45 S. Africa 42 Australia
39 U.K. 42 Germany 42 S. Africa
38 France 42 S. Korea 41 Germany
38 S. Korea 42 U.K. 40 U.K.
37 Sweden 41 France 40 France
36 Poland 41 Ireland 38 S. Korea
36 Spain 41 Turkey 37 Sweden
35 Turkey 39 Russia 36 Ireland
Source: 2017 Edelman Trust Barometer. The Trust
34 Japan 38 Japan 35 Japan
Index is an average of a country's trust in the institutions
of government, business, media and NGOs. General Population, 32 Ireland 37 Sweden 35 Poland
28-country global total. 35 Poland 34 Russia 4
 General Informed Mass

Distrust driven by Population 2017 Public Population

45 Global
mass population 47
72
Global
India
60
80
Global
India 70 India
69 Indonesia 79 China 67 Indonesia
67 China 78 Indonesia 62 China
60 Singapore 77 UAE 59 Singapore
60 UAE 71 Singapore 59 UAE
68 U.S. 52 Netherlands
53 Netherlands
62 Canada 50 Colombia
Average trust in institutions, General 52 United States
52 Mexico 62 Netherlands 50 Mexico
Population, Informed Public and Mass 50 Colombia 61 Italy 47 Brazil
Population, 2015, 2016, 2017 61 Mexico 47 Canada
49 Canada 57 Malaysia 47 Italy
Trusters 48 Italy 57 Spain 47 Malaysia
(60-100) 48 Brazil 56 France 47 U.S.
48 Malaysia 45 Argentina
Neutrals 56 U.K.
45 Argentina 42 Hong Kong
(50-59) 55 Colombia The Mass
44 Hong Kong
54 Australia 41 S. Africa Population
Distrusters 44 Spain distrusts
(1-49) 54 Germany 41 Spain
43 Turkey their
53 Hong Kong 41 Turkey
42 Australia institutions in
42 S. Africa 51 Argentina 40 Australia 20 of 28
41 Germany 51 Brazil 39 Germany countries
40 U.K. 50 S. Korea 38 France
40 France 50 Turkey 37 U.K.
38 S. Korea 49 Japan 36 S. Korea
37 Sweden 49 S. Africa 36 Sweden
36 Ireland 47 Sweden 35 Ireland
Source: 2017 Edelman Trust Barometer. The Trust
Index is an average of a country's trust in the institutions 35 Japan 45 Russia 34 Japan
of government, business, media and NGOs. General Population, Informed 35 Poland 44 Ireland 34 Poland
Public and Mass Population, 28-country global total. 5
34 Russia 43 Poland 31 Russia
Gap between Informed Public and Mass largest yet
Per cent trust in the four institutions of government,
business, media and NGOs, 2012 to 2017

Largest Gaps in 2017

Informed
Public
63
62 21 pts
8pt
58 Gap 15pt
8pt 55 Gap 19 pts
Gap A 7-point
increase in
50 the last year

47 18 pts
Mass
Population

2012 2016 2017

Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs.
Informed Public and Mass Population, Canada.

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Trust in all four institutions declines in 2017 2016 2017
Per cent trust in the four institutions of government,
business, media and NGOs, 2016 vs. 2017

Trusted Two of four institutions distrusted

Neutral
61 59
50% 56 55 53
50
45 43
Distrusted

-2 -6 -10 -10

NGOs Business Media Government

Source: 2017 Edelman Trust Barometer. Q11-620. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population,
Canada.
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Credibility of leadership slipping fast
Per cent who rate each spokesperson as extremely/very credible,
− + Y-to-Y Change
and change from 2016 to 2017

2016 2017
Financial Industry Analyst and CEO credibility
decreased the most, both are at an all-time low
65 63
58 56
55 53 54
52
48
41 41
38 37
32 34
26 26 25

-7 -8 -4 -5 -13 -3 -6 -8 -12
A person like

Government
Financial

directors
representative

Board of
industry

CEO
Academic

Technical

Employee

analyst

regulator
expert
expert

yourself

official/
NGO
Source: 2017 Edelman Trust Barometer. Q130-747 Below is a list of people. In general, when forming an opinion of a company, if you heard information about a
company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box,
Very/Extremely Credible) General Population, Canada, question asked of half the sample.
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2016: The Inversion of Influence

Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed
Public and Mass Population, Canada.

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2017: Mass Population rejects established authority

Influence Mass population now has influence

& Authority and authority

Establishment left empty-handed

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TRUST IN GOVERNMENT

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Trust in Government: A significant divide
Per cent trust in government, 2012 vs. 2017

Government

17pt
Gap
65

58 58 Informed
56 Public
51 50
49
45 45 46
Mass
41 41
Population

2012 2013 2014 2015 2016 2017

Source: 2017 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and
Mass Population, Canada. 12
Government assigned blame & responsibility
for fixing our problems
Institution to blame for our country's problems Institution responsible for fixing our country's problems

Government 63% 66%

Business 31% 31%

NGOs 7% 13%

The Media 31% 14%

Multinational Institutions such as the EU or the UN 17% 16%

Don't Know 20% 18%

Source: 2017 Edelman Trust Barometer Q691. Which of the following do you believe are most to blame for the problems we face in our country today? Q692. Which of
the following do you believe are most responsible for fixing the problems we face in our country today? General Population, Canada.

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TRUST IN MEDIA

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Trust in Media: Consistent dips among Informed Public
and Mass
Per cent trust in media, 2012 vs. 2017

Media

9pt
Gap
61 61
58 Informed
56 Public
54 53
52 52
50 50
47
43 Mass
Population

2012 2013 2014 2015 2016 2017

Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and
Mass Population, Canada.
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Trust in Media: Traditional erodes, search steadily climbs
Per cent trust in each source for general news and information

71
Traditional media

58 Search engines*

Media as an institution
45
Online-only media**
44

Owned media
33
29 Social media

2012 2016 2017

Source: 2017 Edelman Trust Barometer. Q178-182. When looking for general news and information, how much would you trust each type of source for
general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.”
(Top 4 Box, Trust) General Population, Canada, question asked of half the sample
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*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”
**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
 The echo chamber in action

Facts matter less Bias is the filter No humans needed

More than
More than
More likely
1 in 3 agree 55% 3.5x more likely to believe
“I would support politicians Do not regularly listen to to ignore information that
I trust to make things better people or organizations
supports a position they do
for me and my family with whom they often
even if they
exaggerated the truth”
disagree
not believe in
60% 40%
Search Human
Engines Editors

53 % Never or rarely change their

49%
position on important social issues

Source: 2017 Edelman Trust Barometer. Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q755 Have you ever changed your position on an
important social issue? (Sum of “Yes, but rarely”, “No, never”) General Population, Canada. Q749. When someone you know provides you with some information that supports a position that you do NOT believe,
which of following do you typically do with it? Q752. How often do you read or listen to information or points of view from people, media sources or organizations with whom you often disagree? (Sum of “Never”,
“Almost Never”, “Several Times a year”, “Once or Twice a Month”) Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting 17
information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may
not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. General Population, Canada, question asked of half the sample.
Canadians are more likely to trust sources outside of established
areas of authority
Per cent who find each source more believable than its pair

70% 64% 74%

Individuals Reformer Leaked
Information

30% 36% 26%

Institutions Preserver of Company Press
Status Quo Statements

Source: 2017 Edelman Trust Barometer. Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different
format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is
giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most
likely to be true most often. General Population, Canada, choices shown to half the sample. 18
TRUST IN BUSINESS
Trust in Business: Informed Public and Mass diverging
Per cent trust business, 2012 vs. 2017

Business
15pt
Gap
Informed
64 Public
62
60
58
56 55
54
51 50 50 Mass
49
47 Population

2012 2013 2014 2015 2016 2017

Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right
using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and
Mass Population, Canada.
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What Canada is worried about

CANADIANS WORRY ABOUT LOSING THEIR JOBS DUE TO:

53% the pace of change Foreign competitors 55%

in business and industry is
Immigrants who work for less 49%
too fast
Lack of training/skills 48%
48% globalization
Automation 45%
is taking us in the
wrong direction Jobs moving to cheaper markets 44%

Source: 2017 Edelman Trust Barometer. Q693-762. Some people say they worry about many things while others say they have few concerns. We are interested in
what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine point scale where one means “I do
not worry about this at all” and nine means “I am extremely worried about this”. (Top 4 Box, Worried) Q709-718. For each of the statements below, please indicate
how much you agree or disagree. (Top 4 Box, Agree) General Population, Canada. Q349-671. For the statements below, please think about the pace of development 21
and change and select the response that most accurately represents your opinion. (Top 4 Box, Too Fast) General Population, Canada, question asked of half the
sample.
Employees: The most credible source

Most trusted spokesperson to communicate each topic Company CEO

Senior executive
Employee
Activist consumer
60
Academic
Media spokesperson

38
34 35
33
30 31 30 31
29 28
26 27 27
25 25
23 23
21 20 21
18 19 18
17 17
14 15
12 11 11 11 11
10 10
8

Treatment of Financial earnings & Business practices/ Innovation efforts Views on Partnerships/
employees/customers operational crisis handling industry issues programs to address
performance societal issues

Source: 2017 Edelman Trust Barometer. Q610. Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational
performance, and top leadership’s accomplishments? Q611. A company’s business practices, both positive and negative, and its handling of a crisis? Q612. A company’s employee
programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613. A company’s partnerships
with NGOs and effort to address societal issues, including those to positively impact the local community? Q614. A company’s innovation efforts and new product development?
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Q615. A company’s stand on issues related to the industry in which it operates? General Population, Canada, question asked of one-quarter of the sample.
TRUST IN THE SYSTEM
 Systemic loss of faith
restricted to Western-
Canada on the tipping point style democracies

Per cent of population who believe

the system is not working

Above
global average

Aligned with
global average

Below
global average
In 14 countries, the percent of
population that has lost faith is
above the global average

Netherlands

Hong Kong

Singapore
Indonesia
Argentina
Colombia

Germany

Malaysia
Australia

S. Korea
S. Africa

Sweden
Canada
Global

Mexico
France

Poland

Turkey
Ireland

Russia

Japan

China
Spain

Brazil

India

UAE
U.K.

U.S.
Italy

System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19

Uncertain 32 22 24 25 24 25 25 25 27 26 29 30 26 33 33 30 29 29 37 31 28 41 40 45 45 50 43 47 40

Source: 2017 Edelman Trust Barometer Q672-675, 678-680, 688-690.

For details on how the “system failing” measure was calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and
subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error.
Countries were considered below the global average if their score was lower than the global mean minus the margin of error. All other scores were considered aligned. 24
Fear factors
IMMIGRATION
1 2 in
AGREE
“The influx of people from other countries is
damaging our economy and national culture.”

INEQUALITY
40% “People like me are denied access to the education
and opportunities we need to get ahead.”

INEQUALITY
80% “The elites who run our institutions are out of touch
with regular people.”

LEADERSHIP
61% “I do not have confidence that our current leaders
will be able to successfully address our country’s challenges.”
Source: 2017 Edelman Trust Barometer. Q709-718 For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) General
Population, Canada.

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Canadians share their neighbours’ fears and concerns
Per cent of respondents who are concerned or fearful regarding each issue

Corruption Globalization Eroding Social Values Immigration Pace of Innovation

Concerned Fearful

76% 74%
67% 67% 66%
61%
52% 54% 52% 53%

41% 40% 36% 39%

23% 30% 25% 28% 23% 31%

Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalization Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation
Q677. General Population, Canada. For details on how the societal fears were measured, please refer to the Technical Appendix.

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MOVING FORWARD

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Business has an opportunity to lead

77% agree

“A company can take specific

actions that both increase
profits and improve the economic
and social conditions in the
community where it operates.”

Source: 2017 Edelman Trust Barometer. Q249-757. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Agree). General
Population, Canada, question asked of half the sample.
.
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Canadian companies still ranked
highest in global trust
Trust in companies headquartered in each country.

2016 2017
68 68
66 66 66 67
64 64 64
62 62 61
60 61 59
61
57
55 54 55
49
47 48
45 44
42
35
33 32 32 33
31 31
29

Netherlands

China
Japan

Spain
U.K.

U.S.

S. Korea
Switzerland

Australia

Brazil

India
Canada

Germany
Sweden

Italy
France

Mexico
Source: 2017 Edelman Trust Barometer Q26-Q422. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much
you trust global companies headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that you “do not trust them at
all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, Canada.
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First, do no harm
Actions business can take that would most damage
trust in a better future (top 5 most-selected)

1. 2. 3. 4. 5.
Pay executives Pay bribes to Move profits to Move jobs from Overcharge
hundreds of government other countries this country to for products
times more than officials to to avoid taxes. cheaper labour that people
workers. win contracts. markets. need to live.

Source: 2017 Edelman Trust Barometer. Q732. What can businesses do that would cause the most damage to your trust in a better future?
(Please select up to five.) General Population, Canada, question asked of half the sample.

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The Trust-building attributes
Company Importance vs. Performance
% %
Importance Performance Gap

Integrity 62 34 28
Has Ethical Business Practices 66 37 29
Takes Responsible Actions To Address An Issue Or A Crisis 61 34 27
Has Transparent And Open Business Practices 58 32 26

Engagement 62 35 27
Treats Employees Well 68 38 30
Listens To Customer Needs And Feedback 63 36 27
Places Customers Ahead Of Profits 62 33 29 Source: 2017 Edelman Trust
Communicates Frequently And Honestly On The State Of Its Business 54 32 22 Barometer Q80-639. How important is
each of the following attributes to
Products 51 36 15 building your TRUST in a company?
Use a 9-point scale where one means
Offers High Quality Products Or Services 62 38 24 that attribute is “not at all important to
Is An Innovator Of New Products, Services Or Ideas 40 33 7 building your trust” and nine means it
is “extremely important to building
Purpose 45 28 17 your trust” in a company. (Top 2 Box,
Importance) Q114-654. Please rate
Works To Protect And Improve The Environment 54 31 23 businesses in general on how well
you think they are performing on each
Creates Programs That Positively Impact The Local Community 47 30 17
of the following attributes. Use a 9-
Addresses Society's Needs In Its Everyday Business 44 28 16 point scale where one means they are
"performing extremely poorly" and
Partners With NGOs, Government And Third Parties To Address Societal Issues 36 25 11 nine means they are "performing
extremely well". (Top 2 Box,
Operations 39 30 9
Performance) General Population,
Has Highly-Regarded And Widely Admired Top Leadership 43 28 15 Canada.

Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 37 30 7
Delivers Consistent Financial Returns To Investors 38 31 7
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A fundamental shift

Old Model: Current New Model:

For the People Tension With the People

Elites manage
institutions to
do things “for” Influence Influence Influence
& Authority & Authority & Authority
the people

Influence has
shifted to the Institutions
people; people working
using influence to with the people;
reject established institutional silos
authority dissolved

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With the People:
The new integrated
operating model

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 WORKING DRAFT

KEY TAKEAWAYS
1 CANADA IS NOT IMMUNE TO
THE RISE OF POPULISM

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2 BUSINESS CANNOT BE
COMPLACENT

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3 SPEAK WITH, NOT AT

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4 TELL AUDIENCE-CENTRIC STORIES

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2017 Edelman
Trust Barometer
Canada