Campaign India Team
Feb 06, 2009

India trusts media: Edelman Trust Barometer

According to the 10th Edelman Trust Barometer, respondents in India give all forms of media higher scores for credibility than other countries in the APAC region. The report also states that, in India, 49% of Indian opinion leaders are concerned about business in India (even before the Satyam news broke). CEO credibility in India has fallen marginally (from 66% to 60%).

India trusts media: Edelman Trust Barometer

According to the 10th Edelman Trust Barometer, respondents in India give all forms of media higher scores for credibility than other countries in the APAC region.

The report also states that, in India, 49% of Indian opinion leaders are concerned about business in India (even before the Satyam news broke). CEO credibility in India has fallen marginally (from 66% to 60%).

"A major concern is that business appears to have lost credibility to lead unilaterally. Clearly, today it must partner with others to solve issues like global warming, the financial crisis, healthcare and energy -- 65% in India believe that business must partner with governments and third parties like NGOs, with only 33% believing it must do what it can alone and 2% believe it has no role to play," said Alan VanderMolen (pictured), president, Edelman Asia-Pacific. 

In 10 of 13 business sectors in India, trust is stronger than last year as against China, where only 4 of the 13 sectors show stronger trust than 2008. Top industry sectors in India include technology (93%, the same as last year); automotive (80%, the same as last year); healthcare (80%, up slightly by five points from 2008) and its related industry pharma (81%, up slightly by 3 pts).  

According to the other findings of the report, companies headquartered in UK and Germany remain the most trusted in India; companies in China and Poland are least trusted; and trust in US companies has suffered the biggest decline. India is more supportive of responsible companies than most countries.

Source:
Campaign India

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