India as a country brand; win-some, lose-some: 2019 Edelman Trust Barometer

The 2019 edition of the Edelman Trust Barometer is out. How does India compare with the rest of the world? Some key findings

Jan 21, 2019 10:47:00 AM | Video | Campaign India Team Share -

Global communications agency Edelman has unveiled the findings of the 2019 edition of the Edelman Trust Barometer. 

The 2019 Edelman Trust Barometer reveals that trust has changed profoundly in the past year—people have shifted their trust to the relationships within their control, most notably their employers. Globally, 75 percent of people trust “my employer” to do what is right, significantly more than NGOs (57 percent), business (56 percent) and media (47 percent).

There is a 16-point gap between the more trusting informed public and the far-more-skeptical mass population, marking a return to record highs of trust inequality. The phenomenon fueling this divide was a pronounced rise in trust among the informed public. Markets such as the US, UK, Canada, South Korea and Hong Kong saw trust gains of 12 points or more among the informed public. In 18 markets, there is now a double-digit trust gap between the informed public and the mass population.

How does India perform in this study. The video gives you a glimpse into the findings. Download the full study here.