2010 Edelman Trust Barometer Released: Trust in U.S. Business Jumps 18%
This morning Edelman released their findings from their 2010 Trust research. They found that trust in U.S. business was up 18% from last year. That brought trust in U.S. business to 54%, still behind Sweden (76%), Canada (76%), and Germany (75%), but trending positive. The jump coincides with an increase in trust for the U.S. Government which increased 16%. Edelman credits the increase in trust to an increased candor by CEOs and a commitment to transparency by companies over the last year.
The methodology and the full findings are located at: http://www.edelman.com/trust/2010/
About this contributor: 
Mike Santoro is President of Walker Sands Communications. He works to define integrated marketing and media communications strategy and oversees the tactical execution of marketing campaigns, communications pieces, web development, and PR outreach for the firm's top clients.
Mike Santoro is President of Walker Sands Communications. He works to define integrated marketing and media communications strategy and oversees the tactical execution of marketing campaigns, communications pieces, web development, and PR outreach for the firm's top clients.
Yes, I’m right there with you. The results of this research make me trust the Trust survey a little less. How could trust drastically increase during an economic meltdown?
I’ll credit the research in that it shows trust in financial institutions is way down. It’s the other US businesses that are bringing the number up and that’s somewhat believable. Transparency and candor are way up. The internet and the economic crisis demand it but I agree with Edelman in that you are seeing companies be much more upfront with consumers.
I thought of Toyota this morning or Google last week. Both have risked immense profits to doi what’s right. That builds trust that’s been lost.
I’m more suspicious of the government numbers. Either Bush’s perception was really that bad (very possible) or the survey was done while Obama was still enjoying 70 point approval ratings.