Tuesday 24 April 2018

Edelman Trust Barometer 2012 – Australian data

The 2012 Edelman Australian Trust Barometer was launched today at an event at Sydney’s Mint. The key findings:

  • 60% of Australians do not trust government leaders to tell the truth
  • Business, more trusted than government, has the opportunity to move from a license to operate to a license to lead
  • Technology the most trusted industry sector in Australia, while trust in energy industry is low
  • Trust in media increases; Social media increasingly trusted as a company information source amongst informed public
  • Peer to peer trust is rising: 31% increase in ‘a person like myself’ and 17% increase in regular employees as credible company spokespeople

The report was launched by Michelle Hutton, CEO Edelman Australia and included a panel of stellar support speakers:

  • Greg Baxter, Former Corporate Affairs Director, News Limited
  • Professor Jim Macnamara, Professor of Public Communication, UTS
  • Hailey Cavill, Founder + Director, Cavill + Co
  • Laurence Evans, President International, StrategyOne

Excerpts from the event and the presentation can be seen embedded below on YouTube (available post event) and SlideShare.

The executive summary of the Australian data and the press release that summarises the findings can be viewed on Scribd via the hyper links.


This year’s survey is bigger than ever before, with 30,000 people questioned in 25 countries. For the first time in 2012, the Edelman Trust Barometer contrasts the views of the Australian general population with the survey’s traditional Trust respondent group of “informed publics” (high income, college-educate Australians who read or watch business/news media and follow public policy issues). The Australian sample was n=1,200 (1,000 general population plus 200 informed public). All informed publics met the following criteria: university-educated; household income in the top quartile for their age in their country; read or watch business/news media at least several times a week; follow public policy issues in the news at least several times a week.

AUSTRALIA PRESENTATION: 2012 Edelman Trust Barometer

If you’re really into this stuff we have an extended version of the Australian Trust Barometer presentation.

An infographic detailing Trust levels across the globe can be seen on SlideShare.