Who do you trust when you want information about a certain company? Experts? Your friends? The company itself? Based on a sample of 5.600 people around the world, the annual Edelman Trust Barometer is the world’s biggest survey of trust and credibility in companies. The 2012 survey has some truly surprising results and though it doesn’t include Denmark (although Sweden is included), Danish marketers and PR people ought to learn a bit.
First of all, the survey shows that the most credible people in 2012 as well as in earlier surveys are academic experts and technical experts in the company. But jumping from sixth place to third place, “a person like myself” has the biggest increase since 2004. Accordingly, CEOs and government officials decline from fourth place and seventh place to seventh and eighth place. We no longer trust company people and politicians, instead we trust friends, family and neighbours.