THE 2024 edition of the Edelman Trust Barometer claims to denounce a divide on the subjects of AI and innovation which has become a new factor in polarizing societies. Those surveyed, by a ratio of almost two to one, believe that innovation is poorly managed; This is true across age groups, income levels and gender, and in both developed and developing countries, people are more likely to say that innovation is poorly managed than well managed. Innovations have also become politicized, particularly in Western democracies where individuals on the right are far more likely than those on the left to reject them; the biggest differences between those on the right and the left are in the United States (41 points), Australia (23 points), Germany (20 points) and Canada (18 points).
“Innovation is accelerating and should be a driver of growth, but it will be stalled if companies don’t pay as much attention to acceptance as they do to research and development,” said Richard Edelman, CEO by Edelman. “More than two-thirds of those surveyed who believe innovation is poorly managed believe that society is evolving too quickly and is not benefiting “people like me” (69%). The social class divide, the huge imbalance of trust between business and government, and the “infodemic” have been the forces behind the decline in trust and polarization. Fear of innovation has now become the fourth log on the fire of populism.”
Businesses have the best opportunity to reverse this trend, as they are the most trusted institution, both in general and when it comes to introducing new innovations into society. But it must focus on explaining the impact of innovation and its net positive effects for society and not just investors. But he cannot act alone. Over the past decade, the Trust Barometer found a 15-point increase (from 45 to 60 percent) in the number of people saying a partnership between business and government to develop and implement technological innovations would increase their trust in businesses. Nearly two-thirds expect CEOs to manage changes happening in society, not just those happening in their company (62%), and about 8 in 10 employees say it’s important that their CEO speaks publicly about the professional skills of the future (82%). the ethical use of technology (79%) and the impact of automation on employment (78%).
Many believe that science is losing its independence: from government, from funders and from the political process. In the United States, two-thirds think science has become politicized (67%) and in China, three-quarters of respondents say the government and organizations that fund research have too much influence over how science science is conducted (75%). When people believe innovation is poorly managed, they are more likely to say the system is biased toward the wealthy than those who believe innovation is well managed (82% vs. 53%). This has led to a dispersion of authority, where people view “someone like me” (74%) on an equal footing with scientists and experts (74%) in terms of who they can trust. have confidence to tell them the truth about new innovations and technologies.
“Against the backdrop of the largest global election year in history, with more than 50 elections scheduled, confidence is under siege from a number of forces,” said Kirsty Graham, chair of global practices and sectors at Edelman. “Concerns about the impacts of innovation and those who drive it have led to greater distrust of economic and political systems. Institutions must work together to help address these concerns to pave the way for continued innovation and progress.
Other key findings from Edelman Trust Barometer 2024 include:
- The United Kingdom (39) is among the least trusting countries according to the Trust Index, and none of the other G7 countries are trusting: Canada (53); Italy (50); France (47) United States (46); Germany (45); Japan (39).
- Fear of information warfare (61%) jumped six points from last year, the largest increase among societal fears. The report also reveals an increase in the belief that company leaders, including journalists (64%); government leaders (63 percent); and business leaders (61 percent); deliberately attempt to mislead people by saying things they know to be false.
- The government (51%) is now distrusted in 17 of the 28 countries surveyed, including the United States (40%), Germany (42%) and the United Kingdom (30%, down 7 points). The media (50%) remains the world’s least trusted institution and is distrusted in 15 of 28 countries, including the United States (39%), Japan (33%), and the United Kingdom (31%), down 6 points).
- Trust remains local, with “My Employer” (79% trust among employees) once again the most trusted and trusted institution in all countries surveyed except South Korea (49 %). “My CEO” (69% trusted among employees) is also more trusted than CEOs in general (51%).
- Government leaders (42%) are among the least trusted societal leaders, with journalists (49%) and CEOs (51%) only slightly more trustworthy. Scientists (77 percent), teachers (74 percent), “my CEO” (69 percent among employees), citizens of “my country” (63 percent) and “my neighbors” (62 percent ) enjoy confidence.
- The report reveals huge gaps between trust in companies that make up industry sectors and industrial innovations, including a 26-point gap between trust in companies in the technology sector (76%) and trust in AI ( 50%); a 23-point gap between trust in healthcare companies (73%) and trust in genetic medicine (50%); and trust in food and beverage companies (72%) versus trust in GMO foods (32%).
- Over the past decade, trust has declined significantly in companies headquartered in the largest exporting countries, including China (from 2014 to 2024, down 3 points to 30%); the United States (down 9 points to 53 percent); and Germany (down 9 points to 62 percent). Even with a nine-point decline over the past decade, Germany (62 percent trust) remains the second most trusted foreign brand behind Canada (64 percent). Chinese brands (30%) remain among the least trusted, along with India (32%).
