Now in its 14th year, the Edelman Trust Barometer tracks the level of trust and credibility of organizations and governments around the world. This year’s Trust Barometer surveyed more than 33,000 respondents across 27 countries including Singapore, making it the most robust exploration of trust worldwide.
One question I check every year is “who do you trust as a credible spokesperson?” Over the years, “a person like yourself” has been gaining in trustworthiness. being more trusted than employees and the CEO of the company. In other words, people trust peers when then they talk about a company or government, aka “word of mouth.” Also notice that a “regular employee” is also more trusted than the CEO of the company. It says a lot about the influence of frontline employees and why it’s important to have happy engaged employees as ambassadors for the company.
Here’s the “Credible Spokesperson” chart from the study so you can see all of the responses and the difference from 2009 to now. Click for larger image.