Edelman’s Canadian Trust Barometer Data released today

The Canadian data from the 2011 Edelman Trust Barometer was officially released today, as CEO Richard Edelman addressed more than 200 guests at the Canadian Club in Toronto. Some of the Canadian highlights include:

• Search Engines rank #1 as the place people go first for information about a company.
• Transparent and honest business practices; high quality products and services; trust; and employee welfare are the most important factors in building corporate reputation (financial returns are near the bottom).
• While trust in banks and financial institutions plunged around the world, it held steady in Canada.
• Of the four sectors surveyed in relation to trust (Business, Government, Media and NGOs), NGOs ranked highest in terms of trust in Canada. In fact, trust in NGOs in Canada jumped from 58 to 72 per cent from 2010-2011, the only one of the four institutions to see such a significant change this year.
• Trust in “academic/experts” continue to rank high in terms of spokesperson credibility. However, the CEO jumped from 79 to 89 per cent, a significant uptick from 2010.

For more on the global 2011 Trust Barometer results, please visit http://www.edelman.com/trust/2011.

For a summary of Canadian findings, click here.