Societal leadership is now a core function of business.
We have studied trust for more than 20 years and believe that it is the ultimate currency in the relationship that all institutions—business, governments, NGOs, and media—build with their stakeholders.
The 2022 Edelman Trust Barometer is our 22nd annual trust and credibility survey. The survey was powered by Edelman Data & Intelligence (DxI) and consisted of 30-minute online interviews conducted between November 1 and November 24, 2021.
Respondents for global research
Respondents in the Netherlands
Nearly 1 out of 2 respondents view government and media as divisive forces in society
Vicious cycle of distrust fueled by government and media
We find a world ensnared in a vicious cycle of distrust, fueled by a growing lack of faith in media and government. Through disinformation and division, these two institutions are feeding the cycle and exploiting it for commercial and political gain.
Business’ societal role is here to stay
We see an even greater expectation of business to lead as trust in government continues to spiral. But this is not a job business can do on its own. Business must work with all institutions to foster innovation and drive impact.
Business is not doing enough to address societal problems.
All stakeholders hold business accountable
Will buy or advocate for brands based on their beliefs and values
Will choose a place to work based on their beliefs and values
Will invest based on their beliefs and values
RESTORING THE CYCLE OF TRUST
1. Business’ societal role is here to stay
People want more business leadership, not less.
2. Demonstrate tangible progress
Restore belief in society’s ability to build a better future: show the system works.
3. Focus on long-term thinking
Solutions over divisiveness; leadership must focus on long-term thinking over short-term gain.
4. Provide Credible Information
Trustworthy, consistent and fact-based information is critical to breaking the cycle of distrust.
Virtual Launch Event
On March 10, 2022, Edelman Amsterdam General Manager Steven Heywood and Ilse Albers- van Hartevelt, Managing Director Corporate, unveiled The Dutch findings from the 2022 Edelman Trust Barometer during our virtual launch event. They examined the cycle of distrust and disinformation challenging business as it charts its path through these difficult times.