The government wants us to eat five portions of fruit & veg every day; why not engage with five different news sources each day as well – it would be equally as healthy for you, and for the wider world.
Tom is currently employed by Edelman Berland (the research arm of Edelman and the organisation that produced the data referred to in this piece). He was not involved in the creation of the report.
International PR firm Edelman released their 2013 survey of global trust, the ‘Trust Barometer‘, yesterday at the World Economic Forum in Davos, Switzerland. The survey, released annually since the turn of the millennium, commenced with the rise of NGOs to the global scene as a consequence of the anti-globalisation movement in the US. Since then it has tracked the ‘Fall of the Celebrity CEO’ (2002), to the rise of ‘A Person Like Me’ as a credible spokesperson (2006), through to the ‘Fall of Government’ (2012).
The data released this year was telling. Some pointed to things that we already knew (people don’t trust bankers or journalists much these days), and some to things that you would be unlikely to consider (the most trusted location for a company to be headquartered, for example, is Canada). Below are my highlights – you can see the figures for yourself here.
The ‘informed public’ (college-educated/within the top 25 per cent of household income per age group/significant media consumption/engaged with business news and public policy) felt significantly higher degrees of trust than the general public. According to the data the global difference was 9 points (informed public trust standing at 57 points against the general public trust at 48 points), with the UK displaying equatable levels (taking into account margins for error). The US, however, surged ahead with a whopping 14 point difference (informed: 59, general: 45) – though it is worth noting that this may have been artificially inflated by the recent election and the ‘hope’ of Obama having a successful second term, however improbable.
Business was trusted more than government in 16 out of 26 markets surveyed, including the US, the UK, Japan, and India. Interestingly, citizens of Singapore and China – neither possessing especially liberal or hospitable governments – expressed greater trust in their governments than in business, by 5 per cent and 7 per cent respectively. Whether this is due to mass failings in business (corruption et al.), good economic performance, or the lack of a polycephalous media…
We in the West, perhaps somewhat idealistically, trust small businesses significantly more than we trust big businesses: in the UK this amounts to an astonishing difference of 30 per cent (trust in small business: 78 per cent, big business: 48 per cent). Emerging markets on the other hand, expressed greater trust in big business. 89 per cent of Chinese, for example, giving the thumbs up for large organisations, against only 65 per cent for their smaller equivalents.
The winning statistic, purely from a fear factor, is the increasing level of trust that many are placing in social media as a reliable news source – 58 per cent in emerging markets view social media as a credible news source, 28 per cent in developed markets.
Bertrand Russell once said, “I think we ought always to entertain our opinions with some measure of doubt. I shouldn’t wish people dogmatically to believe any philosophy, not even mine”. By relying on social media to provide information about the world around us we run the risk of regressing into an environment that relays to us only what we wish to hear, rather than ideas that challenge our perspectives.
In the case of Twitter, for example, a platform where you, and only you, are responsible for choosing the sources of your daily digestion, this possibility is entirely plausible. I myself am guilty of ‘unfollowing’ those with whom I expressly disagree with. An over-reliance on social media to provide us with a snapshot of world events creates the foundation for a wholly unbalanced diet of media consumption.
The government wants us to eat five portions of fruit & veg every day, why not engage with five different news sources each day as well – it would be healthy for both you and the world around you.
Photo credit: luckyjimmy
An alumnus of the University of Manchester (BA(Hons) Middle Eastern History) and King's College London (MA Terrorism, Security & Society), Tom is the founder of theriskyshift.com. He currently works for market research and strategic consulting firm Edelman Berland. You can find out more about him by going to tomhashemi.com or by following him on twitter. All views expressed are his alone and not of any employer or other third party (including theriskyshift.com).