Edelman's fifth annual "Trust barometer" shows public confidence in NGOs outpacing that of governments, businesses and the media.
Published on 25 January the survey shows that NGOs are trusted by 55% of Americans (up from 47% a year ago) and 45% of Europeans (up from 41%).
By contrast, less than three in ten in both regions believed business leaders such as CEOs or CFOs to be reliable sources of information. This trend is markedly higher when examining Europeans' opinions towards individual US companies. Coca-Cola, for instance, has a trust rating of 69% in the US versus 45% in Europe. McDonalds is trusted by 58% in the US but by 25% only in Europe. This trend is branded by Edelman as "trust discount" towards US corporations operating in Europe.
In addition, Edelman says that more than 40% of opinion leaders in Canada, Europe and Brazil are "less likely" to purchase US products because of the Bush administration.
According to Edelman, NGOs now fill a "trust void" in governments, businesses and the media and are now "the most trusted institution" in every country surveyed, except China.
Top of the rating list, however, are relatives and peers. "A person like yourself" experienced the highest jump in credibility both in the US (from 22% to 56%) and in Europe (from 33% to 53%).
Other top trusted people - in all regions - include doctors or healthcare specialists, who are seen as having no vested interest in the welfare of a company (56%), and academics (49%).
On the media scene, the internet is increasingly viewed as a trustworthy source of information, rising from 12% to 19% in the U.S and from 9% to 13% in Europe. News articles in general are believed to be more reliable than advertising for 90% of the people in all regions.
