According to the 2024 Edelman Trust Barometer Global Report, less than 60% of the global population trusts NGOs (59%), government (51%), or media (50%), putting them at the neutral trust level.
So, who do people trust? The answer might surprise you — 63% say business.
That’s an increase of 1 percentage point over the 2023 Edelman Trust Barometer.
This increased trust presents a great opportunity for businesses.
In a recent CMI post, Robert Rose wrote about brand trust as a more desired outcome than audience attention. “Your brand is probably more trusted than the media company you’re paying to advertise with. That might be the strongest argument for an owned media strategy in 2024,” he said.
Know the benefits of a B2B influencer marketing strategy
Influencers can play a critical part in that 2024 owned media strategy.
In 2022, Edelman created an influencer-focused supplement for its trust barometer titled, The New Cascade of Influence: Brands In A Feed First World, based on an online survey of 20,000-plus respondents in 14 countries.
Here’s who responded yes to this statement: “I trust online influencers that I follow that talk about, review, and recommend brands and products,”
- Ages 14 to 17: 75%
- Ages 16 to 26: 63%
- Ages 27 to 41: 70%
- Ages 42 to 55: 67%
- Ages 56 and older: 63%
That’s a high percentage of trust placed in influencers.
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