Edelman Trust Barometer 2024: People are falling off the wagon in scientific progress – companies are needed as helpers and explainers

Two-thirds of the world’s people think that the transformation of artificial intelligence or the rise of green technologies is beyond the control of policy makers.

People around the world lack a sense of control over the development of science and its impact on their lives. This is according to a Trust Barometer conducted by Edelman, the world’s largest independent communications agency, with more than 32,000 respondents in 28 countries. Finland was not included in the survey.

Almost two thirds of respondents believe that innovations such as artificial intelligence, green energy or genetic medicine are poorly managed by societies. This view is common across all age groups and income levels in both developed and developing countries.

“The importance of complex issues needs to be spelled out for people. It is not enough to invent things. If they are not accepted in society, they will cause distrust,” says Jussi Eronen, Senior Consultant at Drum, the communications agency representing Edelman in Finland.

Nearly 80% of people would like scientists to play a major role in bringing innovation into practice. On the other hand, 45% of respondents feel that scientists do not know how to talk to them.

According to the Trust Barometer, people consider their acquaintances as reliable sources of information on new technologies as scientists. Both are trusted by 74% of respondents. Journalists are trusted by 47% and politicians by 45%.

CEOs are invited to participate in the social debate

According to the Trust Barometer, businesses are more trusted than governments, NGOs or the media. People expect CEOs to manage changes in society – not just those related to business.

“At a time like this, companies should take on a broader responsibility. CEOs need to think about how they talk about challenging issues. Businesses need to be explainers of science and technology, builders of trust,” says Eronen.

Around 80% of people want CEOs to speak publicly about the skills needed for the future workplace and the ethics of new technologies. Businesses are wanted to cooperate with governments to increase trust in science.

Read the full Edelman Trust Barometer here.

The Edelman Trust Barometer was published for the 24th time and more than 32 000 people responded to it. Conducted annually in 28 countries, the trust and credibility survey focuses on four areas: public trust in government, the media, businesses and charities.

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