April 2023
Featured in this insight: IT & telecommunications, Media & publishing, International
Trust in the media has grown in the UK, although trust levels are still amongst lowest in the world: A survey has revealed that trust in the media is up in the UK, according to the most recent by PR firm Edelman. The research revealed that 37% of people polled in the UK said that they trust the media in 2023, up two percentage points on the 2022 survey (35%).
However, despite trust improving in the UK, trust in the media is still at one of the lowest levels globally. Of the 27 countries who took part in the survey, the UK was the third least trusting, behind Japan and South Korea.
There were just six countries where trust has improved, including the US where 43% of respondents said they trust the media, up from 39% in 2022.
At the top of the chart for trusting the media was China, with 80% of respondents polled saying they trust the media (up from 79%). Then followed Indonesia (73%), Thailand (66%) India (66%), UAE (64%) and Saudi Arabia (64%).
The greatest falls in trust occurred in South Korea (33% to 27%), Australia (43% to 38%), Argentina (43% to 48%) and Malaysia (60% to 55%), whilst trust in Kenya (57% up to 63%) and the US (39% up to 43%) grew the most.
When asked about the trust they have in institutional leaders, more than three-quarters (76%) said they trusted scientists, which ranked top, followed by co-workers (73%). Neighbours were trusted by 63% of respondents globally, with 'people in my local community' ranking fifth (61%), followed by 'citizens of my country' (59%). Trust levels for journalists was just 47%, with just government leaders ranking worse (41%).
Trust for CEOs was found to be just 48%, however trust for 'my CEO' was considerably higher (64%).
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