2019 edelman trust barometer...n l 6 n a y. d a e y . n s a ag y a e a a l e aa o 2019 edelman trust...

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2019 EDELMAN TRUST BAROMETERTrust in Technology

19th ANNUAL EDELMAN TRUST BAROMETERMethodology

2

Online Survey in 27 Markets

33,000+ respondents total

All fieldwork was conducted between October 19 and November 16, 2018

General Online Population1,150 respondents per market

Ages 18+

All slides show general online population data unless otherwise noted

Mass PopulationAll population not including informed publicRepresents 84% of total global population

Informed Public500 respondents in U.S. and China; 200 in all other markets

Represents 16% of total global population

Must meet 4 criteria

- Ages 25-64

- College-educated

- In top 25% of household income per age group in each market

- Report significant media consumption and engagement in public policy and business news

2019 Focus on Employer-Employee Relationship

55% of global general population are full- or part-time employees (but not self-employed); 4% are technology employees

Oversample of employees of multinational companies: 500 respondents per market

27-market global data margin of error: General population +/- 0.6% (N=31,050), informed public +/- 1.3% (N=6,000), mass population +/- 0.6% (26,000+), half-sample global general online population +/-0.8 (N=15,525). Market-specific data margin of error: General population +/- 2.9 (N=1,150), informed public +/- 6.9% (N=min 200, varies by market, China and U.S. +/- 4.4% (N=500), mass population +/- 3.0 to 3.6 (N =min 739, varies by market).Employee MOE: 27-market = +/- 0.8% (N=16,944)Market-specific = +/- 3.2 to 4.6% (N=min 446, varies by market)

54 53

44 44

56 56

47 47

3

Percent trustA MODEST RISE IN TRUST

Business MediaNGOs Government

65 64

54 54

69 68

58 58

General population

Informed public

+4 +4 +4 +4

+2 +3 +3 +3

2018 2019 2018 2019 2018 2019 2018 2019

2018 2019 2018 2019 2018 2019 2018 2019

Government and media still distrusted

Y-to-Y Change- +0

TrustNeutralDistrust

2019 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. Informed public and general population, 26-market average.

Clashes Over Ethics At Major Tech Companies Are Causing

Problems For Recruiters

Silicon Valley’s backlash against Trump is being led by employees

More than 70% of US fears robots taking over our lives, survey finds

4

2018: YEAR OF THE TECHLASH

Unsure about tech’s impact on society

Rising tech employee expectations

Unsure about tech’s impact on me

4

CES 2019: ‘I feel my sanity draining away’

Forget ‘techlash’, the biggest problem for tech is a

widening transatlantic rift

2020 prospect Mark Cuban warns killer AI is the ‘ultimate threat to humanity’

Trust In Technology Strong But Vulnerable

5

6

Percent trust in each sectorTECH IS THE MOST TRUSTED SECTOR

5764 65 65 67 67 68 68 68 68 69 70 70 70

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l l l l l l l l l l l l l l l+2 +4 +2 +2 +4 +3 +5 +5 0 0 +2 +7 0 +3 +3

Y-to-Y Change- +0


A modest rise for trust in tech

2019 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Industries shown to half of the sample. General population, 26-market average.

4027 24 30

23 28 27 2332 30 36 34 32

29 36 3640 41 47

56

3145

59 58 61 60 59 64

78 78 7581

69 72 7166

76 7378 76 74

6873 73

81 81 8491

66

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Percent trust, showing strong and weak trust in the technology sectorTRUST IN TECH HAS WEAK FOUNDATION Strong trust (8-9)

Weak trust (6-7)

Trust in tech more weak than strong in developed markets

2019 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 2 box, strong trust; codes 6-7, weak trust. Industries shown to half of the sample. General population, 27-market average.

8

Percent who agree

CONCERN ABOUT TECH COMPANIES’ POWER OVER INFORMATION

Technology companies havetoo much power to determine what news and information people see or not

65%

2019 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, 27-market average.

Percent who agree the technology sector is performing well on…

CONCERN THAT TECH PUTS PROFIT BEFORE CUSTOMERS

9

Stronger concern among developed markets with only 39% belief in sector performance

55% 49%Protecting customer data

Only

Believe tech is putting the welfare of its customers ahead of profits

Only

2019 Edelman Trust Barometer. DRV_TEC_GEN. How well do you think the technology industry is performing on the behaviors listed below? Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. 9-point scale; top 4 box, performing well. Question asked of one-fifth of the sample. General population, 27-market average.

My Fears About Tech

10

53 5561

66

7678

55 5662

6774

Trust in Technology Self-driving vehicles Blockchain Artificial Intelligence Internet of things Health technology

11

I TRUST TECH ONLY AS MUCH AS IT BENEFITS ME

Percent who trust each type of technology to make life better for people like me

Percent trust

Percent who trust technologies to make life better for people like them, and percent who trust each subsectors

The tech sector is, on average 15 points more trusted than each individual subsector

60%

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2019 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Industries shown to half of the sample. TRU_SUB_TEC. Now thinking about specific sectors within the technology industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Question asked of one-fifth of the sample. DRV_TEC_BET. Please indicate how much you trust each of the following types of technology to make life better for people like you. Again, please use the same 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. 9-point scale; top 4 box, trust. Question asked of one-fifth of the sample. General population, 27-market average.

33 36 39 41 43 43 44 45 46 46 46 47 47 47 48 48 48 49 49 49 50 50 51 5260 60 63

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Percent who believePACE OF DISRUPTION IS TOO FAST TO BENEFIT ME

47%Technological innovations are happening too quickly and are leading to changes that are not good for people like me

Globally,

2019 Edelman Trust Barometer. POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”. 9-point scale; top 4 box, true. General population, 27-market average.

Percent of employees who worry about job loss due to each issue

EMERGING TECH POSES A THREAT TO MY LIVELIHOOD

13

All employees

Not having the trainingand skills necessary to get a good paying job

Automation and/or other innovations taking your job away

59% 55%

2019 Edelman Trust Barometer. POP_EMO. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine-point scale where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. 9-point scale; top 4 box, worried. Question asked of half of the sample. Attributes shown to those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, 27-market average.

14

Percent who agreeFEAR CAN BECOME MY REALITY

3226 28

3438

Global 27 Europe U.S./Canada Latin America APACMEA

I have personally suffered loss or hardship because of technological innovations

2019 Edelman Trust Barometer. POP_CAB. For each of the statements below, please indicate how much you agree or disagree. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, 27-market average and by region.

Percent who agree the tech sector is conscious of societal impact and contributes to the greater good

ERODING BELIEF THAT TECHNOLOGY HAS A POSITVE IMPACT ON SOCIETY

15

6070

64

74

-5

Y-to-Y Change- +0

Loss of confidence even among younger tech employees

Ages

18-

34

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Ages

18-

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Tech employees

-2 -7 -7

2019 Edelman Trust Barometer. DRV_TEC_GEN. How well do you think the technology industry is performing on the behaviors listed below? Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. 9-point scale; top 4 box, performing well. Question asked of one-fifth of the sample. General population and employees working in the technology sector (Q420/13 AND NOT Q421/8), 26-market average, and by 18-34 year olds.

A New Societal Contract for Tech

16

17

Percent who agree GUIDE PEOPLE THROUGH THE CHANGES THEY FEAR

5663

41 4351 51 51 52 53 53 54 54 55 56 57 57 58 58 58 59 59 60 60 60 61 61 62 63 64

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Tech companies are not doing enough to prepare society for the full impact of emerging new technologies

2019 Edelman Trust Barometer. DRV_TEC_AGR. For each of the statements below, please indicate how much you agree or disagree. 9-point scale; top 4 box, agree. Question asked of one-fifth of the sample. General population and employees working in the technology sector (Q420/13 AND Q43/1 AND NOT Q28/7), 27-market average.

18

Percent who agreeMAKE TECH A FORCE FOR POSITIVE CHANGE

Tech companies should play a larger role to help ensure that our education system keeps pace with emerging skills people will need in the future

Tech companies are proactively partnering with government to shape policies that ensure technology benefits everyone and not only the upper classes

77% 56%Global GlobalTech employees Tech employees

81% 65%

2019 Edelman Trust Barometer. DRV_TEC_AGR. For each of the statements below, please indicate how much you agree or disagree. 9-point scale; top 4 box, agree. Question asked of one-fifth of the sample. DRV_TEC_GEN. How well do you think the technology industry is performing on the behaviors listed below? Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. 9-point scale; top 4 box, performing well. Question asked of one-fifth of the sample. General population and employees working in the technology sector (Q420/13 AND Q43/1 AND NOT Q28/7), 27-market average.

19

Percent who agreePROFITABILITY IS NO EXCUSE

73 75

51

62 64 65 66 67 68 70 70 71 72 72 74 75 76 76 77 77 78 78 78 80 81 82 84 87

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ll llllllllllllllllllllllllll+9 +1 +3 +7 +10 0 +9 +6 +5 +12 +9 +9 +9 +20 +3 +7 +8 +11 +14 +6 +12 +5 +12 +10 +5 +17 +11 +13

Y-to-Y Change- +0A company can take specific actions that both increase profits and improve the economic and social conditions in the communities where it operates

2019 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half the sample. General population and employees working in the technology sector (Q420/13 AND NOT Q421/8), 26-market average.

Lead Change from the Inside-Out

20

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Percent of Tech employees who expect each from a prospective employer

TECH EMPLOYEES EXPECT EMPLOYERS TO BE PART OF THE SOLUTION

Solve Issues Lead from the FrontReflect My Values

There are opportunities within my job to engage in activities that help address social problems or support the local community

71%

My values are reflected in the way the organization goes about its business

77%

of Tech employees agreeIt’s critically important for my CEO to respond to challenging times- Industry issues- Political events- National crisis- Employee-driven issues

74%

Shared Action

2019 Edelman Trust Barometer. EMP_IMP. When considering an organization as a potential place of employment, how important is each of the following to you in deciding whether or not you would accept a job offer there? Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). CEO_DIR. On which of the following occasions do you believe it is critically important to hear directly from the CEO or head of the organization you work for? Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). Technology employees (Q420/13 AND Q43/1 AND NOT Q28/7), 27-market average. Data shown is a net of “when there is major news or an event that affects our industry or sector,” “when there is a major social or political event that affects our country,” “when there is a crisis in the country,” and “when employees demand that the CEO publicly take a stand on an important issue”.

22

Percent of employees who engage in these types of behaviors on behalf of their employer

EMPLOYEE TRUST IS CRITICAL

Trust advantage

Advocacy +39

Loyalty +38

Engagement +33

Commitment +31

3871

3674

3978

5283

Trust their employer

Do not trust their employer

2019 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, 27-market average, cut by those who trust their employer (codes 6-9) and those who do not (codes 1-5; 99). TRU_INS. [YOUR EMPLOYER] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees, 27-market average. Advocacy is an average of (EMP_ENG/3-5); Loyalty is an average of (EMP_ENG/1-2); Engagement is an average of (EMP_ENG/10-15); Commitment is an average of (EMP_ENG/6-9). See the tech appendix for a complete list of the items that went into each employee KPI dimension.

23

STAY AHEAD OF TECHLASH

1

Address the personal

benefits andrisks of

innovation

2 3 4 5

Assume responsibility

to guide society through

disruption

Form partnerships to

ensure tech benefits everyone

Activate employees as ambassadors

CEOs to lead from the front and commit to

positive change

Appendix

24

Percent trust in technology

TRUST IN TECHNOLOGY OVER TIME

25

2019 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Industries shown to half of the sample. Informed public and mass population, 23-market average.

81

79

81

79

81

84

79

84

76

73

76

7374

75

73

76

2012 2013 2014 2015 2016 2017 2018 2019

5pt gap

Informed Public

8pt gap

Trust (60-100)

Neutral (50-59)Distrust (1-49)

Mass Population

56

7866 66 68 69 71 72 73 73 73 74 75 76 76 78 78 79 81 81 84 86 87 88 89 90 90 91

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2019 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Industries shown to half of the sample. General population, 26-market average.

26

Percent trust in the technology sector, and change from 2018 to 2019

TRUST IN TECHNOLOGYLESS RESILIENT IN DEVELOPED MARKETS

ll llllllllllllllllllllllllll+3 +3 +6 -5 +4 +5 +13 +4 +6 +2 -1 0 +1 +5 +1 +10 0 +3 0 +7 +7 -2 +1 +7 0 -1 +1 0


Y-to-Y Change− +0

Trusted in all 26 markets

68

8474 74 75 76 76 76 78 79 79 80 84 84 84 84 84 85 85 85 87 88 90 91 93 94 94 96

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Percent trust in the technology sector, informed public, and change from 2018 to 2019

INFORMED PUBLIC TRUST IN TECHNOLOGYINCREASES IN 16 OF 26 MARKETS

27

2019 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Industries shown to half of the sample. Informed public, 26-market average.

Trusted in 26 markets


Y-to-Y Change− +0

ll llllllllllllllllllllllllll+4 +4 +8 +17 +8 -2 -6 +9 +1 +3 -1 +11 +5 +14 -4 -1 0 +11 +10 +4 -3 -1 -3 +1 +12 0 +2 +1

56

78

54 5562

66

74

Business in General Technology Self-driving vehicles Blockchaintechnology

Artificial intelligence Internet of things Health technology

2019 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Industries shown to half of the sample. TRU_SUB_TEC. Now thinking about specific sectors within the technology industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Question asked of one-fifth of the sample. General population, 26-market average.

28

TECH SUBSECTORS EARNING TRUST OVER TIME

N/A+3+3+3

Y-to-Y Change− +0


Percent trust in business, technology sector and technology sub-sectors, and change from 2018 to 2019

+5+2 +5

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Percent trust in the internet of things sub-sector

TRUST IN INTERNET OF THINGSINCREASES IN 18 OF 26 MARKETS

29

2019 Edelman Trust Barometer. TRU_SUB_TEC. Now thinking about specific sectors within the technology industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. 9-point scale; top 4 box, trust. Question asked of one-fifth of the sample. General population, 26-market average.

+3 +1 -1 +3 +5 +7 -1 -2 +5 +7 0 -1 +6 -1 +1 +14 +1 -1 +7 +13 +4 +1 +6 +6 +4 +1 -1


Y-to-Y Change− +0

54

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50 51 52 52 53 57 58 59 60 62 6368 70 70

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Percent trust in the self-driving vehicles sub-sector

TRUST IN AUTONOMOUS/SELF-DRIVING VEHICLESINCREASES IN 17 OF 26 MARKETS

30


l llllllllllllllllllllllllll+2 0 +6 +3 +3 +1 +3 -7 +9 +8 0 -3 +2 -3 +6 0 +9 -6 +4 +13 +4 +6 +10 +8 +2 0 -7



Y-to-Y Change− +0

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36 38 39 40 41 44 45 47 49 49 50 51 51 53 55 56 57 58 62 63 6469

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Mex

ico

Mal

aysi

a

UAE

Indi

a

Chi

na

Indo

nesi

a

Percent trust in the blockchain technology sub-sector

TRUST IN BLOCKCHAIN TECHNOLOGYINCREASES IN 19 OF 26 MARKETS

31


l llllllllllllllllllllllllll+5 0 +10 +4 +3 +8 +7 +13 +7 +5 +7 +7 +2 -2 +9 +8 +9 -5 -2 -2 +10 +2 +11 +7 +11 -3 -1

Trusted in 8 Markets


Y-to-Y Change− +0

62

38 4146 47 48 50 51 51 52 56

62 63 63 65 66 67 69 69 71 73 74 74 7479 79

87

Glo

bal 2

6

Irela

nd

Aust

ralia

Ger

man

y

Fran

ce

U.K

.

U.S

.

S. A

frica

The

Net

herla

nds

Can

ada

Japa

n

Rus

sia

Arge

ntin

a

Spai

n

Italy

Sing

apor

e

Hon

g Ko

ng

S. K

orea

Turk

ey

Col

ombi

a

Mex

ico

Bra

zil

Mal

aysi

a

UAE

Indi

a

Indo

nesi

a

Chi

na

Percent trust in the artificial intelligence sub-sector

TRUST IN ARTIFICIAL INTELLIGENCEINCREASES IN 21 OF 26 MARKETS

32



Y-to-Y Change− +0

l llllllllllllllllllllllllll+5 +5 +6 +7 +3 +8 +8 +10 -3 +12 +3 +9 +11 +1 +7 +6 +8 -6 +10 +1 0 +10 +6 +4 +3 -2 -4


7463 63 64 64 64 67 67 68 70 71 71 73 73 74 76 77 77 79 79 80 80 81 83 85 85 87 88

Glo

bal 2

7

Fran

ce

Japa

n

Ger

man

y

Irela

nd

U.S

.

Rus

sia

S. K

orea

Aust

ralia

U.K

.

S. A

frica

Turk

ey

Can

ada

Hon

g Ko

ng

The

Net

herla

nds

Spai

n

Italy

Sing

apor

e

Col

ombi

a

Mal

aysi

a

Bra

zil

Saud

i Ara

bia

Arge

ntin

a

Mex

ico

Indi

a

UAE

Indo

nesi

a

Chi

na

Percent trust in the health technology sub-sector

TRUST IN HEALTH TECHNOLOGYTRUSTED IN ALL MARKETS

33



42

25Percent of employees who expect each from a prospective employer

TECH EMPLOYEE EXPECTATIONS NOW INCLUDE SOCIETAL CHANGE

2019 Edelman Trust Barometer. EMP_IMP. When considering an organization as a potential place of employment, how important is each of the following to you in deciding whether or not you would accept a job offer there? Question asked of those who are an employee, but do not run their own business (Q43/1 AND NOT Q28/7). General population employees and employees working in the technology sector (Q420/13 AND Q43/1 AND NOT Q28/7), 27-market average. Buckets are the sum of the average of codes 1 & 2 for the items that make up each dimension. For details on the full list of items that went into each of the three dimensions, please refer to the Technical Appendix.

Strong expectationYou would have to pay me a lot more to work for an organization that does not offer this

Deal breakerI would never work for an organizationthat does not offer this

Job OpportunityMy employer offers wage growth, training, career growth and work which I find interesting & fulfilling

Personal EmpowermentI know what is going on, I am part of the planning process, and I have a voice in key decisions; the culture is values-driven and inclusive

Shared ActionMy employer has a greater purpose, and my job has a meaningful societal impact

67%

43

31

74%

42

38

80%

43

28

71%

44

33

77%

44

39

83%

Tech employees All employees

2019 edelman trust barometer...n l 6 n a y. d a e y . n s a ag y a e a a l e aa o 2019 edelman trust...

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