In a survey of over 850 “opinion leaders” in the United States and Europe, Edelman found that there are significant differences in corporate trust between the continents.
The survey found that while trust in corporations had fallen in Europe, it had risen in the United States. This seems a very strange finding to me 🙂 Trust in the US government is slipping however and remains very low in Europe.
In terms of corporate trust, Americans trust producers of consumer durables and consumer packaged goods most. In Europe, it’s healthcare and airlines.
The biggest difference between the United States and Europe is in the most trusted brands.
In the US the most trusted brands are Johnson & Johnson, Coca-Cola, Microsoft and Ford. In Europe its Amnesty International, World Wildlife Fund, Greenpeace and Oxfam.
If you ever needed to convince your boss that PR is different in Europe, here’s your proof!!
The Edelman presentation is online here.
Murphy's Law 