France Report

2024 Edelman Trust Barometer P. 2

2024 Edelman Trust Barometer

Methodology

Annual online survey in its 24th year Global averages

Unless otherwise indicated, global averages are
Fieldwork conducted: Nov 3 – Nov 22, 2023 composed of all 28 countries surveyed.

Statistical significance

28 32,000+
Countries Respondents
1,150+/-
Respondents per country**
- 0 + Significant change

Indicates a statistically meaningful difference or change

in the data that is unlikely to be due to chance or a
random fluctuation.

All indicated year-over-year significant changes were

determined using a t-test set at a 99%+ confidence level.
Argentina Colombia Ireland Mexico S. Africa UAE
Australia France Italy Netherlands S. Korea UK
Brazil Germany Japan Nigeria Spain U.S.
Shortened question text
Throughout the report, question text has been edited for
Canada India Kenya Saudi Arabia Sweden
readability.
China Indonesia Malaysia Singapore Thailand

Data collected is representative of the general population across age, gender, region and ethnicity/nationality (where applicable) within each country. For more details on global averages, country-specific sample
information, or to see the full text for any shortened statements,
please see the Technical Appendix

**The sample size varies by country from 1,109 to 1,500.

28-market global data margin of error: General population +/- 0.7 percentage points (n=32,492)
Country-specific data margin of error: General population +/- 3.3 to 3.9 percentage points (varies by country based on sample size, n=1,109 to n=1,500)
Margin of error is calculated at the 99% confidence level
2024 Edelman Trust Barometer P. 3

Trust
Shifts from
Authorities Business
to Peers Most Trusted

2005 2021

24
Years of Trust:
power shifts, 2016
The
divisions deepen Mass-Class 2024
Divide Innovation
in Peril

2018
The Battle
for Truth
2024 Edelman Trust Barometer P. 4

A Global Referendum on Innovation in Society

Dec 2021 Aug 2022 Jan 2023 Nov 2023

Covid vaccinations U.S. passes the 100 million people log At COP 28, countries
Progress

save over 14 million Inflation Reduction on to Chat GPT in its commit to transition
lives in their first year Act, designed to first two months away from fossil fuels
incentivize green
innovation

2024 What will

Elections in lead society to
64 countries
accept or reject
49% of the world’s
population eligible
innovation?
July 2022 Sept 2023 May 2023 Nov 2023
Pushback

Beijing rescinds U.S. Republican Hollywood Dutch Freedom Party to cast their vote
first vaccine presidential frontrunner screenwriters and wins power in protest
mandates after campaigns against actors strike over of green mandates
2 days of backlash electric vehicle studio use of
transition streaming and AI
technologies

Top row, left to right: The Lancet, Washington Post, Reuters, Reuters
Bottom row, left to right: Reuters, CNN, AP News, Politico
Far right: Time
 P. 5

The Decline
of Authority
2024 Edelman Trust Barometer 2023 2024 P. 6

General population General population

Trust Index 2023 to 2024: 55

83
Global 28
China
56
79
Global 28
China
Developing Countries 75 Indonesia 76 India

Lead on Trust 74
73
UAE
India
74
73
UAE
Indonesia
71 Saudi Arabia 72 Saudi Arabia
66 Singapore 70 Thailand Greatest changes in
Trust Index 66 Thailand 68 Malaysia
(average percent trust in NGOs, business, government, and media) 63 Kenya 67 Singapore S. Korea +7
62 Malaysia 64 Kenya
- 0 + Significant change Malaysia +6
61 Mexico 61 Nigeria
Distrust Neutral Trust 56 Nigeria 59 Mexico Nigeria +5
(1-49) (50-59) (60-100)
54 Netherlands 56 Netherlands
53 Brazil Thailand +4
53 Brazil
52 Canada 53 Canada Australia +4
2024 Trust Index among
51 Colombia 52 Australia
Developing countries 63 50 Italy 50 Italy
China -4
Developed countries 49 49 Sweden 49 S. Africa -4
Colombia
48 Australia 49 Sweden
48 Ireland 47 Colombia UK -4
48 U.S. 47 France
47 France 47 Ireland
2024 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs,
47 S. Africa 46 Spain
business, government and media. TRU_INS. Below is a list of institutions. For each one,
please indicate how much you trust that institution to do what is right. 9-point scale; top 4 46 Germany 46 U.S.
box, trust. General population, 28-mkt avg., and by developed and developing countries.
Year-over-year changes were tested for significance using a t-test set at the 99%+ 44 Spain 45 Germany
confidence level.
43 UK 43 S. Korea
Due to a translation inconsistency in France, the 2023 Trust Index has been imputed using 42 Argentina 39 Argentina
a model. For more details, please see the Technical Appendix.
38 Japan 39 Japan UK now among
36 S. Korea 39 UK least-trusting countries
2024 Edelman Trust Barometer P. 7

In France, Institutions Out of Ethical

Balance: Government Seen

as Far Less Competent and
Ethical than Business
NGOs
(Competence score, net ethical score) (-6, 13)

Business
(20, 4)

Less competent Competent

Media
(-21, -19)

2024 Edelman Trust Barometer. The ethical scores are averages of nets based
on [INS]_PER_DIM/1-4. Media and NGOs were only asked of half the sample. Government 70 pts less
The competence score is a net based on TRU_3D_[INS]/1. Media and NGOs Government competent than business
were only asked of half the sample. General population, France.
For full details regarding how this data was calculated and plotted, please see the
(-50, -30) Unethical
Technical Appendix.
2024 Edelman Trust Barometer P. 8

10-Year Shift: Less Trust for Companies Headquartered in Global Powers

Percent trust in companies headquartered in each country, among respondents from outside each country being rated

GLOBAL 21 Excludes home countries - 0 + Change, 2014 to 2024 Significant change

Distrust Neutral Trust

(1-49) (50-59) (60-100)

I trust companies
headquartered in China U.S. Germany

SE Asia
30 %
58
-3
pts

+14
53 %
53
-9
pts

-19
62 %
66
-9
pts

-8
Malaysia, Singapore, Indonesia

Asia 20 -3 60 -8 64 -10
Japan, S, Korea, India, China

Europe 16 -10 44 -8 60 -8
France, Germany, Ireland, Italy, Spain, Netherlands, UK

Americas 32 -10 58 -9 59 -11

Argentina, Brazil, Canada, Mexico, U.S.

2024 Edelman Trust Barometer. TRU_NAT. Now we would like to focus on global companies headquartered in specific markets. Please indicate how much you trust global companies headquartered in the following markets to do what is right. 9-
point scale; top 4 box, trust. Question asked of half the sample. General population, 21-mkt avg., and by region. Data excludes respondents from the country being rated. Ten-year changes were tested for significance using a t-test set at the 99%+
confidence level.
2024 Edelman Trust Barometer P. 9

Establishment Leaders Not Trusted to Tell Us the Truth

Percent who worry, in France

- 0 + Significant change

63 % 55% 63 %
+5 +6 +3
pts pts pts

Change, Change, Change,

2023 to 2024 2023 to 2024 2023 to 2024

Government leaders Business leaders Journalists and reporters

are purposely trying to mislead people by

saying things they know are false or gross exaggerations

2024 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? 9-point scale; top 4 box, worry. General population, France. Attributes asked of half the sample. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level.
2024 Edelman Trust Barometer P. 10

Dispersion of Authority: Peers on Par With Scientists

Percent trust, in France

Distrust Neutral Trust

(1-49) (50-59) (60-100)

I trust each to tell me the truth about

new innovations and technologies
67 65
57
46 45
35 35

Someone Scientists Company NGO Government CEOs Journalists

like me technical expert representatives leaders

2024 Edelman Trust Barometer. TRU_PEP_TCNG. Below is a list of categories of people. For each one, please indicate how much you trust that person or group of people to tell you the truth about new innovations and technologies. 9-point
scale; top 4 box, trust. Question asked of half the sample. General population, France.
2024 Edelman Trust Barometer P. 11

Societal Fears on Par with Personal Economic Fears

In France, percent who worry about…

- 0 + Significant change

Personal Existential
economic fears societal fears

85
78 77 76
72
67

Significant increase:
Change,
2023 to 2024
-1 -3 +7 -1 -2 +13 fear of foreign attacks on our
media to inflame differences

Job loss Inflation Hackers Climate Nuclear Information

(net) change war war

2024 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? 9-point scale; top 4 box, worry. Some attributes asked of half the sample. General population, France. Job loss asked of those who are an employee of an organization (Q43/1). Job loss is a net of attributes 1-3, 5, and 22-24.Year-
over-year changes were tested for significance using a t-test set at the 99%+ confidence level.
2024 Edelman Trust Barometer P. 12

All Institutions Distrusted to Integrate Innovation into Society

Percent trust, in France

Distrust Neutral Trust

(1-49) (50-59) (60-100)

I trust each with the introduction of innovations

into society, ensuring they are
• Safe 46 45
• Understood by the public 37
32
• Beneficial
• Accessible

Business NGOs Government Media

Low income 38 48 29 31 Even less trust

among those with
High income 50 49 48 38 low income

2024 Edelman Trust Barometer. TRU_INS_TCNG. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right when it comes to ensuring that the introduction of new technologies and
innovations into society is well-managed (e.g., they are safe, understood by the public, beneficial to society as a whole, and accessible to the people who need them). 9-point scale; top 4 box, trust. Question asked of half the sample. General
population, France, and by income
2024 Edelman Trust Barometer P. 13

Trust in Industry Sectors Trust in

businesses Energy Technology Healthcare
Food and
beverage
Does Not Guarantee Trust in each sector

in Industry Innovations 67 67
60
54
Percent trust, in France

Distrust Neutral Trust

(1-49) (50-59) (60-100)

Trust gap,
innovation
vs sector
+9pts -34 -21 -45

63
46
33
15

Trust in each Green energy Artificial intelligence Gene-based Genetically

innovation biofuels, liquid hydrogen, machine learning, medicine modified foods
wind, solar natural language mRNA vaccines, pest-resistant crops,
2024 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust processing, gene splicing, gene faster-growing fish
businesses in each of the following industries to do what is right. 9-point scale; top 4 generative AI therapy
box, trust. Question asked of half the sample. TEC_TRU. How much do you trust
each of these technologies? 9-point scale; top 4 box, trust. Question asked of half
the sample. General population, France.
2024 Edelman Trust Barometer P. 14

Acceptance of Innovation at Stake

Percent who say, in France

I reject this innovation I embrace this innovation

Innovation success:
Green energy 17 44 More enthusiasm for
green energy

AI 56 17
At a crossroads:
More recent technologies
struggle to build enthusiasm
Gene-based
40 26
medicine

Innovation failure:
GMO foods 77 7 GMO foods strongly
resisted

2024 Edelman Trust Barometer. CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; bottom 2 box, resistant or hesitant = reject; top 2 box, enthusiastic or passionate = embrace. General
population, France.
 P. 15

Innovation is
on the Ballot
2024 Edelman Trust Barometer P. 16

Government Lacks Competence to Regulate Emerging Innovations

Percent who say this is true

GLOBAL 28

Government regulators lack adequate

Majority in 26 of 28 countries say government not regulating well
understanding of emerging technologies
to regulate them effectively
66 66 65 65 64 64
63 63 63 63 63 63 62 61
60 60 60 59
56 56 56 55 55
53 53 51
50

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2024 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, 28-mkt avg.
2024 Edelman Trust Barometer P. 17

Concerned Government Has Too Much Influence on Science

Percent who agree, in France

Science has become politicized in this country Government and organizations that fund research have
too much influence on how science is done

60 % 52 %
2024 Edelman Trust Barometer. CHG_AGR. 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, France.
2024 Edelman Trust Barometer P. 18

Globally, Nearly 2x More Likely to Fear Innovation Poorly Managed

On average, percent who say

GLOBAL 28

Nearly 2x more likely

to say innovation is poorly managed vs well managed
In thinking about innovation –
39 39
• Do I trust how business and NGOs
introduce innovations into society?
• Can government regulate
22
new technologies?
• Is science independent of
politics and money?

No, Yes, Neither

innovation innovation
is poorly managed is well managed

2024 Edelman Trust Barometer. Innovation Management Scale. General population, 28-mkt avg. For a full explanation of how the Innovation Management Scale was developed, please see the Technical Appendix.
2024 Edelman Trust Barometer P. 19

Nearly All Countries More Likely to Believe

Innovation is Mismanaged Rather Than Well Managed
On average, percent who say

GLOBAL 28 More likely to say innovation is poorly managed, not well, in 24 of 28 countries

Neither 39

14
17 16 19 17 25
Yes, 14 17 22
17 18 21 22 23
innovation is 22 19 21 35
21 17 20 30 34 37
well managed 20 26 35
21 24

56
No, 50 49 49 48 48 46 44 44 43 43 42 42 41 40
innovation is 39 39 36 36 35 33 31 30 30 30 29 28
poorly managed 26 24
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2024 Edelman Trust Barometer. Innovation Management Scale. General population, 28-mkt avg. For a full explanation of how the Innovation Management Scale was developed, please see the Technical Appendix.
2024 Edelman Trust Barometer P. 20

In France, Concern Innovation is Mismanaged Shared Across Income, Gender, and Age
On average, percent who say, in France

Neither 35

17 15 20 21 19 15
Yes, 16 12 17
innovation is
well managed

No, 48 47 49 47 50 48 51
46 46
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2024 Edelman Trust Barometer. Innovation Management Scale. General population, France, and by demographics. For a full explanation of how the Innovation Management Scale was developed, please see the Technical Appendix.
2024 Edelman Trust Barometer P. 21

I reject this innovation I embrace this innovation

When Institutions
Mismanage Innovation: Innovation is
managed …
More Rejection,
Less Enthusiasm for Green 10 61 well

Emerging Technologies energy 15 51 poorly

Percent who say

GLOBAL 28 26 38 well
AI
43 26 poorly

27 33 well
Gene-based
medicine 41 25 poorly

55 15 well
GMO foods
2024 Edelman Trust Barometer. CHG_TEC_COM. How would you characterize your 63 13 poorly
feelings about each of the following? 5-point scale; bottom 2 box, resistant or hesitant =
reject; top 2 box, enthusiastic or passionate = embrace. General population, 28-mkt avg.,
by the innovation management scale. For a full explanation of how the Innovation
Management Scale was developed, please see the Technical Appendix.
2024 Edelman Trust Barometer P. 22

In Western Democracies, Resistance to Innovation Is Political

Percent of respondents who reject innovation, based on their individual average acceptance rating across
green energy, AI, gene-based medicine, and GMO foods

GLOBAL 21

Difference in innovation rejection

between those who
lean right or left politically
41

23 20 18 14 13 13 11
7 pts 9 7 6 6 6
2

-1 -2 -2
Far greater resistance on the right -5 -7 -8 -8
Political leaning than on the left
Right 27 53 37 47 37 32 32 35 38 45 30 22 24 29 13 12 15 23 14 14 16 13

Left 20 12 14 27 19 18 19 22 27 36 23 16 18 23 11 13 17 25 19 21 24 21
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2024 Edelman Trust Barometer. CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; Data is showing the percent of respondents who, on average, rejected innovation when looking at the mean
scores “acceptance ratings” for each of the four innovations, and the differences between those who lean left or right politically. Those that rejected innovation averaged a score between 1 and 2.49 on the 5-point scale. General population, 21-mkt avg.,
by political leaning. Political leaning is not asked in China, Saudi Arabia, Thailand or the UAE. Indonesia, Japan, and Singapore are excluded from the analysis due to having sample sizes too low to report (less than n100).
2024 Edelman Trust Barometer P. 23

When Institutions Mismanage Innovation,

We Feel Both Technology and Society Are Leaving Us Behind
Among those in France who say innovation is poorly managed, percent who say

Technology is changing too quickly, Our society is changing too quickly

in ways that are not good for people like me and not in ways that benefit people like me

Among those who say

innovation is
poorly managed
59 % 71 %
2024 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, France, by the innovation management scale. For a full explanation of how the Innovation Management Scale was developed, please see the Technical Appendix.

The base size for the “well managed” segment is too low to report (less than n100 respondents).
2024 Edelman Trust Barometer P. 24

When Institutions Mismanage Innovation, Fairness and Capitalism in Question

Among those in France who say innovation is poorly managed, percent who say

The system is Capitalism as it exists today

biased in favor of the rich does more harm than good in the world

Among those who say

innovation is
poorly managed
84 % 66 %
2024 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. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Attribute asked of half the sample. General population, France, by the innovation management
scale. For a full explanation of how the Innovation Management Scale was developed, please see the Technical Appendix.

The base size for the “well managed” segment is too low to report (less than n100 respondents).
 P. 25

A Reset for
Science in Society
2024 Edelman Trust Barometer P. 26

Scientists and Experts Expected to Lead on Implementation of Innovation

Percent who say, in France

I believe each should have a big

role in managing the introduction Scientists 75

of innovation
Showing top 5 of 11 items Technical experts 69

Central government leaders 56

CEOs that deploy innovations 55

Government leaders 55

2024 Edelman Trust Barometer. RSP_TEC_CHG. How big a role do you feel each of the following should have in ensuring that the introduction of new technologies and innovations is well-managed (e.g., they are safe, understood by the
public, beneficial to society as a whole, and accessible to the people who need them)? 5-point scale; top 2 box, a big or huge role. Question asked of half the sample. General population, France. Data is showing the top 5 roles, with ties broken
by decimal.
2024 Edelman Trust Barometer P. 27

To Earn My Acceptance, Show Me the Innovation Is Vetted by Scientists and Ethicists

Average acceptance rating
for each innovation

GLOBAL 28
I reject this innovation I am okay with this I embrace this innovation
Among those who have Resistant Hesitant Comfortable Enthusiastic Passionate
(1-1.49) (1.5-2.49) (2.5-3.49) (3.5-4.49) (4.5-5)

low high
Green energy
confidence that each
innovation has been
evaluated by scientists AI

and ethicists
Gene-based medicine
Much more acceptance
among those with high
GMO foods confidence that each innovation
is vetted by scientists

2024 Edelman Trust Barometer. TEC_TST. How confident are you that these technologies have been adequately tested, evaluated, and assessed by scientists, ethicists, and other experts? 5-point scale; top 2 box, high confidence; bottom 2 box,
low confidence. Question asked of half the sample. CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; data plotted is an average acceptance rating for each innovation. General population, 28-mkt
avg., by level of confidence. For a full explanation of how the Average Acceptance Rating was calculated, please see the Technical Appendix.
2024 Edelman Trust Barometer P. 28

Make the Science Transparent and Accessible to the Public

Percent who agree

GLOBAL 28

Scientists do not know how to

communicate with people like me

64
58
55 54 53 52 50 49 47

45
46 46 46 45 44 44 43 43 42 42 42 41 41 41 39 37 36 36 35

%
Ch

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2024 Edelman Trust Barometer. CHG_AGR. 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, 28-mkt avg.
2024 Edelman Trust Barometer P. 29

I’m Doing My Own Research: Help Me Find Information I Can Trust

Percent who say, in France

This is where I get most of my

Online search most
information about new Online searches 57
relied on source
technologies and innovations
Showing top 5 of 9 items National media 47

My friends and family 43

Local media 36

Social media (net) 29

2024 Edelman Trust Barometer. INO_INF_SRC. Where do you get most of your information and knowledge about new technologies and innovations from? Pick all that apply. Question asked of half the sample. General population, France. “Social
media” is a net of “My social media news feed” and “On social media posted by, or forwarded from, someone in my social network”. Data is showing the top 5 sources, with ties broken by decimal.
2024 Edelman Trust Barometer P. 30

To Be Trusted With Innovation: Tell Me the Truth, Hear My Concerns

Percent who say this is important to earning or keeping their trust in each institution to be good managers of change, in France,
showing the top 3 actions

Across institutions, communication is a top 3 trust-building action

Business % NGOs % Government % Media %

Hear our concerns,

Keep innovations affordable 79 Aid the vulnerable 73 Ensure our future prosperity 75
let us ask questions 73

Hear our concerns, Communicate pluses Communicate pluses

Fully test new innovations 77
let us ask questions 73 and minuses 75 and minuses 71

Communicate pluses
and minuses 75 Help people keep up 73 Institute safeguards 74 Ensure our future prosperity 71

2024 Edelman Trust Barometer. INS_CHG_PER. If [Institution] wants to earn or keep your trust in their being good stewards or managers of change, how important is it that they do each of the following in response to the technological and
social changes taking place in your country today? 6-point scale; top 3 box, moderately or more important. Media and NGOs were only asked of half the sample. General population, France. Data showing the top 3 trust-building actions, with ties
broken by decimal.
2024 Edelman Trust Barometer P. 31

To Earn My Acceptance, Give Us Control Over the Impact of Innovations

Average acceptance rating
for each innovation

GLOBAL 28
I reject this innovation I am okay with this I embrace this innovation
Among those who believe Resistant Hesitant Comfortable Enthusiastic Passionate
“people like me” have (1-1.49) (1.5-2.49) (2.5-3.49) (3.5-4.49) (4.5-5)

little a lot of Green energy

control over how

these innovations AI

affect their lives

Gene-based medicine

Much more acceptance

among those who feel people like
GMO foods
them have a lot of control over
how innovations affect their lives

2024 Edelman Trust Barometer. TEC_INF. How much influence or control do you feel people like you have over how these technologies are used in ways that might affect their lives? 5-point scale; top 2 box, a lot of control; bottom 2 box, a little
control. Question asked of half the sample. CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; data plotted is an average acceptance rating for each innovation. General population, 28-mkt avg., by
level of control. For a full explanation of how the Average Acceptance Rating was calculated, please see the Technical Appendix.
 P. 32

Restoring Trust in the

Promise of Innovation
2024 Edelman Trust Barometer P. 33

Over Past Decade,

Demand for Business-Government Partnership on Innovation Surges
Percent who say

GLOBAL 22 - 0 + 2015 to 2024 Significant change

If business partners with government,

I would trust it more with technology-led changes
84 82
79 77 77 77 76 74 72
69
61 59 59 59 58 57 55 55 55 54 52 50 50 48 48

60 %
47
38

+15 +26 +8 +19 +3 n/a n/a +5 +13 n/a n/a +26 +6 +26 +12 +12 +30 +19 n/a +15 +21 +9 +22 +16 +1 +13 +8 +12
pts

Change,
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2024 Edelman Trust Barometer. INS_PTN. Below are a number of actions that could impact your trust in business and industry to develop and implement technology-led changes. What impact would each of these actions have on your trust? 9-point
scale, top 4 box, trust business and industry more. General population, 22-mkt avg. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level.
2024 Edelman Trust Barometer P. 34

Confidence in Effective Regulation Drives Adoption

Average acceptance rating
for each innovation

GLOBAL 28
I reject this innovation I am okay with this I embrace this innovation
Among those who have Resistant Hesitant Comfortable Enthusiastic Passionate
(1-1.49) (1.5-2.49) (2.5-3.49) (3.5-4.49) (4.5-5)

low high
Green energy
confidence that each
innovation is
effectively regulated AI

Gene-based medicine
Much more acceptance
among those with high
GMO foods confidence that each innovation
is effectively regulated

2024 Edelman Trust Barometer. TEC_SAF. How confident are you that each of the following is being effectively regulated? 5-point scale; top 2 box, high confidence; bottom 2 box, low confidence. Question asked of half the sample.
CHG_TEC_COM. How would you characterize your feelings about each of the following? 5-point scale; data plotted is an average acceptance rating for each innovation. General population, 28-mkt avg., by level of confidence. For a full explanation of
how the Average Acceptance Rating was calculated, please see the Technical Appendix.
2024 Edelman Trust Barometer P. 35

CEOs: Address Impacts of Innovation in Society

Percent who say, in France

I expect CEOs to manage changes Among employees,

occurring in society, not just those
It is important to me that
occurring in their business
my CEO speaks publicly about issues such as:

Job skills of the future 72

56 % Ethical use of technology

Automation impact on jobs

68

67

2024 Edelman Trust Barometer. CEO_RSP_CHOICE. You are about to see two choices. We want you to choose the one that best describes your beliefs. Question asked of half the sample. CEO_ISS. How important is it to you that the CEO or
head of the organization you work for speaks out publicly about each of the following issues? 9-point scale; top 4 box, important. Question asked of those who are an employee of an organization (Q43/1). General population, France.
2024 Edelman Trust Barometer P. 36

Show Me How Innovation Will Bring Us a Better Future

Average acceptance rating
for each innovation

GLOBAL 28
I reject this innovation I am okay with this I embrace this innovation
Among those who have Resistant Hesitant Comfortable Enthusiastic Passionate
(1-1.49) (1.5-2.49) (2.5-3.49) (3.5-4.49) (4.5-5)

low high
Green energy
confidence that each
innovation will lead to
a better future AI

Gene-based medicine
Much more acceptance
among those with high
GMO foods confidence that each innovation
is effectively regulated

2024 Edelman Trust Barometer. TEC_FUT. How confident are you that these technologies will lead us to a better future? 5-point scale; top 2 box, high confidence; bottom 2 box, low confidence. Question asked of half the sample. CHG_TEC_COM.
How would you characterize your feelings about each of the following? 5-point scale; data plotted is an average acceptance rating for each innovation. General population, 28-mkt avg., by level of confidence. For a full explanation of how the Average
Acceptance Rating was calculated, please see the Technical Appendix.
2024 Edelman Trust Barometer P. 37

Restoring Trust in the Promise of Innovation

1 2 3 4
Implementation as Business must partner Science must integrate Give me control over
important as invention for change with society my future
Mismanaged innovations are Business is most trusted to Scientists are still trusted— When people feel in control
as likely to ignite backlash as introduce innovation into society, but increasingly subject to over how innovations affect
advance society. With with an emphasis on partnering public scrutiny. To build trust their lives, they are more likely
breakthroughs like AI, vaccines, with government. CEOs need to in expert recommendations, to embrace them, not resist
and green energy on the line, safeguard jobs and take a stand explain the research, engage them. Listen for concerns,
explaining the science and on emerging ethical concerns. in dialogue, and harness peer be open to questions.
managing impacts is essential. voices as advocates.
 P. 38

2024 Edelman Trust Barometer Team

EDELMAN TRUST INSTITUTE ADVISORS

Executive Director, Tonia E. Ries Richard Edelman

Edelman Trust Barometer tonia.ries@edelman.com Executive Advisors Kirsty Graham
Alex Thompson
David M. Bersoff, Ph.D.
Head of Research DXI Research Advisor Antoine Harary
david.bersoff@edelman.com

Cody Armstrong
Abbey Derse
Research, Analysis, Catherine Aumiller MARKETING
and Operations Theresa Peterson
Rosie Delk Mike Bush
Claire Ritzmann Ryann Gastwirth
Kayley Goff
John Zamites Marketing Pamela Blandon
Data and Analytics Heather Daniels-Gontier
Kiera Cooke
Danielle Timmons
Romain Maradan
Drake Baer
Narrative and Esther Choi
Content Strategy Chloe Buckley Brad Good
Lily Battat Design Camila Gutierrez
Carolina Estrada

Justin Blake
Edelman Trust Institute Leadership, Ellie Smith
Partnerships and Content Teams Caitlin Semo
Susannah Ferris