Strategic Communication Management, April 1st, 2005
RESEARCH
Global opinion leaders are more likely to trust colleagues, friends and family than established institutions and traditional figures of authority, according to the sixth annual Edelman Trust Barometer. The research involves a survey of 1,500 opinion leaders (described as "business-savvy, college-educated individuals with incomes of more than US$75,000 or equivalent) in eight key markets. According to the latest findings, these people are more likely to place their trust in contacts of a more personal nature than business, government, the media, CEOs and heads of state.
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