The recently released 2023 Edelman Trust Barometer finds that traditional news has pushed back this year into the trusted position at 60% (3 points higher than last year), outpacing the U.S. and U.K. by approximately ten points. When looking for general news and information, six out of ten Canadians choose traditional media, almost three times more than social media.
Overall, Canada remains in the neutral zone with 52% trust in 2023, down only 2% from last year. Click here to watch the launch event on YouTube.
The results also show that Canada is navigating an increasingly polarizing world. Institutional trust has slipped slightly, but economic confidence has dropped significantly. Canadians are looking for more engagement from businesses and want them to be beacons of truth. Explore the findings and download the report by clicking here.
About the Study
The 2023 Edelman Trust Barometer is the firm’s 23nd annual trust and credibility survey. This year’s study was fielded in 28 countries. In Canada, there was a base sample of 1,500 Canadians. The data for this study was collected in online interviews between November 1, 2022 – November 28, 2022. Published every January, the report covers a range of timely and important societal indicators of trust among business, media, government and NGOs, shaping conversation and setting the agenda for the year ahead.
For more information, visit https://www.edelman.com/trust/trust-barometer
