Perspectives from ISB

As per the recently published report titled ‘Edelman Trust Barometer 2016’, family-owned companies (66%) held their top spot as the most trusted businesses globally, trailed by public (52%) and state-owned (46%) businesses. Edelman, a communications company, surveyed more than 33,000 respondents in 28 countries for the report. The 2016 Edelman Trust Barometer is the firm’s 16th annual trust and credibility survey. The survey was powered by research firm Edelman Berland and consisted of 20-minute online interviews conducted on October 13th – November 16th, 2015.

However family-owned businesses saw their lead over publicly-listed companies narrow from 27 percentage points in the 2015 study to 14 percentage points this year. Family-owned businesses received the highest trust rating in North America (80%) and the lowest rating in Asia-Pacific (54%). Latin America polled at 75% and Europe at 72%.


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