May/June 2014 Openers

The 2014 edition of the Edelman Trust Barometer, an annual global study, found that in all regions except Asia, family-owned businesses are more trusted than big businesses. In fact, people in North America trust family-owned companies nearly twice as much as they trust big businesses (85% vs. 45%), according to the survey, which was conducted by Edelman, the giant, family-controlled public relations firm. In the EU, family firms are trusted by 76%, vs. 47% for big businesses.

To produce the Trust Barometer, Edelman's market research firm conducted online interviews in October and November 2013. The firm sampled 27,000 members of the general population as well as 6,000 members of the “informed public” (defined as people age 25-64 who are college-educated, with household income in the top quartile, and who read or watch business/news media at least several times a week and follow public policy issues in the news at least several times a week) in 27 countries. Although the Trust Barometer survey has been issued for 14 years, this edition was the first to include questions on trust in business based on ownership structure, according to Ben Boyd, global chair of corporate practice at Edelman.

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About the Author(s)

Barbara Spector

Barbara Spector is Family Business Magazine's editor-at-large.


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