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The technology industry has been ranked most-trusted for the second
consecutive year, ahead of the automotive, and food and beverage
industries, according to the 2013 Edelman Trust Barometer.
"As an industry, I think tech companies pre-anticipate and solve
problems for consumers," Ben Boyd, Edelman's corporate global practice
chairman, told Mashable. "I also think in today's world where
technology is connecting people, it's the companies that get credit for
making it happen. It really creates a halo effect for the industry
itself."
The findings of the Trust Barometer,
an annual survey of 31,000 people in 26 countries evaluating trust in
leaders, institutions and industries, were released Monday at the World
Economic Forum in Davos, Switzerland. Edelman's primary takeaway from
the study of people in 26 countries was an overwhelming distrust in
leadership compared to institutions.
The 20-minute online survey was conducted between Oct. 16 and Nov.
29, 2012 by research firm Edelman Berland. The survey was completed by
26,000 general population responders and an oversample of 5,800 informed
publics (college educated, high earners who regularly watch the news).
Among respondents, 77% say they trust technology companies, which is
down from 79% in 2012. Boyd warns that the tech industry will face more
scrutiny should larger data breeches occur.
"It's a double edged sword: As technology enables more data capture
and data dissemination, data concerns are going to rise," Boyd says.
"For the tech industry, that's how do we continue to deliver value while
not compromising things customers' value."
The least trusted industries are media, banks and financial services,
which have been embroiled in major recent controversies. The
second-ranked automotive industry, Boyd notes, has regained trust after
its late-2000s crisis.
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