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For 23 years, the Edelman Trust Barometer has dutifully monitored a metric that was once thought to be unquantifiable: the degree of trust that individuals have in a range of industries, organizations and leaders. Pre-pandemic, pharma in particular scored poorly, even as health and science leaders were generally perceived as trustworthy.

With much of the world having willed COVID-19 into the rearview mirror, we expected some significant changes in this year’s Trust Barometer results. The study, which tapped more than 32,000 respondents across 28 countries, proved telling in that regard. The what, who, why and where of trust remain fascinating — witness the suspicion with which Americans regard the World Health Organization after three years of pandemic chaos.

Source: The 2023 Edelman Trust Barometer.