While only 26% express confidence globally, this number dips to 14% in Japan and Italy, and rises to 48% in Saudi Arabia, suggesting varying levels of confidence across regions.
The Index identifies six key areas where businesses must focus to rebuild trust:
- Economic Stability and Growth: Stabilizing the economy and securing financial well-being.
- Job Creation and Workforce Skills Development: Equipping the workforce for the future: Urgent investment in skills development.
- Addressing Corruption: Demanding ethical practices of transparency and accountability and building foundations of trust and ethics.
- Environmental Issues: Taking critical action to combat climate change and protecting the future through sustainable practices.
- Research and Technological Innovation: Harnessing technology responsibly and innovating ethically for a better future.
- Mental Health Issues: Prioritizing mental well-being in the workplace and beyond.
Note: Issues were up to respondent interpretation
The research found consistencies within the top issues ranked per region:
- Australia, China, and the UK list corruption as the top key issue.
- The US, Italy, Japan, Saudi Arabia, Mexico, the UAE, India, Germany, China, Canada, and Brazil list economic stability and growth as the top key issue.
Of course, there are a few outliers including:
- France ranks income inequality and gender equality as top issues of concern.
- The UAE ranks trust in key societal institutions higher than other regions.
"This research underscores the urgent need for businesses to not only take action on these critical issues but also clearly communicate the context and rationale behind their efforts," said Dr. Rochelle Ford, CEO of the Page Society. "The findings emphasize the urgent need for CCOs to lead the charge in rebuilding public trust. It's not enough for businesses to simply take action; they must communicate transparently the rationale for it and how those actions are being taken, particularly to resonate with a skeptical public."
The study also finds that confidence is directly tied to seeing both company action and clear contextualization. In the US, political polarization significantly influences issue priorities, highlighting the need for tailored communication strategies.
A parallel study of 40 Chief Communication Officers (CCOs) revealed key risks for 2025, including "anti-woke" backlash against ESG/DEI initiatives, polarization and low trust, potential Trump policy shifts, and geopolitical challenges. CCOs see the greatest opportunities in managing these risks and the responsible adoption of AI and other technologies.
The full report, including detailed findings and recommendations, is available at https://hubs.la/Q033Lp0f0.
Survey Methodology
The research was conducted online in 14 countries (Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Saudi Arabia, United Arab Emirates, United Kingdom, and the United States) by The Harris Poll on behalf of The Page Society among 15,193 adults 18+ overall ( 1,006 in Australia, 1,006 in Brazil, 1,006 in Canada, 1,018 in China, 1,020 in France, 1,020 in Germany, 1,007 in India, 1,020 in Italy, 1,007 in Japan, 1,012 in Mexico, 1,014 in Saudi Arabia, 1,006 in the United Arab Emirates, 1,005 in the United Kingdom, and 2,046 respondents in the United States). The survey was conducted December 17th to 23rd, 2024.
Data are weighted in Australia, Brazil, France, Germany, Italy, Japan, Saudi Arabia, United Arab Emirates, and the United Kingdom by age by gender, region, and education. In Canada by age by gender, education, region, race/ethnicity, knowledge of official languages, household size, and marital status. In China by age, gender, region, and urban/rural status. In India by age by gender, and education. In Mexico by gender, age, social class, and region. In the United States by age by gender, education, race/ethnicity, region, household size, income, marital status, and political affiliation. All to bring them in line with their actual proportions in the population.
Respondents for this survey were selected from among those who have agreed to participate in our surveys. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within ±1.0 percentage points at the global level, ±3.2 for Australia, ±3.6 for Brazil, ±3.9 for Canada, ±4.0 for China, ±3.5 for France, ±3.4 for Germany, ±3.5 for India, ±3.7 for Italy, ±3.7 for Japan, ±4.1 for Mexico, ±4.4 for Saudi Arabia, ±4.4 for United Arab Emirates, ±3.5 for United Kingdom, ±2.7 for the United States, all using a 95% confidence level. This credible interval will be wider among subsets of the surveyed population of interest.
All sample surveys and polls, whether or not they use probability sampling, are subject to other multiple sources of error which are most often not possible to quantify or estimate, including, but not limited to coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments.
About Page
Page is the premier global professional association for senior strategic communication leaders. The organization brings together the world's best communicators to become stronger leaders by learning together, helping each other, imagining a better future for corporate communication and bringing that future to life.
This elite community includes the chief communication officers of leading global companies, non-profit organizations, and government agencies; the CEOs of public relations firms and other companies that serve the strategic communication function of major corporations; and distinguished educators at leading business and communication schools. Membership is selected through peer nomination only, with strict nomination criteria. For more information, visit www.page.org.
About The Harris Poll
The Harris Poll is a global consulting and market research firm that delivers proven intelligence for transformational times. Responsible for one of the longest-running surveys in the United States, Harris Poll provides unique context and social insights based on having analyzed public opinion, motivations, and social sentiment since 1963. It works with clients in three primary areas: building modern corporate reputation, crafting brand strategy and performance tracking, and data driven thought leadership. It is now part of Stagwell, the challenger holding company built to transform marketing.
About Stagwell
Stagwell (NASDAQ: STGW) is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world's most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 35+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at www.stagwellglobal.com.
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