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    Business trusted most in a more polarised world, says report

    Courtney Bonnell

    LONDON (AP) – People worldwide are more gloomy about their economic prospects than ever before and trust business far more than other institutions like governments, non-profits and the media in an increasingly divided world, according to a survey from public relations firm Edelman.

    Released late Sunday to coincide with the World Economic Forum’s gathering of business elites and government leaders this week in Davos, Switzerland, the online survey conducted in 28 countries shows that fewer people believe their family will be better off in five years.

    Those who believe they’ll be better off dropped to 40 per cent from 50 per cent last year and hit all-time lows in 24 nations. That is because 89 per cent fear losing their job, 74 per cent worry about inflation, 76 per cent are concerned about climate change and 72 per cent worry about nuclear war.

    The Edelman Trust Barometer also said 62 per cent of respondents see business as both competent and ethical, compared with 59 per cent for non-governmental agencies, 51 per cent for governments and 50 per cent for the media. That was attributed to how companies treated workers during the COVID-19 pandemic and return to offices as well as many businesses vowing to exit Russia after it invaded Ukraine.

    People still said they distrusted CEOs as well as government leaders and journalists, while trusting their own corporate executives, co-workers and neighbours. Scientists were trusted the most – by 76 per cent of respondents.

    “The increased level of trust in business brings with it higher-than-ever expectations of CEOs to be a leading voice on societal issues,” said CEO of Edelman Richard Edelman.

    “By a six-to-one margin, respondents want more societal involvement by business on issues such as climate change, economic inequality and workforce re-skilling.” But companies face stirring contention by jumping into those topics, with 52 Richard Edelman, saying businesses can’t avoid politicisation when they tackle divisive social issues, he said. Despite the uncertainty, people want companies to stand up for them: 63 per cent said they buy or advocate for brands based on their beliefs and values.

    Most respondents said business should do more, not less, to deal with climate change, economic inequality and other issues. This comes as social divisions have become entrenched, creating a polarised world that has left people feeling like they can’t overcome their differences or even willing to help others who don’t share their beliefs, the survey said.

    Less than one-third of respondents said they would help, live with or work with someone who strongly disagrees with their viewpoints. If divisions are not addressed, people fear the result will be worsening prejudice and discrimination, slower economic development and violence in the streets, the report said.

    More than 40 per cent in the survey believe governments and companies must work together to solve social issues, with the onus on the most trusted institution – business – to bring people together.

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