It’s time for the 2011 Edelman Trust Barometer! Trust me when I say, you’re going to want to hear this.
According to the survey, there’s been a pretty big shift in whom we trust to give us credible information. In both 2009 and in the current report, academics and experts got the biggest vote of confidence with 62% and 70% respectively. But in 2009, “Person like yourself” got 47% of the vote, but in 2011 that number dropped to 43%.
Steve Rubel of Edelman Digital wrote an excellent article about the Trust Barometer survey and I like his take on this particular drop.