Business trusted most in a more polarized world, report says

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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.

People still said they distrusted CEOs as well as government leaders and journalists, while trusting their own corporate executives, co-workers and neighbors. Scientists were trusted the most — by 76 per cent of respondents. Despite the uncertainty, people want companies to stand up for them: 63 per cent say they buy or advocate for brands based on their beliefs and values.

Less than one-third of respondents said they would help, live with or work with someone who strongly disagrees with their viewpoints. Six countries — Argentina, Colombia, the U.S., South Africa, Spain and Sweden — were listed as severely polarized, driven by distrust in government and a lack of shared identity.

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