report Once again, one of the highlights of the recent World Economic Forum in Davos was the presentation of the Edelman Trust Barometer 2019. This is the research which has been conducted for the past nineteen years by the strategic consulting firm Edelman to examine the role of trust in the world. The 27 most developed countries are analyzed, using a quantitative and qualitative methodology: 27,000 interviews with a representative sample (1,000 per country) and 6,000 in-depth interviews with qualified individuals (500 in the United States and China, 200 in the other countries). The work fieldwork was conducted between October 19 and November 16, 2018. The report enjoys prestige and its annual nature makes it possible to rigorously assess the evolution of the climate of confidence in the developed world.

Although the topic researched is always the same, trust, each year some particular nuance is highlighted. The two previous years were "Trust in crisis" and "The battle for trust". This time the topic was "Trust in the work". The Edelman Barometer focuses on the economic and business sphere, but also gives clues about the general nature of our societies.

Edelman asks the participants of the survey about their trust in government, companies, the media and NGOs, whom they score between 0 (no trust) and 9 (complete trust). With the average of the answers you get the so-called ¿global trust index", which this year has risen slightly compared to 2018: from 49 to 52 points. One could argue about the validity of a measurement of this subject, but its evolution over time reliably indicates the trend of the measured magnitude. The slight rise recorded this year barely masks the general loss of confidence that developed societies have been suffering over the last few years. People seem to feel lost in a world that has become too complex. Distrust of major institutions and their representatives is growing: politics, banking, the media, business and trade unions.

This year's report takes a closer look at the "confidence gap" between well-informed groups (social leaders, managers, intellectuals, university graduates, all with incomes above average) and the general population (65 points vs. 49). The former face the future with optimism, while the latter are fearful of the consequences of digitalization in the context of a globalized world. The fear of a split of our societies into two classes is growing: on the one hand, an educated minority, benefiting from technological advances, and, on the other, an illiterate majority, hopelessly left behind and condemned to marginalization. It is not surprising that the supposed losers of the fourth industrial revolution are throwing themselves into the arms of populisms of various kinds. issue But this suspicion is not always well-founded: the countries that employ the largest number of industrial robots (Japan, Germany, the United States) also have lower unemployment rates. For the time being, there is no reason to assume that automation will lead to unemployment.

It also confirms a trend that has been present for years: distrust of the macro, trust in the micro. While large institutions arouse suspicion, recognition and welcome are sought in the small groups where the contact face to face: family, partners, friends. Familiarity financial aid generates trust: political parties deserve a bad grade, but politicians known personally are judged positively. The boss himself is better valued than the companies in the sector, and consumers trust more the companies whose products they buy regularly.

It is possible to regain lost confidence, but it will take a considerable and prolonged effort. Also presented at Davos was a research on the image of companies, prepared by the Swiss business average Tenor: ten years after the outbreak of the crisis, banks still have a very negative image (to which their post-crisis behavior has contributed, I might add). It costs a lot work to rectify a negative perception in public opinion. Turning this image around is a classic task for leaders - political representatives, business executives - from whom good example, honesty and work are expected. It is clear that not all social actors have equal responsibility. It is hoped that the three thousand guests invited to the Davos Forum - it is a whole challenge for Swiss air traffic controllers to regulate the traffic of their private airplanes - will go ahead. Glamour obliges.

In contrast to the slight overall improvement, Spain stands out negatively: it is at the bottom of the list at score in the various sections and in some cases leads the list in terms of loss of confidence. We are in the same position as countries such as Russia, Brazil and South Africa. This is not surprising in view of our situation - rather, it endorses the reliability of the Barometer.