Americans trust Canadian companies more than their own–and much more than people in Canada trust U.S. corporations. According to the Edelman Trust Barometer, a public-relations firm's global survey of 1,500 opinion leaders, more than 80% of Americans trust Canadian companies to “do the right thing,” but the majority of Canadians–like Europeans–don't reciprocate. In China and Japan, however, Canadian reputations fared worse. It's not that they get a particularly bad rap, though. It's just that Canadian firms are less well-known than other western corporations. The lesson: modesty will get you nowhere.
Do you trust global companies headquartered in the following countries to do what is right?
Canadian “Yes” Responses
Canada 78%
United States 49%
United Kingdom 71%
Germany 69%
Japan 69%
France 60%
American “Yes” Responses
Canada 81%
United States 79%
United Kingdom 80%
Japan 72%
Germany 67%
France 40%
Chinese “Yes” Responses
United States 64%
Canada 48%
Germany 61%
United Kingdom 59%
France 53%
Japan 41%
Japanese “Yes” Responses
United States 58%
Canada 48%
Japan 79%
Germany 66%
United Kingdom 60%
France 55%
European “Yes” Responses
Canada 73%
United States 46%
Germany 77%
Japan 68%
United Kingdom 65%
France 64%
source: edelman
