The level of customer confidence in businesses varies around the world
A high level of customer confidence will prove critical to business recovery when the pandemic finally comes to an end (or at least approaches a near-normal stage). An Edelman Research survey in November 2021 surveyed 36,000 respondents in 28 countries about their confidence that businesses are “doing the right thing. The study found that people in China, Indonesia and India have the most confidence: 84 percent, 81 percent and 79 percent, respectively.
This figure was much lower in the United States at 49 percent, while in Russia it was even lower at just 34 percent. In just eleven countries trust in business increased, while in eleven it decreased. It is interesting that in 23 out of the 28 countries surveyed, more trust is placed in business than in government. The average level of trust in business globally was 61 percent compared to 52 percent in government.