Who Do You Trust?

Edelman have just published the 2008 edition of their Trust Barometer report. Based on a sample of 150 x 35-64 year old Irish 'opinion elites' (essentially, drawn from the AB social class), it provides some useful insights for Irish marketers.

Not the least of which is that Irish respondents are much more likely than their US and UK counterparts to say that 'creating local jobs' is the most important factor in building any international company's local reputation.

Hat tip to Edelman, by the way, for using the brilliant SlideShare service to distribute their results.