For the 15th consecutive year, the 2015 Edelman Trust Barometer examined the world's trust in the institutions of government, media, business and non-governmental organizations (NGOs). The study surveyed 33,000 people (27,000 from the general public and 6,000 informed public respondents) across 27 countries.

Edelman asserts the importance of trust in business, going as far as drawing a link between the level of trust earned by a business and that firm's ability to successfully innovate:

Building trust in new business innovations requires that companies demonstrate clear personal and societal benefits, behave with integrity and engage with customers and stakeholders throughout the process.

– 2015 Edelman Trust Barometer

Canada ranks second in the world

Edelman's annual survey found that businesses headquartered in developing nations like China, Russia, Mexico, India and Brazil were all trusted by 38% or fewer respondents, with a mere 31% of people trusting firms located in Mexico. Meanwhile, 75% of those surveyed claimed to trust businesses from Canada, which placed one point behind first-place Sweden (76%) and ten points ahead of the United States (65%). On average, all of those surveyed claimed to be more trusting of businesses from developed countries.

Canada is good for your brand and your bottom line

The benefit of a country's brand reputation isn't the only feature that entices businesses to relocate. Ontario, Canada, the centre of Canada's economic activity, offers several compelling reasons, including: a highly-skilled workforce, low business costs, competitive corporate taxes, and a thriving, innovation ecosystem –not to mention a practically unmatched quality of life. This is why 35% of publicly traded companies located in Canada are headquartered in Ontario, more than any other jurisdiction.

View the full report: 2015 Edelman Trust Barometer

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