'India on top for trust in domestic companies'

Davos: Indian companies have emerged as the most trusted by the domestic population, followed by China, Canada, the US and the UK, according to a new study.

The Edelman Trust Barometer Special Report: The Geopolitical Business, which was released here on the sidelines of the World Economic Forum Annual Meeting, also showed that geopolitics is now a litmus test for trust in business.

The corporate exit from Russia has set a precedent, and the expectations for action at times of crisis are ever increasing. In fact, fewer than 6 in 10 respondents now say geopolitics is a business priority. At a time when the world has been challenged by geopolitical conflict, economic uncertainty, climate threats and social inequalities, there is now urgent pressure for companies to respond to the Russian invasion of Ukraine, the study showed.

In fact, nearly half of respondents (47 per cent) have bought or boycotted brands based on the parent company's response to the invasion of Ukraine; moreover, employees told us that if they believe their employer to be doing well in its response to the Ukraine invasion, they will be more loyal (79 per cent) and will recommend that employer to others (80 per cent). In terms of domestic trust in companies headquartered in each market, India has topped the charts (89 per cent, with a gain of 4 per cent since

January).