145 of the media comes, in order, from Japan, South Korea, Colombia, Argentina, Italy and Spain. At the same time, due to an exaggerated amount of media content, the capability to get informed is undermined by the superficiality of the verification, the rapidity of dissemination of any news and by the quality of the debate. Information hygiene has been calculated on four criteria: the frequency of the engagement through which people keep themselves informed and by means of which channels; how often and which way do people approach different points of view; the quality of the information verification and the concept of "integrity of the source"; the tendency of forwarding content without having checked its veracity or having verified its original source. The report evaluated the satisfaction of the four elements, judging the profiles that satisfied at least 3 points as good, moderate for 2 out of 4 points and poor for those satisfying, at most, only one point. Thus, 39 percent obtained a poor information hygiene, 35 percent a moderate one, only 26 percent a good one. The path of trust is made up of truth, and this emerges from the results of the institutions walking down this road. The scenario is determined by observing the quality of the respondents' reactions to the management of events of global interest, emergencies, betrayed expectations, in order to highlight the reason for the dissolution of this affinity and, at the same time, in order to point out what is missing. In continuing their business, companies are called upon to embrace other expectations and to promote meaningful actions, after having achieved them. Social leaders must represent concrete examples and act with empathy, in facing people's fears. Each institution must converge on a common purpose, collaborate and disseminate truthful, impartial and, in a word, trustworthy information. www.edelman.com/trust
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