A question of trust

Non-governmental Organisations (NGOs) have become the new "super brands" in global governance. They have earned a far greater level of trust than some of the most well-respected global multinational companies, governments and global media, according to research conducted by Strategy One, a unit of the UK-based Edelman Public Relations Worldwide.

The survey, released to coincide with the first anniversary of the World Trade Organisation (WTO) meeting in Seattle, is one of the most comprehensive examinations of opinion leader attitudes toward NGOs. Around 500 well-educated, media attentive individuals between the ages of 34 and 64 from each of five industrialised countries -- USA, UK, France, Germany, and Australia -- were interviewed.

NGOs are trusted nearly two to one to "do what is right" compared to government, media, or corporations. Nearly two-thirds of respondents say that corporations only care about profits, while well over half say that ngo s "represent values I believe in." ngo s also ranked significantly higher as a source of credible information than media outlets or companies on issues such as labour, human rights; genetically modified food and environmental and health issues.