More than one-third of people want fewer foreign firms operating in their home country: report
The widest gaps between the trust in domestic firms and in those based abroad are seen in Canada, Japan and Germany
Add BT as a preferred source
[SINGAPORE] More than one-third of people would like fewer foreign companies operating in their home country’s market – even at the cost of higher prices and less choice – according to the 2026 Edelman Trust Barometer report.
The survey collected data from more than 33,900 respondents across 28 countries – which included the US, Germany, China and Singapore – from October to November last year.
The report will be launched at the World Economic Forum in Davos next week.
The widest gaps between the trust in companies headquartered in “my (home) country” and in those based abroad exist in Canada (31 points), Japan (29 points), and Germany (29 points), noted the Tuesday (Jan 20) report.
Within China, the average trust level in domestic-headquartered companies scored 90 points, on a scale of 100. The level of trust in foreign-headquartered companies was also relatively high, at 73 points.
Local-headquartered companies in the US received 60 points – on the cusp of the “neutral” and “trust” zones. Foreign-based companies operating there scored 44 points, reflecting a general level of “distrust” in such firms.
Navigate Asia in
a new global order
Get the insights delivered to your inbox.
This comes amid an eight-point increase, between 2019 and 2026, in concerns of how “international trade and tariff conflicts will hurt the company people work for”, showed data from Edelman’s report.
Respondents also flagged a fear of foreign actors spreading disinformation to “sow domestic division” – a concern that rose by 11 points between 2021 and 2026. This worry also hit an all-time high this year in 15 countries surveyed.
Another concern that has arisen in 2026 is job losses due to a looming recession.
At this juncture, more respondents have lost trust, than gained trust, in national leaders by 16 percentage points, based on Tuesday’s data across all the countries surveyed, excluding China.
Trust in foreign business leaders has also dipped by six percentage points, indicated the report.
Employer importance rises within local circle
As distrust in foreign actors rises, more trust is being placed in members in the workplace environs, stated the report.
Respondent trust in their co-workers increased by 11 percentage points, while a rise in trust in one’s chief executive officer was also seen (up by nine percentage points) among employees.
This also reflects an uptick in people prioritising their compatibility with their jobs and workplaces.
Data from Edelman showed that four in 10 are unwilling to invest in companies that do not share their values. Additionally, 40 per cent of respondents also said they will not report to a manager with contrasting values.
Singapore-based firms receive “neutral” level of trust
Respondents outside of Singapore gave companies based in the Republic 52 points for trust, on a scale of 100. This reflected a “neutral” level of trust.
This was on a par with how foreigners view US-headquartered firms. Their trust in such companies was down five points from 2025.
The top position was held by companies based in Japan – at 66 points, up by one point from its result last year.
Businesses with headquarters in Canada and Germany were next, each at 65 points, according to Edelman’s Trust Barometer this year.
Other Asia-Pacific players fared poorly. China-headquartered companies were in the “distrust” zone at 44 points, though they rose by a “significant” three points on the year, according to the report.
Companies headquartered in South-east Asian countries such as Malaysia and Thailand were next, at 43 points.
Decoding Asia newsletter: your guide to navigating Asia in a new global order. Sign up here to get Decoding Asia newsletter. Delivered to your inbox. Free.
Copyright SPH Media. All rights reserved.
