2015 EDELMAN TRUST BAROMETER GLOBAL RESULTS
2015 Edelman Trust Barometer - Global Results
Jul 13, 2015
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2015EDELMAN TRUST BAROMETERGLOBAL RESULTS
2
EDELMAN’S 15th Annual TRUST BAROMETER METHODOLOGY
Informed Public
• 500 respondents in U.S.
and China, and 200 in
other countries
• Ages 25-64
• College-educated
• In top 25% of household
income per age group in
each country
• Report significant media
consumption and
engagement in business
news and public policy
• 15 years of data
General Online Population
• 1,000 respondents per
country surveyed
• Ages 18+
• 4 years in 25+ markets
Online Survey in 27 Countries
• 33,000 respondents
• 7 years in 20+ markets
• 10 years in 10+ markets
3
2015 TRUST IS ESSENTIAL TO INNOVATION
2014 BUSINESS TO LEAD THE DEBATE FOR CHANGE
2013 CRISIS OF LEADERSHIP
2012 FALL OF GOVERNMENT
2011 RISE OF AUTHORITY FIGURES
2010 TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS
2009 BUSINESS MUST PARTNER WITH GOVERNMENT TO REGAIN TRUST
2008 YOUNG INFLUENCERS HAVE MORE TRUST IN BUSINESS
2007 BUSINESS MORE TRUSTED THAN GOVERNMENT AND MEDIA
2006 “A PERSON LIKE ME” EMERGES AS CREDIBLE SPOKESPERSON
2005 TRUST SHIFTS FROM “AUTHORITIES” TO PEERS
2004 U.S. COMPANIES IN EUROPE SUFFER TRUST DISCOUNT
2003 EARNED MEDIA MORE CREDIBLE THAN ADVERTISING
2002 FALL OF THE CELEBRITY CEO
2001 RISING INFLUENCE OF NGOS
TRUST IN RETROSPECT
4
2014: A YEAR OF THE
UNPREDICTABLE & UNIMAGINABLE
5
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2014 VS. 2015
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine
means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics in 27-country global total.
THE EVAPORATION OF TRUST: NGOS, BUSINESS, MEDIA ALL DECLINE
BUSINESS
66% 63%
2014 2015
#1
53% 51%
2014 2015
#3
59%57%
2014 2015
#2
45% 48%
2014 2015
#4GOVERNMENTMEDIA
NGOS
Informed
Public
6
China 79
UAE 79
Singapore 73
Indonesia 72
India 69
Malaysia 65
Canada 60
Netherlands 60
Hong Kong 59
Mexico 59
Australia 58
Brazil 57
Germany 57
Argentina 53
U.K. 52
S. Korea 51
Sweden 51
S. Africa 50
U.S. 49
France 46
Japan 44
Italy 43
Turkey 41
Ireland 39
Spain 39
Russia 37
Poland 35
NUMBER OF TRUSTER
COUNTRIES AT AN
ALL-TIME LOW
THE TRUST INDEX:
TR
US
TE
RS
NE
UTR
AL
DIS
TR
US
TE
RS
2014
TRUSTERS from 30% to 22% in 2015
GLOBAL 56
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
2015
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
GLOBAL 55
DISTRUSTERS from 33% to 48% in 2015
The Trust Index is an average of a country’s trust in
the institutions of government, business, media and
NGOs.
27-country global total.
Informed
Public
7
DEFICIT NEARLY 10
POINTS LOWER AMONG
GENERAL POPULATION,
WITH AN AVERAGE 3
POINT DECREASE IN
TRUST ACROSS ALL
COUNTRIES
THE NEW TRUSTDEFICIT:
TR
US
TE
RS
NE
UTR
AL
DIS
TR
US
TE
RS
2015
GLOBAL 55
2015
GLOBAL 46
Italy 48
S. Africa 48
Hong Kong 47
S. Korea 47
U.K. 46
Argentina 45
Poland 45
Russia 45
Spain 45
Sweden 45
Turkey 40
Ireland 37
Japan 37
UAE 84
India 79
Indonesia 78
China 75
Singapore 65
Netherlands 64
Brazil 59
Mexico 59
Malaysia 56
Canada 53
Australia 52
France 52
U.S. 52
Germany 50
India 68
UAE 68
Indonesia 67
China 63
Singapore 60
Malaysia 53
Canada 52
Netherlands 52
Mexico 51
Brazil 50
Hong Kong 47
U.S. 44
Argentina 43
Australia 42
Germany 42
Italy 42
S. Africa 42
Russia 40
U.K. 39
France 38
S. Korea 38
Sweden 37
Poland 36
Spain 36
Turkey 35
Japan 34
Ireland 32
Nearly 2/3 of countries are nowDISTRUSTERSamong the General Online Population
Informed
Public
General
Population
The Trust Index is an average of a country’s trust in
the institutions of government, business, media and
NGOs.
27-country global total.
8
Lower/Equal Trust in 19 CountriesIncreased Trust in 8 Countries
50%
TRUST IN NGOS, 2014 VS. 2015
Q11-14. [NGOs IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine
means that you “trust them a great deal.“ (Top 4 Box, Trust) Informed Publics, 27-country global total.
TRUST IN NGOS: STILL MOST TRUSTED BUT NOW WANING
2014 2015
Informed
Public
% Trust
66
7673
6462 61 62
59
47
75 74
84
76 76
70
75
6770
77
67 6669
58
67
58
41
47
37
63
8177
71 7065 64 63
58
74 73 72 71 7168 67 67 66
63 62 6159
57
5148
38 37
29
9
Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries
50%
TRUST IN MEDIA, 2014 VS. 2015
TRUST IN MEDIA: 60% OF COUNTRIES DISTRUST MEDIA
2014 2015
Informed
Public
Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust
that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and
nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
% Trust
53
78
70 71
60
4548
40 40
35
42
30
19
79
70
6163
5558 59
54
48
63
54
4144
3740
51
80 7976
62
51 5048 47
44 43 42
20
77
59 57 5652
47 46 45 43 41 4038
34 3431
10
67%
63%65%
62%
52%
50%
53%53%
45%43%
45%
48%
62%
60%
63%
64%
43% 42%
44%
47%
2012 2013 2014 2015
Q178-182. When looking for general news and information, how much would you trust each type of source for
general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and
nine means that you “trust it a great deal.” (Top 4 Box, Trust) Informed Publics, 20-country global total.
TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION
MEDIA SOURCES:SEARCH ENGINES NOW MOST TRUSTED
Online Search Engines 72% (+8)
Traditional Media 64% (+2)
Hybrid Media 63% (+10)
Social Media 59% (+11)
Owned Media 57% (+10)
Informed
Public
Millennials Are Even More
Trusting of Digital Media
11
WHEN IT COMES TO INFORMATION ABOUT BUSINESS, PERCENT WHO USE EACH SOURCE:
MEDIA SOURCES: SEARCH ENGINES NOW USED FIRST AND MOST
Informed
Public
TELEVISIONNEWSPAPERS ONLINE SEARCH
25%
25%
21%
24%22%
22%
25%
29%
31%
2013 2014 2015
20%19%
18%
28%27% 27%
26%27% 27%
2013 2014 2015
19% 19%18%
22%
20% 20%
34%
36%37%
2013 2014 2015
The First Source for
General Information
The First Source for
Breaking News
Source Used Most to
Confirm/Validate News
Q183. On a typical day, what is the first source that you go to for general information about business? Informed
Publics, 20-country global total.
Q184. What is the first source you go to for breaking news about business? Informed Publics, 20-country global
total.
Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news
about business? Informed Publics, 20-country global total.
12
Q387-396. Thinking about the information you consume on social networking sites, such as Facebook, MySpace, LinkedIn,
Meebo, Orkut, Qzone, RenRen, how much do you trust the information posted from each of the following authors or content
creators? (Top 4 Box, Trust) Informed Publics, 27-country global total. | Q397-406. Thinking about the information you
consume on content sharing sites, such as YouTube, how much do you trust the information posted from each of the
following authors or content creators? Informed Publics, 27-country global total. | Q407-415. Thinking about the information
you consume on online-only news and information sources, such as The Huffington Post, Buzzfeed, TechCrunch, etc., how
much do you trust the information posted from each of the following authors or content creators? Informed Publics, 27-
country global total.
32%
34%
40%
45%
46%
52%
53%
60%
70%
72%
Brands I don’t use
Celebrities
Elected officials
A well-known online personality
A company CEO
Employees of a company
A journalist
Companies I use
An academic expert
My friends and family
Informed
Public
TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,
CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES
CONTENT CREATORS:FRIENDS/FAMILY AND EXPERTS ARE MOST TRUSTED
TRUSTED
NEUTRAL
DISTRUSTED
13
Lower Trust in 11 CountriesIncreased Trust in 16 Countries
% Trust
50%
TRUST IN GOVERNMENT, 2014 VS. 2015
Q11-14. [GOVERNMENT IN GENERAL] Below is a list of institutions. For each one, please indicate how much
you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them
at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global
total.
TRUST IN GOVERNMENT: 19 OF 27 COUNTRIES DISTRUST GOVERNMENT
Informed
Public
2014 2015
45
88
53
76
53
60
27
49
42
3237
34
28
19
24
1821
75
63
56
5154
4543
45 45
23
17
48
90
82 82
72
65
5450
43 42 4137
3330
2826 26
70
59
49 4945
42 41 40
33
2116
14
Lower Trust in 16 CountriesIncreased Trust in 11 Countries
% Trust
50%
TRUST IN BUSINESS, 2014 VS. 2015
Q11-14. [BUSINESS IN GENERAL] Below is a list of institutions. For each one, please indicate how much you
trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at
all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
TRUST IN BUSINESS:HALF BELOW 50%
Informed
Public
2014 2015
59
82 8279
70
54
63
58
45 4543
38
7377
72 71
56
51
59
53
6258 57
4549
4341
39
57
85 84 84
73
6664
60
53
4845
43
72 7067
61
5249 48 48 47 46 45 45
42 4138 36
15
FOUR KEY FACTORS AFFECT TRUST IN BUSINESS
COUNTRY OF ORIGIN
INDUSTRY SECTOR
LEADERSHIP
ENTERPRISE TYPE
BUSINESS
All are showing similar patterns of a post-recovery increase in trust,
followed by new declines in the last 12 – 18 months
16
50%
80%77%
72%
66% 67% 66%63% 64%
61% 61% 61%57%
53% 54%52%
78%75%
71%67% 67% 66%
63% 63%61% 60% 60%
57%54% 53%
51%
TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014
INDUSTRY SECTORS: TECHNOLOGY-BASED INDUSTRIES DECLINE
Informed
Public
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do
what is right. Again please use the same nine-point scale where one means that you “do not trust them at all” and
nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
2014 2015
More Trust Less Trust
70% 74% 67%
*% of countries in which trust decreased
* * *
17
50%
76% 75% 75% 74%70% 69% 68% 65% 62%
51% 51% 50%
38% 36% 35% 34% 31%
TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES
COUNTRY OF ORIGIN: BRIC COUNTRIES REMAIN DISTRUSTED
Most Trusted
Informed
Public
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries.
Please indicate how much you trust global companies headquartered in the following countries to do what is
right. Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that
you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
18
TRUST IN COMPANIES WITH HEADQUARTERS IN DEVELOPED (U.S., U.K., GERMANY,
FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)
Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries.
Please indicate how much you trust global companies headquartered in the following countries to do what is right.
Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust
them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
COUNTRY OF ORIGIN: DEVELOPING COUNTRY MULTINATIONALS CHALLENGED
Company’s
Country of Origin Type of Market
Percent in Market
Who Trust the Company
DEVELOPING
Country Multinational
Doing Business…
… in a Developing Country 57%
… in a Developed Country 22%
DEVELOPED
Country Multinational
Doing Business…
… in a Developing Country 77%
… in a Developed Country 58%
Informed
Public
19
44% 45%
72%
64%
75%
69%
TRUST IN DIFFERENT TYPES OF BUSINESS, DEVELOPED (U.S., U.K., GERMANY,
FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)
ENTERPRISE TYPE: DEVELOPING COUNTRIES MORE OPEN TO BIG BUSINESS
Informed
Public
Q15-17C. Thinking about different types of businesses, please indicate how much you trust each type of
business to do what is right using a nine-point scale, where one means that you “do not trust them at all” and
nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
Edelman’s 2014 Summer Trust
Supplement found that, in most
emerging markets, large family-
owned businesses were the most
trusted company type, whereas
small family-owned businesses
were significantly less trusted.
Note that this distinction between
large and small family-owned
companies used for the Summer
Report makes direct comparisons
with the 2015 Barometer not
possible.
DEVELOPED COUNTRIES DEVELOPING COUNTRIES
State-owned Big Business Family-ownedState-owned Big Business Family-owned
20
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information
about a company from each person, how credible would the information be—extremely credible, very credible, somewhat
credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) Informed Publics, 27-country global total.
CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015
LEADERSHIP: EXPERT AND “A PERSON LIKE YOURSELF” MORE CREDIBLE THAN CEO
70%68%
63%
54% 55%53%
46%
37%
70%67%
63%
56%53%
49%
43%
38%
Academic orIndustry Expert
CompanyTechnical Expert
A Person LikeYourself
NGORepresentative
Financial orIndustry Analyst
RegularEmployee
CEO GovernmentOfficial orRegulator
2014 2015
More Trust Less Trust
Informed
Public
21
31%
40%
50%
3…
43% 43% 41%
25%
33%
41%
26%
34% 34%
31%
47%
51%
67%
56%
60%
63%61%
2009 2010 2011 2012 2013 2014 2015
50%
Global
CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL, DEVELOPED COUNTRIES (U.S., U.K.,
GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL),
ALL DATA BASED ON 20-COUNTRY TOTALS
LEADERSHIP: FRESH DECLINES FOR CEOS
CEOs not credible as spokesperson in three-quarters
of countries
Developing Countries
Developed Countries
Informed
Public
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard
information about a company from each person, how credible would the information be--extremely credible, very
credible, somewhat credible, or not credible at all? (Top 2 Box, Trust) Informed Publics, 20-country global total.
TRUST AND INNOVATION IN BUSINESS
23
- JEFF BEZOS
“New inventions and things that customers like
are usually good for society.”
NOT SO FAST…
24
THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY TODAY IS…
Q349-351. Below are a number of statements. For each, please think about the pace of development and change
in business and industry today and select the response that most accurately represents your opinion. (Not
Enough, Too Much) Informed Publics, 27-country global total.
TRUST IN BUSINESS INNOVATION: PACE IS TOO FAST BY A 2-TO-1 MARGIN
51% Too Fast28% Too Slow
Informed
Public
19% Just Right
25
24%
30%
35%
54%
66%
70%
Make the World a Better Place
Improve People's Lives
Personal Ambition
Greed/Money
Business Growth Targets
Technology
DRIVERS OF CHANGE IN BUSINESS AND INDUSTRY TODAY ARE PERCEIVED TO BE:
INNOVATIONS PERCEIVED AS DRIVEN BY TECHNOLOGY, BUSINESS TARGETS AND GREED/MONEY
Informed
Public
Q353. From the list below, what do you believe are the top three drivers of change in business and industry
today? Informed Publics, 27-country global total.
26
46%
54% 54%
40%
53% 52%
24%
15% 16%20%
17%14%
Business Financial Services
Industry
Health Industry Technology Industry Energy Industry Food and Beverage
Industry
Informed
Public2014 TRUST BAROMETER:
51% say the most important
role for government in business is
to protect consumers and regulate business
NOT ENOUGH REGULATION TOO MUCH REGULATION
GOVERNMENT REGULATION OF BUSINESS AND ACROSS
INDUSTRY SECTORS IS PERCEIVED TO BE:
BUSINESS INNOVATION: NOT ENOUGH GOVERNMENT REGULATION
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business toomuch, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q262/Q263/Q264/Q381/Q382. When it comes to government regulation of the [financial services industry / energy industry / food and beverage industry / health industry / technology industry], do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.
27
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY
BUSINESS INNOVATION: TRUST IN NEW DEVELOPMENTS VARIES
69%
59%55%
47%
32%
Electronic and
Mobile Payments
Electronic and
Personal Health
Trackers
Cloud Computing Hydraulic
Fracturing
Genetically
Modified Foods
Electronic and
Mobile Payments
Electronic and
Personal Health
Trackers
Cloud Computing
Informed
Public
Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust
each of these recent developments? Informed Publics, 27-country global total.
50%
28
TRUST IN RECENT DEVELOPMENTS IN BUSINESS AND INDUSTRY, DEVELOPED COUNTRIES (U.S.,
U.K., GERMANY, FRANCE, JAPAN) VS. DEVELOPING COUNTRIES (CHINA, INDIA, RUSSIA, MEXICO, BRAZIL)
Q355-359. Below is a number of recent developments in business and industry. To what degree do you trust each
of these recent developments? Informed Publics, 27-country global total.
BUSINESS INNOVATION: DEVELOPING MARKETS MORE OPEN TO CHANGE
+29 +19 +26 +21 +6
83%
72% 71%
60%
37%
54% 53%45%
39%
31%
Electronic and Mobile
Payments
Electronic and
Personal Health
Trackers
Cloud Computing Hydraulic Fracturing Genetically Modified
Foods
DEVELOPING COUNTRIES DEVELOPED COUNTRIES
… but do not take customers in developing markets for granted.
Informed
Public
50%
29
25
35
45
55
65
75
85
95
25% 35% 45% 55% 65% 75% 85%
TR
US
T I
N I
NS
TIT
UTIO
NS
(TR
US
T I
ND
EX
)
TRUST IN RECENT BUSINESS INNOVATIONS (AVERAGE)
Data from Table 574
RELATIONSHIP OF TRUST IN INSTITUTIONS (TRUST INDEX) AND AVERAGE
TRUST IN RECENT BUSINESS DEVELOPMENTS
Q355-359. Below are a number of recent developments in business and industry. To what degree do you trust each
of these recent developments? Informed Publics, 27-country global total. Q11-14. Below is a list of institutions. For
each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one
means that you do not trust them at all and nine means that you trust them a great deal. Informed Publics, 27-
country global total.
TRUST AND BUSINESS INNOVATION: HIGHER TRUST CREATES THE OPPORTUNITY FOR FASTER INNOVATION
UAE
IND
BRA
MAL
SING
MEXGLOBAL
US
ARG
ITA
S.KO
NETH
GER
JAP
FRACAN
AUS
SWE
IRE
TURPOL
S.AF
HK
SPAU.K.
Informed
Public
RUS
INDO
CHI
30
Q360-364: Now thinking specifically about each of the following industries, how much do you trust them to responsibly develop
and release each of these recent developments? (Showing % who trust, rated 6-9). Informed Publics, 27-country global total.
Q43-60. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please
use the same nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great
deal.” Informed Publics, 27-country global total.
Informed
Public
TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE
INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES
BUSINESS INNOVATION: TRUST IN INDUSTRY SECTORS DOES NOT GUARANTEE INNOVATIONS ARE TRUSTED
35%
48%
61%
61%
62%
67%
60%
78%
60%
54%Financial Services
Electronic Payments
Health
Personal Health Trackers
Technology
Cloud Computing
Energy
Hydraulic Fracturing
Food and Beverage
Genetically Modified Foods
TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT
+8
+1
-17
-12
-32
GapTrust in Industry Sector
vs. Trust in Industry to Innovate
BUILDING TRUST
32
16 KEY ATTRIBUTES TO BUILDING TRUST
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
ENGAGEMENT
Listens to customer needs and feedback
Treats employees well
Places customers ahead of profits
Communicates frequently and honestly on the state of its business
PRODUCTS & SERVICES
Offers high-quality products or services
Is an innovator of new products, services or ideas
PURPOSE
Works to protect and improve the environment
Addresses society’s needs in its everyday business
Creates programs that positively impact the local community
Partners with NGOs, government and 3rd parties to address societal
needs
OPERATIONS
Has highly-regarded and widely-admired top leadership
Ranks on a global list of top companies
Delivers consistent financial returns to investors
Edelman Trust Barometer
research reveals 16 specific
attributes that build trust.
These can be grouped into five
performance clusters listed here
in rank order of importance.
Q80-Q95. [TRACKING] How important is each of the following actions to building your trust in a company? Use
a nine-point scale where one means that action is “not at all important to building your trust” and nine means it
is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) Informed
Public, 27-country global total.
33
STATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL
ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST
TRUST-BUILDING OPPORTUNITY QUADRANT
UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES
UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES
ENGAGEMENT
INTEGRITY
OPERATIONS
PRODUCTS & SERVICES
Sta
ted
Im
po
rta
nce
Stated Performance
PURPOSE
OPERATIONS in 2008
Informed
Public
Q80-Q95. [TRACKING] How important is each of the following actions to building your trust in a company? Use a nine-point scale where
one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a
company. (Top 2 Box, Very/Extremely Important) Informed Public, 27-country global total. Q114-129. Please rate businesses in general
on how well you think they are performing on each of the following attributes. Use a nine-point scale, where one means they are
"performing extremely poorly" and nine means they are "performing extremely well." (Top 2 Box, Performing Extremely Well) Informed
Public, 27-country global total.
34
BUILDING AND DEFENDING TRUST: CLEAR PERSONAL AND SOCIETAL BENEFITS ARE KEY
53% 39% 32%
Fails to Contribute
to the Greater Good
Lacks Economic
Growth
Does Not Help Me
and My Family Live
a Fulfilling Life
57% 51% 47%
Produces
Economic Growth
Allows Me to Be a
Productive
Member of Society
Contributes to
Greater Good
Reasons Trust in Business Has Increased
Informed
Public
Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past
year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY] and Q330-331. For which of the following reasons, if any,
has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT
COUNTRY].
Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics,
27-country global total.
Reasons Trust in Business Has Decreased
47% 53%
81%agree
“A company can take specific actions that
both increase profits and improve the
economic and social conditions in the
community where it operates.”
BUILDING TRUST IN INNOVATION
36
ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES
Make test results available publicly for review 80%
Partner with an academic institution 75%
Run a clinical trial or beta test 71%
Partner with an NGO 63%
Partner with government 55%
55% AGREE:
New developments are not tested
enough
TRUST IN INNOVATION:TRANSPARENCY AND 3RD-PARTY VALIDATION ARE ESSENTIAL
Informed
Public
Q365-369. Below are a number of actions that could impact your trust in business and industry to develop and implement
technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust?
Informed Publics, in [INSERT COUNTRY]. Q349-351. Below are a number of statements. For each, please think about the pace
of development and change in business and industry today, and select the response that most accurately represents your
opinion. (Not Enough, Too much) Informed Publics, in [INSERT COUNTRY].
37
THE INNOVATION TRUST MATRIX
Less
Transparency
Less Accessible
Lower Understanding
Lower Participation
Less Control
Trusted Innovation
APATHY
More
Transparency
More Accessible
Greater
Understanding
Greater Participation
More Control
More Clear Benefit
Greater Personal Benefit
Greater Societal Benefit
Less Clear Benefit
Less Personal Benefit
Less Societal Benefit
Informed
Public
Distrusted Innovation
FEAR
38
THE NEW FORMULA FORBUSINESS INNOVATION
TITrusted
Innovation
Discovery
Business brings an
unrivaled agility and
nimbleness, a multi-
stakeholder and
often global view,
founded in specific
expertise no other
institution can bring.
= (DBenefit
Benefit is twofold:
personal and
societal, referring to
the trust placed in
companies that
address individual
needs or challenges,
as well as larger,
macro-issues facing
society.
B+Integrity
Attributes that build
trust in any company,
chiefly having ethical
business practices,
managing risk,
treating employees
well and operating
responsibly as a
good corporate
citizen.
I)+E Engagement
The multiplier factor:
the transparency and
3rd-party validation
that is integral to
innovation. Making
test results publically
available for review
and partnering with
other institutions all
increase trust.
Ensuring information
is easy to find,
understand, and
share is critical.
39
TOWARDS TRUSTED INNOVATIONA REQUIRED SET OF ACTIONS
BehaveSolve Engage
Fundamentally, business must conduct
itself with new rigor and self-awareness.
A commitment to robust relationships,
transparency and consistency in
reporting, active listening to
stakeholders’ concerns and a
willingness to modify products and
services is required. Ultimately this is an
action of leadership, culture and
conduct.
Business must continue to apply its
unparalleled perspective and skill to the
world’s greatest problems. Enterprise
must bring ideas and products to market
that yield benefit, while ensuring the
public sees the connection between
new developments and societal benefit.
Innovative product and service solutions
should be recognized by stakeholders
as more than profit-drivers.
Business must adopt a new framework
rooted in facilitating dialogue, sharing
information and fostering collaboration.
Realizing that new developments do not
speak for themselves, enterprises must
actively engage a broad range of
stakeholders to facilitate greater
understanding through stories that
reach and touch their audiences.
Business must explain benefits
completely, elucidate the technology
behind the innovations and
communicate its ethical practices in
bringing those discoveries to market. A
business that does this well is one that
invites partnership, encouraged
feedback and interaction and listens
openly.
40
Trusted Companies
BEHAVIOR BASED ON TRUST
TRUST IN INNOVATION MATTERS
Distrusted Companies
Refused to buy products/services Chose to buy products/services-63% 80%
Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%
Paid more for products/services 54%
Shared negative opinions online
Shared positive opinions online-37% 48%
Defended company 40%
Sold shares
Bought shares-18% 28%
Informed
Public
Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to
companies that you trust? Please answer yes or no to each action. Informed Publics, 27-country global total.
Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to
companies that you do not trust? Please answer yes or no to each action. Informed Publics, 27-country global
total.
41
Trusted Companies
BEHAVIOR BASED ON TRUST
TRUST IN INNOVATION MATTERS
Distrusted Companies
Refused to buy products/services Chose to buy products/services-63% 80%
Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%
Paid more for products/services 54%
Shared negative opinions online
Shared positive opinions online-37% 48%
Defended company 40%
Sold shares
Bought shares-18% 28%
Informed
Public
Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to
companies that you trust? Please answer yes or no to each action. Informed Publics, 27-country global total.
Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to
companies that you do not trust? Please answer yes or no to each action. Informed Publics, 27-country global
total.
#1 most trusted
media source: ONLINE SEARCH
ENGINES
#1 most trusted
content creators: FRIENDS AND
FAMILY
42
On the cover, from top left: India’s Prime Minister Narendra Modi: REUTERS/Lucas Jackson; Financial Times article on the forex rigging scandal; Ukrainian tanks:
REUTERS/Valentyn Ogirenko; Sony Pictures Entertainment Studios: AP PHOTO/Damian Dovarganes; Uber: REUTERS/Kai Pfaffenbach; Wall of hope for Malaysia Airlines
Flight MH370: REUTERS/Samsul Said; Protester calls for for G20 leaders to address the Ebola issue: REUTERS/Jason Reed. On slide 4; Financial Times article; Ebola issue:
REUTERS/Jason Reed; Sony Pictures: AP PHOTO/Damian Dovarganes; Malaysia Airlines Flight MH370: REUTERS/Samsul Said. On slide 22: Health Fitness Trackers: AP
PHOTO/Richard Drew. On slide 31: Narendra Modi: REUTERS/Lucas Jackson. On slide 35: laboratory testing: REUTERS/Tobias Schwarz.
43
APPENDIX
44
THE FORTUNE 500 BY LOCATION, NUMBER OF COMPANIES
COMPANIES BASED IN EMERGING MARKETS ARE A LARGER AND GROWING SHARE OF GLOBAL BUSINESS
*Africa, Eastern Europe and Central Asia, Latin America, Middle East, South Asia and Southeast Asia.
**China, Hong Kong, Macau and Taiwan.
Source: http://www.mckinsey.com/insights/urbanization/urban_world_the_shifting_global_business_landscape
2 1 12 31
120
21 2212
54
109
477 477 476
415
271
1980 1990 2000 2010 2025
(Projected)
DEVELOPED REGIONS
EMERGING MARKETS, EXCLUDING CHINA*
GREATER CHINA**
EMERGING MARKETS TOTAL SHARE5% 5% 5% 17% 46%
The McKinsey Global Institute
predicts that by 2025,
companies headquartered
in emerging markets will
make up more than 45%
of the Fortune 500
45
50
90
70 69
57 5653 52 52 51 50
4642
35 3432
20
39
34
75
70 69
54
38 37 3634
25
50
89
67 68
5450 50 51
41
4844
37
31 29
24
31
18
3934
85 85
73
64
49
3943
35
27
Higher Trust in
Local/State Government in 16 Countries
Higher Trust in Central/Federal
Government in 9 CountriesNeutral
% Trust
50%
2015 TRUST IN LOCAL/STATE VS. CENTRAL/FEDERAL GOVERNMENT
TRUST IN GOVERNMENT: MOST COUNTRIES TRUST LOCAL GOVERNMENTS MORE THAN FEDERAL
Informed
Public
LOCAL/STATE CENTRAL/FEDERAL
Q322-323. [Local/State Government and Central/Federal Government] Below is a list of institutions. For each one, please indicate
how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all”
and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
46
21 countries are below 50% in trust of one or both institutions
GOVERNMENT BUSINESS
% Trust
50%
GAP BETWEEN TRUST IN BUSINESS VS. GOVERNMENT, 2015
TRUST IN BUSINESS AND GOVERNMENT: 80% DISTRUST ONE OR BOTH
Q11-14. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
Informed
Public
2015
48
90
82
72
82
7065
45
37
59
33
41
5450 49 49
43 4240
42 41
28
16
3033
26
21
26
57
85 84 84
70
6166 67
73
49
72
60
45 4548 47
52
4548
42 41
53
64
48
36
4346
38
47
China
India
67%
73%
55%
79%
58%
55%
47%
50%
26%
61%
22%
30%
66%
74%
54%
80%
59%
58%
49%
52%
29%
63%
25%
31%
73%
77%
55%
83%
61%
60%
51%
54%
28%
62%
26%
30%
Buy a Company
in Your Country
Buy a Minority Share in a
Company in Your Country
Make a Major
Investment in a New Plant
or Office in Your Country
DEVELOPING COUNTRIES DEVELOPED COUNTRIES
Brazil
Germany
U.K.
U.S
Informed
Public
HOW MUCH DO YOU TRUST A COMPANY BASED IN [COUNTRY] TO...
COUNTRY OF ORIGIN: DEVELOPED MARKETS DISTRUST INVESTMENT FROM DEVELOPING COUNTRY COMPANIES
Q332-334. Please continue to think about global companies headquartered in specific emerging markets. How
much would you trust a company from [INSERT BRIC COUNTRY] to do what is right in the following investment
situations?
(Top 4 Box, Trust) Informed Publics, 27-country global total.
48
21%
31%29%
23%
29%
47%
34%
30%
23%
31%33%
22%
29%
34%
26%
22%
27%
37%
34%
31%
14%
23%
13%
19%
15%
OperationsPurposeProductsIntegrityEngagement
Q197-201(Global Summary). We would now like you to think about different types of information you may read,
see or hear about a company. For each topic, please select which person you trust MOST to provide you with
credible and honest information about a company. Informed Publics, 27-country global total.
MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC
INFLUENCERS:EMPLOYEES, ACADEMICS, CONSUMERS MOST TRUSTED
Informed
Public
COMPANY’S EMPLOYEECOMPANY CEO ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON
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