Actions Leadership in a Divided World The Opportunity For Business In 2016, trust in nongovernmental organizations, business, media and government increased to its highest level since the Great Recession. But the 2016 Edelman Trust Barometer shows we’re only seeing the tip of the trust story. agree employees are creditable spokespeople © 2016 Edelman, Inc. All rights reserved. agree CEOs must communicate their personal values 7/10 Across all audiences, business saw the largest increase in trust. Today, business finds itself in a new position of strength, with the chance to help bridge the trust gap For the mass population— making up 85% of the general public—trust levels have barely budged While trust has risen across all four institutions, it’s a trend driven by the informed public With CEOs at the forefront, business has an opportunity to establish a new model of leadership, while still fulfilling their mandate to create value CEOs must focus more on making a positive long-term impact and addressing social issues, over short-term financial results. Focus on short-term financial results Lobbying Values Personal values are key in building trust and it is up to leaders to be honest, ethical and to share their personal stories. agree that business must play a role in addressing societal issues Too much Not enough Employee Advocacy Employees are credible spokespeople. CEOs must communicate more openly and directly with their employees, and empower them to become company advocates. Engagement Today, search engines are more trusted than traditional media. The rules of engagement have changed so leaders must consider all sources in order to effectively engage. For more information, visit www.edelman.com/trust2016 67% 57% 79% 49% 57% Informed Public General Population 2016 Edelman Trust Barometer Mass Population Informed Public 80% 9% Business saw the biggest rise in trust Search engines Traditional media Online-only media Owned media Social media 63% 58% 53% 46% 44% “Trust in institutions and their license to operate is no longer automatically granted on the basis of hierarchy or title, rather in today’s world, trust must be earned.” Richard Edelman President & CEO NGOs Media Business Government 2012 2013 2014 2015 2016 2012 2013 2014 2015 2016 51 Mounting Trust Inequality Increase in trust, 2012-2016 The State of Trust *Must meet four criteria: ages 25-64, college educated, in top 25% of household income per age group in each country, reported significant media consumption & engagement in business news and public policy *All population not including informed public We are seeing firsthand the rise of trust inequality and a simultaneous shift of influence, now resting in the hands of the mass population 85% of population The Inversion of Influence Job Creation Positive long- term impact 19 U.S. 15 Mexico 10 Netherlands 10 Sweden 17 U.K. 16 France 10 Ireland 16 Australia 10 South Korea 10 Singapore 11 China 16 India 10 South Africa 10 Brazil 11 Italy The trust gap is a global phenomenon The Trust Index Trust Index, Informed Public vs. Mass Population, countries with the double-digit trust gaps 43 66 55 49 56 53 62 AUTHORITY & INFLUENCE INFLUENCE AUTHORITY 15% of population Informed Public Mass Population U.S. U.K. France India Australia Mexico Italy China Brazil Ieland Netherlands Sweden S. Africa S. Korea Singapore 64 57 55 78 63 72 58 82 58 49 62 46 54 50 72 45 40 39 62 47 57 47 71 48 39 52 36 44 40 62 Country
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Actions
Leadership in a Divided World
The Opportunity For Business
In 2016, trust in nongovernmental organizations, business, media and government increased to its highest level since the Great Recession. But the 2016 Edelman Trust Barometer shows we’re only seeing the tip of the trust story.
agree employees are creditable spokespeople
© 2016 Edelman, Inc. All rights reserved.
agree CEOs mustcommunicate their
personal values
7/10
Across all audiences, business saw the largest increase in trust. Today, business finds itself in a new position of strength, with the chance to help bridge the trust gap
For the mass population—making up 85% of thegeneral public—trust levels have barely budged
While trust has risen across all four institutions, it’s a trend driven by the informed public
With CEOs at the forefront, business has an opportunity to establish a new model of leadership, while still fulfilling their mandate to create value
CEOs must focus more on making a positive long-term impact and addressing social issues, over short-term financial results.
Focus on short-term financial results
Lobbying
ValuesPersonal values are key in
building trust and it is up to leaders to be honest,
ethical and to share their personal stories.
agree that business must play a role in addressing societal issues
Too much
Not enough
Employee AdvocacyEmployees are credible spokespeople. CEOs must communicate more openly and directly with their employees, and empower them to become company advocates.
EngagementToday, search engines are more
trusted than traditional media. The rules of engagement have
changed so leaders must consider all sources in order
to e�ectively engage.
For more information, visit www.edelman.com/trust2016
67% 57%
79%
49% 57%
Informed Public
General Population
2016 Edelman Trust Barometer
Mass Population
Informed Public
80%9%Business saw the biggest rise in trust
Search engines Traditional media Online-only media
Owned media Social media
63% 58% 53%
46% 44%
“Trust in institutions and their license to operate is no longer automatically granted on the basis of hierarchy or title, rather in today’s world, trust must be earned.”Richard EdelmanPresident & CEO
NGOs Media
Business Government
2012 2013 2014 2015 2016 2012 2013 2014 2015 2016
51
Mounting Trust Inequality
Increase in trust, 2012-2016
The State of Trust
*Must meet four criteria: ages 25-64, college educated, in top 25% of household income per age group in each country, reported significant media consumption & engagement in business news and public policy
*All population not including informed public
We are seeing firsthand the rise of trust inequality and a simultaneous shift of influence, now resting in the hands of the mass population
85%of population
The Inversion of Influence
Job Creation
Positive long-term impact
19 U.S.
15 Mexico
10 Netherlands
10 Sweden
17 U.K.
16 France
10 Ireland
16 Australia
10 South Korea
10 Singapore
11 China
16 India
10 South Africa
10 Brazil
11 Italy
The trust gap is a global phenomenon
The Trust Index
Trust Index, Informed Public vs. Mass Population, countries with the double-digit trust gaps
43
66
5549
56
53
62
AUTHORITY & INFLUENCE
INFLUENCE
AUTHORITY
15%of population
Informed Public
MassPopulation
U.S
.
U.K
.
Fran
ce
Indi
a
Aus
tral
ia
Mex
ico
Italy
Chi
na
Bra
zil
Iela
nd
Net
herla
nds
Sw
eden
S. A
fric
a
S. K
orea
Sin
gapo
re
64 57 55 78 63 72 58 82 58 49 62 46 54 50 72
45 40 39 62 47 57 47 71 48 39 52 36 44 40 62
Country
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