2017 Edelman Trust Barometer - Hong Kong

2017 Edelman

Trust BarometerHong Kong Report

28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000+). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/-

6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).

2017 Edelman Trust Barometer Methodology

Informed PublicGeneral Online Population

17 years of data

33,000+ respondents

All fieldwork was conducted

between October 13th and

November 16th, 2016

Online Survey in

28 Countries

Mass Population

‣ 9 years in 20+ markets

‣ Represents 13% of total global population

‣ 500 respondents in U.S. and China; 200 in all other countries

Must meet 4 criteria:

‣ 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

‣ All population not including Informed Public

‣ Represents 87% of total global population

‣ 6 years in 25+ markets

‣ Ages 18+

‣ 1,150 respondents per country

All slides show General Online Population unless otherwise noted

2016: The

Inversion of

Influence

Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government,

business, media and NGOs. Informed Public and Mass Population, 28-country global total.

Influence& Authority

Influence

Authority

MassPopulation

85%of population

48 Trust Index

15%of population

60 Trust IndexInformed

Public

12 point

trust gap

The Inversion of Influence in Action

Trust Barometer Supplement: Post-U.S. Election Flash Poll, 1,000+ General

Population Respondents, Nov. 28 to Dec. 11, 2016

Trump Voters

Clinton Voters

Trust Barometer Supplement: UK Supplement, 1,150 General Population

Respondents, December 23, 2016 to January, 7 2017

Remainin the EU

Leavethe EU

Source: 2017 Edelman Trust U.S. Flash Poll Q14. Who did you vote for? Audience: U.S. General Population, grouped by “system failing” segments and level of fear from the Trust Barometer. For details on how systemic distrust and societal fears

were measured, please refer to the Technical Appendix. Respondents were labeled as “fearful” if they were fearful of at least one of the following societal issues: corruption, immigration, globalization, eroding social values, and pace of innovation.

Source: 2017 UK Trust Supplement Q15. Did you vote…? Audience: UK General Population, grouped by ‘system failing’ segments and level of fear from the Trust Barometer. For details on how the societal fears and the “system failing” measure

were calculated, please refer to the Technical Appendix. Respondents were labeled as ‘fearful’ if they were fearful of at least one of the following societal issues: corruption, immigration, globalization, eroding social values, and pace of innovation.

67% are fearful

45% are fearful

46% are fearful

26% are fearful

Trust Index

A World of Distrust

Average trust in institutions,

2016 vs. 2017

47 Global

72 India

69 Indonesia

67 China

60 Singapore

60 UAE

53 Netherlands

52 Mexico

52 U.S.

50 Colombia

49 Canada

48 Brazil

48 Italy

48 Malaysia

45 Argentina

44 Hong Kong

44 Spain

43 Turkey

42 Australia

42 S. Africa

41 Germany

40 France

40 U.K.

38 S. Korea

37 Sweden

36 Ireland

35 Japan

35 Poland

34 Russia

2016 2017

50 Global

73 China

66 UAE

65 India

64 Singapore

62 Indonesia

60 Mexico

56 Canada

55 Colombia

52 Netherlands

51 Argentina

51 Malaysia

50 Brazil

49 Australia

49 Italy

49 U.S.

47 Hong Kong

46 Spain

45 S. Africa

42 Germany

42 S. Korea

42 U.K.

41 France

41 Ireland

41 Turkey

39 Russia

38 Japan

37 Sweden

35 Poland

Trusters(60-100)

Neutrals(50-59)

Distrusters (1-49)

Source: 2017 Edelman Trust Barometer. The Trust

Index is an average of a country's trust in the institutions

of government, business, media and NGOs. General Population,

28-country global total.

3 point decrease

in the global

Trust Index

Trust declines in

21 of 28 countries—

the broadest declines

since beginning

General Population

tracking in 2012

2 in 3 countries are

now distrusters

Trust Index

A World of Distrust

Average trust in institutions,

2012 vs. 2017

47 Global

72 India

69 Indonesia

67 China

60 Singapore

60 UAE

53 Netherlands

52 Mexico

52 U.S.

50 Colombia

49 Canada

48 Brazil

48 Italy

48 Malaysia

45 Argentina

44 Hong Kong

44 Spain

43 Turkey

42 Australia

42 S. Africa

41 Germany

40 France

40 U.K.

38 S. Korea

37 Sweden

36 Ireland

35 Japan

35 Poland

34 Russia

Source: 2017 Edelman Trust Barometer. The Trust

Index is an average of a country's trust in the institutions

of government, business, media and NGOs. General Population,

28-country global total.

11 point trust gap

between Informed and Mass

2012 2017

Trusters(60-100)

Neutrals(50-59)

Distrusters (1-49)

45 Global

69 China

62 Singapore

53 Netherlands

57 UAE

56 Mexico

55 India

54 Indonesia

53 Hong Kong

53 Malaysia

51 Canada

49 Argentina

48 Netherlands

47 Italy

46 Brazil

40 US

40 Australia

39 South Korea

38 Poland

36 France

36 Spain

36 Sweden

35 UK

34 Germany

34 Ireland

32 Japan

30 Russia

Trust in Government

“People in this country have had enough of experts.” – Michael Gove, Member of Parliament, U.K.

Distrusted in 75% of countries

Government Trust Declining Globally

Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [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) General Population, 28-country global total.

GDP 5 = U.S., China, Japan, Germany, U.K.

Percent trust in government, and change from 2016 to 2017

Declines in 14 countries

50%

41

47

15

2024 24 25 25

2831 32 32 33

36 37 37 37 3840

43 44 4547

51 51

6971

75 75 76

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0 +8 +2 +9 +13 +100+700+1+1+3+1+1 -1 -7 -2 -2 -1 -5 -10 -9 -5 -5 -3-1 -8 -8-1

Y-to-Y Change+−

NeutralDistrust Trust

Trust in Government: All-Time Low

Source: 2017 Edelman Trust Barometer Q11-620. 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) General Population, Hong Kong

Percent trust in government, 2012 vs. 2017

55

53

42

44

45

40

2012 2013 2014 2015 2016 2017

Source: 2017 Edelman. Trust Barometer Q130-747 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) General Population, Hong Kong, question asked of half the sample.

Percent who rate each spokesperson as very/extremely credible

Government Official Credibility: All-Time Low

Government

Officials

41%Credible

Government

Officials

29%Credible

2016 Credibility 2017 Credibility

10 pointgap between

Informed and Mass

Government Should Rein in Business

Source: 2017 Edelman Trust Barometer Q667-670. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q661-664. For each of the statements below, please indicate

how much you agree or disagree. (Top 4 Box, Agree) Q658. For the statement below, please indicate how much you agree or disagree. (All respondents except Top 4 Box, Agree) General Population, Hong Kong,

question asked of one-fifth the sample.

Regulation

88%agree that the

pharmaceutical

industry needs

more regulations

Tax Policy

73%agree that policy makers should

tax foods that negatively impact health

Reform

47%do not agree that

financial market reforms have increased

economic stability

Media “The global village that was once the internet was has been replaced

by digital islands of isolation that are drifting further apart each day.”

- Mostafa M. El-Bermawy, Vice President, WorkZone

Source: 2017 Edelman Trust Barometer Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q749. When someone you know provides you with some

information that supports a position that you do NOT believe, which of following do you typically do with it? Q752. How often do you read or listen to information or points of view from people, media sources or

organizations with whom you often disagree? (Sum of “Never”, “Almost Never”, “Several Times a year”, “Once or Twice a Month”). General Population, Hong Kong

“I would support politicians

I trust to make things better

for me and my family

even if they

exaggerated the truth”

Nearly

3in5 agree 54%

Do not regularly listen to

people or organizations

with whom they often

disagree

to ignore information that

supports a position they do

not believe in

Nearly

3x more likely

Facts matter less. Bias is our filter.

The Echo Chamber in Action

54

55 55

50

47

42

2012 2013 2014 2015 2016 2017

Hong Kong Media: All-Time Low

Source: 2017 Edelman Trust Barometer Q11-620. 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) General Population, Hong Kong

Percent trust in media, 2012 vs. 2017

Search engines*

Traditional media

Online-only media**

Social media

Owned media

Traditional Media Shows Steepest Decline

Source: 2017 Edelman Trust Barometer 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) General Population, Hong Kong, question asked of half the sample. *From 2012-2015, “Online Search Engines”

were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”

Percent trust in each source for general news and information

Search engines now most

trusted, with y-o-y

increases in every

category

Traditional media down

21 points since 2012 –

largest decline amongst

millennials

55

41

59

36

2012 2013 2014 2015 2016 2017

Mass Population trust

declines fastest, but not

in search

Trust in Business

I and the public know

What all schoolchildren learn

Those to whom evil is done

Do evil in return

- W. H. Auden

Global Business on Brink of Distrust

Source: 2017 Edelman Trust Barometer Q11-620. [TRACKING] [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) General Population, 28-country global total.GDP 5 = U.S., China, Japan, Germany,

U.K.

Percent trust in business, and change from 2016 to 2017

Distrusted in 13 countries

50%52 51

2934

39 40 41 41 43 43 45 45 46 46 48 50 5055 56 56 58 58 60 61

64 6467 67

74 76

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-4 +4 -2 -2 -4 -2 +7 +4 -3 -6 -3 -3 -9 +5 +5-4 -5-1 0-8 -1 -2+1-2 -2 +1+1 +2 -6+1

Declines in 18 countries

Y-to-Y Change+−

NeutralDistrust Trust

Hong Kong Business: All-Time Low

Source: 2016 Edelman Trust Barometer 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.” (Top 4 Box, Trust) Informed Public and General Population, Hong Kong.

Percent trust in business, 2012 to 2017

42

43

41

38

39

34

2012 2013 2014 2015 2016 2017

CEO Credibility in Crisis

Source: 2017 Edelman. Trust Barometer Q130-747 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) General Population, Hong Kong, question asked of half the sample.

Percent who rate each spokesperson as very/extremely credible

19% decline since

2016 – most significant

decline globally

10% below global

average

Hong Kong

27%Credible

Global

37%Credible

66% agree

“A company can take specific actions that both increase

profits and improve the economic and social conditions in the community

where it operates.”

Citizens Expect Business to Address Societal Issues

Source: 2017 Edelman Trust Barometer Q249-757. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Agree). General

Population, Hong Kong, question asked of half the sample.

.

Corruption Globalization Pace of Innovation

Citizen Concerns

Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalization Q681-684, Pace of innovation For details on how the societal fears were measured, please refer to the Technical Appendix.

(Top 4 Box, Worried) Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) General Population, Hong Kong. Q349-671. For the statements below, please think

about the pace of development and change and select the response that most accurately represents your opinion. (Top 4 Box, Too Fast) General Population, Hong Kong, question asked of half the sample.

Percent of respondents who are concerned regarding each issue

65%64% 54%

46% globalization 50% the pace of change

is taking us in the

wrong direction

62% lack of training or skills

50% automation

50% foreign competitors

50% jobs moving to cheaper markets

Population worries about

losing their jobs due to:

in business and industry is

too fast

Do No Harm

Source: 2017 Edelman Trust Barometer Q732. What can businesses do that would cause the most damage to your trust in a better future? (Please select up to five.). General Population, 28-country global total

and General Population, Hong Kong, question asked of half the sample.

Actions business can take that would most damage trust (top 6 most-selected)

33%

43%

44%

46%

50%

50%

36%

40%

44%

36%

51%

39%

Move jobs from this country to cheaper labor markets

Reduce costs by lowering product quality

Pay top executives much more than the average worker

Reduce employees’ benefits

Pay bribes to government officials to win contracts

Reduce costs by cutting jobs

Hong KongGlobal

21%

29%

50%

59%

Sold shares

Shared negative opinions online

Criticized companies

Refused to buy products/services

Trust Matters

Source: 2017 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust/do not trust? (Yes Summary) Q598-609. Thinking about the information you

consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) 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 9-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) General Population, Hong Kong, question asked of half the sample.

Percent who engage in each behavior based on trust

Behaviors for Distrusted Companies

Refused to buy products/services

Criticized companies

Shared negative opinions

Sold shares

How to Drive Trust in Business

Purpose Drives Trust in Business

Top trust drivers in Hong Kong

43%

41%

36%

35%

31%

26%

25%

20%

Treats employees

well

Has ethical

business practices

Works to protect and

improve the environment

Addresses society's needs in

its everyday business

Places customers

ahead of profits

Is an innovator of new

products, services or ideas

Delivers consistent financial

returns to investors

Ranks on a global list of top companies,

such as best to work for or most admired

Source: 2017 Edelman Trust Barometer Q80-639. How important is each of the following attributes to building your TRUST in a company? Use a 9-point scale where one means that attribute 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, Importance) Q114-654. Please rate businesses in general on how well you think they are performing on each of

the following attributes. Use a 9-point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performance) General Population, Hong Kong.

Important Drivers of Trust Less Important Drivers of Trust

Employee Advocacy not Leveraged

Source: 2017 Edelman Trust Barometer Q610. Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611. A company’s

business practices, both positive and negative, and its handling of a crisis? Q612. A company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits?

Q613. A company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614. A company’s innovation efforts and new product development? Q615. A company’s stand on issues related

to the industry in which it operates? General Population, Hong Kong, question asked of one-quarter of the sample. General Population, Hong Kong.

Most trusted spokesperson to communicate each topic

Company CEO

Senior executive

Employee

Activist consumer

Academic

Media spokesperson

56% a person like

yourself

15 16 15

19

24

15

24

16 17

22 22

17

48

3331

27 27 27

20

2729

2422 21

18

28 28

24

32 33

10

1412

1916 17

Partnerships/

programs to address

societal issues

Business

practices/

crisis handling

Financial

earnings &

operational

performance

Innovation effortsTreatment of

employees/

customers

Views on

industry issues

54

55 55

50

47

424243

41

3839

34

55

53

42

4445

40

2012 2013 2014 2015 2016 2017

61

6364

57 57

59

Partner with NGOs

Source: 2016 Edelman Trust Barometer 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.” (Top 4 Box, Trust) General Population, Hong Kong.

Percent trust in the four institutions of

government, business, media and NGOs, 2012 vs. 2016

NGOs

Media

Government

Business

How to Gain Trust in

Today’s Environment

A New Model

for Earning Trust

Engage with the

people that can best

help achieve your

purpose – NGOs

and your employees

Build operations

and policies that

make your

purpose a reality

Define your purpose

in society and put it

at the core of your

business

Craft your story for

today’s media

environment: earned,

social and search

Thank You