Edelman Trust Barometer 2015 - Italy

2015EDELMAN TRUST BAROMETER

29 GENNAIO 2015

PG 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



PG 3

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.

FIDUCIA IN CALO: NGOS, BUSINESS, MEDIA MA NON NEI GOVERNI

BUSINESS

66% 63%

2014 2015

#1

53% 51%

2014 2015

#3

59%57%

2014 2015

#2

45% 48%

2014 2015

#4GOVERNMENTMEDIA

NGOS

Informed

Public

PG 4

TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN ITALY, 2014 VS.

2015

ITALIA IN CONTROTEDENZA: FIDUCIA IN AUMENTO

BUSINESS

GOVERNMENTMEDIA

NGOS

Informed

Public

40%48%

2014 2015

#3

62%64%

2014 2015

#145%

53%

2014 2015

#2

24% 28%

2014 2015

#4

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 Italy.

PG 5

TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS IN ITALY, 2014 VS.

2015

MA PER L’OPINIONE PUBBLICA C’È SOPRATTUTTOUN “EFFETTO RENZI”

BUSINESS

GOVERNMENTMEDIA

NGOS

43% 41%

2014 2015

#3

54% 53%

2014 2015

#149%

48%

2014 2015

#2

18%27%

2014 2015

#4

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) General Population in Italy.

General

Population

PG 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

ITALIA IN RIPRESA:

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

PG 7

DEFICIT NEARLY 10

POINTS LOWER AMONG

GENERAL POPULATION,

WITH AN AVERAGE 3

POINT DECREASE IN

TRUST ACROSS ALL

COUNTRIES

MA C’E UN GAP TRA OPINIONE PUBBLICA ED ÉLITE

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.


PG 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.

FIDUCIA NELLE NGO’S: ANCORA ALTA MA IN CALO NEL MONDO

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

PG 9

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.

FIDUCIA NEL GOVERNO: NELLA MAGGIOR PARTE DEI PAESI EUROPEI CRESCE 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

PG 10

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.

FIDUCIA NEL BUSINESS:IN 11 PAESI CRESCE, ITALIA INCLUSA, IN 16 CALAInformed

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

PG 11

4 FATTORI CHIAVECONDIZIONANO LA FIDUCIA NELLE IMPRESE

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

PG 12

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

SETTORI INDUSTRIALI: IN FLESSIONE QUELLE TECNOGICHE 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

* * *

PG 13

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

PAESE D’ORIGINE: IL “MADE IN ITALY” FRENA

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.

PG 1414

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 9-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.

M O S T T R U S T E D

50%

80% 79% 79% 78% 75% 74% 71% 68% 67%

55% 54% 53%

42%38% 36% 35% 34%

Ge

rma

ny

Sw

ede

n

Sw

itze

rlan

d

Ca

na

da

U.K

.

Ja

pa

n

The

Ne

therla

nd

s

U.S

.

Fra

nce

Ita

ly

So

uth

Ko

rea

Sp

ain

Bra

zil

Ru

ssia

Ch

ina

India

Me

xic

o

2014

Informed

Public

PAESE D’ORIGINE: E L’ITALIA PERDE TERRENO RISPETTO AL 2014

PG 1515

FIDUCIA NELLE IMPRESE ITALIANE NEL MONDO

MOLTI PAESI HANNO PIÙ FIDUCIA NELLE NOSTRE IMPRESE DI NOI STESSI

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

81%79%

76%

73% 72%

65%

60% 59%57%

53% 52% 51% 51% 50%

46%

43% 42%40% 40%

36%34% 34% 34% 33%

28% 28%26%

PG 16

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)

TIPO DI IMPRESE: I PAESI SVILUPPATI PREFERISCONO LE “FAMILIARI”QUELLI IN VIA DI SVILUPPO LE “GRANDI”

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


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

PG 17

50%

57%

68%

State-owned Big Business Family-owned

Informed

Public

GLOBAL ITALY

TRUST IN DIFFERENT TYPES OF BUSINESS, GLOBAL VS. ITALY

TIPO DI IMPRESE:IN ITALIA UN GAP ENORME

35%

52%

71%

State-owned Big Business Family-owned

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, in Italy and 27-country

global total.

PG 18

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: ESPERTI E “PERSONE COME ME” CREDIBILI IL DOPPIO DEI 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


Informed

Public

PG 19

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, in Italy.

CREDIBILITY OF SPOKESPERSONS, 2014 VS. 2015 IN ITALY

LEADERSHIP: UN GAP ANCHE MAGGIORE IN ITALIA

66%

61%58%

55%

46%48%

31%

37%

67%

62% 61%59%

44%40%

32%30%

Academic orIndustry Expert

CompanyTechnical Expert

A PersonLike Yourself

NGORepresentative

Financial orIndustry Analyst

RegularEmployee

CEO GovernmentOfficial orRegulator

2014 2015


Informed

Public

PG 20

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: IL DECLINO DEI 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.

PG 21

31%

40%

50%

38%

43% 43% 41%

23%

27%

38%

36%

37%

31% 32%

2009 2010 2011 2012 2013 2014 2015

50%

Global

CEO CREDIBILITY AS A SPOKESPERSON, 2009 – 2015, GLOBAL AND ITALY

LEADERSHIP

Italy

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 and

Italy.

TRUST AND INNOVATION IN BUSINESS

2015 EDELMAN TRUST BAROMETER GLOBAL RESULTS 011315| PG

23

2015 TRUST BAROMETER GLOBAL REPORT DRAFT 010515| PG 23

- JEFF BEZOS

“New inventions and things that customers like

are usually good for society.”

NOT SO FAST…

PG 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.

FIDUCIA NELL’INNOVAZIONE: “TROPPO VELOCE” PER LA MAGGIORANZA

51% Too Fast28% Too Slow

Informed

Public

19% Just Right

PG 25

THE PACE OF DEVELOPMENT AND CHANGE IN BUSINESS AND INDUSTRY IN ITALY TODAY IS …

FIDUCIA NELL’INNOVAZIONE: SORPRESA, PER NOI ITALIANI E’ TROPPO LENTA

40% Too Fast43% Too Slow

Informed

Public

15% Just Right

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 Italy.

PG 26

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:

CAMBIAMENTO E’ UN FATTO TECNOLOGICOCHE NON RENDE MIGLIORE IL MONDO NÉ LA VITAInformed

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.

PG 27

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: NON ABBASTANZAREGOLAMENTATA

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.

PG 28

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: LA FIDUCIA NEI SETTORI INDUSTRIALINON GARANTISCE LA FIDUCIA NELL’INNOVAZIONE

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

PG 29

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, in Italy.

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, in Italy.

Informed

Public

TRUST IN INDUSTRIES’ ABILITIES TO RESPONSIBLY DEVELOP AND RELEASE

INDUSTRY-SPECIFIC DEVELOPMENTS, COMPARED TO TRUST IN INDUSTRIES IN ITALY

34%

40%

52%

63%

75%

65%

60%

41%

77%

56%

Financial Services

Electronic Payments

Health

Personal Health Trackers

Technology

Cloud Computing

Energy

Hydraulic Fracturing

Food & Beverage

Genetically Modified Foods

TRUST INDUSTRY SECTOR TRUST INDUSTRY TO IMPLEMENT EACH DEVELOPMENT

+19

-14

+11

-20

-31

GapTrust in Industry Sector

vs. Trust in Industry to Innovate

BUSINESS INNOVATION

PG 30

Lower/Equal Trust in 15 CountriesIncreased Trust in 12 Countries

50%

TRUST IN MEDIA, 2014 VS. 2015

FIDUCIA NEI MEDIA: NEL 60% DEI PAESI E’ IN CALO, MA NON DA NOI

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


% 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

PG 31

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

FONTI MEDIA: I MOTORI DI RICERCA SUPERANO I MEDIA TRADIZIONALI

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

PG 32


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, in Italy.

TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN ITALY

FONTI MEDIA: MOTORI DI RICERCAPIENA FIDUCIA SOPRATTUTTO IN ITALIA

56%

51%

55% 56%

59%

49%

52% 54%

57%

45%

47%48%

69%

61%

66%68%

47%

38%

45%46%

2012 2013 2014 2015

Online Search Engines

Traditional Media

Hybrid Media

Social MediaOwned Media

General

Population

PG 33


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, in Italy.

TRUST IN EACH SOURCE FOR GENERAL NEWS AND INFORMATION IN ITALY

FONTI MEDIA: CALA LA FIDUCIA NEI SOCIALInformed

Public

62%

54% 54%57%

73%

58%

50%

61%

67%

53%

44%45%

72%

62%

69% 69%

54%

38%

44% 44%

2012 2013 2014 2015

Online Search Engines

Traditional Media

Hybrid Media

Social Media

Owned Media

PG 34

TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT

SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN ITALY

FONTI MEDIA: I MOTORI DI RICERCA SOPRATTUTTO “CONFERMANO” Informed

Public

TELEVISIONNEWSPAPERS ONLINE SEARCH

The First Source for

General Information


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, Informed Publics, in Italy.Q184. What is the first source you go to for breaking news about business? Informed Publics, in Italy.Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? Informed Publics, in Italy.

27%26%

19%

14% 15%

20%

30%

35% 34%

2013 2014 2015

18%

11%

11%12% 11%

12%

33%

48%45%

2013 2014 2015

19%

13%

7%12% 8%9%

38%

45%

52%

2013 2014 2015

PG 35

TRUST IN INFORMATION CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES, CONTENT

SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN ITALY

FONTI MEDIA: STESSO TREND PER L’OPINIONE PUBBLICA



General Information


Breaking News

Source Used Most to


Q183. On a typical day, what is the first source that you go to for general information about business? Informed Publics, General Population, in Italy.Q184. What is the first source you go to for breaking news about business? General Population, in Italy.Q185. Which of the following sources do you turn to MOST often to confirm/validate information on breaking news about business? General Population, in Italy.

21% 18%

16%

23%26%

25%

32% 33% 34%

2013 2014 2015

13% 13%

11%

18%16%

16%

39%41% 42%

2013 2014 2015

12% 13%

11%14% 12%13%

43%46%

48%

2013 2014 2015

General

Population

PG 36

TRUST IN INFORMATION ABOUT BUSINESS CREATED BY EACH AUTHOR ON SOCIAL NETWORKING SITES,

CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES

FONTI MEDIA: I MOTORI DI RICERCA PRIMI IN TUTTO IL MONDO Informed

Public


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


General Information


Breaking News

Source Used Most to


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.

PG 37

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, in Italy.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, in Italy.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, in Italy.

29%

29%

29%

36%

36%

38%

50%

53%

56%

63%

Celebrities

Elected officials

Brands I don't use

A well-known online personality

A company CEO

A journalist

Employees of a company

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 IN ITALY

TRUSTED

NEUTRAL

DISTRUSTED

SOCIAL MEDIA: CI SI FIDA SOPRATTUTTO DEGLI AMICI

PG 38

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) General Population, in Italy.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? General Population, in Italy.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? General Population, in Italy.

24%

26%

26%

30%

37%

37%

44%

50%

53%

63%

Celebrities

Elected officials

Brands I don't use

A company CEO


A journalist


Companies I use

An academic expert



CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES IN ITALY

TRUSTED

NEUTRAL

DISTRUSTED

SOCIAL MEDIA: STESSO TRENDSIA ÉLITE SIA OPINIONE PUBBLICA General

Population

PG 39

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 company CEO


A journalist

Companies I use

An academic expert


Informed

Public


CONTENT SHARING SITES AND ONLINE-ONLY INFORMATION SOURCES

SOCIAL MEDIA:IN ITALIA COME IN TUTTO IL MONDO

TRUSTED

NEUTRAL

DISTRUSTED

BUILDING TRUST

PG 41

COSTRUIRE E DIFENDERE LA FIDUCIA: 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,


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.”

PG 42

COSTRUIRE E DIFENDERE LA FIDUCIA

53% 46% 38%

Fails to Contribute

to the Greater

Good

Lacks Economic

Growth

Does Not Allow Me to

Be a Productive

Member of Society

49% 47% 47%

Produces Economic

Growth/Contributes

to the Greater Good

Allows Me to Be a

Productive

Member of Society

Helps Me and My

Family Live a

Fulfilling Life

Reasons Trust in Business Has Increased

in ITALY

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 Italy. 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 Italy.

Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed

Publics, in Italy.

Reasons Trust in Business Has Decreased in

ITALY

39% 47%

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.”

PG 43

16 COSE DA FARE PER MIGLIORARELA FIDUCIA

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.

PG 44

STATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL

ENGAGEMENT E INTEGRITY: LE AREE PRIORITARIE PER COSTRUIRE LA FIDUCIA

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.

BUILDING TRUST IN INNOVATION

PG 46

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

FIDUCIA NELL’INNOVAZIONE:LA TRASPARENZA E LE CONFERME DELLE 3°PARTI SONO ESSENZIALI

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].

PG 47

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

PG 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

GLI INFLUENZATORI:EMPLOYEES, ACADEMICS, CONSUMERS MOST TRUSTED

Informed

Public

COMPANY’S EMPLOYEECOMPANY CEO ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON

2015 EDELMAN TRUST BAROMETER GLOBAL RESULTS 011315| PG

49

LA NUOVA FORMULA PER BUSINESS 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.

PG 50

Edelman Trust Barometer 2015 - Italy

Data & Analytics

countrys trust

trust index

edelman trust barometer

box trust general population

box trust informed publics

institutions of government

list of institutions

media ma