TRUST AND YOUR BRAND - AASCIF Trust Presentation for...4 TRUST IS REACHING POST-RECESSION HIGHS, BUT GAPS ARE NOTABLE Percent of trust in the four institutions: government, business,

1

TRUST AND YOUR BRAND

#EdelTrust

2

48

42

26

35

20

12

TRUST MATTERSPercent who engage in each behavior based on trust

68

59

41

38

37

18

Behaviors for Distrusted Companies Behaviors for Trusted Companies

Refused to buy products/services

Criticized companies

Shared negative opinions

Disagreed with others

Paid more than wanted

Sold shares

Chose to buy products/services

Recommended them to a friend/colleague

Shared positive opinions online

Defended company

Paid more

Bought shares

General

Population

most trusted content creators: #1

Friends and Family

most trusted media source: #1

Online Search Engines

3

60

6465

63

66

46

48

45

48

51

2012 2013 2014 2015 2016

54

58 5856

62

2012 2013 2014 2015 2016

TRUST IS REACHING POST-RECESSION HIGHS, BUT GAPS ARE NOTABLEPercent of trust in the four institutions: government, business, media and NGOs, 2012 vs. 2016

53

57

53

51

56

NGO’s

Government

Media

Business

Informed

Public

4

TRUST IS REACHING POST-RECESSION HIGHS, BUT GAPS ARE NOTABLEPercent of trust in the four institutions: government, business, media and NGOs, 2012 vs. 2016

0

10

20

30

40

50

60

70

NGO's Business Media Government

Influence

TRUST GAPS:FUELING AN INVERSION OF INFLUENCE

Influence& Authority

Authority

Old Model

‣ Elites have access

to more/better

information

‣ Elites’ interests

interconnected with

those of mass

‣ Becoming an “elite”

open to all

New Reality

‣ Peer-to-peer influence

more powerful than top-

down

‣ Increasing distrust

among mass population

‣ Mass movements based

on dissatisfaction and

urgency

The Divide

‣ Democratization of

information and

more information

‣ High-profile

revelations of greed

and misbehavior

‣ Income inequality

MassPopulation

85%of population

48 Trust Index

15% Of population

60 Trust IndexInformed

Public

6

50%

78

6562

5549

44 4237

32 31

My friendsand family

An academicexpert

Companiesthat I use

Employees ofa company

A companyCEO

A journalist A well-knownonline

personality

Electedofficials

Celebrities Companies I don’t use*

BUILDING TRUST: FAMILIAR VOICES MATTER

+11

General

Population

+10

2016

7

BUILDING TRUST: CONNECT TO A SOCIAL PURPOSEPercent who cite each as a reason for why their trust in business has increased or decreased

Reasons Trust in Business Has Increased

Reasons Trust in Business Has Decreased

Produces

economic growth

Contributes to the

greater good

Allows me to be a productive

member of society

Fails to contribute

to the greater good

Lacks economic growth

No public services

59%

45%

40%

50%

39%

36%

General

Population

8

BUILDING TRUST: A LEADER’S PERSONAL VALUES AND HISTORY MATTER Percent who agree that each type of information is important in building trust in a CEO

62%65%70%

79%

Their education andhow it shaped them

Their personalsuccess story

The obstaclesthey have overcome

Their personalvalues

General

Population

both directly (86%) and

via media (75%)

CEOs must engage

9

2527

19

2528

33

27 28

24

28

37

313230

48

24 25 26

21 21 22 2320

1619 19

14

19 18 18

8 9 8

1310 11

BUILDING TRUST: EMPLOYEES ARE ESSENTIAL ADVOCATESMost trusted spokesperson to communicate each topic

Innovation effortsFinancial earnings &

operational

performance

Business practices/

crisis handling

Treatment of

employees/customer

Partnerships/

Programs to address

societal issues

Views on

industry issues

Employees Most Trusted

General

Population

Company CEO

Senior executive

Employee

Activist consumer

Academic

Media

spokesperson

BUILDING TRUST HELPS BRIDGE THE GAP

TRUST

Influence

Authority

11

MEDIA & SHARING

12

71

69

67

45

32

28

Search

TV

Social

Newspapers

Magazines

Blogs

TRUST IN FAMILIAR VOICES = CONTINUED GROWING INFLUENCE OF PEER-DRIVEN MEDIAPercent who use each media source several times a week or more

2 of top 3 most-used

sources of news and

information are peer-

influenced media

General

Population

13

ADS ON THE INTERNET ARE LESS TRUSTED THAN ADS ON TELEVISION

OFTEN, NEWS IS CONSUMED THROUGH A FILTER – WHICH IMPACTS TRUST

76%

Search Engines,

63%Local

newspapers,

60%

59%

National TV news,

59%

Local TV news,

59%

National

newspapers,

56%Your friends on

social media, 51%

38% 36%32%

29%25%

18%

Friends and Family FacebookSponsored

Content on

Social MediaSnapchat

Brands of Products you Use

TV AdsInternet Ads

See appendix for full list of sources

Twitter

14

IMPORTANT TO TAP INTO SHARED INFO WORLD

MILLENNIALS ESPECIALLY LIKELY TO READ AND SHARE THROUGH A FILTER

7%

27%

32%

34%

10%

18%

23%

49%

None of the above

From news items shared by your social media contacts and friends

From a “curated” news source*

From news organizations directly

Total Millennials

+9

+9

15

62%

46%

17% 16%

8%5%

52%

38%

10%

17%

6% 4%

33%

19%

5%

15%

3% 1%

Millennials

Gen X

Baby Boomer

% Y

es, H

ave

Sh

are

d

48% 33% 10% 16% 5% 3%

Important to tap into Shared Info world

MILLENNIALS ESPECIALLY LIKELY TO READ AND SHARE THROUGH A FILTER

% Total

16

CEOS CAN IMPROVE THEIR CREDIBILITY BY EMPHASIZING HONESTY AND AUTHENTICITY

People Like You (59%)

Customers (64%)

Academic Expert (58%)

CEO (35%)Regular Employee (52%)

Journalist (33%)

Blogger (20%)

Sphere of Influence

, -7ppts

Sources highlighting

customer experiences,

such as Yelp, are seen as

most credible to

Californians

A CLEAR SPHERE OF TRUST: PEERS AND RELATABLE FIGURES

1717

WHAT DOES THIS MEAN FOR YOUR BRAND?

Define and live by your brand

Your brand must be authentic, as well

as the methods you use to

communicate your brand

Test often – you don’t know what you

don’t know

18

®

BUILD TRUST AND EXPAND IMPACT WITH CREATED CONTENT

19

19

®

BE MINDFUL OF SPOKESPERSONS, MESSAGES AND VENUES

Visuals can tell

stories that

words don’t

support

Truth is

essential

Use the best

category of

spokesperson

for the situation

20