Post on 22-Jun-2020
2011 Edelman Trust Barometer
For more information, please email:
contact_us@edelman.com
Edelman Trust Barometer at a glance
Eleventh annual study
5,075 people in 23 countries on five continents
Ages 25 to 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
2
The Edelman Trust Barometer in retrospect
Rising Influence of NGOs2001
Fall of the celebrity CEO2002
Earned media more credible than advertising2003
U.S. companies in Europe suffer trust discount2004
Trust shifts from “authorities” to peers2005
“A person like me” emerges as credible spokesperson2006
Business more trusted than government and media2007
Young influencers have more trust in business2008
Business must partner with government to regain trust2009
Trust is now an essential line of business2010
3
2010 Year in review
State of Trust
Shifting center of gravity
6
57%54%
47%45%
61%
56%52%
49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
NGOs Business Government Media
2010 2011
Trust in Institutions – Global
Globally, trust increases in all institutions
A7-10. [Institutions TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is
right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how
much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)
+4
+5 +4
+2
62%
67%
59%62%
57%
40%36%
54%
49%
42%
81%
70%
64%61%
53% 52%48%
46% 44%
41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brazil India Italy China Japan Germany France US UK Russia
7
Emerging markets dominate as ―business trusters‖
U.S. drops to within 5 points of Russia
Trust in Business – Top 10 Countries by GDP
A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is
right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do
you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64
Trusters DistrustersNeutral
2010 2011
+19
- 8+12
+12
74%
39%42%
43%
36%
43%
38%
46%
38%
43%
88%85%
51%49%
45% 44% 43%40% 39%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
China Brazil Japan France Italy India UK US Russia Germany
8
Business more trusted than government in 1/3 of markets
German, U.S. government trust erodes; China, Brazil rise
Trust in Government – Top 10 Countries by GDP
A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution
to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT
DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64
Trusters Distrusters
2010 2011
+14
- 6
+46
Neutral
-10
63%
54%58%
36% 36%38% 39%
37% 38%
31%
80%
73%
50%48%
45% 45%
37% 37%
27%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
China Brazil India Japan France Italy Germany Russia US UK
Trust in Media – Top 10 countries by GDP
9
A8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution
to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT
DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64
+19+17
+12
- 11
Trusters DistrustersNeutral
- 9
Increased trust in media driven by China, Brazil, and Japan
Developed markets generally distrustful
2010 2011
58%61%
48%
63%
2008 2011
59%
46%
63%
55%
2008 2011
59%
81%
56%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008 2011
40%
48%
56% 55%
2008 2011
10
Brazil China U.S. UK/FR/GER
Trust in Business and NGOs
A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.
On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much
do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the U.S., UK/FR/GER, Brazil and China
Trust in NGOs now on par with business in emerging markets
More trusted than business in developed markets
Business NGOs
11
2008 2011
Composite score is an average of a country’s trust in all four institutions
Ages 25-64
Trust Index: Developed markets at bottom
U.S. drops, Brazil rises in composite scoring
Global ―
Mexico 69
China 62
India 60
US 53
Japan 50
S. Korea 50
Canada 48
Brazil 48
France 44
UK 43
Germany 36
Russia 36
Global 55
Brazil 80
China 73
Mexico 69
India 56
Canada 55
S. Korea 53
Japan 51
France 50
Germany 44
US 42
UK 40
Russia 40
12
Trust in Institutions – U.S.Informed Publics ages 25-64
59%
36%
54%
46%
43%
30%
46%
40%
46%
31%38%
27%
63%
45%
63%
55%
20%
30%
40%
50%
60%
70%
80%
2008 2009 2010 2011
Business Government Media NGOs
Worldwide
Financial Crisis
In U.S., 2011 decline mirrors 2008-2009 drop
Only country to see across-the-board fall
A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right.
On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much
do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 in the U.S.
75% 76% 76%71%
69% 69%
61%65%
50%
39%36% 34%
30%
76% 75%73% 73%
69% 69% 68%64%
63%
50%
44%42% 40% 39%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me 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) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)
Most Trusted National Identity for Companies – Global
Germany, Canada, Sweden stay at top of trusted ―HQ countries‖
Trust in companies headquartered in BRICs and U.S. rises
N/A N/A
+ 4+ 5+ 5
+ 3
+ 3
Distrusted HQ CountriesTrusted HQ Countries2010 2011
14
BRIC strategy to target emerging economies producing results
Slight image improvement in West
Trust in Companies Headquartered in BRIC
A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me 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 ages 25-64
86%
44%
65%
28%33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brazil HQs
+ 32
+17
+15
43%
62%
70%
27%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Russia HQs
+16
+32
+12
- 7
56%60%
65%
30%
37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
India HQs
+17
+13+15
- 653%
40%
74%
45%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
China HQs
+ 15
+20
+ 21
- 6
+14 +15
+33
50%
51%
52%
54%
57%
57%
59%
62%
63%
63%
65%
65%
66%
68%
69%
81%
Financial services
Banks
Insurance
Media
Brewing and spirits
OTC personal health care products
Consumer packaged goods
Energy
Pharmaceuticals
Entertainment
Retail
Biotech
Food and beverage
Telecommunications
Automotive
Technology
15
Technology firmly on top; automotive rallies
Finance sector at bottom
Trust in Industries – Global
A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the
following industries to do what is right. Again, please use 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) Informed publics ages 25-64 in 23 countries
78%
83%
61%
48%
40%
54%
71%
44%46%
26%
90%87%
71%69%
52%
44%
25% 23%
16%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
China India Japan Brazil France Russia US Germany UK Ireland*
2008 2011
16
Since financial crisis, trust in banks takes big hit in the West
Reverse is true in China, India, Japan, Brazil
Trust in Banks
A30-45. [Banks TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each
of the following industries to do what is right. Again, please use 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) Informed publics ages 25-64
+12
- 46
- 30
- 20
*Note: Data for 2009/
2011 displayed
+21+10
- 10
+12 - 21
2010-2011 Drops: -8 -9 -22
85%
75% 75%
57%
98%
82%
52%
79%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
China
17
66%
49%
37%
45%
79%
67%
50%52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
UK/FR/GER
72%
32%
39% 39%
73%
49%
43%38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
U.S.
Since 2009, automotive surges in West; energy plummets in China
Trust in Industries
A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the
following industries to do what is right. Again, please use 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) Informed publics ages 25-64 in the U.S., UK/FR/GER and China
2009 2011
+17
+13
+13
- 23
+ 7+ 22+18
+13+7
Business and Society
Toward shared value
19
B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one
means that factor is ―not at all important‖ and nine means it is ―extremely important‖ to overall reputation. The first one is [INSERT FIRST]. How important
is this factor to overall reputation on a 9-point scale where one means ―not at all important‖ and nine means ―extremely important‖? (Top 2 Box, Very/
Extremely Important) Informed Publics ages 25-64 in 23 countries
39%
39%
46%
51%
55%
55%
63%
65%
65%
69%
Delivers consistent financial returns to investors
Has highly-regarded and widely admired top leadership
Is an innovator of new products, services or ideas
Is a good corporate citizen
Prices its brands fairly and competitively
Communicates frequently and honestly on the state of its business
Treats employees well
Is a company I can trust
Has transparent and honest business practices
Offers high quality products or services
What matters for corporate reputation:
Quality, transparency, trust, employee welfare
Reputation Factors – Global
84%
72%70% 70%
64%60%
57% 57% 56% 55%52%
50% 49% 48%44% 44% 43% 43%
39%37% 35%
33%30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
20
G124. Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree with the following quote
from Milton Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64
in 23 Countries
% who agree
Slight majority agree with Milton Friedman
Milton Friedman: “The social responsibility of business is to increase its profits”
91% 89% 89% 89%85% 85% 85%
82% 81% 81% 80% 79% 78% 78%74% 73% 72% 71% 71%
67%63% 62%
55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Believe corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value
21
G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way in
which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’s
interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 Countries
By comparison, greater expectations for business to invest in society’s
interests in developed and emerging markets
82% 82%
74% 73%70% 69%
67% 66%63% 63% 62% 61% 61%
58% 57% 56%53% 53%
50% 49% 48%44%
42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Believe that government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner
22
G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible manner
OR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publics
ages 25-64 in 23 Countries
And government must step in to ensure business behaves responsibly
Roadmap to Trust
A new way forward
24
62%
49%
31%
41%
29%
47%
32%
70%
64%
53%50%
47%43% 43%
34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
An academic or expert
Technical expert within the company
A financial or industry analyst
CEO NGO representative
Government official
Person like yourself
Regular employee
2009 2011
Credible Spokespeople – Global
Credentials count
CEOs gain most ground as all ―authority figures‖ considered more credible
N/A
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)
+19+14
+ 8
+ 4 + 6 - 4
+ 2
57%
43%
51%
40%
49%
16%
23% 23%19% 18%
78%74%
67%
58%
50%
43%39% 38%
34%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
India Brazil Japan Russia China France UK Italy US Germany
2009 2011
25
CEO credibility higher in emerging markets but on rise in most countries
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 – Top 10 countries by GDP
Credible Spokespeople – CEO
Top 10 GDP
+18
+21+31 +16
+16+15
+15+27
26
29%
31%
32%
41%
47%
49%
62%
Government official
CEO
Regular employee
NGO representative
Person like yourself
Financial/industry analyst
Academic/expert
2009
CEOs and ―person like me‖ swap spots
In 2011, CEOs in top tier
Credible Spokespeople – Global
34%
43%
43%
47%
50%
53%
64%
70%
Regular employee
Person like yourself
Government official
NGO representative
CEO
A financial or industry analyst
Technical expert within the company
An academic or expert
2011
D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about
a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?
(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina)
38%
17%
11%
18%
4%
12%
0%
10%
20%
30%
40%
50%
27
37%
12%
30%
13%
4% 4%
0%
10%
20%
30%
40%
50%
29%
25%
18%15%
8%
4%
0%
10%
20%
30%
40%
50%
In crisis situations, people want to hear from multiple voices
Though CEO must lead the charge
D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information
about that crisis. Informed Publics ages 25-64 in 23 countries
D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages
25-64 in 23 countries
D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information from
about that damage? Informed Publics ages 25-64 in 23 countries
Trusted spokesperson
during a company crisis
Preferred spokesperson
during a product recall
Preferred spokesperson when the
local community has been damaged
28
7%
10%
11%
14%
16%
17%
23%
0% 10% 20% 30% 40% 50%
Social media
Friends and family
Company website
Broadcast (radio/TV)
Online search engine
Print (newspapers/magazines)
Online news sources
5%
7%
11%
12%
15%
19%
29%
0% 10% 20% 30% 40% 50%
Social media
Friends and family
Company website
Broadcast (radio/TV)
Print (newspapers/magazines)
Online news sources
Online search engine
Where Informed Publics go for company news and information
(NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type
of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for
general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information
about a business crisis? Informed Publics ages 25-64 in 23 countries
First Source Second Source Are these the same types of sources
you consult first for information
about a business crisis?
Search engines first source people go for news about a company
Online news, including traditional outlets, second stop
No, 12%
Yes, 88%
29
Strong media brands rise to the top
I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64
in the U.S., the U.K., China and Brazil
Brazil
Information Sources
1. Google 11%
2. Yahoo 10%
3. Globo 10%
4. Correio Braziliense 9%
5. O Globo 7%
6. Estadao.com 5%
7. JB 4%
8. Brazilian 3%
9. Folha de São Paulo 3%
10. Terra 3%
U.S.
Information Sources
1. Google 31%
2. The Wall Street Journal 24%
3. The New York Times 16%
4. CNN 16%
5. FOX News 14%
6. Yahoo! 10%
7. National Public Radio 7%
8. The Economist 7%
9. Bloomberg 7%
10. MSNBC 6%
U.K.
Information Sources
1. Google 47%
2. BBC 46%
3. The Financial Times 16%
4. The Times 13%
5. The Guardian 11%
6. The Economist 7%
7. The Telegraph 7%
8. Sky News 6%
9. Yahoo! 5%
10. The Independent 4%
China
Information Sources
1. CCTV 30%
2. Baidu 18%
3. Sina 11%
4. Sohu 10%
5. `163.COM 8%
6. Google 7%
7. Phoenix Television 5%
8. Xinhua 4%
9. The Wall Street Journal 1%
10. China Securities Journal 1%
Most relied on source for company information (unaided)
11%
18%
7%
9%
9%
11%
18%
29%
27%
28%
31%
33%
Corporate/product advertising
Corporate communications such as press releases
Microblogging sites, such as Twitter
Social networking sites
Content-sharing sites, such as YouTube
Blogs
News/RSS feeds
Online search engines
Radio or radio news
Magazines or business magazines
Television or television news
Newspapers
30
H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal,
somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in 23 countries
Tra
ditio
nal
So
cia
l Me
dia
Co
rpo
rate
Trusted Information Sources – Trust a Great Deal
On
line
Mu
ltiple
so
urc
es
Globally, traditional media and search engines most trusted sources
Informed publics need information from multiple sources, multiple voices
31
H137. Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do
you need to be exposed to something about a specific company to believe that the information is likely to be true? Please give me a number.
Informed publics ages 25-64 in 23 countries
Once (1), 4%
Twice (2), 22%
Three times (3), 33%
Four or Five times (4 - 5), 26%
Six to Nine times (6-9), 8%
Ten or more times (10+), 6%
Don’t know, 2%
3-5 times
59%
And need to hear it 3-5 times to believe
Global
In U.S. and U.K. skepticism mounts
Number who need to hear information 3+ and 10+ times increases
32
H137. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general
do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please give me a number.
Informed publics ages 25-64 in the U.S. and the U.K.
U.S. in 2011
1% 12% 28% 34% 9% 14% 2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
US
Once Twice 3 times 4-5 times 6-9 10+ Don’t know
3+ times: 85% (15 pt increase in two years)
U.K. in 2011
3% 10% 25% 31% 18% 9% 4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
UK
Once Twice 3 times 4-5 times 6-9 10+ Don’t know
3+ times: 83% (10 pt increase in two years)
The Benefits of Trust
19%
33%
67%
73%
30%
44%
54%
75%
85%
Bought shares
Paid more for products/services
Chose to buy products/servicesRefused to buy products/services
Recommended them to a friend/colleagueCriticized them to a friend/colleague
Shared negative opinions online
Sold shares
Shared positive opinions online
+_Distrusted Companies Trusted Companies
Actions Taken Over Past 12 Months – Global
F118. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in 23 countriesF119. [TRACKING] 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. (Percent ―Yes‖) Informed Publics ages 25-64 in 23 countries
34
Through personal action, trust has tangible benefits
When a company is distrusted When a company is trusted
15% 25%
57% will believenegative information
after hearing it 1-2 times
Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information)
about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in 23 countries
Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about
that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in 23 countries
Trust protects reputation
35
will believe positive information after hearing it 1-2 times
will believe negative information after hearing it 1-2 times
51%will believe
positive information after hearing it 1-2 times
Conclusions
Business must align profit and purpose for social
benefit
Trust is a protective agent and leads to tangible
benefits; lack of trust is barrier to change
Current media landscape plus increased
skepticism requires multiple voices and channels
36
Demand for authority and accountability set new
expectations for corporate leadership
The Transformation of Trust
37
Control Information
Focus Solely on Profit
Pro
tect th
e B
ran
d
Sta
nd
Alo
ne
Profit With Purpose
Old Trust Framework New Trust Architecture
WHAT