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2012 Edelman Trust Barometer Indonesia

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  • 1. 2012 EDELMAN TRUST BAROMETER INDONESIA RESULTS FEBRUARY 6, 20121 © Edelman, 2012. All rights reserved.
  • 2. 2012 Edelman Trust Barometer – Indonesia Findings METHODOLOGY OVERVIEW GENERAL INFORMED INFORMED PUBLIC PUBLIC PUBLIC 25-64 35-64 Twelfth annual study, fourth in Indonesia Online survey in 25 countries Indicates Global Data 30,000+ respondents APAC Indicates Asia Pacific 1,000 general population respondents per country Region Data Ages 18+ Indicates Indonesia Data Oversample of informed publics* 500 respondents in U.S. and China and 200 in all other countries Ages 25-64  (Trending data among Ages 35-64) 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 Asia Pacific (APAC) select countries: India, China, Japan, South Korea, Indonesia, Singapore, Australia, Hong Kong and Malaysia Indonesia sample: 1,000 general population respondents & an oversample of 200 Informed Publics2 © Edelman, 2012. All rights reserved.
  • 3. Edelman Trust Barometer in retrospect Indonesia findings 2011 Rise of authority figures 2011: Business must align profit with purpose 2010 Trust is now an essential line of business 2010: Transparency key driver of trust Business must partner with government to 2009: Business must partner with government 2009 regain trust to regain trust 2008 Young influencers have more trust in business 2007 Business more trusted than government and media 2006 “A person like me” emerges as credible spokesperson 2005 Trust shifts from “authorities” to peers 2004 U.S. companies in Europe suffer trust discount 2003 Earned media more credible than advertising 2002 Fall of the celebrity CEO 2001 Rising Influence of NGOs3 © Edelman, 2012. All rights reserved.
  • 4. THE STATE OF TRUST4 © Edelman, 2012. All rights reserved.
  • 5. Despite some drop in trust, Indonesia remains in the “Trusters” category 2011 2012 GLOBAL 55 GLOBAL 51 Brazil 80 China 76 UAE 78 UAE 68 Indonesia 74 > Singapore 67 China 73 India 65 TRUSTERS Netherlands 73 Indonesia 63 Mexico 69 Mexico 63 Singapore 67 Netherlands 61 Hong Kong 61 Argentina 62 Canada 58 India 56 Malaysia 57 Italy 56 Italy 56 NEUTRAL Canada 55 Argentina 54 South Korea 53 Australia 53 Sweden 52 Brazil 51 Japan 51 Sweden 49 Australia 51 U.S. 49 Spain 51 South Korea 44 France 50 Poland 44 Poland 49 U.K. 41 DISTRUSTERS Germany 44 Ireland 41 France 40 U.S. 42 Germany 39 U.K. 40 Spain 37 Russia 40 Japan 34 Ireland 39 Russia 32 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 23 country global total in 2011 and (across 25 countries in 2012)5 © Edelman, 2012. All rights reserved.
  • 6. Indonesian trust in business and media high and steady TRUST IN INSTITUTIONS – INDONESIA Indonesia APAC Global 80% 78% 65% 62% 60% 60% 53% 54% 54% 53% 46% 40% Media Business Government NGOs Q: Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in Indonesia6 © Edelman, 2012. All rights reserved.
  • 7. Media only institution to see trust rise globally; Indonesia trust levels remain stable TRUST IN MEDIA 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 86% 80% 79% 80% 72% 73% 70% 69% 67% 65% 65% 65% 61% 60% 61% 61% 59% 57% 54% 53% 53% 52%50% 49% 50% 48% 49% 48% 46% 46% 45% 47% 45% 45% 43% 45% 42% 45% 41% 37% 37% 38% 38% 37% 37% 36% 35% 32% 33% 27% 22% N/A N/A Q: Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 countries in 2011 and 25 countries in 2012 7 © Edelman, 2012. All rights reserved.
  • 8. Indonesian trust in business ranks highest out of 25 countries TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 80% 81% 81% 78% 77% 78% 74% 71% 70% 69% 67% 67% 66% 65% 65% 64% 63% 63% 61% 62% 56% 56% 57% 57% 54% 54% 53% 53% 53% 52% 52% 50% 50%50% 46% 48% 46% 46% 46% 44% 47% 47% 44% 43% 41% 41% 38% 34% 32% 31% 28% N/A N/A Q: Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 country global total in 2011 and across 25 countries in 2012 8 © Edelman, 2012. All rights reserved.
  • 9. In Indonesia, trust in nearly all industries remains high compared to APAC and global TRUST IN INDUSTRIES – INDONESIA, APAC AND GLOBAL Indonesia 2012 APAC 87% Global Technology 85% 80% 86% Banks 68% 50% 85% Automotive 77% 67% 81% Food and beverage 66% 66% 79% Media 63% 52% 76% Financial services 62% 48% 76% Pharmaceuticals 66% 58% 75% Telecommunications 68% 62% 73% Consumer packaged goods 66% 63% 71% Energy 65% 56%Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where onemeans 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 in Indonesia9 © Edelman, 2012. All rights reserved.
  • 10. Over time, trust in banks steady and high in Indonesia TRUST IN BANKS China South Korea Indonesia Malaysia Singapore 100% 88% 89% 88% 90% 84% 85% 88% 82% 80% 84% 76% 77% 70% 67% 69% 60% 66% 50% 55% 51% 40% 38% 30% 20% 10% 0% 2009 2010 2011 2012 Q16-26. [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please 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 35-64 in China, South Korea, Indonesia, Malaysia & Singapore10 © Edelman, 2012. All rights reserved.
  • 11. In Indonesia, skepticism requires repetition MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE NUMBER OF TIMES NEEDED TO HEAR INFORMATION – INDONESIA Ten or more times Once (1), 1% (10+), 17% Twice (2), 12% Six to Nine times (6- 9), 8% Three times (3), 35% Three to Five times Four or Five times (4 - 5), 26% 61%Q: 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 somethingabout a specific company to believe that the information is likely to be true? Please enter the number of times below. Informed publics ages 25-64 in Indonesia 11 © Edelman, 2012. All rights reserved.
  • 12. For corporate information, trust in traditional and social media rises TRUST IN INFORMATION SOURCES – INDONESIA 2011 Informed Public 2012 Informed Public + 15 44% 31% 29% 23% + 10 23% 23% 18% 8% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES Q: Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Indonesia12 © Edelman, 2012. All rights reserved.
  • 13. NGOs globally most trusted institution, despite some drops (including Indonesia) TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 85% 79% 80% 78% 75% 74% 72% 72% 72% 70% 70% 70% 67% 67% 65% 68% 65% 64% 64% 66% 66% 66% 63% 62% 61% 61% 60% 60% 58% 58% 58% 59% 55% 56% 55% 54% 53% 53% 55% 53% 53% 51% 51% 51%50% 48% 49% 42% 41% 30% 28% N/A N/A Q: Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using 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”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 23 country global total in 2011 and 25 countries in 2012 13 © Edelman, 2012. All rights reserved.
  • 14. BUSINESS GOVERNME DYNAMIC NT14 © Edelman, 2012. All rights reserved.
  • 15. Academics, peers and regular employees gain credibility CREDIBLE SPOKESPEOPLE – INDONESIA 2011 2012Technical expert in the company 64% Academic or expert 73% + 15 Academic or expert 58% Technical expert in the company 71% Financial or industry analyst 52% A person like yourself 70% + 29 CEO 50% Financial or industry analyst 57% A person like yourself 41% CEO 47% NGO representative 26% NGO representative 33% Regular employee 12% Regular employee 30% + 18 Q: 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, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Indonesia 15 © Edelman, 2012. All rights reserved.
  • 16. Business not meeting public’s expectations in Indonesia INDONESIA Business Importance Company Performance Gap 75% - 25 LISTENS TO CUSTOMER NEEDS AND FEEDBACK 50% 74% - 25 HAS ETHICAL BUSINESS PRACTICES 49% 72% TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS - 35 37% 72% TREATS EMPLOYEES WELL - 34 38% 72% - 10 OFFERS HIGH QUALITY PRODUCTS OR SERVICES 62% 70% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT - 33 37% 70% - 34 HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 36% 69% PLACES CUSTOMERS AHEAD OF PROFITS - 34 35% Q: 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) General Population in Indonesia (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] 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 Very/ Extremely Well) General Population in Indonesia16 © Edelman, 2012. All rights reserved.
  • 17. Business not meeting public’s expectations in Indonesia INDONESIA Business Importance Company Performance Gap CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL 68% - 30 COMMUNITY IN WHICH THE COMPANY OPERATES 38% - 29 67% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 38% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE 66% - 32 OF ITS BUSINESS 34% -6 58% IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 52% - 14 46% DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 32% PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO 43% - 19 ADDRESS SOCIETAL ISSUES 24% RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 41% +8 COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 49% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP 34% LEADERSHIP -8 26% Q: 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) General Population in Indonesia (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] 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 Very/ Extremely Well) General Population in Indonesia17 © Edelman, 2012. All rights reserved.
  • 18. In Indonesia, calls for infrastructure, greater protection and responsible behavior THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS: Global Indonesia 19% 44% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 31% 30% PROTECT CONSUMERS from irresponsible business practices 19% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 25% 6% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 16% 2% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis 4% 1% Government SHOULD NOT PLAY A ROLE in business 4% Q: Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in Indonesia18 © Edelman, 2012. All rights reserved.
  • 19. THE PATH FORWARD19 © Edelman, 2012. All rights reserved.
  • 20. Business: from license to operate to license to lead INDONESIA CURRENT TRUST BUILDING FUTURE TRUST Attributes that Correlate with Current Trust Most Important Attributes that Build Trust 1) Listens to customer needs and feedback 1) Has ethical business practices 2) Has ethical business practices SOCIETAL ATTRIBUTES 2) Innovator of new products MORE IMPORTANT TO 3) High quality products or services BUILDING FUTURE 3) Treats employees well 2) Ranks on a global list TRUST 3) Takes actions to address issue or crisis 4) Delivers consistent financial returns 6) Has transparent and open business CURRENT TRUST 6) Works to protect/improve environment DRIVEN BY OPERATIONAL 8) Places customers ahead of profits ATTRIBUTES 9) Positively impacts the local community 10) Addresses societys needs Societal 11) Communicates frequently and honestly Operational 12) Innovator of new products 13) Delivers consistent financial returns 14) Partners with third parties 15) Ranks on a global list 16) Highly regarded, top leadershipQ11-14. [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 9-point scale where one means that you “do not trust them at all” and ninemeans that you “trust them a great deal”. (Top 4 Box, Trust) General Population in Indonesia; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where onemeans 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)General Population in Indonesia (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population20 © Edelman, 2012. All rights reserved.
  • 21. 21 © Edelman, 2012. All rights reserved.