2014 Edelman Trust Barometer: Singapore Results

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2014 Edelman Trust Barometer: Singapore Results

  1. 1. 2014 EDELMAN TRUST BAROMETER SINGAPORE RESULTS LAUNCH PRESENTATION AT SINGAPORE MANAGEMENT UNIVERSITY JANUARY 28 2014
  2. 2. GLOBAL EDELMAN’S 14TH ANNUAL SURVEY ONLINE SURVEY IN 27 COUNTRIES • 33,000 respondents INFORMED PUBLICS • 6 years in 20+ markets • 500 respondents in U.S. and China & 200 in other countries • 9 years in 10+ markets • Ages 25-64 • College-educated GENERAL POPULATION • 1000 respondents per country surveyed • Ages 18+ • 3 years in 25+ markets 2 • In top 25% of household income per age group in each country • Report significant media consumption and engagement in business news and public policy • 14 years of data
  3. 3. EDELMAN TRUST BAROMETER IN RETROSPECT 2014 2013 CRISIS OF LEADERSHIP 2012 FALL OF GOVERNMENT 2011 RISE OF AUTHORITY FIGURES 2010 TRUST IS NOW AN ESSENTIAL LINE OF BUSINESS 2009 BUSINESS MUST PARTNER WITH GOVERNMENT 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 3 CO-DEPENDENCE OF BUSINESS AND GOVERNMENT RISING INFLUENCE OF NGOS
  4. 4. ONE | The State of Trust
  5. 5. THE TRUST INDEX: SLIGHT DECLINE IN TRUST OVER THE PAST YEAR WITH STRONG REGIONAL VARIATIONS; SINGAPORE STILL A TOP TRUSTER 2013 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 5 57 GLOBAL 54 China Singapore India Mexico Hong Kong UAE Malaysia Canada Indonesia U.S. Netherlands Brazil Germany France Sweden U.K. Italy Australia Poland S. Korea Ireland Argentina Spain Turkey Japan Russia 80 76 71 68 67 66 64 62 62 59 59 55 55 54 54 53 51 50 48 47 46 45 42 42 41 36 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico 79 79 73 72 69 65 60 60 59 Hong Kong 59 Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 20-country global total (does not include Argentina, Hong Kong, Malaysia, Singapore, South Africa, Turkey, UAE). BIG TRUST INCREASES FROM 2013 UAE +13 pts. Indonesia +10 pts. Australia + 8 pts. Argentina + 8 pts. BIG TRUST DECREASES FROM 2013 Poland -13 pts. U.S. -10 pts. Mexico -9 pts.
  6. 6. SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC 2014 2014 DISTRUSTERS NEUTRAL TRUSTERS GLOBAL 6 56 GLOBAL 47 UAE China Singapore Indonesia India Malaysia Canada Netherlands Mexico Hong Kong Australia Brazil Germany Argentina U.K. Sweden S. Korea S. Africa U.S. France Japan Italy Turkey Spain Ireland Russia Poland 79 79 73 72 69 65 60 60 59 59 58 57 57 53 52 51 51 50 49 46 44 43 41 39 39 37 35 China UAE Singapore Indonesia India Malaysia Canada Mexico Netherlands Hong Kong Brazil Argentina Australia Germany S. Korea U.K. S. Africa U.S. Italy Japan Turkey Sweden Spain Ireland France Poland Russia 67 64 64 62 61 57 54 53 51 50 49 49 44 44 43 42 42 42 41 40 39 38 36 35 33 32 31 Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total. GLOBAL TRUST DIFFERENCE OF 9 points MARKETS WITH LARGEST PERCEPTION GAPS:      UAE (15 pts.) Australia (14 pts.) Germany (13 pts.) France (13 pts.) Sweden (13 pts.)
  7. 7. TRUST IN BUSINESS AND NGOS REMAINS STABLE, TRUST IN GOVERNMENT AND MEDIA DECREASES TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 63% 64% 58% 58% NGOS 22% #1 2013 57% MEDIA 17% 2013 7 23% 2014 #3 52% 16% 2014 17% #2 2013 2013 BUSINESS 2014 48% 16% 16% 44% #4 15% GOVERNMENT 2014 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 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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics in 20country global total.
  8. 8. SINGAPORE CONTINUES TO TRUST GOVT MORE THAN BUSINESS; NGOS HOLD THE CARDS SINGAPORE TRUST IN THE FOUR INSTITUTIONS: NGOS, BUSINESS, GOVERNMENT AND MEDIA, 2013 VS. 2014 TOTAL TRUST TRUST A GREAT DEAL 76% 75% NGOS 24% #1 2013 BUSINESS 24% 2013 8 36% 20% 2014 77% 71% #3 82% 15% 2014 75% #2 2013 2013 GOVERNMENT 2014 70% 22% 29% 70% #4 20% MEDIA 2014 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 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 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics.
  9. 9. TRUST IN NGOS ON THE RISE, WITH MAJORITY OF MARKETS AT OR ABOVE 60% TRUST TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS), 2013 VS. 2014 2013 NGOs most trusted institution in 20 of the 27 countries surveyed in 2014 2014 LOWER/EQUAL TRUST IN 9 COUNTRIES HIGHER TRUST IN 17 COUNTRIES 84% 83% 81% 76% 73% 67%66% 66% 63% 64% 57% 76% 75% 69% 67% 70% 67% 64% 61% 76%77% 75%76% 70% 69% 66% 64% 76% 75% 73% 69% 62% 59% 59% 55% 62% 61% 58% 51% 47% 46% 40% 41% 37% 37% N.A. 9 67% 63%62% 64% 63% 58% 56% 74% 70% Q11-14. [NON-GOVERNMENTAL ORGANIZATIONS] 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, 20-country global total. 50% 47%
  10. 10. GLOBAL TRUST IN MEDIA REVERTS TO 2010 LEVELS NEARLY 80% OF COUNTRIES REPORT TRUSTING MEDIA LESS OVER THE LAST YEAR TRUST IN MEDIA, 2013 VS. 2014 2013 2014 HIGHER TRUST IN 5 COUNTRIES 77% 70% LOWER/EQUAL TRUST IN 21 COUNTRIES 81% 79% 78% 79% 71% 70%70% 66% 59% 55% 57% 60% 57% 54% 61% 58% 63% 68% 63% 61% 61% 54% 54% 52% 47% 60% 59% 66% 48% 42% 49%48% 47% 44% 43% 40% 51% 47% 50% 45% 45% 41% 42% 38% 35% 37% 50% 50% 40% 45% 40% 30% 26% 19% N.A. 10 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 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, 20-country global total.
  11. 11. THE POWER OF SEARCH LEVELS OF TRUST IN SOURCES OF INFORMATION 65% 65% ONLINE SEARCH ENGINES TRADITIONAL MEDIA FIRST SOURCE TO TURN TO FOR GENERAL BUSINESS INFORMATION 30% Online search 11 26% Newspapers 54% 21% Television 47% SOCIAL MEDIA HYBRID MEDIA FIRST SOURCE TO TURN TO FOR BREAKING NEWS ABOUT BUSINESS 28% 25% Online search Television 45% OWNED MEDIA SOURCE USED TO CONFIRM/VALIDATE INFORMATION BREAKING NEWS ABOUT BUSINESS 36% 20% Newspapers 20% Online search 19% Television Newspapers Q178-182. [TRACKING] 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) Informed Publics, 27-country global total Q183. On a typical day, what is the first source that you go to for general information about business? ; Q184. What is the first source you go to for breaking news about business? ; Q185. Which of the following sources do you turn to MOST often to confirm/ validate information on breaking news about business? Informed Publics, 27-country global total 11
  12. 12. SINGAPORE MOST TRUSTING OF TRADITIONAL MEDIA TRADITIONAL MEDIA STILL MOST TRUSTED SOURCE OF INFORMATION WITHIN SINGAPORE Global APAC Singapore 79% 78% 72% 65% 68% 73% SEA 74% 65% 67% 65% 70% 57% 54% 47% ONLINE SEARCH ENGINES 12 TRADITIONAL MEDIA HYBRID MEDIA 61% 54% 52% 52% 60% 45% SOCIAL MEDIA Q178-182. [TRACKING] 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) Informed Publics. OWNED MEDIA
  13. 13. TRUST IN BUSINESS STABILIZES; DEVELOPING MARKETS SOAR, SINGAPOREAN TRUST FALTERS TRUST IN BUSINESS, 2013 VS. 2014 2013 2014 HIGHER TRUST IN 12 COUNTRIES 82% 82% 63%65% 64% 62% 58% 52% 53% 45% 39% 40% 61% 58% 56% 56% 58% 54% 51% 49% 48% 73% 71% 62% 58% 57% 48% 77% 74% 70% 63% 59% 82% 81% 79% 77% 74% 72% 58%58% LOWER/EQUAL TRUST IN 15 COUNTRIES 47% 44%43% 44% 41% 43% 44% 38% 31% N.A. 13 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 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, 20-country global total. 60% 56% 56% 50% 49% 45% 45%
  14. 14. TECHNOLOGY CONTINUES TO LEAD, BANKS TRAIL, INCREASE FOR CONSUMER HEALTH AND CHEMICALS TRUST IN INDUSTRIES, 2013 VS. 2014 - SINGAPORE 2014 2013 83% TECHNOLOGY CONSUMER ELECTRONICS MANUFACTURING 78% 76% FOOD AND BEVERAGE 81% AUTOMOTIVE CONSUMER PACKAGED GOODS CONSUMER HEALTH COMPANIES 75% 72% 78% TELECOMMUNICATIONS ENERGY 72% 76% PHARMACEUTICALS BANKS CHEMICALS BREWING AND SPIRITS FINANCIAL SERVICES ENTERTAINMENT MEDIA 14 72% 68% 74% 63% 69% 67% 2013 vs. 2014 86% TECHNOLOGY +3 CONSUMER ELECTRONICS MANUFACTURING 82% +4 FOOD AND BEVERAGE 80% +4 AUTOMOTIVE 78% -3 CONSUMER PACKAGED GOODS 78% +3 CONSUMER HEALTH COMPANIES 78% +6 TELECOMMUNICATIONS 77% -1 ENERGY 76% +4 PHARMACEUTICALS 75% -1 BANKS 74% +2 CHEMICALS 74% +6 BREWING AND SPIRITS 69% -5 FINANCIAL SERVICES 68% +5 ENTERTAINMENT 67% -2 MEDIA 66% -1 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 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.
  15. 15. THE TOP THREE AND BOTTOM THREE MARKETS FOR TRUST IN FINANCIAL SERVICES, FOOD & BEVERAGE AND ENERGY INDUSTRIES LEVELS OF TRUST IN INDUSTRY – TOP THREE & BOTTOM THREE COUNTRIES FINANCIAL SERVICES INDUSTRY FOOD & BEVERAGE INDUSTRY ENERGY INDUSTRY China 76% India 79% India 81% Indonesia 74% Mexico 76% China 78% UAE 76% UAE 76% India 70% Spain Turkey 43% Germany 36% Ireland 23% Russia 43% Sweden 36% Germany 15 24% 23% Poland 42% U.K. 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 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 31%
  16. 16. SINGAPORE LESS TRUSTING OF BRIC-BASED COMPANIES SINGAPORE TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES MOST 87% 86% 84% TRUSTED 84% 84% 80% 79% 77% 76% 72% 61% 57% 48% 42% 16 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. 39% 37% 36%
  17. 17. APPROXIMATELY TWO-THIRDS OF DEVELOPED MARKET RESPONDENTS REJECT DOMESTIC INVESTMENT FROM COMPANIES BASED IN ANY GIVEN BRIC MARKET HOW MUCH DO YOU TRUST A COMPANY BASED IN [BRIC MARKET] TO... Data from the 2013 Trust Barometer: Emerging Markets Supplement BUY A COMPANY IN YOUR COUNTRY 34% China 38% India 40% Brazil 30% Russia 63% 60% 60% 62% BUY A MINORITY SHARE IN A COMPANY IN YOUR COUNTRY China India 36% 41% 43% Brazil Russia 33% 63% 62% 63% 63% MAKE A MAJOR INVESTMENT IN A NEW PLANT OR OFFICE IN YOUR COUNTRY China Developed Markets (U.S., U.K., Germany, France) India Emerging Markets (China, India, Indonesia, Mexico, South Africa) Brazil Russia 17 38% Q9. Please continue to think about global companies headquartered in specific emerging markets. How much would you trust a company from [INSERT BRIC COUNTRY] to do what is right in the following investment situations? (Top 4 Box, Trust) Informed Publics Ages 25-64 in 9-country total (U.S., U.K., Germany, France, China, India, Indonesia, Mexico, South Africa; 600 respondents per country, n. 5,400) 40% 43% 34% 65% 63% 63% 63%
  18. 18. SINGAPORE AND SEA TRUST RELATIVELY HIGH IN FAMILY-OWNED AND STATEOWNED, UNLIKE REST OF APAC SINGAPORE TRUST IN DIFFERENT TYPES OF BUSINESSES Global APAC Singapore SEA 81% 71% 68% 71% 62% 74% 75% 74% 68% 65% 67% 81% 63% 73% 62% 62% 64% 74% 73% 72% 63% 61% 67% 54% FAMILY-OWNED 18 SMALL- AND MEDIUMSIZED PUBLICLY-TRADED PRIVATELY-HELD BIG BUSINESS 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 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. STATE-OWNED
  19. 19. HIGHER LEVEL OF TRUST FOR ACADEMIC, EXPERTS AND NGOS AS SPOKESPEOPLE CREDIBILITY OF SPOKESPEOPLE, 2013 VS. 2014 - SINGAPORE 2013 2014 69% ACADEMIC OR EXPERT TECHNICAL EXPERT IN THE COMPANY 65% 60% A PERSON LIKE YOURSELF 2013 vs. 2014 ACADEMIC OR EXPERT 70% +1 TECHNICAL EXPERT IN THE COMPANY 69% +4 58% A PERSON LIKE YOURSELF 55% -2 +1 NGO REPRESENTATIVE 54% NGO REPRESENTATIVE GOVERNMENT OFFICIAL OR REGULATOR 56% GOVERNMENT OFFICIAL OR REGULATOR 52% -4 FINANCIAL OR INDUSTRY ANALYST 57% FINANCIAL OR INDUSTRY ANALYST 51% -6 CEO 51% -3 54% CEO 46% BOARD OF DIRECTORS 59% *SUCCESSFUL ENTREPRENEUR 50% REGULAR EMPLOYEE BLOGGER 26% 45% BOARD OF DIRECTORS *ENTREPRENEUR 42% -17 REGULAR EMPLOYEE 40% -10 BLOGGER 23% *Changed from “Successful Entrepreneur” in 2013 19 -1 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. -3
  20. 20. SIGNIFICANT TRUST DECLINE FOR GOVERNMENT; LARGEST TRUST DROPS IN U.S., FRANCE AND HONG KONG TRUST IN GOVERNMENT, 2013 VS. 2014 = HISTORIC LOW 2013 GLOBAL HISTORIC LOW (2009) = 43% 2014 HIGHER TRUST IN 9 COUNTRIES LOWER/EQUAL TRUST IN 17 COUNTRIES 88% 82% 81% 76% 75% 73% 62% 63% 60% 57% 56% 53% 53% 48% 45%47% 44% 60% 65% 63% 43% 40% 43% 49% 45% 48% 44% 53% 51% 49% 47% 37% 35% 30% 32% 32% 28% 29% 27% 17% 23% 19% 24% 20%18% 19% 21% N.A. 20 50% 45% 41% 42% 33%34% 32% 58% 54% 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 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, 20-country global total.
  21. 21. GOVERNMENT LEADERS IN SINGAPORE MORE TRUSTED THAN GLOBAL PEERS SINGAPORE TRUST IN GOVERNMENT LEADERS TO DO THE FOLLOWING 2013 Singapore 2014 Singapore 2014 Global GOVERNMENT LEADERS 28% 33% 26% 16% CORRECT ISSUES WITHIN INDUSTRIES THAT ARE EXPERIENCING PROBLEMS 21 33% 23% 15% MAKE ETHICAL AND MORAL DECISIONS 29% 26% 15% TELL YOU THE TRUTH, REGARDLESS OF HOW COMPLEX OR UNPOPULAR IT IS 32% 13% SOLVE SOCIAL OR SOCIETAL ISSUES Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following?; Q144B-147B. [SPLIT SAMPLE] How much do you trust government leaders to do the following? (Top Box, Trust a great deal) General Publics.
  22. 22. TWO | The Intersection Between Business and Government
  23. 23. BY A THREE-TO-ONE MARGIN INFORMED PUBLICS CALL FOR INCREASED GOVERNMENT REGULATION OF FINANCIAL SERVICES, ENERGY AND FOOD & BEVERAGE INDUSTRIES GOVERNMENT REGULATION OF BUSINESS AND SECTORS – GLOBAL NOT ENOUGH REGULATION GERMANY: 66% SAY NOT ENOUGH REGULATION OF FINANCIAL SERVICES INDUSTRY 53% TOO MUCH REGULATION UK: 73% SAY NOT ENOUGH REGULATION OF ENERGY INDUSTRY 51% CHINA: 84% SAY NOT ENOUGH REGULATION OF FOOD & BEVERAGE INDUSTRY 48% 42% 27% 16% Government Regulation of Business Government Regulation of Financial Services Industry 17% 12% Government Regulation of Government Regulation of the Energy Industry the Food & Beverage Industry Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q262. When it comes to government regulation of the financial services 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. Q263. When it comes to government 23 regulation of the energy industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27country global total. Q264. When it comes to government regulation of the food and beverage 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.
  24. 24. SINGAPOREANS VIEW GOVERNMENT’S ROLE TO REGULATE BUSINESSES MOST IMPORTANT ROLE FOR GOVERNMENT IN BUSINESS - SINGAPORE Global 27-Country 28% 26% 28% 23% Singapore 28% 22% 21% SEA 27% 16% 18% 22% 16% 4% 4% 3% PROTECT CONSUMERS REGULATE BUSINESS BUILD INFRASTRUCTURE FROM IRRESPONSIBLE ACTIVITIES TO ENSURE THAT PROMOTES AND BUSINESS PRACTICES COMPANIES ARE FACILITATES BUSINESS BEHAVING OPPORTUNITIES RESPONSIBLY 24 5% 4% 3% WORK TO ENSURE FREE GIVE OR LOAN MONEY TO GOVERNMENT SHOULD MARKET ACCESS AND BUSINESS WHEN IT NOT PLAY A ROLE IN OPEN COMPETITION EXPERIENCES BUSINESS WITHIN INDUSTRIES FINANCIAL CRISIS Q149. [TRACKING] Which of the following is the most important role that government should play in business? Informed Publics. 1% 1% 1% DON'T KNOW
  25. 25. BUT BUSINESS HAS PERMISSION TO PLAY ROLE IN REGULATION AND DEBATE PERCENTAGE AGREEING WITH EACH OF THE FOLLOWING STATEMENTS - SINGAPORE When policymakers are developing new regulations on businesses and industries, they should consult with multiple stakeholders (i.e. NGOs, academics, the affected businesses/industries, etc.) before making final decisions 84% The energy industry should be a more active participant in the broader debate over SINGAPORE energy policy 80% The food and beverage industry should be a more active participant in the broader debate in SINGAPORE over solutions to food and nutrition policy issues 80% The financial services industry should be a more active participant in the broader debate over the future of the SINGAPORE banking system 79% 25 Q265-270. Please indicate how much you agree or disagree with the following statements? Informed Publics.
  26. 26. THREE | Building Trust Through Context
  27. 27. 16 KEY ATTRIBUTES TO BUILDING TRUST 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 Edelman Trust Barometer research reveals 16 specific attributes which build trust. INTEGRITY HAS ETHICAL BUSINESS PRACTICES TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICES These can be grouped into five performance clusters listed here in rank order of importance. 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 27 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
  28. 28. BUSINESSES CAN DO MORE TO BUILD ENGAGEMENT AND INTEGRITY BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS – SINGAPORE ENGAGEMENT INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATIONS LISTENS TO CUSTOMERS IMPORTANCE PERFORMANCE 48% 23% HIGH QUALITY PRODUCTS ACTS RESPONSIBLY IN CRISIS 22% TRANSPARENT & OPEN POSITIVELY IMPACTS COMMUNITY ADMIRED TOP LEADERSHIP 44% 42% 20% 38% 21% 35% 19% 18% INNOVATOR TOP GLOBAL COMPANY PARTNERS WITH NGOS 20% 16% -22 -17 -16 -13 -14 32% 22% -21 33% 19% ADDRESSES SOCIETY'S NEEDS -24 33% 20% CONSISTENT FINANCIAL RETURNS -26 45% 23% PROTECTS ENVIRONMENT -24 46% 21% COMMUNICATES OFTEN -26 46% 20% CUSTOMERS BEFORE PROFITS -24 47% 21% IS ETHICAL -25 47% 23% TREATS EMPLOYEES WELL 28 Gap -14 29% -7 29% -9 28% 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 Publics; Q114129. 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, Performing Extremely Well) Informed Publics. -12
  29. 29. 29
  30. 30. DIFFERENT STAKEHOLDERS TRUSTED ON DIFFERENT TOPICS MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC - INFLUENCER MESSAGE MAPPING: SINGAPORE COMPANY'S CEO COMPANY'S EMPLOYEE ACTIVIST CONSUMER ACADEMIC MEDIA SPOKESPERSON 50% 46% 42% 40% 38% 35% 31% 31% 30% 31% 34% 32% 34% 32% 27% 23% 23% 19% 17% 19% 18% 23% 20% 21% 21% 18% 18% 15% 13% 10% ENGAGEMENT 30 INTEGRITY PRODUCTS & SERVICES PURPOSE OPERATIONS Q197-201(Singapore). 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. General Publics, 27-country global total. TOTALS
  31. 31. WHAT CEOS SHOULD DO TO BUILD TRUST ACTIONS A CEO CAN TAKE TO BUILD TRUST IN THEMSELVES AND THEIR COMPANY - SINGAPORE 84% 82% 79% 78% 74% 61% Communicates clearly and transparently 31 Tells the truth, Is front and center Engages with Is personally involved Has an active media regardless of how during challenging employees regularly to in supporting local presence complex or unpopular times (product recalls, discuss the state of charities and good it is lawsuits, etc.) the business causes Q254A-261A. [SPLIT SAMPLE ] Thinking about the following actions a CEO can take, how important is each of the following to building your TRUST in that CEO? (Top 4 Box, Total Important) Informed Publics.
  32. 32. BASELINE COMMUNICATION IMPERATIVES Align Collaborate Engage NGOs as a reason to believe attributes like ethics, environment transparency and crisis responsiveness. Enable earned and traditional media to amplify online Evaluate 32 Align communications with credible spokespeople and influencers including academics, technical experts and a “person like yourself”. Enhance your leaders’ roles. Establish transparent metrics. Report frequently. Acknowledge performance and amend as needed.
  33. 33. On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples; Brazilian Oil and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord Justice Leveson, chair of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden: REUTERS/Bobby Yip; U.S. Government Shutdown: REUTERS/Mike Theiler

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