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2012 Edelman Trust Barometer - Singapore Results

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The Singapore results of Edelman's 2012 Trust Barometer survey.

The Singapore results of Edelman's 2012 Trust Barometer survey.

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  • This year was certainly a year of events, and as we will see a single event can greatly impact trust.
  • This is the 12th year we have conducted the Trust Barometer. In previous years we only surveyed the Informed Public audience. This year we added the general population audience increasing our sample from about 5,000 to over 30,000 respondents. We also added two new countries, Hong Kong and Malaysia, increasing our country total to 25 markets. In Singapore, this is the third year we have conducted the Trust Barometer – since 2010.In addition to a more robust methodology, we also developed a new trust construct which we will dive deeper into later in the presentation. We believe the more robust methodology and instrument will enable us to garner greater insights and a broader knowledge base, while providing diagnostic and prescriptive recommendations to clients. The icons in the top right corner indicate the audience presented on each slide of this deck.IF ASKED: Why is the tracked CATI data comparable to the online data?The 2012 Trust Barometer marks a significant evolution of the twelve year tracking study. This year’s study expanded the sample of respondents to include the general population in addition to the traditional informed publics audience. Additionally, the study transitioned online to allow for a more robust audience with 1,000 general population respondents and an oversample of 200 informed publics per market (500 informed publics in U.S. and China); thus collecting data from over 30,000 respondents in 25 different markets. During this transitional year, the top ten GDP countries were also conducted by telephone. Conducting the top ten GDP countries using a telephone and online methodology allowed StrategyOne to explore any methodological differences when collecting the data. Hard and soft quotas were set on gender, age, education, and income to ensure comparability of the two samples. This isolated a number of variables to make certain any differences truly were due to the methodology. StrategyOne analysts as well as a third-party statistician analyzed the data collected by both the telephone and online methodologies across 39 tracked questions. The analysis accounted for the margin of error followed by calculating the significant differences between the two methodologies and then comparing any significant differences to the CATI trend. After a very thorough analysis both the analysts and statisticians concluded the online data is comparable to the CATI data, thus allowing the study to transition to the online methodology without affecting tracking data.
  • We have conducted the study for the past 12 years and this slide illustrates the key takeaways from each year we have conducted the study. As we have seen in previous years (namely 2007 and 2009) business and government have always had an interesting dynamic. Their relationship is now more important than ever, as we will see throughout this presentation.
  • From Left to Right, top to bottom rowGlobalFukushima Daiichi nuclear disaster – 11 Mar 2011Middle East Arab Spring – Began 18 Dec 2010, as a series of uprisings around the MiddleEast, with key events such as Gaddafi’s death on 20 Oct 2011. Occupy Wall Street – 17 Sept2011 Protests on Brazil’s Independence Day – 7 Sep 2011 News of the World closure – 7 Jul 2011 SingaporeSingtel Service Breakdown – 7 Sep 2011Night Safari’s Halloween Horrors at cancelled – 14 Sep 2011 SLA Corruption Case – Charged on25 Jun 2011Singapore Presidential Elections – 27 Aug 2011 Singapore Parliamentary Elections – 7 May2011
  • As you may recall, Japan experienced a tragic earthquake, tsunami and the effects of a nuclear reactor. As this slide illustrates, one event can shake an entire nation which further emphasizes the fragility of trust. Japan has always maintained fairly steady trust levels, so to see these mass declines is astonishing. *The 55 percentage point drop in government official credibility is the largest decline in the history of the Trust Barometer for a government official.
  • StrategyOne conducted a Trust Index, illustrated here, which is the composite score of four institutions: business, government, media and NGOs. Over the past year we have seen a growing distrust among a number of markets. Not only are there nearly twice as many countries in the distrusters category, but overall the Index scores are lower. For example, in 2011 five markets had an index score of 70+. One year later, only one market has an index score over 70. Singapore is ranked third globally as most trusting nation (i.e. ranks among the highest for trust across all four institutions – government, business, media, NGOs); improvement from seventh position in 2011
  • Diving deeper into the state of trust, we will explore trust levels across four institutions, industries and the state of various markets around the world.
  • Trust Levels in Singapore remain high – the third ranked globally after UAE and China in the trust indexThis is the largest decline in trust in government we have seen in the history of the Barometer. In 13 markets trust in government declined over the past year. And in 17 of the 25 markets, less than 50% trust government to do what is right. We see the most dramatic decreases in Spain, Japan and Brazil. Brazil’s decline is more a return to normal…. At the time of last year’s Trust Barometer, Brazil had just been awarded 2014 World Cup and the 2016 Summer Olympics and President DilmaRousseff had just been elected. This year’s declines represent a return to normalcy for businesses and the arrest of four government officials for corruption.
  • Trust in business remains steady in Singapore (66% in 2012, 67% in 2011) among informed publicsTrust rose in only one country (China) and declined in 7 markets, notably South Korea, Germany, France, and Brazil. Now business is trusted by less than half of Informed Public respondents in 10 of the 25 markets. Interesting General Population Fact:- Emerging markets are significantly more likely to trust business than developed markets (54% to 42% respectively)
  • In Asia Pacific region, top four most trusted industies consistent from 2011 to 2012, while brewing and spirits remain least trustedTechnology remains among the Top industry across the world – Globally, APAC and Singapore and compared to 2011Food and Beverage is more trusted in Singapore than in APAC and globallyBanks and financial services are least trusted globally, but are more trusted in Asia Pacific – banks are in the top 4 trusted industries in Asia Pacific.At 63% trust in media in APAC and 65% in Singapore this year, trust in media is in the ‘truster’ category, so while it ranks low, its percentage is technically not considered low.  Interesting General Population Fact (Global Data)- Parents are significantly more trusting of all industries, with the exception of ‘brewing and spirits’.
  • Trust in F&B industry in Singapore increases significantly (10 point increase to 79%) and rises to second most trusted industry.Possibly due to increased awareness of food security and sustainable food for Singaporeans – e.g. AVA targets for 95 coastal fish farms to increase output (May 2011)Possibly depressed trust in F&B in 2011 results due to negative coverage around YOG/ Singapore Food Industries in 2010.However, overall trust in industries have remained stable– eg: lowest ranking industry was 57% in 2011 (Brewing and Spirits), but 64% in 2012 (Financialal services) F&B saw a +10 percentage point increase
  • Media Institutions across the world saw trust levels increaseNote: News of the World Scandal might be raised as a talking pointMedia was the only institution of the four we study to see an increase in trust globally– in Singapore, trust in media remained stable at 65% in 2012 from 59% in 2011 Media is the only institution to see a trust increase over the past year. The rise in media was attributed by some surprising markets: U.S., U.K. and Australia, especially the U.K. with the Murdoch phone hacking scandal.
  • Info from Top BoxSocial media saw the biggest increase in trust among media sources. Yet, traditional media still remains the most trusted source of information. Interesting General Population facts (global data):Executive level management is more likely to trust digital information sources than the regular employee. Younger adults (18-29 year olds) are more likely to trust digital information sources than older generations.Parents are more likely to trust digital information sources than people who are not parents. Emerging markets are more likely to trust digital information sources than developed markets (62% vs. 43% respectively for top 2 box)
  • Traditional Media – newspapers and TV news remain among the most trusted sources in Singapore, and saw a significant increase from 2011.
  • People still need to hear something 3-5 times to believe it,Numbers for this category increased from 2011:2011       2012Three to five times (SG)                63%        70% (Increase of 7 percentage points)Three to five times (APAC)          58%        64% (increase of 6 percentage points)(Without HK and Malaysia)There are changing dynamics which we believe are associated with higher trust in media. First we are seeing high levels of skepticism with nearly 2/3rds needing to hear something 3-5 times to believe it. This is as high as 82% in Japan.
  • The last institution – NGOs are still the most trusted institution with only 5 markets trusting NGOs by less than 50%. Although we are seeing declines in some markets, notably Russia and Japan. Trust in NGOs has been on the rise in China. NGOs are now more trusted in India and China than in some Western markets. Why have we seen such a dramatic rise in Trust in NGOs in China -The perception of NGOS have changed over the past few years as they have shifted from being a state owned/ controlled industry to more independent organizations. Our colleagues in China and India have also indicated that working in the NGO sector is actually a sign of wealth, as people who work in that industry tend to do fairly well given the funding India and China receives from western markets.
  • NOTE: Singapore data adds to 101% due to a rounding error.
  • “A person like me” saw significant increase in trust and has emerged as the most trusted spokesperson behind academics and technical experts. Together with increases in trust for Social Media and Online Sources globally, this might show a democratization of trust CEO credibility also experienced its largest decline in Barometer history. They are now the second least trusted spokespeople globally. In Singapore, there was a significant decrease of 12 points to 46% - CEO credibility has been falling significantly since 2010; however CEOs are still the fourth most trusted spokesperson.-Some stories in 2011 that might have impacted this was Night Safari and CEO cancelling Halloween Horrors, SIA apology 2 months late for their website problemsInteresting General Population facts (global data):Individuals that hold less than a university degree are more likely than a university graduate to believe a regular employee is credible.University graduates are more likely than those that do not hold a university degree to believe experts are credible.Lower and Medium income individuals are more likely than higher income individuals to believe a CEO is credible. Males are more likely than females to believe a CEO is credible.18-29 year olds are more likely than older generations to believe a CEO is credible.
  • In Singapore, trust for Financial or industry analyst falls significantlyA person like yourself increased by 21% percentage points
  • Despite lower credibility of CEOs, business leaders are more trusted than government leaders to tell the truth in 24 of the 25 markets. APAC tends to be more of an outlier being more trusting of both business and government leaders, especially in comparison to markets in the EUAsia Pacific markets, particularly Singapore, are more likely than other regions to trust both business and government leaders to tell the truth.Singapore respondents are most trusting globally of government leaders to tell the truth, no matter how complex or unpopular.
  • Businesses are not meeting public’s expectations – whether globally, in Asia Pacific or in Singapore. Factors that Singapore public consider most important to trust in businesses have a common theme of transparency and two way communications with customers.Top three factors that have the largest gaps in perceived performance in Singapore are:Takes responsible actions to address an issue or crisisHas transparent and open business practicesPlaces customers ahead of profitsTop 3 Trust Drivers for Global : Percentage (Gap)Listens to customer needs and Feedback: 67% (-31)Offers High Quality Product and Services: 67% (-19)Treats Employees Well: 61% (-37)Note: Largest Gap globally is in Treats Employees Well (-37), smallest Gap is Innovator of Product and Services (-5)Top 3 Trust Drivers for APAC: Percentage (Gap)Listens to customer needs and Feedback: 63% (-28)Offers High Quality Product and Services: 63% (-20)Takes Responsible actions to address an issue or crisis: 61% (-33)Largest Gap in APAC is in Takes responsible actions to address an issue or crisis (-33), smallest Gap is Innovator of Product and Services (-7) AND ranks on a global list of top companies (-7)We asked a two part series of questions on the importance and performance of the following attributes. We have defined these attributes as Trust Building attributes (SEE BELOW FOR ADDITIONAL INFORMATION ON HOW WE ARRIVED AT THESE ATTRIBUTES).Business is not meeting public expectations on a number of trust building attributes, particularly the more societal attributes i.e. treats employees well, places customers ahead of profits, and ethical business practices. Business is closing the gap on expectations for the operational attributes such as financial returns and ranks on a global list. How did Edelman ascertain the attributes?StrategyOne conducted extensive secondary research to determine the most common factors that positively and negatively influence trust in a company. Although trust is a broad term that applies to a wealth of different topics, our secondary research focused on trust in business and drew insights from published studies, white papers and literature reviews. Publications included (but not limited to) the Reputation Institute, Gallup, Better Business Bureau, Journal of Business Strategy, and PWC. We then divided and organized the secondary research into relevant, overarching categories. Ultimately, the results of the secondary research were used to inform a series of 29 attributes that potentially build or damage trust in a company.  
  • That being said, the calls for greater regulation are to ensure consumers are being protected and business is behaving responsibly. However, these are areas that business can address on its own and it is an opportunity for business to step-up and begin acting responsibly.
  • Globally, Singapore least likely to want more government regulation of business. Despite the lack of trust in government, about half the markets believe government does not regulate business enough. This slide gets to the heart of the dynamic between business and government.
  • This slide is simply a sample to illustrate our analyses capabilities and potential client offerings. These are not actual results from the study.
  • Operational attributes that correlate to ‘current trust’ in Singapore: Ranks on a global listInnovator of new productsDelivers consistent financial returnsPartners with third parties NOTE: Does not mean that 41% does not trust businessEXPLANATION:‘41% in Singapore already do not trust business’ is not correctTrust in business was asked with the following question:“On a 1 to 9 scale of trust, where one means that that you ‘DO NOT TRUST THEM AT ALL’ and nine means that you ‘TRUST THEM A GREAT DEAL,’ how much do you trust [INSERT INSTITUTION OR SECTOR] to do what is right?”  We then define Trust as being the Top 4 Box of those people who rated something either a 6, 7, 8 or 9 on that 1-9 scale. Thus, the bottom 4 box of the scale (1-4) would be categorized as the percent of respondents who do not trust business. Furthermore, the Bottom 4 Box score in Singapore is 12%, indicating that only 12% of the general public in Singapore do not trust business. This is because 27% of respondents in Singapore chose response option ‘5’ on the scale of 1-9 and 2% chose ‘Don’t Know.’Based on this, I recommend replacing ‘41% in Singapore already do not trust business’ on the slide to ‘59% in Singapore trust business,’ which is what was included in the original version of this slide we delivered.  
  • Transcript

    • 1. 2012 EDELMAN TRUST BAROMETER SINGAPORE RESULTS1 © Edelman, 2012. All rights reserved.
    • 2. 2012 Edelman Trust Barometer – Singapore Findings METHODOLOGY OVERVIEW GENERAL INFORMED PUBLIC PUBLIC Twelfth annual study 25-64 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 Singapore Data Oversample of informed publics* 500 respondents in U.S. and China & 200 in all 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 Asia Pacific (APAC) select countries: India, China, Japan, South Korea, Indonesia, Singapore, Australia, Hong Kong** and Malaysia** Singapore sample: 1,000 general population respondents & an oversample of 200 Informed Publics * This year Informed Publics were surveyed via online methodology instead of telephone ** New country included in this year’s study2 © Edelman, 2012. All rights reserved.
    • 3. Edelman Trust Barometer in retrospect 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 Rising Influence of NGOs3 © Edelman, 2012. All rights reserved.
    • 4. 2011 established that trust leads to personal action resulting in tangible benefits 2011: Actions Taken Over Past 12 Months – APAC Distrusted Companies _+ Trusted Companies 71% 89% Refused to buy products/services Chose to buy products/services 61% 78% Criticized them to a friend/colleague Recommended them to a friend/colleague 51% Paid more for products/services 41% 51% Shared negative opinions online Shared positive opinions online 34% 44% Sold shares Bought shares 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 APAC F119. [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 APAC4 © Edelman, 2012. All rights reserved. 4
    • 5. 2011 Year in review5 © Edelman, 2012. All rights reserved.
    • 6. The Fragility of Trust: Focus on Japan 2011 2012 Informed Public Informed Public TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64 TRUST IN INDUSTRIES Business Media NGOs Government 75% - 12 - 21 - 26 Energy 29% -46 53% 47% 48% 36% 51% 30% 51% 25% 54% Media 33% -21 55% Financial services 38% -17 71% Banks 51% -20 CREDIBLE SPOKESPEOPLE -38 -23 70% -43 -55 -43 65% 67% 63% 59% -26 TRUST IN INFORMATION SOURCES -30 48% 42% -17 -16 -26 -13 -13 39% 40% 32% 24% 22% 18% 16% 14% 8% Newspaper TV Radio Magazines Technical Academic CEO A Person NGO Regular Financial/ Government Expert or Expert Like Represent. Employee Industry Official Yourself Analyst 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 4 Box, Trust); 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 one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from ea ch 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); Q149-160. [TRACKING] 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 Japan6 © Edelman, 2012. All rights reserved.
    • 7. Despite nearly twice as many countries now being skeptics, Singapore remains a “Truster” and moves up to the third highest trust score 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 Netherlands 61 Singapore 67 > Argentina 62 Hong Kong 61 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 Ireland 41 Germany 44 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 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries in 20127 © Edelman, 2012. All rights reserved.
    • 8. 8 © Edelman, 2012. All rights reserved.
    • 9. Majority of countries now distrust government; Conversely, trust in government remains high in Singapore TRUST IN GOVERNMENT Informed Publics 2011 2012 APAC Global Trust Trust Steady Trust 88% 88% 85% 77% 78% 75% 75% 73% 64% 62% 61% 62% 62% 56% 53% 52% 54% 52% 52% 51% 50% 49% 49%50% 44% 47% 45% 43% 43% 43% 42% 42% 43% 40% 39% 40% 38% 35% 35% 36% 33% 33% 33% 31% 31% 32% 28% 26% 25% 20% 20% N/A N/A Q11-14. [Government in General 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 9 © Edelman, 2012. All rights reserved.
    • 10. Several mature economies see double-digit drops in business trust; Trust in business is steady in Singapore over one year TRUST IN BUSINESS Informed Publics 2011 2012 APAC Global 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 Q11-14. [Business in General 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 10 © Edelman, 2012. All rights reserved.
    • 11. In Asia Pacific, top four most trusted industries consistent from 2011 to 2012, while brewing and spirits remain least trusted TRUST IN INDUSTRIES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) AND GLOBAL 2012 2011 APAC 2012 APAC Global Technology 87% Technology 85% 80% (#1) Telecommunications 78% Automotive 77% 67% (#2) Automotive 77% Telecommunications 68% 62% Banks 75% Banks 68% 50% Pharmaceuticals 72% Pharmaceuticals 66% 58% Energy 68% Food and beverage 66% 66% (#3) Food and beverage 66% Consumer packaged goods 66% 63% Financial services 66% Energy 65% 56% Media 64% Media 63% 52% Consumer packaged goods 59% Financial services 62% 48% Brewing and spirits 54% Brewing and spirits 59% 58% 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 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 Asia Pacific (excludes Hong Kong and Malaysia), 25-country global total11 © Edelman, 2012. All rights reserved.
    • 12. In Singapore, trust in the food and beverage industry significantly increases &rises to the second most trusted industry; Financial services drops to the bottom TRUST IN INDUSTRIES – SINGAPORE 2011 2012 Telecommunications 83% Technology 87% Technology 82% Food and beverage 79% +10 Automotive 78% Telecommunications 78% Energy 73% Automotive 76% Banks 71% Pharmaceuticals 75% Food and beverage 69% Energy 71% Pharmaceuticals 68% Consumer packaged goods 70% Consumer packaged goods 67% Banks 68% Financial services 61% Brewing and spirits 66% Media 60% Media 65% Brewing and spirits 57% Financial services 64%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 Singapore12 © Edelman, 2012. All rights reserved.
    • 13. Media only institution to see increase in trust globally; BRIIC-ME, plus Singapore and Mexico most trusting of media TRUST IN MEDIA Informed Publics 2011 2012 APAC Global 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% 49% 50% 48% 49%50% 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 Q11-14. [Media in General 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 13 © Edelman, 2012. All rights reserved.
    • 14. Transmedia Landscape TRUST IN INFORMATION SOURCES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) 2011 Informed Public 2012 Informed Public 33% 32% 28% 22% 17% 18% 18% 9% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES APAC Q149-160. [TRACKING] 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 Asia Pacific Region (excludes Hong Kong and Malaysia)14 © Edelman, 2012. All rights reserved.
    • 15. 15 © Edelman, 2012. All rights reserved.
    • 16. Skepticism requires repetition NUMBER OF TIMES NEEDED TO HEAR INFORMATION MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE NUMBER OF TIMES NEEDED TO HEAR INFORMATION - SINGAPORE ASIA PACIFIC REGION Once (1), 2% Ten or more times Once (1), 2% Ten or more (10+), 10% Twice (2), 11% times (10+), 14% Twice (2), 12% Six to Nine times Six to Nine times (6-9), 6% (6-9), 7% Three times Three times (3), 36% (3), 35%Four or Five times Four or Five times Three to Five times (4-5), 28% Three to Five times (4 - 5), 35% 70% 64%Q148. [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 beexposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)Informed publics ages 25-64 in Asia Pacific Region and Singapore 16 © Edelman, 2012. All rights reserved.
    • 17. NGOs still most trusted institution, despite some drops; Singapore’s trust level remains the same TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) Informed Publics 2011 2012 APAC Global 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 Q11-14. [Non-governmental organizations (NGOs) 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 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 17 © Edelman, 2012. All rights reserved.
    • 18. 18 © Edelman, 2012. All rights reserved.
    • 19. Confidence about future direction mixed in APAC, high in Singapore , compared to U.S. and EU APAC Singapore 8% 6% IN THE RIGHT 20% DIRECTION 44% OFF ON THE 48% WRONG TRACK 75% DONT KNOW/REFUSED U.S. EU 3% 7% 24% 35% 58% 73%Q15. In general, would you say that things in your country are going in the right direction or have they gotten off on the wrong track? Informed Publics Ages 25-64 in the Asia Pacificregion, Singapore, the U.S., and the European Union region (excludes Russia) 19 © Edelman, 2012. All rights reserved.
    • 20. Credibility of “person like me” surges over the past year in Asia Pacific; Government official falls to the bottom in 2012 CREDIBLE SPOKESPEOPLE – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALYASIA) AND GLOBAL 2012 2011 APAC 2012 APAC Global Academic or expert 68% Technical expert in 67% (#2) the company 64% Technical expert in the company 61% -7 Academic or expert 61% 69% (#1) CEO 58% + 23 A person like yourself 60% 65% (#3) Financial or industry analyst 51% NGO representative 47% +4 52% Government official or regulator 47% CEO 46% - 12 41% NGO representative 43% Financial or industry analyst 44% -7 47% A person like yourself 37% Regular employee 41% +8 49% Regular employee 33% Government official 31% or regulator - 16 31% Q119-126. [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, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia), 25-country global total20 © Edelman, 2012. All rights reserved.
    • 21. In Singapore, credibility of “person like me” also significantly increases, climbingfrom the last spot to the third; Financial/industry analyst falls to the bottom CREDIBLE SPOKESPEOPLE – SINGAPORE 2011 2012 Academic or expert 64% Academic or expert 63% Technical expert in the company 59% Technical expert in the company 60% CEO 58% A person like yourself 55% + 21 Financial or industry analyst 54% CEO 46% - 12 Government official or regulator 51% Government official or regulator 44% NGO representative 38% NGO representative 42% Regular employee 37% Regular employee 39% A person like yourself 34% Financial or industry analyst 38% - 16Q119-126. [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 crediblewould the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64in Singapore21 © Edelman, 2012. All rights reserved.
    • 22. Asia Pacific markets, particularly Singapore, are more likely than other regions to trust both business and government leaders to tell the truth General Population Business Leaders Government Leaders APAC Global % WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH 73% 69% 69% 66% 66% 65% 60% 51% 53%50% 50% 51% 50% 48% 46% 47% 46% 46% 46% 44% 43% 43% 42% 41% 40% 40% 38% 36% 36% 34% 36% 34% 34% 30% 27% 28% 29% 26% 23% 24% 24% 21% 17% 17% 14% 15% 13% 14% 10% 11% 9% 10% 5% Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries 22 © Edelman, 2012. All rights reserved.
    • 23. Business not meeting public’s expectations in Singapore and not as good as rest of APAC SINGAPORE Business Importance APAC HAS ETHICAL BUSINESS PRACTICES 64% Company 31% - 26 Performance -33 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 64% 27% - 33 -37 OFFERS HIGH QUALITY PRODUCTS OR SERVICES 64% 39% - 20 -25 LISTENS TO CUSTOMER NEEDS AND FEEDBACK 62% 30% - 28 -32 HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 60% 25% -35 PLACES CUSTOMERS AHEAD OF PROFITS 59% 25% -34 COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 55% BUSINESS 24% -31 TREATS EMPLOYEES WELL 55% 24% -31 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 50% 26% -24 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 49% 21% - 18 -28 HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 44% 25% - 14 -19 ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 44% 25% -19 CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL 43% COMMUNITY IN WHICH THE COMPANY OPERATES 23% -20 IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 39% 31% -8 RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST 34% COMPANIES TO WORK FOR OR MOST ADMIRED COMPANIES 27% -7 PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO 33% ADDRESS SOCIETAL ISSUES 17% -16 Q52-69. 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 Singapore (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 Singapore *Gap numbers for Asia Pacific region also displayed.23 © Edelman, 2012. All rights reserved.
    • 24. Calls for greater protection and responsible behavior globally and in Asia Pacific region THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS: GLOBAL APAC 31% PROTECT CONSUMERS from irresponsible business practices 30% 32% 25% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 25% 30% 19% 20% 16% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 16% 18% 17% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 4% 4% 4% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis 4% 2% 2% Government SHOULD NOT PLAY A ROLE in business Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, APAC – 27%) Business can address • Unethical business practices (Global - 28%, APAC - 31%) on its own • Shortcuts that lead to poor quality (Global - 21%, APAC -23%)Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Q131. Which ofthe following is the most important role that government should play in business? Informed Publics ages 25-64 in 25 country global total, Asia Pacific region and Singapore. 24 © Edelman, 2012. All rights reserved.
    • 25. Despite lack of trust in government, calls for increased regulations in almost all markets; However, Singapore is least likely to hold this view Informed Publics 2012 APAC Global % WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH 77% 70% 68% 64% 61% 58% 54% 54% 54% 53% 51% 50%50% 49% 48% 48% 46% 45% 40% 40% 38% 36% 35% 34% 30% 30% 25% Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries 25 © Edelman, 2012. All rights reserved.
    • 26. 26 © Edelman, 2012. All rights reserved.
    • 27. Competitive Industry Analysis Example: Technology Industry vs. Technology Co. X COMPETITIVE INDUSTRY ANALYSIS Company Trailing Industry Expectations Company and Industry Competing 80% 70% Stated Industry Trust Importance Listens Quality Employees Responsible Customers 60% Ethical Transparent Communicates Environment Society Innovates 50% Community Top Leadership 40% Top Companies Partnerships Returns to Investors 30% 20% 20% 30% 40% 50% 60% Technology Company 3 Trust Performance 70% 80% Low Company Performance and Industry Expectations Company Leading Industry Expectations27 © Edelman, 2012. All rights reserved.
    • 28. Societal attributes outweigh operational attributes for building Trust SINGAPORE Most Important Attributes that Build Trust – 59% in Singapore trust business 1) High quality products or services 1) Takes actions to address issue or crisis 1) Has ethical business practices There is a disconnect between the 4) Listens to customer needs and feedback operational factors that have built Trust 5) Has transparent and open business and the societal and engagement factors 6) Places customers ahead of profits that will build Trust for the future 7) Treats employees well 7) Communicates frequently and honestly 9) Works to protect/improve environment Societal Operational 10) Delivers consistent financial returns 11) Addresses societys needs 11) Highly regarded, top leadership 13) Positively impacts the local community Communicators have a license to help 14) Innovator of new products shape business policy, not just 15) Ranks on a global list outcomes. 16) Partners with third partiesQ11-14. [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 Singapore; 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 Singapore (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population28 © Edelman, 2012. All rights reserved.
    • 29. 29 © Edelman, 2012. All rights reserved.