ASIA PACIFIC FINDINGS
EDELMANS 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST2MARKET COMPARISONSDeveloped: US, UK, France, Germany and ...
WHY TRUST MATTERS?• Trust versus Reputation• Trust is a Manageable Asset, determining:– Consumer purchasing behaviour– Pro...
TRUST 2013THE PATH FORWARDCRISIS OF LEADERSHIPTHE STATE OF TRUST4
STATE OF TRUST
GLOBAL 57China 80Singapore 76India 71Mexico 68Hong Kong 67UAE 66Malaysia 64Canada 62Indonesia 62U.S. 59Netherlands 59Brazi...
20137GLOBAL 57China 80Singapore 76India 71Mexico 68Hong Kong 67UAE 66Malaysia 64Canada 62Indonesia 62U.S. 59Netherlands 59...
824% 20%Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institut...
59%82%64%49%74%56%81%44%56%52%44%40%62%56%47% 48%63%58%48%61% 60%77%44%58%65%74%31%50%41%33%19%47%30%57%20%35%32% 32%29%53...
6%11%31%17%33%LACK OF REGULATION OR CONTROLTRANSPARENCY ISSUESPOOR PERFORMANCE/ INCOMPETENCEWRONG INCENTIVES DRIVING POLIC...
Technology #1 in allmarkets surveyed*SLIGHT UPTICKS IN MANY SCORES, FINANCIAL SERVICES AND BANKS REMAINLEAST TRUSTEDTRUST ...
TRUST IN INDUSTRIES – SELECT APAC COUNTRIESQ43-60. [TRACKING] Please indicate how much you trust businesses in each of the...
1381%79% 79% 79%77% 77%74%72%68%61%49% 48%44% 43%Q26-Q42. [TRACKING] Now we would like to focus on global companies headqu...
58%78% 79%68%70%64%66%58%60%67% 66% 67%75%48%65%53%74%55% 54%49%59%51% 53%41%28%30%63%83% 81%76% 76%75% 73%70% 69% 69% 67%...
52%79%70%80%65%65%61%65%42%54%47%61%61%41%45% 46%57%45%37% 38%49%35%48%36%43%33%57%81%79%77%70%68% 66% 66%61% 61% 60%59% 5...
58% 58%43% 41% 40%51%47%32%26%30%65%71%56% 58%52%64% 63%52% 49% 47%TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SO...
SKEPTICISM AND DISPERSION REQUIRES REPETITIONQ165. [TRACKING] Think about everything you see or hear every day about compa...
CRISIS OF LEADERSHIP
69%67%61%51%51%50%43%36%Academic or expertTechnical expert in thecompanyA person like yourselfFinancial or industry analys...
45%52%70%55%52%73%41%52%34%36%62%55%42%22%37%39%43%27% 28%56%37%34%54%26%40%35%48%38%18%36%22%32%54%23%35%22%25%54%48%35%1...
19%26%20%18%20%27%22%19%SOLVE SOCIAL OR SOCIETALISSUESCORRECT ISSUES WITHININDUSTRIES THAT AREEXPERIENCING PROBLEMSMAKE ET...
18%17%12%20%24%13%27%49%36%55%71%41%JapanAPACSouth KoreaIndiaChinaGlobalTrust in GovernmentTrust Government Leaders to tel...
TRUST BUILDING
16 ATTRIBUTES TO BUILDING TRUSTCOMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESSLISTENS TO CUSTOMER NEEDS ...
19%28%22%26%33%23%26%26%23%24%28%25%23%24%30%41%37%38%38%41%44%47%49%53%54%57%58%58%59%61%62%63%PARTNERS WITH NGOS, GOVERN...
13%12%18%14%14%11%16%15%13%14%14%17%13%14%17%24%20%21%24%25%26%27%29%32%34%35%35%36%36%38%39%39%RANKS ON A GLOBAL LIST OF ...
THE WAY WE WERE27G E N E R A L P O P U L AT I O NCEOBOARD OF DIRECTORSGOVERNMENTOFFICIALSACADEMICSTECHNICAL EXPERTSELITE M...
THE NEW DYNAMIC28ACTION CONSUMERSEMPLOYEESG E N E R A L P O P U L AT I O NSOCIALACTIVISTSCEOBOARD OF DIRECTORSGOVERNMENTOF...
INCLUSIVE MANAGEMENT BASED ON GROUNDED LEADERSHIP ACROSS THEMEDIA CLOVERLEAFPYRAMID OFCOMMUNITY(Horizontal)PYRAMID OFAUTHO...
LESSONS FOR LEADERS30Observe re-ordering of authorityOld values are not sufficientClear opportunity for businessTrust is f...
On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xila...
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2013 Edelman Trust Barometer APAC

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2013 Edelman Trust Barometer APAC

  1. 1. ASIA PACIFIC FINDINGS
  2. 2. EDELMANS 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST2MARKET COMPARISONSDeveloped: US, UK, France, Germany and JapanEmerging: Brazil, Mexico, Russia, India and ChinaONLINE SURVEYIN 26 COUNTRIES• 31,000+ respondents• 5 years in 20+ markets• 8 years in 10+ marketsGENERALPOPULATION• 1000 respondents percountry surveyed• Ages 18+• 2 years of dataINFORMEDPUBLICS• 500 respondents in U.S. andChina & 200 in other countries• Ages 25-64• College-educated• In top 25% of householdincome per age group in eachcountry• Report significant mediaconsumption and engagementin business news and publicpolicy• 13 years of dataIndicates Global DataAPAC SELECT COUNTRIES:China, Japan, India, Malaysia, Singapore, South Korea,Indonesia, Australia, and Hong Kong
  3. 3. WHY TRUST MATTERS?• Trust versus Reputation• Trust is a Manageable Asset, determining:– Consumer purchasing behaviour– Proactive recommendations or criticism– Investment
  4. 4. TRUST 2013THE PATH FORWARDCRISIS OF LEADERSHIPTHE STATE OF TRUST4
  5. 5. STATE OF TRUST
  6. 6. GLOBAL 57China 80Singapore 76India 71Mexico 68Hong Kong 67UAE 66Malaysia 64Canada 62Indonesia 62U.S. 59Netherlands 59Brazil 55Germany 55France 54Sweden 54UK 53Italy 51Australia 50Poland 48S. Korea 47Ireland 46Argentina 45Spain 42Turkey 42Japan 41Russia 362011 20132012DISTRUSTERSTRUSTERSNEUTRALGLOBAL 51China 76UAE 68Singapore 67India 65Indonesia 63Mexico 63Netherlands 61Hong Kong 61Canada 58Malaysia 57Italy 56Argentina 54Australia 53Brazil 51Sweden 49U.S. 49South Korea 44Poland 44U.K. 41Ireland 41France 40Germany 39Spain 37Japan 34Russia 32EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012,SHIFT BACK TO NEUTRAL IN 2013GLOBAL 55Brazil 80UAE 78Indonesia 74China 73Netherlands 73Mexico 69Singapore 67Argentina 62India 56Italy 56Canada 55South Korea 53Sweden 52Japan 51Australia 51Spain 51France 50Poland 49Germany 44U.S. 42U.K. 40Russia 40Ireland 39Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total6Big Changesfrom 2008Germany +19China +18Canada +14India +11Big Changesfrom 2012Germany +16France +14UK +12US +10
  7. 7. 20137GLOBAL 57China 80Singapore 76India 71Mexico 68Hong Kong 67UAE 66Malaysia 64Canada 62Indonesia 62U.S. 59Netherlands 59Brazil 55Germany 55France 54Sweden 54UK 53Italy 51Australia 50Poland 48S. Korea 47Ireland 46Argentina 45Spain 42Turkey 42Japan 41Russia 36GLOBAL 48China 70India 64UAE 63Singapore 63Indonesia 61Malaysia 61Mexico 59Hong Kong 54Canada 52Brazil 51Netherlands 50Argentina 48U.S. 45Germany 44UK 43S. Korea 43Turkey 43France 41Italy 40Sweden 40Australia 39Spain 37Japan 35Poland 34Ireland 33Russia 30Composite score is an average of a country’s trust in all four institutions. General population and Informed Publics ages 25-64 in 26 country global total and across 26 countriesLargest Differences betweenGen Pop & Informed PublicsPoland, US, Sweden: - 14 pointsSingapore, Ireland, Hong Kong,France: - 13 pointsGeneral Population is9 points lower thanInformed PublicsINFORMED PUBLIC2013GENERAL PUBLICDISTRUSTERSTRUSTERSNEUTRALLOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS
  8. 8. 824% 20%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 onemeans 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 ages 25-64and General PopulationAPAC TRUST LEVELS HIGHER THAN GLOBAL AVERAGES25%22%NGOSBUSINESSMEDIAGOVERNMENTTrust Total: 60%Trust Total: 64%Trust Total: 66%Trust Total: 68%TRUST IN INSTITUTIONS – APAC AND GLOBALAPACInformedPublicsGlobalInformedPublicsTRUST A GREAT DEAL16% 17%22%17%Trust Total: 48%Trust Total: 58%Trust Total: 57%Trust Total: 63%TRUST A GREAT DEAL
  9. 9. 59%82%64%49%74%56%81%44%56%52%44%40%62%56%47% 48%63%58%48%61% 60%77%44%58%65%74%31%50%41%33%19%47%30%57%20%35%32% 32%29%53%47%40%43%60%58%48%62% 63%82%49%65%73%81%44%Q11-14. [Business in General and 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 a9-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 26-countryglobal total and across 26 countriesBUSINESS TRUSTED MORE THAN GOVERNMENT IN16 OF 26 MARKETS SURVEYEDTRUST IN BUSINESS VS. GOVERNMENTGovernmentBusinessGAP BETWEEN BUSINESS & GOVERNMENT GROWINGGlobally, largest gap since 2007*Trust in Government62% of markets surveyed havetrust score below 50%Trust in Business35% of markets surveyed havetrust score below 50%9
  10. 10. 6%11%31%17%33%LACK OF REGULATION OR CONTROLTRANSPARENCY ISSUESPOOR PERFORMANCE/ INCOMPETENCEWRONG INCENTIVES DRIVING POLICIESCORRUPTION OR FRAUD16%16%16%23%27%LACK OF REGULATION OR CONTROLTRANSPARENCY ISSUESPOOR PERFORMANCE/ INCOMPETENCEWRONG INCENTIVES DRIVING BUSINESSDECISIONSCORRUPTION OR FRAUDCORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT,INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENTREASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST - GLOBAL(AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR)Q22. [ASK IF TRUST GOVERNMENTLESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESSLESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population in 26-country global totalREASONS FOR TRUSTINGGOVERNMENT LESSREASONS FOR TRUSTINGBUSINESS LESS50% 50%10
  11. 11. Technology #1 in allmarkets surveyed*SLIGHT UPTICKS IN MANY SCORES, FINANCIAL SERVICES AND BANKS REMAINLEAST TRUSTEDTRUST IN INDUSTRIES – GLOBAL20132012Q43-60. [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 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 20 -country global total (excludesArgentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only industries tracked from 2012 to 2013 included in analysis)1177%69%66%65%62%62%59%58%53%50%50%TechnologyAutomotiveFood and beverageConsumer packagedgoodsTelecommunicationsBrewing and spiritsEnergyPharmaceuticalsMediaBanksFinancial services45%47%51%53%56%59%60%62%64%66%79%Financial servicesBanksMediaEnergyPharmaceuticalsBrewing and spiritsTelecommunicationsConsumer packagedgoodsFood and beverageAutomotiveTechnology2013: Top 3 in Developed Markets#1 Technology#2 Automotive#2 Brewing & Spirits2013: Top 3 in Emerging Markets#1 Technology#2 Automotive#3 Consumer Packaged Goods#3 Energy
  12. 12. TRUST IN INDUSTRIES – SELECT APAC COUNTRIESQ43-60. [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 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 (only industries tracked from 2012to 2013 shown)1288%85%84%82%80%79%78%76%75%73%71%TechnologyAutomotiveEnergyConsumer packagedgoodsBanksTelecommunicationsFinancial servicesMediaPharmaceuticalsBrewing and spiritsFood and beverage2013 90%88%86%84%83%83%79%79%79%78%75%TechnologyAutomotiveEnergyBanksConsumer packagedgoodsTelecommunicationsFinancial servicesMediaPharmaceuticalsFood and beverageBrewing and spirits201365%63%58%56%56%55%43%43%40%33%31%TechnologyFood and beverageBrewing and spiritsAutomotiveConsumer packagedgoodsPharmaceuticalsFinancial servicesTelecommunicationsBanksEnergyMedia2013
  13. 13. 1381%79% 79% 79%77% 77%74%72%68%61%49% 48%44% 43%Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companiesheadquartered 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 “trustthem a great deal”. Q202A-204A. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companiesheadquartered 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 “trustthem a great deal”. (Top 4 box – Trust)DEVELOPED-MARKET HEADQUARTERED COMPANIES MOST TRUSTED –EMERGING MARKETS STILL LAGTRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES – APAC RESPONDENTSAustralia HQs Switzerland HQsSingapore HQs S. Korea HQs Brazil HQsChina HQsUK HQsJapan HQs Russia HQsAPACIndia HQsEU and LATAMAPAC countriesGermany HQsCanada HQs US HQsHong Kong HQs
  14. 14. 58%78% 79%68%70%64%66%58%60%67% 66% 67%75%48%65%53%74%55% 54%49%59%51% 53%41%28%30%63%83% 81%76% 76%75% 73%70% 69% 69% 67%66% 66%64%64% 63%63% 62% 61%59%57% 56% 55%51%46%40%37%20122013Q11-14. [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 meansthat 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, Turkey and UAE) and across 26 countriesN/A50%NGOS REMAIN MOST TRUSTED INSTITUTION;FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGIONTRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)2008 67% of markets surveyedhave a trust score above 50%2013 88% of markets surveyedhave a trust score above 50%142008 China:48%
  15. 15. 52%79%70%80%65%65%61%65%42%54%47%61%61%41%45% 46%57%45%37% 38%49%35%48%36%43%33%57%81%79%77%70%68% 66% 66%61% 61% 60%59% 57%54%51% 50% 50% 49% 47% 47% 47%45% 45% 43%42%38%26%20122013Q11-14. [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 whereone 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 (excludesArgentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countriesN/A50%STEADY GROWTH IN TRUST IN MEDIA OVER TIME;RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALSTRUST IN MEDIA2008 50% of markets surveyed have atrust score 50% or above2013 62% of markets surveyed have atrust score 50% or above15
  16. 16. 58% 58%43% 41% 40%51%47%32%26%30%65%71%56% 58%52%64% 63%52% 49% 47%TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIAGlobal Developed Emerging APACQ178-182. 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 onemeans that you "do not trust it at all" and nine means that you "trust it a great deal". General Population in 26-country global total, Developed (US, UK, France, Germany and Japan) vs.Emerging Markets (Brazil, Mexico, Russia, India and China), Singapore and APAC.; Age breakdown for general population in SingaporeONLINE SEARCH ENGINES HIGHLY TRUSTED SOURCES OF INFORMATIONTRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION70% 70%58%51% 49%69%62%53%47% 49%70%60%45%40%44%61%53%41%37% 33%TRADITIONAL MEDIA ONLINE SEARCHENGINESHYBRID MEDIA SOCIAL MEDIA OWNED MEDIA18-29 30-44 45-54 55+SINGAPORE AGE BREAKDOWN16
  17. 17. SKEPTICISM AND DISPERSION REQUIRES REPETITIONQ165. [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? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26-country global total (excludes Don’t Know Responses)4% ONCE (1)14% TWICE (2)64% THREE TO FIVE TIMES12%TEN OR MORE TIMES (10+)6%SIX TO NINE TIMES (6-9)29%FOUR OR FIVE TIMES (4-5)MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES35% THREE TIMES (3)17
  18. 18. CRISIS OF LEADERSHIP
  19. 19. 69%67%61%51%51%50%43%36%Academic or expertTechnical expert in thecompanyA person like yourselfFinancial or industry analystNGO representativeRegular employeeCEOGovernment official or regulatorCREDIBLE SPOKESPEOPLE – SELECT APAC COUNTRIES2013Q130-143. [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, howcredible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/ Extremely Credible) Informed publicsages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE)1966%71%71%54%69%57%62%54%201333%37%31%15%20%18%22%15%201351%66%50%51%53%35%34%22%201382%77%69%77%59%62%73%54%201365%63%46%49%50%48%34%36%2013
  20. 20. 45%52%70%55%52%73%41%52%34%36%62%55%42%22%37%39%43%27% 28%56%37%34%54%26%40%35%48%38%18%36%22%32%54%23%35%22%25%54%48%35%15%31%36%41%25%27%55%37% 36%56%32%47%45%60%50%Q130-143. [TRACKING] (Credibility of CEOs and Government officials/regulators) Below is a list of people. In general, when forming an opinion of a company, if you heardinformation 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 ages 25-64 in 26 -country global total and across 26 markets (only spokespeople tracked from 2012 to 2013 included in analysis)2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORSGovernment official orregulator CredibilityCEO Credibility20MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERSBELOW 50% IN THEIR CREDIBILITY RATINGBusiness leaders trusted less than50% in 16 of 26 marketsGovernment leaders trusted lessthan 50% in 21 of 26 markets
  21. 21. 19%26%20%18%20%27%22%19%SOLVE SOCIAL OR SOCIETALISSUESCORRECT ISSUES WITHININDUSTRIES THAT AREEXPERIENCING PROBLEMSMAKE ETHICAL AND MORALDECISIONSTELL YOU THE TRUTH,REGARDLESS OF HOW COMPLEXOR UNPOPULAR IT ISCRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWTRUST IN BUSINESS LEADERS TO DO THE FOLLOWING:21BUSINESS LEADERSQ144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) GeneralPopulation, Singapore and across 26-country global total .GlobalAPAC
  22. 22. 18%17%12%20%24%13%27%49%36%55%71%41%JapanAPACSouth KoreaIndiaChinaGlobalTrust in GovernmentTrust Government Leaders to tell the truth35%24%13%34%32%18%44%55%35%68%67%50%JapanAPACSouthKoreaIndiaChinaGlobalTrust in BusinessTrust Business Leaders to tell the TruthLEADERSHIP TRUST GAPGAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIPQ11 -14. 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 trustthem at all and nine means that you trust them a great deal. (Top 4 Box, Trust); Q144A-147A. [“To Tell the Truth Regardless of how Complex or unpopular it is”] How much do you trustbusiness leaders to do the following? Q144B-147B. [“To Tell the Truth Regardless of how Complex or unpopular it is”] How much do you trust government leaders to do the following?(Top Box, Trust A great Deal) General Population-32-35-34-22-17-28-47-35-24-9-31 -3222
  23. 23. TRUST BUILDING
  24. 24. 16 ATTRIBUTES TO BUILDING TRUSTCOMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESSLISTENS TO CUSTOMER NEEDS AND FEEDBACKTREATS EMPLOYEES WELLPLACES CUSTOMERS AHEAD OF PROFITSINTEGRITYTAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISISHAS TRANSPARENT AND OPEN BUSINESS PRACTICESHAS ETHICAL BUSINESS PRACTICESPURPOSEOPERATIONSDELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORSHAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIPRANKS ON A GLOBAL LIST OF TOP COMPANIESPRODUCTS & SERVICESIS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASOFFERS HIGH QUALITY PRODUCTS OR SERVICESWORKS TO PROTECT AND IMPROVE THE ENVIRONMENTADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESSCREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITYPARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDSENGAGEMENTEdelman Trust Barometerresearch reveals 16 SPECIFICATTRIBUTES which build trust.These can be grouped intoFIVE PERFORMANCE CLUSTERSlisted here in rank order ofimportance.24
  25. 25. 19%28%22%26%33%23%26%26%23%24%28%25%23%24%30%41%37%38%38%41%44%47%49%53%54%57%58%58%59%61%62%63%PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETALISSUESRANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TOWORK FOR OR MOST ADMIRED COMPANIESDELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORSHAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIPIS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASCREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICHTHE COMPANY OPERATESADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESSWORKS TO PROTECT AND IMPROVE THE ENVIRONMENTCOMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESSHAS TRANSPARENT AND OPEN BUSINESS PRACTICESHAS ETHICAL BUSINESS PRACTICESTAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISISPLACES CUSTOMERS AHEAD OF PROFITSTREATS EMPLOYEES WELLLISTENS TO CUSTOMER NEEDS AND FEEDBACKOFFERS HIGH QUALITY PRODUCTS OR SERVICES-22-32-37-36-33-30-33-31-27-23-24-11-15-16-10-18Q80-Q96. [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 allimportant 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 in26-country global total (excludes ‘Don’t Know’ responses Q114-Q129. Please rate [INSERT COMPANY] on how well you think they are performing on each of the followingattributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, PerformingVery/ Extremely Well) General Population in 26-country global totalTRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCEBUSINESS IMPORTANCE VS. COMPANY PERFORMANCE - GLOBALGap25ImportancePerformance
  26. 26. 13%12%18%14%14%11%16%15%13%14%14%17%13%14%17%24%20%21%24%25%26%27%29%32%34%35%35%36%36%38%39%39%RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TOWORK FOR OR MOST ADMIRED COMPANIESHAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIPIS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASCREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICHTHE COMPANY OPERATESDELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORSPARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETALISSUESADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESSWORKS TO PROTECT AND IMPROVE THE ENVIRONMENTPLACES CUSTOMERS AHEAD OF PROFITSCOMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESSHAS TRANSPARENT AND OPEN BUSINESS PRACTICESLISTENS TO CUSTOMER NEEDS AND FEEDBACKTAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISISTREATS EMPLOYEES WELLHAS ETHICAL BUSINESS PRACTICESOFFERS HIGH QUALITY PRODUCTS OR SERVICES26-15-22-24-23-19-21-21-21-17-13-16-12-11-6-9-7Q80-Q96. [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 allimportant 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 inHong Kong (excludes ‘Don’t Know’ responses Q114-Q129. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use anine-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 Hong KongTRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCEBUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – HONG KONGGapImportancePerformance
  27. 27. THE WAY WE WERE27G E N E R A L P O P U L AT I O NCEOBOARD OF DIRECTORSGOVERNMENTOFFICIALSACADEMICSTECHNICAL EXPERTSELITE MEDIAVERTICAL FLOW &CONTROLLED INFORMATIONPYRAMID OFAUTHORITY“As the circle of those who decide is narrowed,as the means of decision are centralized and theconsequences of decision become enormous,the course of great events often rests upon thedecisions of determinable circles.”- C. Wright Mills, 1956
  28. 28. THE NEW DYNAMIC28ACTION CONSUMERSEMPLOYEESG E N E R A L P O P U L AT I O NSOCIALACTIVISTSCEOBOARD OF DIRECTORSGOVERNMENTOFFICIALSACADEMICSTECHNICAL EXPERTSELITE MEDIATO 2013FROM 2000FEW MANYDICTATE CO-CREATEFIXED FLEXIBLEMONOLOGUE DIALOGUECONTROL EMPOWERMENTPYRAMID OFCOMMUNITY(Horizontal)PYRAMID OFAUTHORITY(Vertical)
  29. 29. INCLUSIVE MANAGEMENT BASED ON GROUNDED LEADERSHIP ACROSS THEMEDIA CLOVERLEAFPYRAMID OFCOMMUNITY(Horizontal)PYRAMID OFAUTHORITY(Vertical)NAVIGATING THE DIAMOND OFINFLUENCE VIA MEDIA CLOVERLEAFHybridSocialOwnedTraditionalACTION CONSUMERSEMPLOYEESG E N E R A L P O P U L AT I O NSOCIALACTIVISTSCEOBOARD OF DIRECTORSGOVERNMENTOFFICIALSACADEMICSTECHNICAL EXPERTSELITE MEDIASearch &Content
  30. 30. LESSONS FOR LEADERS30Observe re-ordering of authorityOld values are not sufficientClear opportunity for businessTrust is fragile and perceived behaviors are an anchor
  31. 31. On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xilai: REUTERS/ Cheryl Ravelo ; LanceArmstrong: by Sebastian David Tingkær; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu

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