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CHINA FINDINGS
EDELMANS 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST                                                          ...
EDELMAN TRUST BAROMETER IN RETROSPECT    2013   CRISIS OF LEADERSHIP    2012   THE FALL OF GOVERNMENT    2011   RISE OF AU...
STATE OF TRUST
EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012,              SHIFT BACK TO NEUTRAL IN 2013                  ...
LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS                                             2013               ...
TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTSTRUST IN INSTITUTIONS - GLOBAL    TRUST A GREAT DEAL    ...
INCREASE IN TRUSTTRUST IN INSTITUTIONS – CHINA    TRUST A GREAT DEAL                                            Trust Tota...
BUSINESS TRUSTED MORE THAN GOVERNMENT IN      16 OF 26 MARKETS SURVEYED      TRUST IN BUSINESS VS. GOVERNMENT             ...
CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT,      INCOMPETENCE IS A LEADING FACTOR FOR GOVERN...
CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN INSTITUTIONS, INCOMPETENCE IS      NOT A LEADING FACTOR FOR GOVERNMENT TR...
SLIGHT UPTICKS IN MANY SCORES, FINANCIAL SERVICES AND BANKS REMAIN       LEAST TRUSTED       TRUST IN INDUSTRIES – GLOBAL ...
TECHNOLOGY REMAINS THE MOST TRUSTED INDUSTRY   TRUST IN INDUSTRIES – CHINA                                             201...
CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOST TRUSTED –EMERGING MARKETS STILL LAGMOST TRUSTED NATIONAL IDENTITY FOR...
CHINA HEADQUARTERED COMPANIES ARE LESS TRUSTED IN DEVELOPEDNATIONSDEVELOPED VS. EMERGING TRUST IN COMPANIES HEADQUARTERED ...
GERMAN COMPANIES MOST TRUSTED BY CHINA INFORMED PUBLIC; INDIANFIRMS TRUSTED LEASTCHINA TRUST IN NATIONAL IDENTITY FOR COMP...
CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST;WHILE BIG BUSINESSES ON TOP IN EMERGING ECONOMIESTRUST IN DIFFERENT T...
NGOS REMAIN MOST TRUSTED INSTITUTION;        FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGION        TRUST IN NO...
STEADY GROWTH IN TRUST IN MEDIA OVER TIME;        RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS    ...
CHINESE PUBLIC STRONGLY TRUSTS ALL TYPES OF MEDIA TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION      Gl...
SKEPTICISM AND DISPERSION REQUIRES REPETITIONMAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES     ...
SKEPTICISM AND DISPERSION REQUIRES REPETITIONMAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES     ...
CRISIS OF LEADERSHIP
TRUSTED SOURCES ARE EXPERTS AND PEERS    CREDIBLE SPOKESPEOPLE – GLOBAL                                           2012    ...
ACADEMIC OR EXPERT AND A PERSON LIKE YOU ARE THE MOST TRUSTED       CREDIBLE SPOKESPEOPLE                                 ...
MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERS         BELOW 50% IN THEIR CREDIBILITY RATING         2013 C...
CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWGLOBAL TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWI...
TRUST BUILDING
LEADERSHIP TRUST GAPGAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP – CHINA                           Trust in Busines...
16 ATTRIBUTES TO BUILDING TRUST                                ENGAGEMENT                                   LISTENS TO CUS...
HOW WE HAVE EVOLVED…NOW THE ATTRIBUTES CAN BE GROUPED   INTO 5 DISTINCT CLUSTERS          Edelman Trust Barometer’s       ...
TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE       BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE - G...
TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE     BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – CHI...
GLOBAL INFLUENCER MESSAGE MAPPING                       Who is Trusted MOST to provide you with                           ...
LESSONS FOR LEADERS     Chinese enterprises need to close the gap between     expectation and performance     Engagement a...
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 China

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Transcript of "2013 Edelman Trust Barometer China"

  1. 1. CHINA FINDINGS
  2. 2. EDELMANS 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST INFORMED ONLINE SURVEY PUBLICS IN 26 COUNTRIES • 31,000+ respondents • 500 respondents in U.S. and China & 200 in other countries • 5 years in 20+ markets • Ages 25-64 • 8 years in 10+ markets • College-educated GENERAL • In top 25% of household POPULATION income per age group in each country • 1000 respondents per country surveyed • Report significant media consumption and engagement • Ages 18+ in business news and public policy • 2 years of data • 13 years of data MARKET COMPARISONS Developed: US, UK, France, Germany and Japan Indicates Global Data Emerged: Brazil, Mexico, Russia, India and China Indicates China Data APAC SELECT COUNTRIES: China, Japan, India, Malaysia, Singapore, South 2 Korea, Indonesia, Australia, Hong Kong
  3. 3. EDELMAN TRUST BAROMETER IN RETROSPECT 2013 CRISIS OF LEADERSHIP 2012 THE 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 RISING INFLUENCE OF NGOS3
  4. 4. STATE OF TRUST
  5. 5. EDELMAN’S TRUST INDEX: AFTER A YEAR HIGH OF DISTRUST IN 2012, SHIFT BACK TO NEUTRAL IN 2013 2011 2012 2013 Big Changes from 2008 GLOBAL 55 GLOBAL 51 GLOBAL 57 Brazil 80 China 76 China 80 Germany +19 UAE 68 Singapore 76 UAE 78 China +18 Singapore 67 India 71 Canada +14 TRUSTERS Indonesia 74 India 65 Mexico 68 India +11 China 73 Indonesia 63 Hong Kong 67 Netherlands 73 UAE 66 Mexico 63 Mexico 69 Netherlands 61 Malaysia 64 Singapore 67 Hong Kong 61 Canada 62 Argentina 62 Canada 58 Indonesia 62 Big Changes India 56 Malaysia 57 U.S. 59 from 2012 Italy 56 Italy 56 Netherlands 59 Argentina 54 Brazil 55 Germany +16 Canada 55 Germany 55NEUTRAL South Korea 53 Australia 53 France +14 Brazil 51 France 54 UK +12 Sweden 52 Sweden 54 Sweden 49 US +10 Japan 51 UK 53 U.S. 49 Australia 51 Italy 51 South Korea 44 Spain 51 Australia 50 Poland 44 France 50 Poland 48 U.K. 41 S. Korea 47DISTRUSTERS Poland 49 Ireland 41 Ireland 46 Germany 44 France 40 Argentina 45 U.S. 42 Germany 39 Spain 42 U.K. 40 Spain 37 Turkey 42 Russia 40 Japan 34 Japan 41 Ireland 39 Russia 32 Russia 36 5 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total
  6. 6. LOWER TRUST AMONG GENERAL POPULATION THAN INFORMED PUBLICS 2013 GENERAL PUBLIC 2013 INFORMED PUBLIC GLOBAL 48 GLOBAL 57 China 70 China 80 India 64 General Population is Singapore 76 TRUSTERS 9 points lower than India 71 UAE 63 Informed Publics Singapore 63 Mexico 68 Indonesia 61 Hong Kong 67 Malaysia 61 UAE 66 Mexico 59 Malaysia 64 Largest Differences between Hong Kong 54 Canada 62 NEUTRAL Gen Pop & Informed Publics Canada 52 Indonesia 62 Brazil 51 U.S. 59 Poland, US, Sweden: - 14 points Netherlands 50 Netherlands 59 Argentina 48 Singapore, Ireland, Hong Kong, Brazil 55 U.S. 45 France: - 13 points Germany 55 Germany 44 France 54 UK 43 Sweden 54 S. Korea 43 UK 53 Italy 51 DISTRUSTERS Turkey 43 France 41 Australia 50 Italy 40 Poland 48 Sweden 40 S. Korea 47 Australia 39 Ireland 46 Spain 37 Argentina 45 Japan 35 Spain 42 Poland 34 Turkey 42 Ireland 33 Japan 41 Russia 30 Russia 366 Composite 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 countries
  7. 7. TRUST ON THE RISE ACROSS INSTITUTIONS, BUT WEAK INTENSITY PERSISTSTRUST IN INSTITUTIONS - GLOBAL TRUST A GREAT DEAL Trust Total: 58% Trust Total: 53% Trust Total: 48% Trust Total: 43% GOVERNMENT 12% 16% 14% 17% BUSINESS 2012 2013 2012 2013 Trust Total: 63% Trust Total: 57% Trust Total: 58% Trust Total: 52% 19% 22% 17% MEDIA 15% NGOS 2012 2013 2012 2013 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 ages 25-647 in 20-country global total
  8. 8. INCREASE IN TRUSTTRUST IN INSTITUTIONS – CHINA TRUST A GREAT DEAL Trust Total: 81% Trust Total: 74% Trust Total: 75% Trust Total: 71% 44% 36% 28% 22% GOVERNMENT BUSINESS 2012 2013 2012 2013 Trust Total: 81% Trust Total: 79% Trust Total: 81% Trust Total: 79% 37% 40% 35% 32% MEDIA NGOS 2012 2013 2012 2013 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 ages 25-648
  9. 9. BUSINESS TRUSTED MORE THAN GOVERNMENT IN 16 OF 26 MARKETS SURVEYED TRUST IN BUSINESS VS. GOVERNMENT Trust in Government 62% of markets surveyed have Business trust score below 50% Government Trust in Business 35% of markets surveyed have GAP BETWEEN BUSINESS & GOVERNMENT GROWING trust score below 50% Globally, largest gap since 2007* 82% 81% 82% 81% 77% 74% 73% 74% 64% 63% 65% 65% 62% 63% 62% 61%59% 57% 60% 60% 56% 56% 56% 58% 58% 58% 52% 53% 50% 49% 47% 47% 47% 48% 48% 48% 49% 44% 44% 44% 41% 43% 44% 40% 40% 35% 33% 32% 32% 31% 30% 29% 19% 20% 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 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 26-country 9 global total and across 26 countries
  10. 10. CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN BUSINESS AND GOVERNMENT, INCOMPETENCE IS A LEADING FACTOR FOR GOVERNMENT REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST - GLOBAL (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR) REASONS FOR TRUSTING REASONS FOR TRUSTING BUSINESS LESS GOVERNMENT LESS CORRUPTION OR FRAUD 27% CORRUPTION OR FRAUD 33% 50% 50%WRONG INCENTIVES DRIVING BUSINESS DECISIONS 23% WRONG INCENTIVES DRIVING POLICIES 17%POOR PERFORMANCE/ INCOMPETENCE 16% POOR PERFORMANCE/ INCOMPETENCE 31% TRANSPARENCY ISSUES 16% TRANSPARENCY ISSUES 11% LACK OF REGULATION OR CONTROL 16% LACK OF REGULATION OR CONTROL 6% Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS 10 LESS 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 total
  11. 11. CORRUPTION/FRAUD IS A KEY REASON FOR DISTRUST IN INSTITUTIONS, INCOMPETENCE IS NOT A LEADING FACTOR FOR GOVERNMENT TRUST MAIN REASONS FOR DECREASED BUSINESS AND GOVERNMENT TRUST – CHINA (AMONG THOSE WHO REPORTED TRUSTING BUSINESS OR GOVERNMENT LESS OVER THE PAST YEAR) REASONS FOR TRUSTING REASONS FOR TRUSTING BUSINESS LESS GOVERNMENT LESS CORRUPTION OR FRAUD 25% CORRUPTION OR FRAUD 55% 60% 32%WRONG INCENTIVES DRIVING BUSINESS 7% WRONG INCENTIVES DRIVING POLICIES 5% DECISIONS LACK OF REGULATION OR CONTROL 46% LACK OF REGULATION OR CONTROL 18% TRANSPARENCY ISSUES 11% TRANSPARENCY ISSUES 16%POOR PERFORMANCE/ INCOMPETENCE 10% POOR PERFORMANCE/ INCOMPETENCE 5% Q22. [ASK IF TRUST GOVERNMENT LESS IN Q18] Which of the following is the main reason why your trust in government decreased over the last year?; Q24. [ASK IF TRUST BUSINESS 11 LESS IN Q20] Which of the following is the main reason why your trust in business decreased over the last year? General Population
  12. 12. SLIGHT UPTICKS IN MANY SCORES, FINANCIAL SERVICES AND BANKS REMAIN LEAST TRUSTED TRUST IN INDUSTRIES – GLOBAL Technology #1 in all 2012 2013 markets surveyed* Technology 79% Technology 77% Automotive 66% Automotive 69% Food and beverage 64% Food and beverage 66%Consumer packaged Consumer packaged goods 62% 65% goodsTelecommunications 60% Telecommunications 62% 2013: Top 3 in Developed Markets Brewing and spirits 59% Brewing and spirits 62% #1 Technology #2 Automotive Pharmaceuticals 56% Energy 59% #2 Brewing & Spirits Energy 53% Pharmaceuticals 58% 2013: Top 3 in Emerging Markets Media 51% Media 53% #1 Technology #2 Automotive Banks 47% Banks 50% #3 Consumer Packaged Goods #3 Energy Financial services 45% Financial services 50% 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 ages 25-64 in 20 -country global total (excludes 12 Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only industries tracked from 2012 to 2013 included in analysis)
  13. 13. TECHNOLOGY REMAINS THE MOST TRUSTED INDUSTRY TRUST IN INDUSTRIES – CHINA 2012 2013 Technology 91% Technology 88% Media 82% Automotive 85% Automotive 81% Energy 84% Telecommunications 78% Consumer packaged goods 82% Banks 78% Banks 80% Financial services 76% Telecommunications 79% Energy 76% Financial services 78%Consumer packaged goods 76% Media 76% Brewing and spirits 70% Pharmaceuticals 75% Pharmaceuticals 65% Brewing and spirits 73% Food and beverage 59% Food and beverage 71% 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 ages 25-64 (only industries tracked from 2012 13 to 2013 shown)
  14. 14. CANADA, GERMANY, SWEDEN HEADQUARTERED COMPANIES MOST TRUSTED –EMERGING MARKETS STILL LAGMOST TRUSTED NATIONAL IDENTITY FOR COMPANIES 76% 75% 74% 74% 70% 68% 68% 65% 61% 50% 48% 46% 41% 36% 35% 34% 31% Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies14 headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics Ages 25-64 in 26-country global total
  15. 15. CHINA HEADQUARTERED COMPANIES ARE LESS TRUSTED IN DEVELOPEDNATIONSDEVELOPED VS. EMERGING TRUST IN COMPANIES HEADQUARTERED IN THE FOLLOWING COUNTRIES Global trust in companies headquartered in Germany, Developed Sweden, Canada and China has remained stable since 2008* Emerging China 91% 88% 88% 82% 80% 79% 78% 74% 72% 71% 69% 58% 60% 56% 50% 36% 29% 19% Germany HQs Sweden HQs Canada HQs China HQs India HQs Brazil HQs 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) in Developed (includes US, UK, Germany, Japan, France) vs. Emerging Markets (includes Mexico, China, Brazil, Russia, India) , and China15 *Data used includes Informed Publics ages 35-64 only in 18-country global total
  16. 16. GERMAN COMPANIES MOST TRUSTED BY CHINA INFORMED PUBLIC; INDIANFIRMS TRUSTED LEASTCHINA TRUST IN NATIONAL IDENTITY FOR COMPANIES 91% 90% 88% 88% 85% 84% 84% 83% 80% 79% 78% 76% 71% 71% 68% 57% 56% Q26-Q42. [TRACKING] Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies16 headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics Ages 25-64 in 26-country global total
  17. 17. CULTURAL DIVIDE: SMALL BUSINESS TRUSTED MOST IN WEST;WHILE BIG BUSINESSES ON TOP IN EMERGING ECONOMIESTRUST IN DIFFERENT TYPES OF BUSINESSES SMALL BUSINESSES BIG BUSINESSES 89% 86% 79% 78% 76% 73% 70% 70% 65% 62% 53% 55% 55% 48% GLOBAL DEVELOPED EMERGING US UK CHINA UAE Q15-17. 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”. {Small Businesses or Companies; Big Businesses or Companies) (Top 4 Box, Trust) Informed Publics17 ages 25-64 in 26-country global total, Developed Markets (includes US, UK, Germany, Japan, France), Emerging Markets (includes Mexico, China, Brazil, Russia, India), US, UK, China, UAE
  18. 18. NGOS REMAIN MOST TRUSTED INSTITUTION; FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGION TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2008 67% of markets surveyed have a trust score above 50% 2012 2008 China: 48% 2013 88% of markets surveyed 2013 83% 81% have a trust score above 50% 78% 79% 76% 76% 75% 73% 75% 74% 70% 70% 69% 69% 67% 68% 66% 66% 67% 66% 66% 67% 65% 64% 63% 64% 64% 63% 63% 62% 61% 60% 59% 58% 58% 59% 55% 57% 56% 55% 53% 54% 51% 53% 48% 49% 51%50% 46% 41% 40% 37% 30% 28% N/A Q11-14. [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 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, Turkey and UAE) and across 26 countries 18
  19. 19. STEADY GROWTH IN TRUST IN MEDIA OVER TIME; RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS TRUST IN MEDIA 2008 50% of markets surveyed have a 2012 trust score 50% or above 2013 2013 62% of markets surveyed have a 81% trust score 50% or above 79% 79% 80% 77% 70% 70% 65% 68% 66% 65% 65% 66% 61% 61% 61% 60% 61% 61% 57% 59% 57% 57% 54% 54% 52% 51% 50% 49% 49%50% 47% 50% 47% 48% 47% 47% 45% 46% 45% 45% 45% 43% 43% 42% 41% 42% 37% 38% 38% 35% 36% 33% 26% 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, Turkey and UAE) and across 26 countries 19
  20. 20. CHINESE PUBLIC STRONGLY TRUSTS ALL TYPES OF MEDIA TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION Global Developed Emerging APAC China 78% 73% 71% 75% 65%64% 63% 67%58% 58% 56% 52% 58% 58% 51% 49% 52% 47% 47% 43% 41% 40% 32% 30% 26%TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA GLOBAL AGE BREAKDOWN 18-29 30-44 45-64 65+ 61% 61% 60% 59% 56% 56% 54% 49% 49% 48% 47% 45% 44% 43% 40% 37% 37% 29% 31% 29% TRADITIONAL MEDIA ONLINE SEARCH HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA ENGINES Q178-182. 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 one 20 means 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); Age breakdown for general population in 26-country global total, APAC and China
  21. 21. SKEPTICISM AND DISPERSION REQUIRES REPETITIONMAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES 12% 4% ONCE (1) TEN OR MORE TIMES (10+) 14% TWICE (2) 6% SIX TO NINE TIMES (6-9) 35% THREE TIMES (3) 29% FOUR OR FIVE TIMES (4-5) 64% THREE TO FIVE TIMES Q165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be 21 exposed 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)
  22. 22. SKEPTICISM AND DISPERSION REQUIRES REPETITIONMAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES 8% 2% ONCE (1) TEN OR MORE TIMES (10+) 8% TWICE (2) 8% SIX TO NINE TIMES (6-9) 43% THREE TIMES (3) 32% FOUR OR FIVE TIMES (4-5) 75% THREE TO FIVE TIMES Q165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be 22 exposed 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)
  23. 23. CRISIS OF LEADERSHIP
  24. 24. TRUSTED SOURCES ARE EXPERTS AND PEERS CREDIBLE SPOKESPEOPLE – GLOBAL 2012 2013 Academic or expert 68% Academic or expert 69% Technical expert in theTechnical expert in the company 66% 67% company A person like yourself 65% A person like yourself 61% Financial or industry Regular employee 50% 51% analyst NGO representative 50% NGO representative 51% Financial or industry analyst 46% Regular employee 50% CEO 38% CEO 43% Government official orGovernment official or regulator 29% 36% regulator 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 24 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 included)
  25. 25. ACADEMIC OR EXPERT AND A PERSON LIKE YOU ARE THE MOST TRUSTED CREDIBLE SPOKESPEOPLE 2013 2012 2013 Academic or expert 68% Academic or expert 69% 66% Technical expert in the Technical expert in the 71% 66% 67% company company A person like yourself 65% A person like yourself 61% 71% Regular employee 50% Financial or industry 51% 54% analyst NGO representative 50% NGO representative 51% 69%Financial or industry analyst 46% Regular employee 50% 57% CEO 38% CEO 43% 62% Government official or 29% Government official or 54% regulator 36% regulator 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 25 ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) (only spokespeople tracked from 2012 to 2013 shown)
  26. 26. MAJORITY OF MARKETS FIND BOTH GOVERNMENT AND BUSINESS LEADERS BELOW 50% IN THEIR CREDIBILITY RATING 2013 CREDIBILITY OF CEOS VS. GOVERNMENT OFFICIALS/REGULATORS CEO Credibility Government official or Business leaders trusted less than regulator Credibility 50% in 16 of 26 markets Government leaders trusted less than 50% in 21 of 26 markets 73% 70% 62% 60% 55% 54% 54% 55% 56% 55% 56%50% 52% 52% 54% 52% 48% 48% 47% 45% 43% 45% 41% 42% 41% 40% 38% 39% 37% 36% 36% 36% 37% 36% 37% 35% 35% 35% 32% 34% 34% 31% 32% 27% 28% 27% 23% 25% 25% 26% 22% 22% 22% 18% 15% 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 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, 26 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)
  27. 27. CRISIS IN LEADERSHIP – TRUST IN ETHICS AND MORALITY VERY LOWGLOBAL TRUST BUSINESS AND GOVERNMENT LEADERS TO DO THE FOLLOWING: BUSINESS LEADERS 26% 20% 19% 18% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX EXPERIENCING PROBLEMS OR UNPOPULAR IT IS GOVERNMENT LEADERS 15% 15% 14% 13% SOLVE SOCIAL OR SOCIETAL CORRECT ISSUES WITHIN MAKE ETHICAL AND MORAL TELL YOU THE TRUTH, ISSUES INDUSTRIES THAT ARE DECISIONS REGARDLESS OF HOW COMPLEX EXPERIENCING PROBLEMS OR UNPOPULAR IT IS Q144A-147A. [SPLIT SAMPLE] How much do you trust business leaders to do the following? (Top Box- Trust A great Deal) General27 Population across 26-country global total
  28. 28. TRUST BUILDING
  29. 29. LEADERSHIP TRUST GAPGAP IN TRUST IN INSTITUTION VS. TRUST IN LEADERSHIP – CHINA Trust in Business Trust in Government Trust Business Leaders to tell the Truth Trust Government Leaders to tell the truth 50% Global 18% 41% -32 Global 13% -28 67% China 32% -35 71% China 24% -47 68% India 55% 34% -34 India 20% -35 50% 38% US US 15% -35 10% -28 42% 38% Germany Germany 13% -29 6% -32 37% 33% France France 8% -25 10% -27 Q11 -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 trust them 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 trust29 business 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
  30. 30. 16 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 BUSINESSEdelman Trust Barometer INTEGRITYresearch reveals 16 SPECIFIC HAS ETHICAL BUSINESS PRACTICESATTRIBUTES which build trust. TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICESThese can be grouped into PRODUCTS & SERVICES OFFERS HIGH QUALITY PRODUCTS OR SERVICESFIVE PERFORMANCE CLUSTERS IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEASlisted here in rank order ofimportance. 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 30 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
  31. 31. HOW WE HAVE EVOLVED…NOW THE ATTRIBUTES CAN BE GROUPED INTO 5 DISTINCT CLUSTERS Edelman Trust Barometer’s Edelman Trust Barometer’s 2008 TRUST DRIVERS* 2013 TRUST PERFORMANCE CLUSTERS ENGAGEMENT (59%) Reputation as a place to work (81%) INTEGRITY (58%)OPERATIONS Financial performance (76%) (76%) PRODUCTS & SERVICES (54%) Respected CEO or leader (71%) PURPOSE (47%) OPERATIONS (39%) 31 *Data used includes Informed Publics ages 35-64 only in 18-country global total
  32. 32. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE - GLOBAL Gap Importance 63% -22 OFFERS HIGH QUALITY PRODUCTS OR SERVICES Performance 41% 62% -32 LISTENS TO CUSTOMER NEEDS AND FEEDBACK 30% TREATS EMPLOYEES WELL 61% -37 24% PLACES CUSTOMERS AHEAD OF PROFITS 59% -36 23% 58% -33 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 25% HAS ETHICAL BUSINESS PRACTICES 58% -30 28% 57% -33 HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 24% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS 54% -31 23% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 53% -27 26% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 49% -23 26%CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH 47% 23% -24 THE COMPANY OPERATES IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 44% -11 33% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 41% -15 26% DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 38% 22% -16 RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO 38% WORK FOR OR MOST ADMIRED COMPANIES 28% -10PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL 37% ISSUES 19% -18 Q80-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 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 32 26-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 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 26-country global total
  33. 33. TRUST BUILDING ATTRIBUTES – LARGE GAP IN EXPECTATION VS. PERFORMANCE BUSINESS IMPORTANCE VS. COMPANY PERFORMANCE – CHINA Gap OFFERS HIGH QUALITY PRODUCTS OR SERVICES Importance 73% -22 Performance 51% 69% -25 TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 44% HAS ETHICAL BUSINESS PRACTICES 69% -24 45% TREATS EMPLOYEES WELL 66% -25 41% LISTENS TO CUSTOMER NEEDS AND FEEDBACK 66% -21 45% PLACES CUSTOMERS AHEAD OF PROFITS 65% -27 38% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 63% -24 39% HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 63% -26 37% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS 62% -22 40% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 60% -17 43% DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 56% -17 39% IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 53% -8 45%CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY IN WHICH 53% -14 THE COMPANY OPERATES 39% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 52% -12 40% RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS BEST COMPANIES TO 49% WORK FOR OR MOST ADMIRED COMPANIES 46% -3PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS SOCIETAL 48% ISSUES 36% -12 Q80-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 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 33 China (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 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 China
  34. 34. GLOBAL INFLUENCER MESSAGE MAPPING Who is Trusted MOST to provide you with Passionate or Company’s Company’s Media Activist Academic credible and honest information about: CEO Employee Spokesperson Consumer A company’s employee programs, benefits & working conditions 21% 63% 16% 13% 11%ENGAGEMENT How a company serves its customers and prioritizes customer needs ahead of company profits 19% 30% 44% 16% 15% INTEGRITY A company’s situation in a time of crisis 30% 35% 18% 22% 23% PRODUCTS A company’s innovation efforts and new product development 31% 31% 27% 25% 13% How a company uses its resources and influence to support the environment 21% 26% 34% 27% 13% PURPOSE How a company supports programs that positively impact the local community 22% 27% 35% 20% 23% Partnerships with NGO’s and effort to address societal issues 25% 20% 25% 23% 15% A company’s financial earnings & operational performance 34% 27% 23% 23% 12%OPERATIONS A company’s business practices, both positive & negative 23% 36% 29% 21% 15% Accomplishments about a company’s senior leadership 35% 34% 17% 19% 19% 34 Q197-201(Global Summary). 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 Population in the 26-country global total
  35. 35. LESSONS FOR LEADERS Chinese enterprises need to close the gap between expectation and performance Engagement and Integrity play an increasingly important role in building trust Media and NGOs are more trusted In China, big institutions are trusted more than leaders35
  36. 36. 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 Tingkæ r; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu
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